African-American Millennials crave authentic black stories, from characters on television to models in in advertisements, and companies that have successfully produced these stories have found the content they’ve created also has mainstream appeal. In fact, 68% of Scandal’s viewers and 76% of Black-ish’s viewers are non-African-American, illustrating the growing mainstream audience appeal beyond the African-American audiences traditionally associated with this content. The most recent report from Nielsen’s Diverse Intelligence Series focusing on the African-American consumer highlights the impact of the recent growth in diverse representation on television and in advertisements and how black Millennials are leading this change.
In the second of a two-part video series, Nielsen’s Andrew McCaskill, Senior Vice President, Global Communications and Multicultural Marketing, sat down with Jonathan Jackson, Co-founder and Head of Corporate Brand at Blavity, to talk more about our 2016 African-American consumer report. McCaskill and Jackson delved into how companies have won with young African-Americans by creating culturally authentic products and advertisements, as well as how the optimism and ambition of black Millennials affects positive change for their lives and their communities.