2025文化资本：黑人文化对现代品牌的意义研究报告

play inshaping consumerbehaviortoday? OUR RESEARCH. OBJECTIVESExplore how consumers engage with Blackculture, which brand categories it touches, and what that M ETHOD SAMPLE Nationally representativequantitative survey A18+ | Regular socialmedia users USA, Gen pop n= 564 , Black/AA Booster n= 240UK, Gen pop n= 563, Black Booster n= 193Nigeria, Gen pop n=560, Black Booster n= 240 Black culture regularly shapes populartrends, even as an underrepresented group Despite making up just 13% of the U.S. and 4% of the U.K., Black culture regularlyshapes what the general population follows How often do you startfollowing trends that youfirst see in Black culture?% Very often/often/sometimes Black culture reflects the very valuestoday’s brands aspire to Black culture is synonymous with creative confidence and culturalintegrity–traits brands often strive to embody How strongly do you associate each of the following qualities with Black culture?% Very/somewhat strongly To young audiences,Black culture leadsthe way Whether it’s travel, tech, or healthcare,younger generations consistently crown Blackculture as the source of what’s next, more sothan older generations Do you see Black culture as a trendsetter in these areas?% Yes–Indexed to average across generations within vertical What draws people in? Fresh perspective, cultural curiosity and a strong sense of community. In fact,these factors are far more influential than simply identifying with the culture WHATBRANDSNEED What matters &what’s missing Digital Black influence drivespurchase consideration What type of products, if any, have you consideredbuying after seeing Black people, communities, orwebsites talk about them online?Net score of all products Categories where Black culture leadsreveal significant gaps in brand presence While smaller, a gap in brand representation still exists across key verticals in Nigeria Audiences trustBlack creators withreal stories, realidentities, and realknowledge 1. Creators whoshare their personal experiences2. Creators withdiverse, intersectional identities UNITED KINGDOM 1. Creators withdiverse, intersectional identities2. Creators whoshare their personal experiences NIG ERIATop 3 1. Creators whoshare their personal experiences2. Creators whoreally know their community Social platforms are where themasses go to be fed-making themprime spots for brands to plug in491 BRAND Reaching Black audiencesonBlack-led platforms Black audiences wantdialogue, not monologue For brands, this means goingbeyond broadcasting messages to actively listening, responding, and participating in the conversation ina thoughtful, authentic way How should brands show up in Black spaces online(like social media)? Consistency builds credibility. Showing up year- round drives authenticity, respect, & trust 80% of Black audienceswant brands to show upall year round, not just during Black History Month When a brand shows up in Black spaces consistently,how does it impact your perception of them?% Selected Black audiences inthe U.S. & U.K.want brands toengage, but differon what’smostimportant USA When it comes to showing up in Black spaces online,how important is it for brands to:% Very important Black audiences prefer bold mistakes oversafe silence, especially the US When it comes to brands engaging with Black communities online,which do you prefer?% Agree/strongly agree IMPLICATIONSOUR LEARNINGSPutting black cultureinto action DON’T RENT THE CULTURE,LIVE IN IT SAFE IS RISKY.BE BOLD, BE SEEN Safe silence is riskier than boldimperfection. Brands must beconsistent, courageous, andconversational to earn a place in Authenticity isn’t seasonal.Brands must show up in Blackspaces consistently, not justwhen it's safe or timely If Black culture shapesconsumer taste, brands mustinvest in the people and