Two-Thirds of Black Consumers Pay More Attention to Ads That Reflect Their Culture

Nielsen: Two-Thirds of Black Consumers Pay More Attention to Ads That Reflect Their Culture

The Majority of Those Surveyed Prefer to Buy Brands Who Advertise in Content That Reflect Their Culture

A new, exclusive study from Nielsen reveals that the majority of Black audiences (67%) surveyed pay more attention to ads in media that reflect their culture. In addition, Black audiences demonstrate loyalty and trust to the brands and influencers they believe in compared to other segments.

52% of Black audiences agreed they’re more likely to purchase when a brand partners with creators connected to their fandoms and interests compared to 45% overall. The “The Black Influence: How Black Culture & Identity Drive the Market” leverages Nielsen insights to underscore the profound cultural and commercial power of Black audiences.

This marks the 15th year Nielsen has released its Diverse Intelligence Series reports, as Nielsen’s nationwide panel of more than 100,000 people representative of the US population gives it the unique ability to produce nuanced insights on a range of demographics and identities.

Alabama’s First Black Woman-Founded College Expands

Alabama’s First Black Woman-Founded College Expands With New High School Division for Neurodiverse and Non-Traditional Students

Shakea Miller, the first African American woman to found a privately owned, degree-granting college in the state of Alabama, 1 on 1 Technical & Theological College, has announced a major institutional expansion with the launch of a high school division specifically designed to serve students with learning differences and those underserved by traditional education models.

The new high school division will host its first day of classes on January 5, addressing a long-standing gap Miller identified while operating the college.

“Over the years, we had to turn away far too many people who wanted to enroll in our trade and degree programs but did not have a GED or high school diploma,” Miller explained. “I knew there had to be a better solution.”

That solution became the creation of a high school pathway housed within the college itself, one that serves students with autism, ADHD, dyslexia, and other learning differences, as well as students who struggle with the traditional seven-hour school day.