Research Roundup: Black Audiences Want Nuance, Context and Depth in What They See

Reaching Black audiences has long been a goal of corporations, coveting them as consumers. Media outlets similarly want to capture their attention. As a result, representation of Black people in advertising, online and broadcast content has grown in prevalence and complexity.

This increase follows the trajectory of Black Americans’ buying power, which increased by 114% between 2000 and 2018. That’s according to an annual report from the University of Georgia’s Selig Center for Economic Growth titled “The Multicultural Economy.” In 2020, African Americans’ buying power rose to $1.6 trillion, or 9% of the nation’s buying power.

Nielsen recently released the latest installment of their African American Diverse Intelligence Series titled, “Seeing and Believing: Meeting Black audience demand for representation that matters.” This installment is an examination of how corporate retailers and media outlets are performing with this demographic. The results show we still have a long way to go toward inclusive representation.

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