尼尔森-吸引黑人观众-品牌如何通过包容性影响、成长和获胜（英）

Copyright © 2025 The Nielsen Company (US), LLC. 1Diverse Intelligence Series 2025Engaging Black AudiencesHow brands impact, grow and win with inclusionCopyright © 2025 The Nielsen Company (US), LLC. 2Table of contentsIntroductionSection 1Digital trendsetters Section 2 Avid listeners Section 3Loyal fansConclusionMethodology3611152122Copyright © 2025 The Nielsen Company (US), LLC. 3Black America continues to grow, and the outsized impact of their cultural and economic influence cannot be ignored or taken for granted. Black audiences lead media engagement across multiple channels—including digital platforms where global marketers are planning increased investment. At the same time, media and the societal landscape continue to shift. One thing is certain, brands’ approach to Black consumers cannot be business as usual.As more Black people embrace the nuances of their diverse identities, they expect brand outreach and targeting to better understand and reflect them in order to earn their business long term. The risks of not meeting these expectations can be high: 67% of Black Americans are likely to seek out new brands if a current provider doesn’t align with the causes they care about.1Yet recent headlines have highlighted companies scaling back their diversity, equity and inclusion (DEI) strategies—principles that ensure effective outreach and are backed by research to make companies out-perform competitors. These decisions can have long-term impact—for diverse communities and the brands trying to reach them.Advertising is more than reach—it’s connection. Creating connections requires advertisers to truly understand their consumers—who they are, what motivates them, how they consume media and what will push them to a purchase. And this is especially true for diverse audience segments balancing unique challenges and traditions alongside their consumer behavior.The right data is critical to support customer-centric strategies that check our assumptions and lead with the facts. Measurement of real people amplified by large datasets will be essential for brands to understand audience identity, build connections with those identity groups, and ensure long-term brand health with their target consumers. Nielsen has included Black audiences in its media measurement for decades and is uniquely positioned to help brands understand how African Americans spend time with media, beyond traditional age and gender groups to more advanced audience profiles.The insights in this report outline a call to action and a guide to win with inclusion. Those brands and programmers who invest in customer-centric strategies that amplify Black voices, embrace cultural nuance and support causes our communities care about will find an audience eager to listen— and willing to respond. 1 Nielsen Attitudes on Ads Study, 2024IntroductionCharlene Polite Corley VP, Diverse Insights & Partnerships,NielsenCopyright © 2025 The Nielsen Company (US), LLC. 4Black audiences are engaging with s