Diversity, equity, and inclusion may still be framed as priorities for marketers, but Black consumers increasingly view inclusion as a baseline expectation that directly influences attention, trust, and purchasing behavior.

• 67% of Black consumers pay more attention to ads that reflect their culture and 56% prefer to buy from brands that advertise in content aligned with their cultural identity, according to new data from Nielsen.
• For brands, the implications are significant: Black buying power is projected to surpass $2 trillion in 2026.

“It's more than just simply checking a box,” said Charlene Polite Corley, VP of Inclusive Insights at Nielsen. “It’s about actively engaging with Black audiences, reflecting their interests and culture in an effort to build a stronger business for brands.”

That engagement, she emphasized, has to be consistent, not seasonal.

“I am Black every single day, exactly. There is an opportunity to connect with me through my culture and lived experience every single day,” Corley said. “It's not solely about those values when they show up once or twice a year. It's about showing the consumer they're valued, and doing that every single day.”

Values show up in actions, not slogans

For Black consumers, values, behavior, and brand loyalty are intertwined.

• 70% of Black consumers say they will stop buying from brands perceived as devaluing their community, according to Nielsen.
• More than half (57%) say they would step back from a brand that mistreats its employees.

Corley framed this as an operational challenge, not just a messaging one.

“It’s more about what you're doing every day, not when you show up once or twice a year with a special logo or flag.”

Instead, she said brands must think about inclusion across the entire marketing lifecycle, “from the creative ideation and development to planning your media buys to defining and measuring success.”

At the heart of that approach is understanding how brands fit into people’s real lives.

“The part that we sometimes maybe skip over is, how does your brand belong in my day-to-day life?” said Corley. “To really answer that question, you've got to understand my day-to-day life. You've got to understand my experiences, not just as a woman, but as a Black woman.”

Intersectionality drives accuracy and attention

Black consumers are not a monolith. That’s why marketers must look beyond broad demographics to examine overlapping identities, interests, and fandoms.

• This intersectionality is a way to sharpen, not complicate, marketing strategy, according to Corley.
• “I think about intersectionality as an opportunity to drive accuracy,” she said. “If you're representing my culture broadly, kudos. I'll tune in, but I also will probably tune out pretty quickly. My unique experience… those are the opportunities to keep [my] attention.”

That nuance matters in a crowded media environment where attention is fleeting.

“When we get into the intersections like life stage, role, urbanicity… those are just opportunities to drive accuracy, to really communicate to a consumer, ‘I see you,’” Corley said.

High engagement, low representation

Streaming and connected TV present a major opportunity for marketers.

• Black audiences make up about 13% of the TV population but account for nearly one-third of free ad-supported streaming TV (FAST) channel engagement, found Nielsen.
• At the same time, 71% of Black audiences say they feel misrepresented in the media.

That disconnect is a warning sign.

“We're showing up to these platforms… but when the brand shows up, who do they think they're talking to?” Corley asked. “The consumer is telling us you didn't get the right feel, look, experience, language to connect with me.”

But inclusion isn’t just about winning Black consumers.

“When you win with Black America, you also bring everyone who follows Black America,” said Corley.

Ultimately, she sees inclusion as a competitive advantage in what she calls “the war for attention.”

“Inclusion, authenticity and centering of Black stories, culture and experience really are a differentiator,” Corley said, “not just to grab that initial attention, but to keep it and then turn that into loyalty long term.”

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.