MAGNA Media Trials and The Shade Room Reveal How Black Culture Shapes Modern Brand Strategy [REPORT]

Social media is the leading platform where consumers engage with Black culture (66%), followed by television (49%) and online websites (27%), making digital platforms key to brand discovery and connection.

The research also found that people are drawn to Black culture not only through identity, but through perspective as well. Curiosity, creativity, and a strong sense of community are the top reasons consumers look to Black culture for trends or inspiration. When engaging with Black-led platforms, audiences want dialogue, not monologue—expecting brands to listen, respond, and participate in meaningful, authentic ways.

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

Key findings from the report include:

• • Digital Influence Drives Purchases: 78% of U.S. and U.K. respondents—and 99% of Nigerians—have considered buying a product after seeing it discussed by Black creators, communities, or platforms online.
  • Brand Presence Lags Behind Cultural Impact: Significant gaps exist between cultural inspiration and brand investment. For example, there’s a 42-point gap in the food category between consumers who seek food inspiration from Black culture and those who see food brands advertising on Black-led platforms.
  • Consistency Builds Credibility: 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.
  • Bold Mistakes Over Safe Silence: In the US, 67% of Black audiences prefer a brand that speaks up, but sometimes gets it wrong, compared to 33% who prefer a brand that stays quiet and plays it safe when it comes to engaging with Black communities online

“Black culture has always been at the center of what’s next, setting the trends that move mainstream culture forward,” said 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.

To download report, CLICK HERE.