Black consumers are ahead of the curve. While they've been setting trends for years, research shows they'll become even more influential.
79% of U.S. consumers believe Black Americans are influential, with majority sharing that impact is felt across music, fashion, sports, beauty, and more.
Representation isn’t just morally right…it’s good business! Brands that have invested in Black creators or Black centered campaigns have seen a measurable lift in brand sentiment, purchase intent, social engagement, and long-term brand loyalty.
51% of Gen Z and Millennial U.S. consumers are more trusting of brands and products when Black consumers are accommodated for.
Increased representation of Black audiences enhances trust among young consumers, who tend to feel more trusting of brands when Black/African Americans are better represented.
Gen Z and Millennials are driving this sentiment with 80%+ stating they personally benefit when Black culture is well-represented, and 1 in 2 saying they trust brands more when Black consumers are recognized.
The Black consumer buying power is projected to exceed $1.8 trillion. Investing in Black consumers isn’t niche; it’s about sustained impact and future-proofing your brand strategy.
Black Gen Z and Millennials 50% report spending more across categories (Black Gen X + Boomers reflecting 41%).
As Black cultural influences increases, limited engagements or only paying increased attention to Black consumers during key moments limits brand growth and recognition.
90% of Gen Z and Millennials expect Black cultural influence on U.S. mainstream to continue to increase or remain as influential as it is today
Ignoring the cultural source is costly. Only ~1% of ad spend goes to Black-owned media. Investing in Black-owned media platforms leads to exponential reach, higher resonance, and consumer loyalty.
76% of U.S. consumers see Black culture as an aspirational source of personal positive influence, leading them to be more trusting of brands, ability to discover new products, and experiment with new and exciting trends.
Cultural ROI, an in-depth, large-scale study commissioned by Urban One in conjunction with Screen Engine/ASI, was designed to quantify and showcase African Americans’ influence and their invaluable impact on pop culture and consumption patterns across the US.
The study reveals insights into specific categories where Black consumers have the greatest impact and most elevated purchasing/trending influence, the segments of the population that are most influenced by Black consumers, and how brands benefit from tapping into the Black audience’s influence and leveraging it for future opportunities.
Cultural ROI, an in-depth, large-scale study commissioned by Urban One in conjunction with Screen Engine/ASI, was designed to quantify and showcase African Americans’ influence and their invaluable impact on pop culture and consumption patterns across the US.
The study reveals insights into specific categories where Black consumers have the greatest impact and most elevated purchasing/trending influence, the segments of the population that are most influenced by Black consumers, and how brands benefit from tapping into the Black audience’s influence and leveraging it for future opportunities.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.