Knowing how far we’ve come and how much we’ve blossomed, it’s no surprise that the “African American Women: Our Science, Her Magic” report paints black women as trendsetters, brand loyalists and early adopters who care about projecting a positive image. According to the 2017 Diverse Intelligence Series report, which was global performance management company Nielsen’s seventh look at African-American consumers and the second time they’ve zeroed in on black women, black women’s consumer preferences and brand affinities are resonating across the U.S. mainstream, driving total Black spending power toward a record $1.5 trillion by 2021. At 24.3 million strong, Black women account for 14% of all U.S. women and 52% of all African-Americans, the article says.
“Black women have strong life-affirming values that spill over into everything they do. The celebration of their power and beauty is reflected in what they buy, watch and listen to, and people outside their communities find it inspiring,” says Cheryl Grace, Senior Vice President of U.S. Strategic Community Alliances and Consumer Engagement, Nielsen.“Understanding how Black women’s values affect their buying decisions has long been a marketing necessity. Now, marketers must also recognize the intercultural influence of Black women on the general market as an increasingly vital part of how all women see themselves, their families and the rest of the world.”
In a 2018 article, Nielsen also examined digital habits and the impact of black consumers stating that black influence on the economy and pop culture has been intensified by participation in the digital universe and adoption of social media and technology platforms. African Americans are leaning into digital know-how and open-source innovation — with unprecedented impact on brands, elections and what the country watches, buys and listens to.
“African Americans are leveraging innovations in technology and the anonymity of social platforms to level the playing field and get ahead in a marketplace unencumbered by corporate scrutiny,” said Grace. “African American influence has long resonated cross-culturally, and now it’s being delivered directly from creator to consumer. Give talented, creative people unobstructed access to the world stage and, inevitably, they will shine.”