Understanding the Influence of Heritage on Black Consumers

The Black community in the United States is an important and multifaceted group for brands and retailers to understand. In this report, we’ll break down the behaviors and preferences of Black consumers as a whole and through the lens of heritage identity, or the countries these consumers consider important to their identity & ancestry.

Download the report to answer:

• Where are Black consumers most likely to make their purchases, and how do budget & beliefs come into play when shopping?
• How do values and heritage identity play into Black consumers’ preferences when it comes to the foods they eat and the brands they buy?
• What are the best media avenues for connecting with Black consumers, and how does this vary by heritage group?