Urban One Study, The Black Cultural Influence

Urban One has released a new research study that quantifies the impact of Black culture on mainstream America, concluding that Black culture is not only influencing but defining U.S. cultural trends. The proprietary study, Influence to Impact: Black Culture’s Role in Brand Growth, warns that brands failing to authentically engage with Black consumers risk losing opportunities for growth in trust, relevance, and revenue.

“Cultural ROI is the vehicle for us at Urban One to further our mission to help educate the industry and brand partners alike on the importance that intentions must be rooted in strategy,” said Jeff Meza, EVP, Head of Branded Entertainment & Integrated Marketing for Urban One.

The research was conducted by Tapestry and Screen Engine/ASI using surveys, mobile ethnographies, focus groups, and expert interviews. Findings show:

• 79% of U.S. consumers believe Black Americans have influence, with half seeing Black culture in all aspects of American life.
• More than half of consumers recognize Black cultural impact in music, fashion, food, politics, sports, and beauty.
• 76% of consumers — including over 80% of Gen Z and Millennials — say they benefit when Black culture is represented, with 51% more likely to trust brands that consistently feature Black consumers.

“The study underscores the value of authentically connecting with this segment — and the business risks of failing to do so,” said Audrey Cochran, VP, Television and Digital Research at Urban One. The report concludes that representation and authentic engagement drive brand loyalty, advocacy, and long-term growth. Urban One positions Cultural ROI as a competitive advantage in today’s marketplace. More information is available here.