Black and African-American consumers are more likely than others to base purchase decisions on a brand’s values, the values of its corporate parent, or the brand’s commitment to diversity and social justice, according to new research by Numerator.
Overall, Numerator found almost 22% of Black consumers say a brand’s values are important in purchase decisions vs. under 18% for the general population. Black consumers were almost twice as likely as the general population (31% to 16%) to say a brand’s commitment to diversity, equality and social justice is important when choosing a product or service.