F135Black consumers make up a diverse group of trendsetters, education enthusiasts, media influencers, social activists and content creators. Making gains and upending outdated stereotypes on multiple fronts – from education to income to social media and civic engagement – the African-American story continues to evolve as Black consumers leave an indelible footprint on today’s rapidly changing mainstream. African-Americans are indeed increasingly affluent, influential and culturally diverse – and savvy marketers and businesses are taking notice.

The youth and vitality of Black consumers, bolstered by an increase of affluent and educated immigrants, is amplifying buying power and expanding influence across a wide spectrum of services and goods in the U.S. mainstream. Nielsen’s latest report on African-American consumers – Increasingly Affluent, Educated and Diverse – explores the most current research on Blacks’ media consumption and buying habits and consumers trends. Here’s a snapshot of The Untold Story of African-American consumers:

BLACKS AND EDUCATION

African-American consumers are ambitious when it comes to education! Blacks are making progress in STEM (science, technology, engineering and mathematics) careers. Rising education rates for young Blacks and inroads into STEM professions will fuel income increases and help secure a place in the future U.S. workforce.

EMERGING DIVERSITY

Today’s Black population in the U.S. has experienced an increase in immigrant diversity. Black immigrants now account for 8.7% of the nation’s black population, nearly triple their share in 1980. Enriching the cultural mix of U.S. Blacks and contributing to an overall rise in consumer education and affluence

YOUTHFUL INFLUENCE

The average age of African-Americans is 31.4 years old, compared to 36.7 years for the total population. With a combination of youth and rising cultural influence, African-Americans continue to create mainstream trends in music, television, movies and more: Black consumers are youthful influencers indeed.

STRONG CULTURAL CONNECTIONS

Anchored by rich a heritage and custom, African-Americans believe in strong cultural connections. 40% of Blacks expect brands to support social causes; there is an expectation for the brands purchased to reflect values. Black consumers’ buying patterns showcase a focus on family and cooking ingredients tied to cultural traditions.

We encourage you to read Nielsen’s latest report, Increasingly Affluent, Educated and Diverse – African-American Consumers: The Untold Story 2015 Report. Click here to download your copy.

Black consumers make up a diverse group of trendsetters, education enthusiasts, media influencers, social activists and content creators. Making gains and upending outdated stereotypes on multiple fronts – from education to income to social media and civic engagement – the African-American story continues to evolve as Black consumers leave an indelible footprint on today’s rapidly changing mainstream. African-Americans are indeed increasingly affluent, influential and culturally diverse – and savvy marketers and businesses are taking notice.

The youth and vitality of Black consumers, bolstered by an increase of affluent and educated immigrants, is amplifying buying power and expanding influence across a wide spectrum of services and goods in the U.S. mainstream. Nielsen’s latest report on African-American consumers – Increasingly Affluent, Educated and Diverse – explores the most current research on Blacks’ media consumption and buying habits and consumers trends. Here’s a snapshot of The Untold Story of African-American consumers:

Community Reporter

Lawrence is a small business owner, Marquette University graduate, and community reporter in Milwaukee, Wisconsin.

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