Black Cultural Influence is the Blueprint and Brand Trust is the Key -- Urban One Conducts Landmark 'Cultural ROI' Study, Urges Brands: Get Real or Get Left Behind

Rhea-AI Summary

Urban One (NASDAQ:UONE), the largest Black-owned multimedia company in the U.S., has released its groundbreaking "Cultural ROI Study" revealing the significant influence of Black culture on mainstream American consumer behavior. The study, titled "Influence to Impact: Black Culture's Role in Brand Growth," surveyed over 3,700 consumers across various demographics.

Key findings show that 79% of U.S. consumers acknowledge Black Americans' cultural influence, with over 50% recognizing their impact across music, fashion, food, politics, sports, and beauty. Notably, 76% of U.S. consumers and over 80% of Gen Z and Millennials report personal benefits from Black culture representation, while 51% of consumers express increased brand trust when Black consumers are consistently represented.

The research methodology included quantitative surveys, mobile ethnographies with 20 diverse participants, focus groups, and expert interviews, establishing that authentic engagement with Black consumers drives brand growth and loyalty.

79% of U.S. consumers believe Black Americans are influential, with majority sharing that impact is felt across music, fashion, sports, beauty, and more

Gen Z & Millennials are driving this sentiment with 80%+ stating they personally benefit when Black culture is well-represented, and 1 in 2 saying they trust brands more when Black consumers are authentically reflected

SILVER SPRING, Md., Sept. 30, 2025 /PRNewswire/ -- A new, proprietary large-scale research study commissioned by Urban One, the largest Black-owned and only fully integrated multimedia company in the country, has uncovered compelling evidence that Black culture is not only shaping mainstream U.S. culture -- it is defining it. The Cultural ROI Study, titled "Influence to Impact: Black Culture's Role in Brand Growth," quantifies just how deep that influence runs and demonstrates that brands failing to authentically engage with Black consumers risk missing out on exponential opportunities for growth in relevance, trust, and revenue. Visit https://culturalroi.urban1.com/ for more information.

"Cultural ROI is the vehicle for us at Urban One to further our mission to help educate the industry and brand partners alike on the importance that intentions must be rooted in strategy, and this new economy requires development of total market plans that are inclusive and representative of authentic experiences, " said Jeff Meza, EVP, Head of Branded Entertainment & Integrated Marketing for Urban One.

"I am incredibly proud of the work we've done to quantify the undeniable impact that Black consumers have on U.S. culture. This study not only demonstrates their impact and influence on broader consumer behavior but also underscores the value of authentically connecting with this segment--and the business risks of failing to do so," shared Audrey Cochran, VP, Television and Digital Research at Urban One.

Urban One enlisted Tapestry and Screen Engine/ASI to execute Cultural ROI Study, which conducted a multi-method researchapproach designed to measure African American impact via influence across various segments of the U.S. population and with respect to categories such as: music, entertainment, fitness/sports, fashion/beauty, automotive, food, travel, politics, social impact and culture. Survey methods included:

• Quantitatively Surveyed 3,044 nationally representative U.S. consumers -- plus 658 Black consumers -- across generations and racial groups.
• Mobile ethnographies with 20 diverse 18-40-year-olds, tracking real-time behavior over several days to understand how Black culture impacts daily decision-making.
• Mini-focus groups with participants and their close circles conducted before and after the 2024 U.S. election, capturing perspectives on future influence and political context.
• Expert interviews with Pepper Miller, Black consumer market researcher, and Autumn McDonald, sociocultural anthropologist.

The data cannot be ignored:

• 79% of U.S. consumers believe Black Americans have influence, with 1 in 2 feeling that Black culture is present in all aspects of American life.
• 50%+ of consumers recognize Black cultural impact in music, fashion, food, politics, sports, and beauty.
• 76% of U.S consumers, and 80%+ of Gen Z and Millennials say they personally benefit when Black culture is well-represented, with 51% of consumers trusting brands more when Black consumers are consistently represented.

Key Takeaways:

• Black culture sets trends. What begins in Black communities sparks global influence as currency -- from music and fashion to lifestyle. Brands that ignore the origin of these trends miss opportunities to connect authentically and tap into the momentum of these cultural waves.
• Serving Black consumers fuels trust, loyalty and growth. Authentic, intentional and sustained engagement drives repeat business, grows marketing share and brand affinity -- while performative efforts quickly fade.
• Representation drives trust -- especially with Gen Z and Millennials. These consumers expect diversity and reward brands who deliver on that expectation with loyalty, advocacy, and long-term growth.

In summary: Cultural ROI is no longer optional -- it's a competitive advantage. For more information about Cultural ROI, visit https://culturalroi.urban1.com/.

About Urban One, Inc.
Urban One, Inc. (urban1.com) is the largest diversified media company primarily targeting Black Americans and urban consumers in the U.S., reaching 93 million unique consumers monthly. Its assets include TV One and CLEO TV, serving more than 40 million households; 72 broadcast stations in 13 top African American markets; and REACH Media, home to nationally syndicated shows such as The Rickey Smiley Morning Show and The DL Hughley Show. Urban One's digital division, iONE Digital, engages over 40 million monthly readers across leading brands like Bossip, MadameNoire, and NewsOne.

View original content to download multimedia:https://www.prnewswire.com/news-releases/black-cultural-influence-is-the-blueprint-and-brand-trust-is-the-key--urban-one-conducts-landmark-cultural-roi-study-urges-brands-get-real-or-get-left-behind-302570554.html

SOURCE Urban One, Inc.

FAQ

What are the key findings of Urban One's Cultural ROI Study 2025?

The study found that 79% of U.S. consumers believe Black Americans are influential, with over 50% recognizing Black cultural impact across multiple sectors including music, fashion, food, politics, sports, and beauty. Additionally, 76% of consumers benefit from Black culture representation.

How does Black representation affect brand trust according to Urban One's research?

According to the study, 51% of consumers trust brands more when Black consumers are consistently represented, with particularly strong impact among Gen Z and Millennial consumers.

What research methodology did Urban One (UONE) use for the Cultural ROI Study?

Urban One conducted a multi-method research approach including quantitative surveys of 3,044 U.S. consumers plus 658 Black consumers, mobile ethnographies with 20 participants, mini-focus groups, and expert interviews with market researchers.

How does the Cultural ROI Study impact Urban One's business strategy?

The study positions Urban One (UONE) as a thought leader in cultural marketing, demonstrating that authentic engagement with Black consumers drives brand growth and loyalty, while supporting their mission to educate industry partners on inclusive marketing strategies.

What percentage of Gen Z and Millennials benefit from Black culture representation?

According to the study, over 80% of Gen Z and Millennials report that they personally benefit when Black culture is well-represented in brands and media.