尼尔森（Nielsen）：2025深度触达黑人受众：品牌如何通过包容性实现其影响力、发展与成功研究报告（英文版）（23页）.pdf

1、Copyright 2025 The Nielsen Company(US),LLC.1Diverse Intelligence Series 2025Engaging Black AudiencesHow brands impact,grow and win with inclusionCopyright 2025 The Nielsen Company(US),LLC.2Table of contentsIntroductionSection 1Digital trendsetters Section 2 Avid listeners Section 3Loyal fansConclusi

2、onMethodology3611152122Copyright 2025 The Nielsen Company(US),LLC.3Black America continues to grow,and the outsized impact of their cultural and economic influence cannot be ignored or taken for granted.Black audiences lead media engagement across multiple channelsincluding digital platforms where g

3、lobal marketers are planning increased investment.At the same time,media and the societal landscape continue to shift.One thing is certain,brands approach to Black consumers cannot be business as usual.As more Black people embrace the nuances of their diverse identities,they expect brand outreach an

4、d targeting to better understand and reflect them in order to earn their business long term.The risks of not meeting these expectations can be high:67%of Black Americans are likely to seek out new brands if a current provider doesnt align with the causes they care about.1Yet recent headlines have hi

5、ghlighted companies scaling back their diversity,equity and inclusion(DEI)strategiesprinciples that ensure effective outreach and are backed by research to make companies out-perform competitors.These decisions can have long-term impactfor diverse communities and the brands trying to reach them.Adve

6、rtising is more than reachits connection.Creating connections requires advertisers to truly understand their consumerswho they are,what motivates them,how they consume media and what will push them to a purchase.And this is especially true for diverse audience segments balancing unique challenges an