The Top Ten Brands for Black Consumers: Insights from CultureRate
February 7, 2022
Elizandra Granillo – Analyst
Culturally fluent brands are able to use culture efficiently and effectively to connect across segments. In this report, we share the top ten most culturally fluent brands for Black consumers.
Our list is based off our analysis of 320 brands tested in 2022 through our CultureRate:Brand process. CultureRate:Brand provides a one-stop solution for our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of their brands.
Read on and fill out the form for an excerpt from our
The Top 10 Brands for Black Consumers presentation.
At Collage, we measure cultural fluency by gauging consumer sentiment across 6 key dimensions: Relevance, Fit, Memories, Trust, Advocacy and Values. These dimensions are weighed and combined to create the Brand Cultural Fluency Quotient (B-CFQ) score. The B-CFQ score gives members crucial insights into their brand’s resonance across different consumer segments and where to focus strategies for improvement. From all of the brands we’ve tested in 2022, we’ve identified the top brands for Black consumers through their average B-CFQ score and compare it against the outgroup.
Our list of top brands includes some that are universally appealing across segments (e.g., Walmart and Visa) and some that are uniquely popular among Black consumers (e.g., Sprite and McCormick).
Top Strategies from Uniquely High-Performing Brands:
Top Strategies from Shared High-Performing Brands:
Walmart and Visa boost their brands’ Halo Effects with Black consumers by having cross-segment appeal. Their efforts to educate, support, and provide spaces for Black Americans to thrive make them winners across race and ethnicity.
Other Black Consumer Research Articles and Insights from Collage Group
Elizandra is an Analyst on Collage Group’s Product & Content team. She is a 2020 graduate from San Diego State University where she studied Anthropology. Her previous experience includes ethnographic research across the Tijuana-San Diego Border Region.