
The Top Ten Brands for Black Consumers: Insights from CultureRate
Read below and download our report to see the top 10 culturally fluent brands among Black consumers.
To genuinely reflect and connect with multicultural consumers, brands need to lead by example and take meaningful action. It is no longer enough, or even acceptable, to simply communicate support and solidarity with communities of color without following through with concrete action.
But how do you get there?
We at Collage decided to roll up our sleeves and do what we know best – research. For this project we decided not only to run our own study on consumer perceptions of racism and responses to current events, but also to identify the best resources available to educate ourselves and provide valuable learnings for our membership. As part of our effort to help break the cycle of systemic racism, we compiled a collection of useful resources as a starting point for your own efforts.
The sources we found address three main areas: (1) the personal experiences of racism of America, (2) the role of systemic racism, and (3) what you can do in terms of activations and potential CSR partnerships. Collectively, these resources provide context and guidance on what you need to do as a brand to truly make an impact on combating racism.
1. Learn about racism at a personal level
Educate yourself through listening, reading, and watching things that will help you better understand the lived experience for Black people in America. NPR’s Code Switch offers a curated list of books, films, and podcasts for self-education. Here are some other great resources:
2. Understand the history and impact of systemic racism
Our present moment has brought increased scrutiny on the role policing and the criminal justice system has played in perpetuating racism against Black Americans. The organization Mapping Police Violence offers up to date data on police killings across the United States with a focus on these racial disparities. We at Collage came together to watch and discuss Ava Duvernay’s documentary 13th, which helps connect the dots between slavery, Jim Crow, and mass incarceration in America.
But there is much else we must address beyond criminal justice reform. Economic inequality should also be top of mind, as we see Blacks and Hispanics disproportionately affected by the COVID-19 pandemic and economic crisis. In a recent article by CNBC, Mellody Hobson, the -President and Co-CEO of Ariel Investments, and Ken Frazier, the Chairman and CEO of Merck, agree that leadership, job, and financially literacy programs can help rectify the economic imbalance we see today. Here are two additional helpful resources:
3. Take action
Now that you have some context, start thinking about what actions you can take as a brand and as a company. Keep in mind the importance of transparency and aligning your actions with your communications. Vox points out how some brands have received major backlash for putting out empty statements of solidarity. It is important to lead by example, so when it comes to taking action, think about what you need to do internally and how you can extend a helping hand locally and nationwide. Below are some examples of how companies can act:
We sincerely hope you can dedicate time to digest these materials. Whether by yourself, within your teams at work, or even with your families and social spheres, we also hope these resources foster new conversations and willingness to leverage the tools at your disposal in the struggle against racism.
Discover More Insights
Read below and download our report to see the top 10 culturally fluent brands among Black consumers.
Collage Group is excited to carry out our most ambitious plans yet for expanding the depth of our cultural intelligence to America’s diverse consumers in 2023–all centered on helping you thrive in this transformational environment.
Build trust with LGBTQ+ consumers by demonstrating a nuanced understanding of their general health and wellness perceptions, barriers that prevent them from achieving their best health, and the support and improvements that they need.
Build trust with women by demonstrating a nuanced understanding of their general health and wellness perceptions, barriers preventing them from achieving their best health, and the support and improvements they need.
International Luxury Auto Brand called on Collage Group to help it gain a better understanding of what multicultural consumers desire in terms of the luxury auto space.
International Alcoholic Beverage Brand Group recognized in 2021 that they needed to significantly rethink their marketing to diverse America.
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
Insights for Black Consumer Engagement
Black Americans represent a unique, influential audience who are projected to contribute to 16% of population growth through 2025 and skew slightly younger than the general U.S. population.
As brands across every category recognize the importance of engaging and supporting Black Americans, do you know the right cultural nuance and tone to establish resonance and connection?
Join us to accelerate your journey to Cultural Fluency, learn how your brand can amplify and support Black voices, and celebrate Black History Month.