Black Consumer Sentiments
A 2023 study from cultural intelligence and consumer research partner Collage Group examined how Black Americans feel about top culturally fluent brands and companies, and how and where they are engaging most.
In assessing the top brands, Collage Group leveraged its Brand Cultural Fluency Quotient (B-CFQ) score to determine brand resonance across six different cultural factors: fit, relevance, memories, values, trust and advocacy.
Key findings from the study indicate:
• Walmart, YouTube, Lysol, Coca-Cola’s Sprite, Visa, McCormick, Unilever’s Dove, Procter & Gamble’s Febreze, Netflix and Google resonate best among Black consumers (out of 320 brands examined).
• 64% percent said they find joy in cooking at home versus eating out, compared to 54% of the total population.
• 63% said they seek new things to do, try and see, including new foods and meals.
• 88% said they follow influencers or content creators on social media platforms, while 42% of the segment follows food and cooking influencers/content creators.
• 72% said they are worried about their finances and 83% have called on brands to be involved in social issues in some respect.
• 54% said they are more likely to listen to hip-hop music (including rap), compared to 33% for the total population.