吸引黑人受众：品牌如何通过包容性实现影响、增长与成功

How brands impact, growand win with inclusion 3 Introduction Section 1Digital trendsetters6 Section 2Avid listeners11 Section 3Loyal fans 15 Conclusion21 Table of contentsMethodology22 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 media 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 platforms 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 these 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 support 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. 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 a 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 the 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 all Millennial median age Diverse households Speak a language other12% Average age33.5 Under age 3552% Include extended family10% Black Americans:A defining influencein the U.S. (U.S. Census Bureau American CommunitySurvey, 2023) (U.S. Census Bureau American CommunitySurvey, 2023) Powerful population Economic impact 48.2M Estimated buying powerin 2026$2.1T Black Americans 2.4xGrowth since 2000 32%Growth 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 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, Black 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 draw Many have critiqued how American culture co-opts these phrasesand images—frequently without attributing their origins to Black In 2024, global marketers planned to dedicate 63% of their budgets todigital channels, a significant increase from approximately half of their2022 budgets2. Understanding how Black consumers are using digital Don’t underestimate social media’s impact While marketers’ move toward digital isn’t new, it’s being driven by growingusage and effectiveness. In our annual marketing study, 79% of globalmarketers view social media as extremely/very effective. When we look deeper at how Black Americans spend their time onsmartphones, they’re spending the majority of it with social media—8 hoursand 49 minutes a week. This follows trends among the wider U.S. population. And Black consumers seem to agree; 63% say they’re more likely to evaluate anew brand based on a social media ad or content, compared with 58% overall3.And several social platforms rank among the top five sources for The dialogue that social media platforms offer through video and commentsections can help users build community with others who share similar 3Nielsen Attitudes on Ads Study, 2024 Figure 1.2 Figure 1.3 Weekly time spent withsocial media on a smartphone Streaming continuesto gain share In addition to digital channels, Bl