Black women are considered major trendsetters, steering beauty and fashion choices across the country. Now a Nielsen report is putting numbers to that power.
The “African-American Women: Our Science, Her Magic,” report shows black women are major trendsetters, adopting technology like social media, fashion and beauty trends early or even creating and setting them. But perhaps most importantly? The focus Black women have on positivity- whether it’s image, brand or product.
“Black women are trendsetters, brand loyalists and early adopters who care about projecting a positive self-image,” the report states. “They are playing an increasingly vital role in how all women see themselves and influencing mainstream culture across a number of areas, including fashion, beauty, television and music.”
According to the report, total black spending power is expected to be $1.5 trillion by 2021 and the number of businesses owner by black women grew 67 percent between 2007 and 2017.
“Black women spend money to look and feel good. If manufacturers and retailers want to earn her patronage and loyalty, they must recognize her desire to see herself and her community positively reflected in branding, packaging and advertising. And if she doesn’t like what she sees, she’s going to tell her girlfriends,” added the report.
Which brings us to the next point: Black women can exponentially influence the success of a brand.
Just look at Fenty.
Rihanna’s Fenty make-up line sold out almost immediately when she announced her foundations would have over 40 shades. The make-up matched tones from the palest shades of albinism to the darkest cocoa tones. And women were loving it. As the report points out, black women often proclaim their love, sometimes giving free advertising for brands and products.
And the countless reviews, videos and posts for Fenty did just that. Locally, many make-up stores remain sold out. Funnily enough, Black women took it even further when other lines attempted to take part of the customer base. When these lines posted on theri social media that they also had 40 shades, other black female users clapped back. Many wondered why they waited until Fenty’s arrival to advertise their darker colors.
“Black women are top influencers in an array of arenas, and through social media, this story is being shared and her influences can be seen connecting women of diverse ages, races and socio-economic backgrounds,” states the report.
The power of black female consumers isn’t new or unknown. In fact, this study is Nielsen’s seventh time analyzing the data. To read the full report, head to Nielsen’s website.