Study: Black Culture Drives U.S. Brand Growth, Warns of Risks for Ignoring Black Consumers
A recent study, 'Influence to Impact: Black Culture's Role in Brand Growth', has quantified the significant influence of Black culture on brand growth and consumer behaviour in the United States. Commissioned by Urban One, the study underscores the importance of authentic engagement with Black consumers.
Jeff Meza, Executive Vice President of Urban One, emphasises the study's findings, stating that it demonstrates the necessity for brands to connect genuinely with Black consumers. The research highlights the potential business risks for brands that fail to authentically engage with this demographic.
Urban One VP Audrey Cochran expressed pride in the study's ability to quantify the impact of Black consumers on U.S. culture. Notably, the study was originally commissioned by Google, further underscoring its significance.
The 'Influence to Impact' study serves as a wake-up call for brands, stressing the importance of authentic engagement with Black consumers. It quantifies the substantial influence of Black culture on brand growth and consumer behaviour, and highlights the risks of ignoring this demographic.
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