品牌如何通过包容性实现其影响力、发展与成功研究报告

How brands impact, growand win with inclusion 3 Introduction Section 1Digital trendsetters6 Section 2Avid listeners11 Section 3Loyal fans15 21 Conclusion Table of contentsMethodology22 Introduction The right data is critical to support customer-centric strategies that check ourassumptions and lead with the facts. Measurement of real people amplified bylarge datasets will be essential for brands to understand audience identity, buildconnections with those identity groups, and ensure long-term brand healthwith their target consumers. Nielsen has included Black audiences in its mediameasurement for decades and is uniquely positioned to help brands understandhow African Americans spend time with media, beyond traditional age andgender groups to more advanced audience profiles. Black America continues to grow, and the outsized impact of their cultural andeconomic influence cannot be ignored or taken for granted. Black audienceslead media engagement across multiple channels—including digital platformswhere global marketers are planning increased investment. At the same time,media and the societal landscape continue to shift. One thing is certain, brands’approach to Black consumers cannot be business as usual. As more Black people embrace the nuances of their diverse identities, theyexpect brand outreach and targeting to better understand and reflect themin order to earn their business long term. The risks of not meeting theseexpectations can be high: 67% of Black Americans are likely to seek out newbrands if a current provider doesn’t align with the causes they care about.1 The insights in this report outline a call to action and a guide to win withinclusion. Those brands and programmers who invest in customer-centricstrategies that amplify Black voices, embrace cultural nuance and supportcauses our communities care about will find an audience eager to listen—and willing to respond. Yet recent headlines have highlighted companies scaling back their diversity,equity and inclusion (DEI) strategies—principles that ensure effective outreachand are backed by research to make companies out-perform competitors.These decisions can have long-term impact—for diverse communities and thebrands trying to reach them. Advertising is more than reach—it’s connection. Creating connectionsrequires advertisers to truly understand their consumers—who they are,what motivates them, how they consume media and what will push them to apurchase. And this is especially true for diverse audience segments balancingunique challenges and traditions alongside their consumer behavior. Charlene Polite CorleyVP, Diverse Insights & Partnerships,Nielsen Media creates connection In this year’s report, we explore how Black audiences in the U.S. are leaning into media that emphasize thespoken word, invite conversation and create a sense of connection. Digital trendsetters Black audiences are engaging with social media and digital video platforms that encouragebroader audiences to like, comment, subscribe and imitate. Avid listeners Black audiences tune in to audio-based media like podcasting and radio that createpersonal connections to hosts (and the brands that support them). Loyal fans Black superfans engage with sports commentary programming at higher rates than allsports superfans. Millennial median age Diverse households Average age33.5 12% Speak a language otherthan English Under age 3552% 10% Include extended family (U.S. Census Bureau American CommunitySurvey, 2023) (U.S. Census Bureau American CommunitySurvey, 2023) Economic impact Powerful population Estimated buying powerin 2026$2.1T Black Americans48.2M 32%Growth since 2000 2.4xGrowth since 2000 (U.S. Census Bureau American CommunitySurvey, 2023; Pew Research, 2024) (Selig Center for Economic Growth) Black audiences are drivingtrends across digital media Figure 1.1 Weekly time spent with digital media Hours: Minutes Digital media trends are a perfect example of Black America’s outsizedcultural and economic influence. As we’ve seen the last few years, Black Americans continue to leadengagement with media, including digital media. Knowing where andhow to reach them is key. While all U.S. adults spend about an hourmore than Black adults with the internet on a computer a week, Blackaudiences spend 31 hours and 56 minutes on apps and websiteson their smartphones and tablets—two full hours more than theU.S. overall. Given how much time this audience spends with digital media, it’snot surprising that Black culture drives much of today’s digital trends.Internet slang like “periodt,” “bae” and “cap” all originate from AfricanAmerican Vernacular English (AAVE) and have been adopted bymany—particularly Gen Z—both on and offline. Memes often drawfrom iconic Black moments and influencers as well. Many have critiqued how American culture co-opts these phrasesand images—frequently without attributing their origins to Blackculture. Navigating these concerns