New Urban One Study Argues Investing in Black Culture Is a Profitable Growth Strategy
How Gen Z and Millennials are rewarding brands that authentically represent Black culture, creating a new mandate for marketers
Urban One, the largest Black-owned media company in the U.S., is making a direct appeal to advertisers who have pulled back on diversity-focused initiatives: ignoring Black consumers is a costly mistake.
The company has released a new study arguing that brands failing to authentically engage with Black culture are missing out on major growth opportunities. The research, titled “Influence to Impact: Black Culture’s Role in Brand Growth,” aims to provide a data-backed counter-narrative to the recent rollback of DEI efforts in corporate America, which has led to boycotts and declining brand trust for some companies.
The central thesis from Urban One is that investing in Black culture isn’t just a social good; it’s profitable. The study, conducted with Tapestry and Screen Engine/ASI, surveyed more than 3,700 U.S. consumers and found that 79% of them believe Black Americans are influential, with majorities recognizing that impact across music, fashion, sports, and beauty.
The data suggests this influence has broad commercial implications. One in two consumers say they trust brands more when Black consumers are consistently and authentically represented. This effect is even more pronounced among younger demographics, who hold the keys to future market share. More than 80% of Gen Z and Millennials report that they personally benefit when Black culture is well-represented.
“Cultural ROI is the vehicle for us...to help educate the industry and brand partners alike on the importance that intentions must be rooted in strategy,” said Jeff Meza, Urban One’s EVP who oversees branded entertainment and integrated marketing. He argued that modern marketing plans must be “inclusive and representative of authentic experiences” to succeed in what he called the “new economy.”
Urban One is pitching its findings as a blueprint for what it calls “Cultural ROI,” a competitive advantage for brands that engage properly. The study’s key takeaways are:
Black culture sets trends that become global phenomena, and brands that ignore the source miss out.
Authentic engagement drives loyalty and growth, while “performative efforts quickly fade.”
Representation builds trust, especially with Gen Z and Millennials who reward diverse brands with their spending power.
The media conglomerate, which reaches 93 million consumers monthly through assets like TV One and The Rickey Smiley Morning Show, is positioning itself as the essential partner for brands looking to connect with this audience.
Audrey Cochran, Urban One’s VP for television and digital research, forewarns, saying the study “underscores the value of authentically connecting with this segment—and the business risks of failing to do so”. In short, Urban One is telling the advertising world that the path to growth runs directly through the consumers it knows best.