Why understanding Black cultural influence is a marketing imperative

Black consumers overwhelmingly shape trends in music, fashion, beauty, digital culture and beyond, and marketers who overlook this cultural impact are leaving money on the table.

One in two Black consumers has increased their spending over the past 5 years — 1.2 times more than non-Black consumers. And the impact extends well beyond the Black community; 79% of U.S. consumers believe Black Americans are influential, while 51% of Gen Z and millennials are more trusting of brands and products when Black consumers are accommodated for.

There are untapped growth opportunities for brands that foster authentic, sustained connections with Black audiences through meaningful engagement.

Download Urban One’s new report to learn more about:

• Black consumers’ role in setting trends
• Why understanding cultural context is a competitive advantage
• How the pendulum of Black cultural influence impacts brand trust
• The ROI impact of representation, inclusivity and cultural fluency

Partner insights from Urban One