According to Nielsen’s recently published "African American Women: Our Science, Her Magic" report, Black women are the number one trendsetters and go-getters in today’s consumer-driven economy.
Their personal tastes and drive to be counted in the nationwide surge of new woman entrepreneurs is causing a shakeup in the business world. This data validates what we’ve known for a while.
It concluded that Black women, blessed with more options than ever before, refuse to tolerate brands that fail to consider their needs and the needs of their families and community members. What they buy reflects their values.
Businesses who do affirm a Black woman’s agency and acceptance of self see MAJOR profits (must be that $1.5 TRILLION household buying power that she controls).
And then there’s Black women’s consumption of entertainment and social media.
Put bluntly, they brag differently.
Compared to other groups, Black women are “especially adept at using technology and social media to trade opinions and offer recommendations,” says Nielsen researchers.
They’re trading valuable notes within their circles of influence on social media and in real life.
Marketers, then, would do well to stay within a Black woman’s good graces.
Her high standards for herself, at home, on the job, and just about in any other position held translates into a “take no mess” attitude towards marketplace transactions of all kinds.