Fact Packs & Playbooks

Celebrating the 15th anniversary of the Nielsen Black Diverse Intelligence Series, this report explores the growing cultural influence, economic power, and diversity of Black consumers. The data shows why authentic representation, cultural understanding, and inclusive brand practices are essential for driving engagement, loyalty, and long-term growth.

CIIM™ data shows that cultural relevance is a major driver of real business outcomes. Across CPG, retail, and automotive studies, cultural relevance combined with purchase intent explained 55–66% of the variation in sales lift and showroom visits. The takeaway is clear: brands that prioritize culturally relevant creative consistently see stronger advertising performance.

Rajoielle (Raj) Register sat down with ANA CEO Bob Liodice for a candid conversation on leading with data, purpose, and cultural authenticity. She explained how her engineering mindset helped her break down silos between general market and multicultural work, making inclusive marketing part of the KPIs and executive goals at Ford. Raj showed how tying inclusion to measurable outcomes elevated performance and expanded opportunities for diverse creators behind the camera. Now at Stellantis, she’s applying that same rigor to unify iconic brands through regional, audience-first strategies and culture-driven storytelling. Her message reinforced that consistency, courage, and cultural fluency are essential for long-term brand growth and trust.