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.

• The New Front Door to Healthcare: How Consumers Are Using AI
  We surveyed 1,548 U.S. adults about how they use AI for health decisions, with oversamples of Hispanic, Black, and Asian consumers. Forty-three percent have asked an AI chatbot a health...
• ThinkNow's Diversity OS Report: Why Multicultural Marketing Needs a New Operating System
  For years, many organizations have approached multicultural marketing by asking who their audience is. Increasingly, however, the more important question is how people define themselves, experience representation, influence culture, and...
• Diversity OS: The New System Behind Consumer Behavior
  Brands have spent years investing in segmentation, personalization, and multicultural marketing strategies. Today, consumer decisions are shaped by more than age, income, or geography. Identity, representation, cultural influence, and a...
• Diversity Is Not a Segment. It’s the System.
  What Los Angeles Can Teach Brands About the Future of Consumer Behavior For decades, brands have treated diversity as just another category within their marketing strategies. A segment to target,...
• The Myth of Cultural Risk: What Los Angeles Consumers Reveal About Brand Representation
  For years, many brands have operated under a quiet assumption: The more culturally specific you are, the greater the risk. Traditional logic suggests that neutrality protects mass reach and that...
• 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,...