The State of Black American Consumers in 2023
Savvy marketers understand that a successful marketing strategy is incumbent upon
reaching a more diverse, tech-savvy, and young consumer audience.
Not only do Black consumers represent the second largest ethnic group in the United
States, but they have the fastest growing youth segment as compared to Non-Blacks. With
a younger average age, Black consumers are more likely to be ‘Tech-Savvy’ and involved in
social media, making them more accessible to marketers. In addition, they tend to spend
more on clothing, shoes, automotive, and entertainment products than the average
American, making them a valuable cohort to target.
To sum up, a marketing strategy uniquely targeting the Black consumer is an investment in
future success. The benefits of such an approach include increased brand loyalty, higher
customer satisfaction, and a more diverse customer base.
This report highlights key trends among Black/African American consumers across
demographic, economic, attitudinal, and media behaviors. Insights are drawn from the
MRI-Simmons USA study, which features a nationally representative sample of
Black/African-American respondents, as well as the MRI-Simmons supplemental Focus
Studies