A newly released study from the largest media company in the U.S. superserving Black consumers “has unconvered compelling evidence” that African American culture — and Blacks of Caribbean heritage — is not only shaping mainstream U.S. culture but is “defining it.”
The “new, proprietary large-scale research study” commissioned by publicly traded Urban One, the company led by Alfred Liggins III and founded by his mother, Cathy Hughes, with her purchase of WOL-AM in Washington, D.C., comes with the title “Influence to Impact: Black Culture’s Role in Brand Growth.”
And, Urban One says, it “quantifies just how deep that influence runs and demonstrates that brands failing to authentically engage with Black consumers risk missing out on exponential opportunities for growth in relevance, trust, and revenue.”
Urban One EVP and Head of Branded Entertainment and Integrated Marketing Jeff Meza comments, “Cultural ROI is the vehicle for us at Urban One to further our mission to help educate the industry and brand partners alike on the importance that intentions must be rooted in strategy, and this new economy requires development of total market plans that are inclusive and representative of authentic experiences.”
The report’s release comes one week ahead of the ANA Multicultural and Inclusive Marketing Conference in Carlsbad, Calif.
Urban One VP of Television and Digital Research Audrey Cochran said, “I am incredibly proud of the work we’ve done to quantify the undeniable impact that Black consumers have on U.S. culture. This study not only demonstrates their impact and influence on broader consumer behavior but also underscores the value of authentically connecting with this segment–and the business risks of failing to do so.”
Urban One enlisted Tapestry and Screen Engine/ASI to execute the study, which conducted a multi-method research approach designed to measure African American impact via influence across various segments of the U.S. population and with respect to categories such as music, entertainment, fitness/sports, fashion/beauty, automotive, food, travel, politics, social impact and culture.
Among the key takeaways:
- 79% of U.S. consumers believe Black Americans have influence, with 1 in 2 feeling that Black culture is present in all aspects of American life.
- 50%+ of consumers recognize Black cultural impact in music, fashion, food, politics, sports, and beauty.
- 76% of U.S consumers, and 80%+ of Gen Z and Millennials say they personally benefit when Black culture is well-represented, with 51% of consumers trusting brands more when Black consumers are consistently represented.
- Black culture sets trends. What begins in Black communities sparks global influence as currency — from music and fashion to lifestyle. Brands that ignore the origin of these trends miss opportunities to connect authentically and tap into the momentum of these cultural waves.
- Serving Black consumers fuels trust, loyalty and growth. Authentic, intentional and sustained engagement drives repeat business, grows marketing share and brand affinity — while performative efforts quickly fade.
- Representation drives trust — especially with Gen Z and Millennials. These consumers expect diversity and reward brands who deliver on that expectation with loyalty, advocacy, and long-term growth.
Survey methods included:
- Quantitatively Surveyed 3,044 nationally representative U.S. consumers — plus 658 Black consumers — across generations and racial groups.
- Mobile ethnographies with 20 diverse 18-40-year-olds, tracking real-time behavior over several days to understand how Black culture impacts daily decision-making.
- Mini-focus groups with participants and their close circles conducted before and after the 2024 U.S. election, capturing perspectives on future influence and political context.
- Expert interviews with acclaimed Black consumer market research analyst Pepper Miller and Autumn McDonald, a sociocultural anthropologist.
