Study Examines How Brands Connect With Black Consumers

A new study from cultural intelligence and consumer research partner Collage Group reveals the top 10 culturally fluent brands and companies among Black Americans. The study examines how brands have been able to use culture efficiently and effectively to connect across the Black consumer segment.

According to the findings, Walmart, YouTube, Lysol, Coca-Cola’s Sprite, Visa, McCormick, Unilever’s Dove, Procter & Gamble's Febreze, Netflix and Google resonate the best among Black consumers (out of 320 brands examined).

“These brands were so successful in reaching Black America because they effectively engaged the passions of Black consumers,” Sudipti Kumar, Collage Group’s director of multicultural insights, said in a news release on the study’s findings. “Each of the top brands displayed that they understand Black consumer values and made intentional efforts to engage and support them.”

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.

For example, McCormick rolled out a winning campaign by tapping into Black interests and creativity, and saw it embraced by the Black community, per the release. The brand partnered with Millie Peartree, an African American chef and influencer known for her popular dishes and affordable recipes.

Through the partnership, McCormick acknowledged the history and prominence of soul food by transforming traditional charcuterie boards into “Soul-Cuterie” boards in celebration of Black History Month in 2022.

McCormick also teamed up with another popular African American food influencer, Tabitha Brown, working with her to form her own seasoning line. (Brown more recently partnered with Target to roll out a line of vegan food and cookware. P2PI members can read more on that collaboration here.)

"Pairing with these two women — Peartree and Brown — helps McCormick connect with the Black community on the point of 'relevance,'" Kumar said in the release.

Beyond that, an extensive inventory of seasonings and recipes drove "fit" and "values," according to Kumar, while the commitment to celebrating traditional Black soul foods, further tied into "values," as well as "memories" and "advocacy."

Sixty-four percent of Black Americans expressed that they find joy in cooking at home versus eating out, compared to 54% of the population. Furthermore, 63% of Black Americans said they seek new things to do, try and see, including new foods and meals.

In terms of social media, 88% of Black consumers said they follow influencers or content creators on social platforms, while 42% of the segment follows food and cooking influencers/content creators. McCormick’s campaign found success with these Black social media users, per the release.

Additionally, Walmart’s efforts to connect with Black consumers also garnered a positive reaction among the Black community. Walmart’s approach related to the retail giant’s focus on affordability as well as uplifting the Black community.

“We know Black consumers have expressed concern about their financial circumstances, and recognize an overwhelming majority of Black Americans want brands to do something to combat social and political issues,” Zekeera Belton, Collage Group’s vice president of client services and diverse segment strategist, said in the release. “Walmart directly acted on these desires, and as a result, won over many of these consumers.”

In fact, 72% of Black Americans said they are worried about their finances and 83% have called on brands to be involved in social issues in some respect, according to Collage Group’s findings. In response, Walmart implemented free shipping on online orders and withdrew delivery fees on orders totaling at least $35 for Walmart+ members. The brand also invested in a $2 million grant in the name of racial equity, as well as another $3.3 million in criminal justice reform.

Collage Group connected Walmart’s emphasis on savings to "fit" and "values," while the retailer’s ongoing investments in Black enrichment and taking a stance on social matters connects to "relevance" and builds "trust." These actions, among other supporting, helped make Walmart the number one brand among Black consumers.

In addition, soda brand Sprite launched a “Sprite Limelight musical campaign,” featuring hip-hop artist Coi Leray. The campaign connected to Black Americans’ long-standing relationship with hip-hop and the significant role it has played in the evolution of Black culture.

To that point, 54% of Black Americans said they are more likely to listen to hip-hop music (including rap) compared to 33% for the total population. Additionally, 34% of the Black segment enjoys consuming music that is part of their cultural heritage. Knowing this, Sprite leveraged this genre within its commercials, and the Limelight ads in particular aimed to connect with Black Americas on "memories," "advocacy," "fit," "trust" and "values."

"Sprite has an impressive record of amplifying the voices of Black musicians and promoting Black athletes," Belton added. "This history helps the brand ultimately gain loyalty among Black consumers, activating 'memories,' 'advocacy' and 'trust.'"