Nielsen Reports What We Already Knew: Black Women Are Major Trendsetters & Influencers
The global performance management company Nielsen released its seventh annual report on diversity and black women lead the way in numerous categories.
Nielsen, the company responsible for monitoring television show ratings and whatnot, released its “Diverse Intelligence Series” report. It is the seventh annual report and we suggest you take it and read it thoroughly. Our key takeaway from the Nielsen report is “African American Women: Our Science, Her Magic,” which paints our black queens as trendsetters (duh, see Rihanna for example), early adopters (see: Jamie Broadnax) and not-so-secretly run the world.
According to the report, black women’s consumer preferences and brand affinities resonate across the U.S. mainstream, driving total black spending power toward a record $1.5 trillion by 2021. Another major finding is that the number of businesses majority-owned by black women grew 67 percent between 2007 and 2012, more than all combined.
“Black women have strong life-affirming values that spill over into everything they do. The celebration of their power and beauty is reflected in what they buy, watch and listen to, and people outside their communities find it inspiring,” says Cheryl Grace, Senior Vice President of U.S. Strategic Community Alliance and Consumer Engagement, Nielsen. “Marketers must also recognize the intercultural influence of black women on the general market as an increasingly vital part of how all women see themselves, their families and the rest of the world.”
Personally, I feel most in the general market are going to key in on that $1.5 trillion by 2021 and act accordingly. Does this mean a shift in mainstream marketing and content creation is going to happen? Eh, the jury is still out, but I believe that black people are going to continue to support and create major opportunities for black people. If you look at the percentage of black women who bought tickets for Black Panther (45%) then this report makes sense that black women interact with things across pop culture (technology, social media, television, natural hair, movies, etc.).