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Black consumers are group most swayed by brand values and diversity practices, study finds

Black and African-American consumers are more likely than others to base purchase decisions on a brand’s values, the values of its corporate parent, or the brand’s commitment to diversity and social justice, according to new research by Numerator.

Overall, Numerator found almost 22% of Black consumers say a brand’s values are important in purchase decisions vs. under 18% for the general population.

Black consumers were almost twice as likely as the general population (31% to 16%) to say a brand’s commitment to diversity, equality and social justice is important when choosing a product or service.

Numerator bases the findings on more than 200,000 responses to what it calls MicroSurveys, which are short surveys conducted among its panel of U.S. consumers, some of whom also provide online and offline purchase data.

Hispanic and Asian consumers were also more likely than white consumers to base purchase decisions on brand values or diversity and justice commitment, but Black consumers were the most likely to have their purchase decisions swayed by these factors, according to the Numerator survey.

A brand’s values are important when I make a purchase 17.9% 18.3% […]

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