Empowering the Community: YOU MATTER
Nielsen Celebrates Black History Month
Black consumers make up a diverse group of trendsetters, education enthusiasts, media influencers, social activists and content creators. Making gains and upending outdated stereotypes on multiple fronts - from education to income to social media and civic engagement - the African-American story continues to evolve as Black consumers leave an indelible footprint on today’s rapidly changing mainstream. African-Americans are indeed increasingly affluent, influential and culturally diverse - and savvy marketers and businesses are taking notice.
Nielsen celebrates the power of the black consumer: 24/7/365. Because you matter.
Get to know Nielsen
Nielsen is a leading global provider of information and insights into what consumers watch, listen to and buy. What does this mean exactly? Nielsen’s business is understanding people. We measure consumer trends – what people buy, what media they watch, what digital media they consume and much more.
Black Education on the Rise
African-American consumers understand the importance of education. The high school graduation rates for Black students have increased to over 70% in 2013, outpacing the growth for all students in the nation. As a result black college enrollment rates have increased as well, jumping from 59.3% in 2013 to 70.9% in 2014. Black Americans are making progress in STEM (science, technology, engineering and mathematics) careers. Rising education rates for young Black students and inroads into STEM professions will fuel income increases and help secure a place in the future U.S. workforce.
Increases in Black Income
At every income level above $60K per household, Black income growth outpaces that of non-Hispanic Whites. From 2005 – 2013, the income bracket with the largest increase for African-American households was those earning over $200K, with an increase of 138%. Growth in the African-American income is slated to continue, with the increase of those join the workforce for the first time or move from entry level jobs.
Growing Diversity among Black Consumers
Today’s Black population in the U.S. has experienced an increase in immigrant diversity. Black immigrants now account for 8.7% of the nation’s black population, nearly tripling in share since 1980. African immigrants now account for more than 36% of the total foreign-born U.S., with individuals from Nigeria and Ethiopia making up most of that population. Enriching the cultural mix of the U.S. Black population and contributing to an overall rise in consumer education and affluence.
Black Consumers and Brand Loyalty
African-Americans are brand loyal and are willing to spend more for quality products that appeal to specific passions. With the purchasing power of more than 1.3 trillion dollars, Black consumers’ expect for the brands purchased to reflect values and social causes. And 38% are more likely to make a purchase when ads have African-American’s in them.
Dec. 11 | New York, NY
Cheryl Pearson McNeil delivered remarks to an audience of Facebook associates and Nielsen clients as a part of the Facebook Speaker Series.
Dec. 2 | New Orleans, LA
Nielsen served as a corporate sponsor of the Louis Armstrong House Museum’s Annual Gala, where Candace Barber delivered remarks about the importance of diverse consumers to the music and entertainment industry.
Oct. 17 | Los Angeles, CA
Dubbed Los Angeles’ largest street festival, The Taste of Soul Los Angeles features a taste of all things “soulful” including food from local restaurants, live entertainment, displays from local artists, and exhibits from local businesses and organizations. Festival-goers learn more about Nielsen and their consumer power!
Oct. 3 | Atlanta, GA
Nielsen served as a corporate sponsor of the first televised National Action Network Triumph Awards, hosted by the hilarious Tichina Arnold!
September 17 | Washington, DC
Rev. Jacques DeGraff, co-chair of Nielsen’s African American Consumer Advisory Council, addresses audience at Nielsen media briefing for the release of the 2015 African-American Consumer Report held during the Congressional Black Caucus annual meeting.
Aug. 18 | Dallas, TX
Continuing its push to empower consumers, Nielsen stopped by the 3-day family friendly festival, MegaFest in Dallas, TX. Candace Barber, Nielsen’s Senior Event Manager, Community Alliance and Consumer Engagement, talked about the value and power of the African-American consumer.
|12th Annual NAACP Hollywood Bureau Symposium/Participant Panel||02/03/2016||LA|
|Digitas LBi Chicago Employee Resource Group/ Lunch & Learn||02/26/2016||CHI|
|Hyatt Black History /Participant Panel||02/29/2016||CHI|
|Capri Urban Baldwin - Community Event||TBD Local||LA|
|New York Urban League Champion of Diversity Breakfast||02/11/2016||NYC|
|Rainbow Push 19th Annual Wall Street Project Economic Summit||02/16- 02/17||NYC|
See Nielsen's Full-page ad in ESSENCE Magazine (September Edition)
Tune-in to AM Drive Radio and hear Nielsen ads on Tom Joyner Morning Show, Steve Harvey Morning Show and The Yolanda Adams Morning Show
Connected? Look-out for Nielsen online and mobile banner ads on your favorite news, entertainment and lifestyle sites, blogs and apps
Check out the top shows Black households are watching here.
INCREASINGLY AFFLUENT, EDUCATED AND DIVERSE:
AFRICAN AMERICAN CONSUMERS:
The Untold Story
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|Hip-Hop Nation: How the Genre Is Turning It Up in 2015||View|
|State of the Media: Audio Today-A Focus on Black and Hispanic Audiences||View|
|The Multicultural Edge: The Rising Super Consumer||View|
|MULTIFACETED CONNECTIONS: African-American Media Usage Outpaces Across Platforms||View|