The Top Ten Brands for Black Consumers: Insights from CultureRate

Read below and download our report to see the top ten Culturally Fluent brands among Black consumers.
 

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.

Top 10 Brands for Black Consumers - guide cover

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). 

Culturally fluent brands for black consumers chart

Top Strategies from Uniquely High-Performing Brands:

Sprite and McCormick leverage key passions for the Black segment, speak to specific values the Black community holds, and connect on key aspects of Black consumers’ identity.
Sprite soda and hip hop partnership chart
Food and multicultural spirituality chart

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.

Brands that drive fit and advocacy chart
Chart showing Black American brand advocacy

Other Black Consumer Research Articles and Insights from Collage Group

Elizandra Granillo

Elizandra Granillo
Analyst

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.

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