New Report Reveals African-American Women Driving Popular Culture
#BlackGirlMagic: New Report Reveals African-American Women Driving Popular Culture
WASHINGTON, DC – SEPTEMBER 21: U.S. Representative Maxine Waters is honored with the Sojourner Truth Women’s Leadership Award at the National Museum Of Women In The Arts on September 21, 2017 in Washington, DC. (Photo by Earl Gibson III/WireImage)
Nielsen & Rep. Maxine Waters Release Report On Black Women’s Behavior
Here’s something you probably already know: Black women are the country’s quintessential trendsetters, and everyone else is trying to catch up.
That’s according to a new report from Nielsen that Rep. Maxine Waters unveiled yesterday at the Congressional Black Caucus’ conference in Washington, D.C., which reveals the extent of African American women’s cultural, economic, and social influence and impact in the United States.
The report, “African-American Women: Our Science, Her Magic,” highlights the 24.3 million African-American women – who account for 14 percent of all women in the country – and their values around the environment, spending, social media and the way they see themselves.
They are more likely to own a smartphone, feel good about their appearance, make purchasing decisions based on a company’s commitment to the environment and donate to charities when compared to their White counterparts.
And with Black Twitter and hashtags like #BlackGirlMagic, are dominating the conversation on social media, according to the report.
“African-American women are setting trends for women of every race and ethnic background, and they are increasingly in influencing mainstream culture across a number of areas including fashion, television and music,” the report states. “Because they know that style projects confidence, staying on the cutting edge and projecting an impressive personal image are important to Black women.”
NEWARK, NJ – AUGUST 05: Jussie Smollett, Laz Alonso and Honoree Congresswoman Maxine Waters (C) accepts her award onstage during Black Girls Rock! 2017 at New Jersey Performing Arts Center on August 5, 2017 in Newark, New Jersey. (Photo by Gilbert Carrasquillo/FilmMagic)
NEWARK, NJ – AUGUST 05: U.S. Representative for California’s 43rd congressional district Maxine Waters attends Black Girls Rock! 2017 at New Jersey Performing Arts Center on August 5, 2017 in Newark, New Jersey. (Photo by Gilbert Carrasquillo/FilmMagic)
Calling African-American woman “trendsetters, brand loyalists and early adopters,” the report’s findings include:
- African-Americans will have $1.5 trillion in spending power by 2021
- 63 percent of Black women agree they are typically willing to pay more for high-quality items (12 percent higher than White women)
- 82 percent of Black women say they pray every day, 17 percent higher than White women
- 64 percent of Black women say it’s their goal to work their way to the top of their industries (a staggering 95 percent higher than White women)
- 25 percent of African American women say social media influences their spending habits – compared to 12 percent of White women
- 55 percent of Black women say they consider a company’s environmental record before buying – which is 13 percent higher than White women
- Black women are the owners of more than 1.5 million business, accounting for $42 billion in sales
WASHINGTON, DC – SEPTEMBER 22: Congresswoman Maxine Waters attends Business, Economic Development & Wealth Creation at Walter E. Washington Convention Center on September 22, 2017 in Washington, DC. (Photo by Brian Stukes/FilmMagic)
- Nearly 60 percent of Black women said they’re willing to pay more money for a product if it is safer for the environment – which is two percent higher than White women.
- African American women have given away a quarter more of their salaries than White donors
- 60 percent of Black women agree they are more likely to purchase brands that support a cause they care about (seven percent higher than White women), 52 percent agree that they are more likely to buy a brand that they know supports a charity (six percent higher than White women)
- 68 percent of Black women agree they are content with their appearance (2 percent higher than white women)
- 82 percent agree that it’s important for them to be well-groomed, 52 percent agree they follow a strict skin-care routine, 74 percent agree they eat right, and 53 percent say that they follow a regular exercise routine.
Read the report here.
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