Black American Market Research

With a staggering $1 trillion in collective spending power, the 48 million African American and Black consumers in the U.S. have become pivotal drivers of the nation's economy

48.3 million Americans identify as African American or Black. Collectively, Black Americans are a resilient consumer group with $1.6 trillion in purchasing power and an undeniable influence on American culture, making them one of the country’s main economic drivers. But Black consumers in the U.S. are not monolithic. Like Hispanics and Asians, Black Americans are diverse — from skin tones to language, cultural rules to mores. One in 10 Black consumers living in the U.S. is foreign-born, bringing with them cultural nuances from their countries of origin. Black American sub-cultures make it essential for marketers to close the misunderstanding gap about the Black consumer collective through market research and insights.

• How Brands Can Win the 2026 World Cup
  3 Key Insights from the Study and Why Los Angeles Will Be the Ultimate Growth Lab The 2026 World Cup in the United States will bring together the most diverse,...
• Bad Bunny, When a Halftime Show Is More Than a Halftime Show
  Bad Bunny’s selection as the Super Bowl halftime performer raises practical questions for brands. Does his presence drive awareness and help sales? Does featuring an outspoken Latino performer during the...
• The World in One City: Why Los Angeles Will Decide Whether Brands Win or Lose in 2026
  Los Angeles is entering a three-year period unlike anything in marketing history. Between the 2026 World Cup, 2027 Super Bowl, and 2028 Olympics, billions in brand investment will flow through...
• Alcohol Consumption in 2025: How Health, Home, and Generational Shifts Are Reshaping Drinking Habits
  Alcohol consumption in the United States continues to evolve, shaped by health concerns, economic pressure, and changing social norms. ThinkNow’s 2025 Alcohol Consumption Report, based on a nationally representative survey...
• The Hidden Market Impact of Immigration Raids: Critical Signals for Brands in 2025
  A New Landscape: Immigration Raids as a Market Force In 2025, immigration raids have evolved from isolated political events into a broader economic, cultural, and emotional force reshaping how Americans...
• Decoding the Relationship Between Gen Z and the U.S. Military
  Gen Z, now between the ages of 13 and 28, has had very different life experiences than the Millennials that preceded them. Many of them were children during the financial...