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Marketers Should Show More Respect for the Black Consumer, According to a Report

NNPA NEWSWIRE — “Take a look at how African Americans make their decisions, whether it’s physically or digitally… what we found is that when it comes to making decisions, we abundantly are going to use recommendations as our first line of research,” Cheryl Grace, Nielsen’s Senior Vice President of U.S. Strategic Community Alliances and Consumer Engagement, told NNPA Newswire.

Published

6 years ago

October 16, 2019

Oakland Post

African Americans are more likely than the total population to agree that advertising provides meaningful information on most platforms, the report noted. But advertising dollars designed to reach Black consumers declined by $1 billion between 2017 and 2018, according to the report.

By Stacy M. Brown, NNPA Newswire Correspondent
@StacyBrownMedia

The influence of African American consumers is extensive.

Driven by their tech affinity, passion for sharing experiences, and powered by their omnichannel thirst for information and recommendations, the nation’s 48 million Black Americans are now just approaching their peak earning years, according to the Nielsen report, “It’s in the Bag: Black Consumers’ Path to Purchase.”

The report noted that African Americans are adopting and adapting media and technology in their shopping journey to fit their unique needs and culture. African Americans love the latest trends.

The 50-page report suggests that marketers should be aware that African Americans demand that product information and feedback opportunities integrate across multiple media channels.

African Americans are more likely than the total population to agree that advertising provides meaningful information on most platforms. However, companies that advertise directly to Blacks have decreased their investments. Advertising dollars targeted to Black consumers declined by $1 billion between 2017 and 2018, according to the Neilson report.

Nearly 40 percent of Black consumers saying that they are the first among their friends to try new products and services, surpassing the total population by 29 percent.

“Take a look at how African Americans make their decisions, whether it’s physically or digitally… what we found is that when it comes to making decisions, we abundantly are going to use recommendations as our first line of research,” Cheryl Grace, Nielsen’s Senior Vice President of U.S. Strategic Community Alliances and Consumer Engagement, told NNPA Newswire.

“African Americans rely on recommendations, and that’s interesting,” Grace stated.

The report’s authors said Black Americans are 48 million strong, with nearly 25 million being millennial age or younger as of 2018.

However, they are already dominating industries from music to fashion, and many others.

African Americans also are creating apps and digital spaces to serve their own unique needs when the opportunity demands it, according to the report.

“In a world bombarded by constant new media options and technologies, companies that want African American consumers’ dollars must understand what most influences these consumers and how they influence others on their path to purchase,” Grace stated.

“Developing authentic strategies that evolve from listening to Black consumers’ needs and demands is not only the best way — but the only way — for brands to realize the powerful growth opportunity ahead.”

“African Americans have a $1.3 trillion annual buying power, and we watch 15 hours or more every week of traditional television,” Grace stated.

“You can reach 92 percent of African Americans in any given week on the radio. When you look at radio, and you compare the consumption habits of how much time we’re spending across these platforms, you’ll see that the advertising spent with African American-focused media doesn’t necessarily add up,” Grace noted.

Part of that problem is the lack of diversity at advertising agencies, she stated.

“There need to be more people of color in those firms,” Grace stated.

Perhaps a more diverse and inclusive workforce would enable marketers to better appreciate that African American interests are not monolithic. They encompass everything from good food, great music and the latest fashion trends to healthcare and the environment.

While climate change and protecting the environment is more vital than ever, African Americans typically are forgotten in the conversation. “African American shoppers are increasingly passionate about their environment, including buying local,” the report’s authors noted.

When asked, “how important is it to buy local” in multiple food categories, African American consumers named produce as the most important category for local sourcing.

Sixty-one percent said it was extremely or very important, followed by bakery and prepared foods at 56 percent, eggs at 55 percent, and dairy at 52 percent.

Understanding the environmental and safety concerns of Black consumers can help marketers understand what matters most to African Americans consumers in making decisions along their shopper journey, the report’s authors said.

The top 3 environmental/food safety concerns among Black consumers are: “Pesticide/ herbicide use in food production” (76 percent), “Antibiotic use in animal production” (71 percent), and “Rising prices due to trade tariffs” (68 percent – 21 percent higher than the total population).

The report concluded that the African American path to purchase is social and circular, with the transaction being a critical step in the process before consumers express their passionate feedback about their experience, be it positive or negative.

“Brick and mortar stores, online retailers and service providers should each strive to provide an experience that not only satisfies Black consumers, but creates buzzworthy raves that will quickly be passed on to friends, family and virtual networks in their discovery, awareness, and decision making processes,” the authors wrote.

“Developing strategies to connect with African American consumers, and assuring that their culture is understood and respected, as well as assuring that their expectations are exceeded, will provide far-reaching influence and growth throughout all consumers for many years to come in the evolving American mainstream,” Grace stated.

To view the full report, click here.

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EXCLUSIVE OP-ED: President Joe Biden Commemorating Juneteenth

BLACKPRESSUSA NEWSWIRE — “I’ve always believed that we need to be honest about our history, especially in the face of ongoing efforts to erase it. Darkness can hide much, but it erases nothing. Only with truth can come healing, justice, and repair.”

Published

16 hours ago

June 20, 2025

admin

By Joseph R. Biden, Jr.
46th President of the United States: 2021—2025

The people of Galveston, Texas, have been commemorating Juneteenth since the Civil War ended. Yesterday, in honor of the 160^th anniversary, I went there to join them.

You can read about the events of Juneteenth, but there’s nothing quite like going to Galveston and seeing where it all happened.

After General Robert E. Lee surrendered at Appomattox Court House on April 9, 1865, Union troops marched across the South for two months, freeing enslaved people along the way. Their final stop was Galveston, an island off the Gulf coast of Texas. There, on June 19, 1865, Union troops went to Reedy Chapel, a church founded in 1848 by enslaved people, and posted a document titled simply “General Order #3.”

“The people of Texas are informed,” it said, “that, in accordance with a Proclamation from the Executive of the United States, all slaves are free.”

We can only imagine the joy that spread through Galveston – and across the state and nation – on that day and those that followed.

Yesterday, there was once again joy in Galveston, with a parade, picnic, and fireworks. There was also great solemnity, because Juneteenth is a sacred day – a day of weight and power.

The Book of Psalms tells us: “Weeping may endure for a night, but joy cometh in the morning.” Juneteenth marks both the long, hard night of slavery and subjugation, and the promise of that joyful morning to come.

As President, I had the great honor of signing the law declaring Juneteenth a federal holiday. It was our nation’s first new federal holiday since Martin Luther King, Jr. Day was created in 1983.

Our federal holidays say a lot about who we are as a nation. We have holidays celebrating our independence… the laborers who build this nation… the servicemembers who served and died in its defense.

And now, we also have a national holiday dedicated to the emancipation of enslaved Black Americans.

Signing that law was one of my proudest acts as President.

Yet for 156 years, Juneteenth was not written about in textbooks or taught in classrooms. Still today, there are those who say it does not deserve a holiday. They don’t want to remember the moral stain of slavery and the terrible harm it did to our country.

I’ve always believed that we need to be honest about our history, especially in the face of ongoing efforts to erase it. Darkness can hide much, but it erases nothing. Only with truth can come healing, justice, and repair.

I also believe that it’s not enough to commemorate the past. We must also embrace the obligation we have to the future. As Scripture says, “Faith without works is dead.” And right now, we Americans need to keep the faith and do the work.

In honor of Juneteenth, let’s help people register to vote.

For decades, we fought to expand voting rights in America. Now we’re living in an era when relentless obstacles are being thrown in the way of people trying to vote. We can’t let those tactics defeat us. In America, the power belongs with the people. And the way we show that power is by voting.

So let’s reach out to family, friends and neighbors – especially those who have never voted before. Remind them that with voting, anything is possible. And without it, nothing is possible.

Yesterday in Galveston, we gathered in Reedy Chapel to commemorate Juneteenth, just like people have done for 160 years and counting. We prayed, sang, and read General Order #3 again. The pews were full of families. How many people must have prayed for freedom inside those walls. How many must have sent fervent thanks to God when slavery finally ended.

I remembered the words of my late friend John Lewis. He said, “Freedom is not a state. It is an act.”

Juneteenth did not mark the end of America’s work to deliver on the promise of equality. It only marked the beginning. To honor the true meaning of Juneteenth, we must continue to work toward that promise. For our freedom. For our democracy. And for America itself.

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Cities Across the U.S. Shrink or Cancel Juneteenth Events as DEI Support Wanes

BLACKPRESSUSA NEWSWIRE — Across the country, Juneteenth celebrations are being scaled back or eliminated as public funding dries up and corporations withdraw sponsorship.

Published

1 day ago

June 19, 2025

Stacy M. Brown

By Stacy M. Brown
Black Press USA Senior National Correspondent

Across the country, Juneteenth celebrations are being scaled back or eliminated as public funding dries up and corporations withdraw sponsorship. In many communities, the once-growing recognition of the holiday is facing sharp resistance tied to the unraveling of diversity, equity, and inclusion efforts.

In Denver, Colorado, the annual Juneteenth Music Festival, one of the largest in the nation—was cut from two days to one. Organizers said more than a dozen corporate sponsors walked away from commitments, leaving them with a financial gap that almost canceled the event. Norman Harris, the festival’s executive director, said several companies “pulled back their investments or let us know they couldn’t or wouldn’t be in a position to support this year.” Harris credited grassroots donors and small businesses for stepping in when larger backers stepped aside.

In Colorado Springs, the local celebration was relocated to the Citadel Mall parking lot after support from previous sponsors disappeared. Organizers noted that where there were once dozens of corporate partners, only five remained. The downsized event was pieced together with limited resources, but community leaders said they refused to let the holiday go unacknowledged.

Scottsdale, Arizona, canceled its Juneteenth observance after the city council voted to dissolve its diversity, equity, and inclusion office in February. Without the office in place, the city offered no support for planning or funding, leaving residents without an official celebration.

In San Diego, the Cooper Family Foundation lost a $25,000 grant from the National Endowment for the Arts that had been earmarked for Juneteenth programming. Organizers said the decision forced them to personally finance key elements of the event, including cultural exhibits, performances, and youth engagement activities.

Bend, Oregon, called off its Juneteenth event entirely. Organizers cited political tensions and safety concerns, saying they could not secure the partnerships needed to proceed. A public statement from the planning committee described the current climate as “increasingly volatile,” making it difficult to host a safe and inclusive event.

West Virginia, which has recognized Juneteenth as a paid state holiday since 2017, will not sponsor any official events this year. State leaders pointed to budget constraints and recent decisions to eliminate DEI programming across agencies as the reasons for stepping away from public observance.

Austin, Texas, has also reduced its Juneteenth programming. While the city has not canceled events outright, organizers said diminished city support and fewer private contributions forced them to focus only on core activities.

“Thankfully, there was a wide range of support that came when we made the announcement that the celebration is in jeopardy,” said Harris. “But it shows how fragile that support has become.”

Stacy M. Brown

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#NNPA BlackPress

Juneteenth and President Trump

BLACKPRESSUSA NEWSWIRE — Juneteenth is a day for African Americans in this nation to connect to their ancestry. It honors the end of slavery in the United States and is considered the longest-running African American holiday. The primary focus is freedom and the emancipation of enslaved people in the United States.

Published

1 day ago

June 19, 2025

Oakland Post

By April Ryan
BlackPressUSA.com Newswire Washington Bureau Chief and White House Correspondent

President Trump is set to proclaim the federal observance of Juneteenth as the White House is open for business on this holiday. The White House says the president will sign a “historic proclamation designating Juneteenth as a National Day of Observance, marking the 160th anniversary of General Order Number 3 in Galveston, Texas.” The declaration was that “all slaves are free.” This Trump proclamation, according to the White House, “will celebrate the Emancipation Proclamation, the Republican Party’s role in passing the 13th Amendment, and reaffirm the administration’s dedication to equal justice and prosperity for all.”

This proclamation comes as President Trump has denounced Diversity, Equity, Inclusion, and anything Woke. Juneteenth is a celebration of freedom from the tyranny of 250 years of slavery after the Civil War.

The Juneteenth celebration started when Union troops reached Galveston, Texas, and told the slaves that they were free on June 19, 1865, two years after the Emancipation Proclamation was created.

The Emancipation Proclamation, which is on display in the Lincoln Bedroom of the White House, was issued by President Abraham Lincoln on January 1, 1863. It established that all enslaved people in Confederate states in rebellion against the Union “shall be then, thenceforward, and forever free.”

Juneteenth is a day for African Americans in this nation to connect to their ancestry. It honors the end of slavery in the United States and is considered the longest-running African American holiday. The primary focus is freedom and the emancipation of enslaved people in the United States.

The Juneteenth federal holiday was signed into law by then-President Joe Biden on June 19, 2021. This Trump White House is in full swing today, with a press briefing by Karoline Leavitt, not taking the federal holiday off. Also, President Trump will receive an intelligence briefing in the morning and participate in a swearing-in ceremony for the U.S. Ambassador to Ireland.