L'influence noire
How Black culture & identity drive the market
Black consumers are sending a clear signal to businesses that want to leverage their buying power, influence, and brand loyalty. Get the key insights into Black consumer trends that brands need to know to win over Black audiences in 2026 and beyond.
Now in its 15th year, data from the Black Diverse Intelligence Series underscores that cultural and economic impact from Black audiences is only growing. By moving beyond superficial engagement and understanding where Black audiences are headed next, advertisers, marketers, and brands can discover opportunities for real impact.
Résultats en bref :
67%
of Black consumers agree they pay more attention to brands that reflect their culture compared to 46% overall.
Source: Nielsen Attitudes on Representation Study, 2025
52%
of Black audiences are more likely to purchase from established brands partnering with creators, personalities, or organizations connected to their fandoms or interests.
Source: Nielsen Advanced Audience Attitudes Study, 2025
70%
of Black consumers report they’ll stop buying from brands perceived as devaluing their community.
Source: Nielsen Attitudes on Representation Study, 2025
Nielsen’s research confirms that when brands commit to inclusive strategies, informed representation, and powerful storytelling, marketers move beyond simple transactions to generate a profound, emotional connection that cements lasting trust and long-term loyalty.
Inside the 2026 Black DIS Report, you’ll discover four opportunity areas:
Une représentation éclairée est primordiale
La demande d'authenticité n'a jamais été aussi forte. Les publics noirs sont deux fois plus susceptibles de considérer la représentation authentique et fidèle de leur race ou de leur ethnicité comme la principale motivation pour s'intéresser à de nouveaux contenus.
La nature unique et l'attention changeante du public noir
Live viewing and real-time social media engagement are strong characteristics of Black audiences, averaging nearly five hours more of Live TV than most U.S. viewers. And Black America is fueling growth across the media landscape including a 135% increase in Black heavy podcast listeners.
Black fans are a force across sports
Where Black sports fans can be found and how they engage is evolving. And while Black sports fans are serious about supporting brand sponsors, brands need to be informed, intentional, and purposeful in how they activate in order to benefit.
Conquérir le public noir en faisant appel aux passions et aux identités individuelles
Black audiences are bringing unique perspectives to the individualized passions that fuel today’s subcultures—such as food, travel, reality TV, gaming, and anime. These groups are highly engaged and embrace brands associated with the content and creators they follow.
Accédez à des informations avancées pour 2026
