Connecting with Black consumers in the US rests on authenticity

Effectively engaging with Black consumers in the US is dependent on leaning into qualities like authenticity, determination and a belief in a greater good, a study has found.

Black consumers’ purchasing power in the US is increasing at a faster rate than their white counterparts – and this audience is becoming more diverse, too.

In helping brands understand, and respond to, those trends, analysis from research marketing firm Collage Group revealed the following:

  • Black Americans value the traditions, culture and heritage underpinning their community, explained Jenny Wolski, research manager/cultural insights at Collage Group, the research firm, during the webinar, “Engage Black Consumers: How Authenticity Drives Results.”As one proof point, a “higher celebration rate of cultural holidays and desire for creative language expression showcase their unapologetic embrace of...

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