Recent events leading to the Black Lives Matters protests have put a global spotlight on the importance of racial equality and the pressing need to fight racism. This has sparked a global outcry against the injustices and revitalised the debate on personal and corporate responsibility that needs to be undertaken in a visibly progressive manner leading to actionable outputs. Subsequently, this has forced everyone to pause, reflect and take measures.

Kantar carried out an extensive survey of 2,000 LifePoints respondents across the US and the UK to gauge this progression. Explore some of our findings below.

For more reading, try Striving for racial equality: Are you doing enough? 

How well are brands communicating?

Black respondents (US):

79% agree that companies should conduct more research with people of their race/ethnicity to better understand their unique needs and opinions.
27% agree that companies do a good job representing and communicating with people of their race/ethnicity.
78% of those who find authentic statements by brands important, also say they are more likely to purchase a product from a company that has made an effort to represent their race/ethnicity in ads or packing.
19% of those who believe an authentic statement by brands is important when it comes to making purchases, also report to boycotting businesses with different views from theirs.

Black respondents (UK):

73% agree that companies should conduct more research with people of their race/ethnicity to better understand their unique needs and opinions.
33% agree that companies do a good job representing and communicating with people of their race/ethnicity.
85% of those who find authentic statements by brands important, also say they are more likely to purchase a product from a company that has made an effort to represent their race/ethnicity in ads or packing.
21% of those who believe an authentic statement by brands is important when it comes to making purchases, also report to boycotting businesses with different views from theirs.
researching black communities
Micah said...
β€œ[Surveys] are a way for me to provide a voice for my broader community. I belong to a community that is often misrepresented, underrepresented. So, I do try to do my part to make my voice heard.”
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When you refer to your own race/ethnicity, how do you describe yourself?

Black respondents in the US*:

43% Black
25% African American
9% Prefer not to be described by race or ethnicity 
7% Mixed Race

* Of those who answered “Black, Afro-Caribbean, or African American” to question regarding US Census Classifications.

Black respondents in the UK*:

32% Black
14% Black British
12% African
11% Prefer not to be described by race or ethnicity

* Of those answered “Black/African/Caribbean/Black British” when asked to choose ethnic group.

Contact us to learn more about this research or for a quote to conduct your own.