2026多元化智能系列15周年版：黑人文化与身份如何驱动市场

2026 Diverse Intelligence Series15th Anniversary Edition Introduction Black audiences are the vanguard of cultural influence and markettrends in the U.S. and beyond. Now in its 15th year, the Nielsen BlackDiverse Intelligence Series has been centering African Americans andthe diaspora through data that shows our audience and economicimpact has only gotten stronger. Today, Black consumers continue For marketers focused on driving consumers down the funnel, inclusivebrand practices and approaches matter. In times of economic uncertainty,a brand’s transactional focus makes it easier for Black consumers to justbe transactional too. In fact, seven out of 10 Black consumers report they’ll stop buying from brands perceived as devaluing their community,up from66%of Black Americans in 2023.3Revenue growth is always top of mind Whether it is content or campaigns, 67% of Black consumers agree theypay more attention to brands that reflect their culture compared to 46%overall.1So, if brands want Black consumers to take action, authentic For brands, platforms, and content creators—the data in this reportoutline a compelling message that superficial inclusion is no longer enough.This isn't about tokens or ticking boxes—it's about forging meaningfulconnections that drive engagement and foster brand allegiance. Blackcultural depth, authenticity and inclusion are treasured in our community Going beyond the surface of representation is an opportunity to exploreour untold stories and unmet needs of Black consumers. The latestNielsen research shows it’s often an effective growth strategy, delvinginto the nuanced experiences and subcultures, shattering the one-size- Authenticity remains a priority for Black audiences who are the mostlikely to seek out content that provides perspectives they feel often goignored.2But it’s not just about the content that resonates with us as Charlene Polite CorleyVP, Inclusive Insights 2 Introduction Section 1Commitment to representationmatters most to Black consumers4 Section 2Where Black audiences tunein and how attention is shifting11 20Section 3Black fans are a driving forcefor sports engagement 24Section 4Winning Black audiences by engagingmultidimensional identities Table of contents29Summary Commitmentto representation to Black consumersmatters most Winning attention from Blackaudiences takes more thantoken gestures Black identity is undeniably intertwined with some of the biggest recent culturaland media moments. At Super Bowl LIX, Kendrick Lamar delivered the most-watched Super Bowl Halftime Show steeped in African American symbolism.1Ryan Coogler’s critically-acclaimed film,Sinners, broke box office records—and expectations—then made its streaming debut with over half a billion Want to win the ‘war for attention?’ Black audiences are more than twice aslikely to rank authentic and accurate representation of their race or ethnicity Recent cases of inclusion, attention and purchase working together show thepotential for growth. Gap's campaign with Katseye is just one example, from theiconic Millennial soundtrack, to the multicultural talent and choreography. Thebrand had already been favoring partnerships informed by culture, like its years- The affinity for inclusion extends acrosssegments—66% of Black respondents agree it’simportant that their favorite media features a range ofdifferent identities compared to 48% overall.8It’s nosurprise then, that last year’s streaming trends amongBlack viewers featured a variety of content, including Figure 1.1 Black consumers pay more attention to ads in media thatreflect their culture and ethnicity “I pay more attention to ads in media that reflect my culture/ethnicity.” And if you’re looking for loyalty, the audience of todayand tomorrow expects inclusion as standard practice.Recent studies found over half of Gen Z and MillennialU.S. consumers were more trusting of brands whenBlack consumers were accounted for.10And morethan half of parents in the U.S. plan to incorporate Black consumers are often looking for brandBrand alignment isa must to drive ROI Figure 1.2 Black consumers are more likely to agree that a brand's stanceon social issues is a major factor in purchasing decisions Respondent community type alignment before taking action, and the sentiment •70% will stop buying from brands perceivedas devaluing their community, up from 66% •63% expect brands to support causes theycare about, up from 59% in 2023.13 •55% of Black consumers agree they will nolonger use a brand if the company mistreats •Over half of Black consumers agreed a brand'sstance on social issues is a major factor in their •56% of Black consumers prefer to buy basedon ads that show up in culturally relevant 12Nielsen Attitudes on Representation Study, 202513Nielsen Attitudes on Representation Study, 202514Nielsen Scarborough USA+ 2025 R115Nielsen Advanced Audience Attitudes Study, 202516Nielsen Attitudes on Representation Study, 2025 Represen