Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Black Consumers 2022

Authentic Connection Is Key to Reaching This $1.6 Trillion US Market

About This Report
Nearly 1 in 5 Black consumers in the US view brands as generally disingenuous for holding Black History Month promotions, recent research shows. A partnership with Black consumers should start with a deep understanding and appreciation of the elements that make them, as individuals and as a group, unique.
Table of Contents

Executive Summary

Brands trying to appeal to Black consumers have ramped up their efforts in recent years to capitalize on the momentum of the racial justice movement—with mixed results. Commercial success and social impact intersect only when companies understand Black consumers’ diverse needs and provide products and services that address real pain points in their daily lives.

Key Question: How can companies approach Black consumers in a way that grows revenues and goes beyond perceived tokenism and short-term engagement?

KEY STAT: Promotional efforts targeting Black consumers don’t always succeed. Black internet users in the US are overwhelmingly cynical of large corporations’ motives when it comes to Black History Month promotions. Nearly 1 in 3 also doubt the intentions of social media-run businesses that launch these campaigns.


Jingqiu Ren


Jason Clinkscales
Senior Report Editor
Dave Frankland
Principal Analyst, Marketing
Jennifer Pearson
VP, Research
Lauren Ruhlen
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client