Nielsen conducted a multicultural audience study that found:
BLACK CONSUMERS ARE 96% MORE LIKELY THAN THEIR NON-HISPANIC WHITE COUNTERPARTS TO HAVE THEIR PURCHASING DECISION BE INFLUENCED BY A CELEBRITY ENDORSEMENT
THEY ARE 79% MORE LIKELY TO BUY A CELEBRITY DESIGNED PRODUCT THAN NON-HISPANIC WHITES WITH SIMILAR INCOME
40% OF BLACK CONSUMERS EXPECT BRANDS TO SUPPORT SOCIAL CAUSES26
So how has this played out in practice? One good example is Nike’s longstanding marketing appeal to their diverse consumer base. They have taken what is best described as a familial approach to Black consumers. From commercial cameos featuring the likes of Serena Williams to LeBron James to Michael Jordan, Nike is keenly aware of the immense popularity these athletes enjoy in Black communities. This awareness translates to profit since consumers see a direct relationship between products and their own interests and sensibilities. In turn, companies like Nike are right to tap into the gro...