The It’s In the Bag: Black consumers’s path to purchase report is a comprehensive look at the buying behaviors of Black consumers. 

NielsenIQ data is leveraged to help contextualize the opportunity of the Black consumer market.

The African American path to purchase is explored to align Black consumption habits with brands in order to help diversify the industry and ensure it reflects this cohort’s $1.3 trillion spending power. In a world where new media options and technologies emerge constantly, companies that want African American consumers’ dollars must understand what influences these consumers and how they are influencing others on their path to purchase. Developing authentic strategies by listening to Black consumer’s needs and demands is the only way for brands to realize the powerful opportunity ahead.