Impact of diversity in ads on brand actions of U.S. Black consumers 2019
In August 2019 a study was conducted among Black consumers in the United States to gauge their reactions to positive portrayals of their race in advertising. Some 65 percent of respondents said they were more likely to recommend a brand with advertising that positively reflected their culture. Another 66 percent stated that they were more likely to return to a brand with advertising that authentically reflected their race.
