Engage Black Consumers: How Authenticity Drives Results
Unlock the potential for substantial brand growth among Black consumers with the 2024 update to our Cultural Traits research. These updated insights provide a deep dive into the evolving preferences and behaviors of this key demographic, offering you the latest insights to tailor your marketing strategies effectively.
This blog and download include a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock access to our cultural intelligence engine.
Black consumers are rapidly becoming more multiracial and have seen remarkable growth in purchasing power among Multicultural groups. For brands to effectively reach this segment, it’s imperative to actively engage with the values and issues that hold the most significance within this demographic.
Our latest study, now including three-year trended data, explores three key areas of our consumer fundamentals research: identity, cultural context, and Group Traits to help your brand fuel growth with Black consumers.
This post includes a small sample of the deep cultural intelligence that fuels growth for our members. Contact us to unlock more content like this.
What Surprised Us?
After collecting data on Group Traits and cultural values for three years, we can spot critical cultural shifts with even more nuance. Since 2022, we have observed that Black Americans are increasingly embracing their heritage as an integral part of their American identity. One way this plays out is by celebrating Black holidays at higher rates and expressing themselves creatively through language. Although they still consider themselves typical Americans, they are questioning the idea of American exceptionalism and paying close attention to the political climate in which they reside.
The Big Picture
- Black consumers are increasingly proud of their cultural heritage. Higher celebration rate of cultural holidays and desire for creative language expression showcase their unapologetic embrace of their identity.
- The segment’s realness and faith set the stage for true vulnerability. Black consumers’ deep understanding of who they are allows vulnerability to flourish. Risk-taking is an expression of that vulnerability and a form of self-care.
Key Insight #1: Determined Group Trait
Know This:
Despite a history of systemic racism, Black consumers live with a driven state of mind, working toward their goals and facing adversity with discipline.
Do This:
Highlight your brand’s commitment to help Black Americans achieve at the highest levels.
Key Insight #2: Real Group Trait
Know This:
Black consumers proudly celebrate their collective uniqueness, challenging outdated ideas.
Do This:
Create opportunities for Black consumers to collaborate and share their stories.
The world’s leading brands turn to Collage Group to build trust with this critical consumer segment and more. Contact us for additional studies on how to connect with Black consumers, and to learn how to make your brand a winner with high-growth segments.