Black Dollars Matter: The Sales Impact of African Americans

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Black consumers — African Americans and individuals of Caribbean heritage — are speaking directly to brands in unprecedented ways and achieving headline-making results.


Throughout 2017, popular brands witnessed the power of Black Twitter and the brand impact of socially conscious Black consumers. Through social media, Black consumers have brokered a seat at the table and are demanding that brands and marketers speak to them in ways that resonate culturally and experientially—if these brands want their business.

With African Americans spending $1.2 trillion annually, brands have a lot to lose, a new study from Nielsen illustrates for broadcast media professionals seeking increased ROI through a highly important consumer group.

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