Study Explores How Black Culture Shapes Modern Brands.

A new study looks at the influence of Black culture on consumer behavior and what it means for brands that want to make inroads with modern consumers — and finds that perspective, not just identity, matters. MAGNA Media Trials has released “Cultural Capital: What Black Culture Means for Modern Brands.” The global study is done in partnership with Black-focused media company The Shade Room.

A study conducted among adults 18+ who regularly use social media in the U.S., UK and Nigeria highlights the powerful influence of Black culture — especially among members of Gen Z and Millennials. Respondents described Black culture as bold, expressive, proud, creative (all at 89%), and authentic (87%), identifying those traits as the key drivers of its cultural impact and relevance.

Social media was the top channel for engaging with Black culture (66%), followed by television (49%) and websites (27%).

The findings also reveal that people are drawn to Black culture not just through shared identity but through its perspective. Curiosity, creativity, and a deep sense of community are key reasons consumers turn to Black culture for inspiration and trends. When engaging with Black-led platforms, audiences are looking for conversation — not one-way messaging. They expect brands to actively listen, respond, and engage in genuine, meaningful ways, the study finds.

“This research reinforces that cultural relevance is essential for meaningful brand connection,” Kara Manatt, EVP, Intelligence Solutions at MAGNA, says in a news release. “When brands consistently show up in culturally relevant spaces, they earn deeper audience trust and respect.”

Among the report’s key findings: 78% of U.S. and UK respondents (and 99% of Nigerians) have considered buying a product after seeing it discussed by Black creators, communities, or platforms online; and 80% of Black audiences want brands to show up all year, not just during Black History Month, and value brands that are bold, vocal, and invested long-term.

“Black culture has always been at the center of what’s next, setting the trends that move mainstream culture forward,” says Angie Nwandu, Founder and CEO of The Shade Room. “This study shows that when it comes to consumer behavior, the influence starts here. The conversations, creativity and community that shape global tastes are happening on platforms like TSR and with creators rooted in Black culture. The data makes it clear: brands that aren’t showing up in these spaces are leaving impact, and opportunity, on the table.”

Click HERE to view the report.