Black consumers make up close to 14% of the US population, however, their impact on US culture and society far outweighs their numbers. Whether they have been in the US for generations or have arrived more recently from Africa, the Caribbean or other regions, Black consumers have enduring values including a sense of cultural pride and a love for ancestry and community. However, the Black community is also become more fragmented and diverse, due to generational factors, geographic spread and the lack of universal, uniting issues like the battle for civil rights.
This Report looks deeper into how Black consumers across different demographics view identity and community, and how brands and platforms are representing them. An analysis of thier sentiments and evalutation of successful brand examples are used to provide recommendations to marketers for ways to forge genuine connections with various segments of Black consumers in the US.
This report looks at the following areas:
- Demographic trends of the US Black population
- Characteristics and attitudes of Black immigrants
- Key drivers of Black community and identity
- Attitudes regarding the growing trend of Black Republicanism
- Perceptions of representation in brand marketing and advertising
- Attitudes and behavior regarding social media
- Attitudes regarding culture and fashion
- Opportunities for embracing Black culture and making Black consumers feel seen
Younger generations are developing new definitions of what it means to be Black in America – and marketers need to hear them and embrace the evolution.
Courtney Rominiyi, Multicultural Consumer Insights Analyst
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EXECUTIVE SUMMARY
- What you need to know
- An evolving population
- Market predictions
- What Black consumers want & why
- Opportunities
- Recognize the full diversity of Black culture
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TARGET AUDIENCE OVERVIEW
- Black consumers by the numbers
- A diverse population of over 45 million consumers
- Black population growth exceeds White, lags behind Asian, Hispanic, other
- Graph 1: percent of US population, by race, 2018-28
- Graph 2: percent of US population, by Hispanic origin, 2018-28
- Black population growth exceeds White, lags behind Asian, Hispanic, other
- Share of Black seniors grows rapidly
- Graph 3: Black population, % change by age, 2018-28
- Graph 4: Black population, by age, 2018-28
- Share of Black seniors grows rapidly
- Income lags behind other groups – but has improved since COVID-19
- Graph 5: median household income (inflation-adjusted dollars), by Black and White alone and total, 2019-23
- Income lags behind other groups – but has improved since COVID-19
- Although more women lead Black households vs the average, family households are still the dominant type
- Graph 6: households – race/Hispanic origin, by type, 2021
- More than half of Black consumers have some college education
- Younger generations are less likely to have a formal religious affiliation
- Graph 7: Black consumers – religious affiliation, by generation, 2020
- Black immigrants: successful and well established
- Black immigrants are highly diverse
- Black immigrants may struggle to belong
- Graph 8: Black consumers – attitudes toward Black immigrants (any agree), by region of origin, 2024
- Reversing the Great Migration?
- Market context
- Black consumers experiencing positive economic conditions
- Graph 9: unemployment rate (seasonally adjusted), by Black and total, 2015-24
- Is the Democratic party losing its grip on Black voters?
- Graph 10: Black electorate voting for the Republican candidate, 2020 and 2024
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts, cont.
- Consumer cultural segments
- Varying views on Black culture, the future and the state of the world
- Graph 11: Black culture audience segments, 2024
- Resilient and confident, Black consumers are proud of their culture and want to preserve it for the future
- Graph 12: attitudes toward culture, the future, sense of self and advertising, 2024
- Using cluster analysis to segment Black consumers based on attitudes
- Graph 13: clustering component alignment, Black cultural segments, 2024
- Traditionalists: high on heritage and life’s joys
- Meet the Traditionalists: older, educated, more affluent empty-nesters
- Meet the Traditionalists: older, more affluent, educated empty-nesters
- Skeptics: less engaged with community and culture
- Meet the Skeptics: less affluent, less educated, unmarried Gen Z
- Optimists: focused on family and the future
- Meet the Optimists: younger, upper-middle income, parents, living in the Northeast
- Moderates: faith carries them through
- Meet the Moderates: older, married, comparatively affluent and women
- Elements of community
- The historic importance of Black community
- “Community” is primarily personal and proximity
- Graph 14: elements of Black community, 2024
- Traditionalists and Moderates have the strongest ties to community elements
- Graph 15: elements of community, by cultural segments, 2024
- A noticeable break between Baby Boomers and younger generations
- Graph 16: elements of Black community, by generation, 2024
- Educated Black consumers more focused on community
- Graph 17: elements of Black community, by education level, 2024
- Use cultural understanding to connect with Black consumers, particularly those with West African origins
- Graph 18: elements of Black community, by region of origin, 2024
- Elements of identity
- Elements of Black identity are similar to elements of community; however, skills/talent and favorite media are more influential
- Graph 19: elements of Black identity compared to elements of community, 2024
- Similar to elements of community, Traditionalists and Moderates feel multiple elements make up their personal identity
- Graph 20: elements of personal identity, by cultural segments, 2024
- New drivers of identity for the young
- Graph 21: elements of Black identity, by generation, 2024
- Younger Black consumers have become more individualistic
- Graph 22: elements of Black identity – select items, by gender and aged 18-34, 2024
- Religion, relationships resonate most strongly with senior Black women
- Graph 23: elements of Black identity, by gender and aged 55+, 2024
- Affluent Black consumers recognize more varied aspects of personal identity, offering brands more opportunity to connect
- Graph 24: elements of Black identity, by household income, 2024
- Attitudes toward culture
- Black culture is seen as distinct and important to preserve
- Seniors, affluent and educated are most value maintaining culture
- Graph 25: attitudes toward maintaining Black culture (any agree), by key demographics, 2024
- Black culture viewed as unique; perspectives split on the role of religion
- Graph 26: perceptions of Black culture vs mainstream and importance of cultural background, 2024
- Graph 27: perceptions of traditional religion and impact on Black culture, 2024
- Maintaining Black cultural distinction is important to Traditionalists; loosening ties to religion causes some worry
- Graph 28: perceptions of Black culture, traditional religion and impact on Black culture*, by cultural segment, 2024
- Religion is more important for Black seniors
- Graph 29: perceptions of Black culture, traditional religion and impact on Black culture*, by generation and gender, 2024
- Promote individualism with the less educated
- Graph 30: perceptions of Black culture, traditional religion and impact on Black culture*, by education, 2024
- LGBTQ+ Black adults focus more on people, less on religion and culture
- Graph 31: perceptions of Black culture, traditional religion and impact on Black culture*, by LGBTQ+, 2024
- Attitudes toward politics
- Black consumers and the US political system: a complex relationship
- Political opinions show Black consumers have – and appreciate – diverse perspectives
- Graph 32: attitudes toward politics and Black culture (any agree), 2024
- Engage with Optimists on issues of political and social interest
- Graph 33: attitudes toward politics and Black culture (any agree), by cultural segments, 2024
- Men less concerned about the impact of politics
- Graph 34: attitudes toward politics and Black culture (any agree), by gender, 2024
- Promote inclusivity when speaking to parents
- Graph 35: attitudes toward politics and Black culture (any agree), by parental status, 2024
- Highly educated are more engaged – and more concerned
- Graph 36: attitudes toward politics and Black culture, (any agree) by education level, 2024
- Older Black men see more stigma around Republicanism
- Graph 37: attitudes toward Black conservatism (any agree), by gender and age, 2024
- Affluent consumers agree conservatism is on the rise
- Graph 38: attitudes toward Black conservatism (any agree), by household income, 2024
- Less engagement with the less educated
- Graph 39: attitudes toward Black conservatism (any agree), by education level, 2024
- Attitudes toward representation
- Extending representation to all Black consumers
- Graph 40: perceptions of Black representation in marketing and advertising, by cultural segments, 2024
- Brands do a relatively good job recognizing Black culture, but one in five do not feel represented by brands’ business practices and actions
- Graph 41: perceptions of representation in brand marketing and advertising – recognition, social media, brand actions, 2024
- Tangible actions that support equality, advancement and inclusion need to be prioritized to improve representation
- Gen X is skeptical about brand recognition of – and appreciation for – Black culture
- Graph 42: brand marketing and advertising (any representation) – recognition and brand action/demonstrating appreciation, by generation, 2024
- Opportunity to improve recognition of Black culture among those with Caribbean ancestry/heritage
- Graph 43: brand marketing and advertising (any representation) – recognition and brand action/demonstrating appreciation, by region of origin, 2024
- Gen Z finds meaning in brands’ social media presence and business practices
- Graph 44: brand marketing and advertising (any representation) – social media and brand actions, by generation, 2024
- Less affluent less convinced by brands
- Graph 45: brand marketing and advertising (any representation) – social media and brand actions, by household income, 2024
- All generations see an opportunity to increase diverse representation
- Graph 46: attitudes toward advertising (any agree), by generation, 2024
- Affluent Black consumers expect more from advertising
- Graph 47: attitudes toward advertising (any agree), by household income, 2024
- Attitudes toward fashion
- Fashion is part of Black consumers’ cultural identity; most feel Black style influences the mainstream
- Graph 48: attitudes toward fashion, by cultural segments, 2024
- Fashion matters for both men and women
- Graph 49: attitudes toward fashion, by gender, 2024
- Affluent Black consumers see opportunities in fashion
- Graph 50: attitudes toward fashion, by household income, 2024
- Black consumers with Western African origins are highly engaged with fashion
- Graph 51: attitudes toward fashion, by region of origin, 2024
- Fashion that puts community first
- Attitudes toward social media
- Strong users of social media, online entertainment
- Graph 52: free media formats used at least weekly, by age, 2024
- YouTube, Instagram most popular social sites
- Graph 53: social media sites visited at least weekly, by Black consumers vs all, 2024
- Social media is both seen to reflect authentic selves, but also veer toward the extremes
- Graph 54: how social media has impacted Black community dynamics, by cultural segments, 2024
- Mixed views despite high levels of usage
- Graph 55: how social media has impacted Black community dynamics, by gender, 2024
- Gen Z sees the pros – and the cons – of social media
- Graph 56: how social media has impacted Black community dynamics, by generation, 2024
- Bluesky attempts to clear the air
- Lower-income consumers find social less useful
- Graph 57: how social media has impacted Black community dynamics, by household income and age, 2024
- Attitudes toward life challenges
- Black seniors persevere
- Graph 58: attitudes toward life challenges (any agree), by gender and generation, 2024
- Parents more optimistic about the future
- Graph 59: attitudes toward life challenges (any agree), by marital and parental status, 2024
- Appeal to the affluent with positivity and reassurance
- Graph 60: attitudes toward life challenges (any agree), by household income, 2024
- Seniors more likely to feel “loud and proud”
- Graph 61: attitudes toward racial acceptance (any agree), by generation, 2024
- LGBTQ+ feels pressure to fit in
- Graph 62: attitudes toward racial acceptance (any agree), by LGBTQ+, 2024
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INNOVATION AND MARKETING STRATEGIES
- Marketing and outreach strategies
- Acknowledge Black holidays
- Provide real support to the Black community
- Be flexible to the new needs of younger generations
- Celebrities begin to exercise caution
- Opportunities
- The delicate dance of DEI
- DEI reversal puts Target in the crosshairs
- Is community going virtual?
- The sky’s the limit for social?
- Take advantage of audio
- Use CTV to create targeted campaigns
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Key driver analysis
- Key driver analysis, continued
- Generations
- Abbreviations and terms
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