2025 Diverse Intelligence Series
Engaging Black audiences
Black America continues to grow, and the outsized impact of their cultural and economic influence cannot be ignored or taken for granted. Learn how brands can connect with this community to impact, grow and win with inclusion.
A defining influence
With 48 million* people, the Black community in the U.S. is young and growing in both size and economic impact. For advertisers looking to reach this powerful consumer segment, understanding who they are, what motivates them, how they consume media and what pushes them to purchase is key to creating authentic connections.
*Source: U.S.Census American Community Survey, 2023
52%
With more than half of Black Americans under 35, this community has outsized influence on digital trends
Source: U.S.Census American Community Survey, 2023
$2.1T
Black Americans’ buying power has grown 2.4x since 2000 to $2.1 trillion dollars
Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia
67%
More than two-thirds will seek out alternatives if a brand doesn’t align with the causes they care about
Source: Nielsen Attitudes on Representation Study 2024
Understanding Black audiences’ media habits
In this year’s report, we explore how Black audiences in the U.S. are leaning into media that emphasize the spoken word, invite conversation and create a sense of connection.
Digital trendsetters
Black audiences are driving trends on social media and digital video platforms that encourage broader audiences to like, comment, subscribe and imitate.
Avid listeners
Black audiences tune in to audio-based media like podcasting and radio that create personal connections to hosts (and the brands that support them).
Loyal fans
Black sports fans are embracing women’s sports, and they’re eager to share about the brands that sponsor their favorite teams.
The Black audience insights you need
Brands and programmers who invest in customer-centric strategies that amplify Black voices, embrace cultural nuance and support causes Black communities care about will find an audience eager to listen—and willing to respond. Download this report, and learn how the right data can inform your approach and help you win with inclusion.
