representation matters

Here’s where you will find the latest consumer trends and reports featuring Nielsen’s insights. We will also keep you updated on the work we are doing in African American communities across the U.S. And remember, every insight we share starts with a ‘yes.’ At Nielsen we get it. We’ve been listening to you for years. And when you say ‘yes’ to our surveys, your voice is heard, your privacy is protected and your story gets told to the companies that make the products and the media you love.

It’s in the bag: Black consumers’ path to purchase

For Black consumers, who command $1.3 trillion in annual buying power, much of product discovery takes place on mobile devices. That doesn’t mean, however, that they tune out traditional channels. After all, Black consumers love all forms of media, and they spend more time than the total population with media on traditional platforms like TV and radio. The key to engaging with Black consumers is reaching them as they research and discover the products they need. So how do Black consumers arrive at their purchase decisions? More than other consumers, family and culture are the primary purchase influencers among Black consumers.

Angela Rye Inspires Black Consumers to Use Their Buying Power Consciously

For nearly a decade, our Diverse Intelligence Series has demonstrated the power of Black consumers by digging into their consumer habits, lifestyle trends and media preferences. In the past, we’ve linked up with community leaders to contextualize the changes that are impacting African American consumers; and to help brands hear from influential members of the community on why reaching Black consumers is so important.

This year, we invited influencer, media commentator and self-proclaimed #TruthBringer-in-Chief Angela Rye, Principal and CEO of Impact Strategies, to lend her perspective on why Black dollars should matter to brands, and to inspire Black consumers to validate their representation through their voices, advocacy and purchasing decisions.

In addition to writing a special section in the report, Angela also sat down with our SVP, U.S. Strategic Community Alliances and Consumer Engagement Cheryl Grace to discuss the major themes from the report.

David Kenny, CEO, on Census 2020

Diverse Intelligence Series Reports

from consumers to creators: the online lives of black consumers

Black consumers no longer think of their virtual actions as distinct from “in real life” behavior, and have leveraged digital platforms, particularly Black Twitter, to affect real-world change. African American consumers, influencers and digital entrepreneurs present a tremendous growth opportunity to brands able to reach and engage with this powerful demographic in a culturally accurate way–after all African Americans are no longer content being thought of simply as voracious consumers; they want to be known for the influence they’ve always possessed, as the creators they’ve always been.

african american women: our science, her magic

#BlackGirlMagic is more than a hashtag, it is a popular movement which celebrates Black women in all aspects of life – entertainment, education, politics, day-to-day life, etc. While it originated and became viral on social media it has also become an illustration of Black women’s unique place of power at the intersection of culture, commerce and consciousness.

How We Reach Out

African Americans have long-standing, unique cultural traditions that fit into every aspect of their lives. From family, to the dinner table, to hair care and lifestyles—these traditions play an important role when making purchasing decisions. Black consumers’ culturally informed purchasing is moving markets for a variety of fast-moving consumer good (FMCG) categories.

In The Community


Your voice, your preferences and the power you yield as a consumer matters. It matters not only to the businesses that produce the products and media you consume, but it also matters to us. At Nielsen, we are committed to being responsible with the personal data we maintain and we are committed to protecting the privacy and security of the personal data we collect.