Category
Lifestyle
Assisted Choices
Trend cluster
Category
Black-Owned
Support
Brands are making it easier to support Black-owned businesses.
1.5
Trend score
Trend
What is the Black-Owned Support trend?
Black-Owned Support: In response to recent social injustices profiled on social media and the news, brands are launching directories to help consumers identify and support black-owned businesses. These platforms showcase a range of businesses from restaurants and salons to banks and museums.
Insight
The consumer insight behind the Black-Owned Support trend
In recent years, social media has had an impact on the visibility of the systemic injustices committed against the Black community. In the wake of the Black Lives Matter movement, many are looking for ways to support the Black community in place of their traditional retailers, and are invested in actionable ways to protest against white supremacy, and one of these ways is by "voting with their wallet." People's anger and frustration has led them to financially support individuals, businesses and communities that are most affected by racial injustice.
Trend themes
Themes within the Black-Owned Support trend
Three behaviours holding the trend together01
Supporting Black-Owned Businesses
The Black Lives Matter movement has led to an increase in directories and search tools flagging black-owned businesses, providing consumers with actionable ways to protest against racial injustice.
02
Inclusive Business Search Tools
Yelp's search tool allowing users to find and support black-owned businesses, which can be labelled by businesses, allows consumers to find inclusive local services without stress.
03
Black-Owned Business Locators
Self-funded platforms like Afrobiz and eatOKRA are building directories of Black-owned businesses, providing consumers with access to services like museums, salons, and banks, and empowering the Black community.
Industry implications
What the Black-Owned Support trend means for industry
Where the trend changes the playbookFor
Retail
Developing tools to help users find and buy from Black-owned brands, while supporting racial equality.
For
Marketing
Creating racially inclusive directories and platforms which can promote a broader range of businesses.
For
Finance
Developing financial and banking services tailored to meet the needs of black-owned businesses.
Workshop question
How can your brand serve under-represented communities?
Trend signals
Trend signals for Black-Owned Support
Trend score 1.5 out of 10, from popularity 22%, activity 13%, freshness 9%.
Popularity22%
Activity13%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Black-Owned Support trend
4 featured examples from Jun 3 to Jun 10, 2020CategoryBusiness
Black-Owned Restaurant Directories
EATokra Currently Lists 2,500 Black-Owned Restaurants in the Us
Food tech companies can develop platforms or apps that connect users with Black-owned restaurants for delivery, reservations, or reviews.
CategorySocial Good
Black-Owned Business Locators
Afrobiz Helps Consumers Find Local Black-Owned Businesses
Online marketplaces and directories that prioritize Black-owned businesses can enhance diversity in the marketplace and disrupt the traditional business model.
CategoryTech
Inclusive Business Search Tools
Yelp Added a Search Tool Highlighting Black-Owned Establishments
Disruptive innovation opportunity: Develop review platforms that prioritize and feature minority-owned businesses to ensure equal visibility and support.
CategorySocial Good
Black-Owned Search Tools
Uber Eats Canada is Making it Easier to Support Black-Owned Businesses
The food delivery industry can consider implementing similar features to promote and support black-owned restaurants and businesses in their service areas.
