David Kenny, CEO, on Census 2020

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.

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.

Consumers to creators social media toolkit

At Nielsen, we know that representation matters across media and in our panels and surveys–which is reflected in the insights we share on African Americans. If you agree, we encourage you to spread the word. To make it easy, we created a series of photos and videos that you can share on your social networking profiles. Be sure to join the conversation using #NielsenKnows and #Consumers2Creators.

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.