AFRICAN-AMERICAN WOMEN: OUR SCIENCE, HER is trending—on social media and in real life. What does it mean? Recently, an editor at Essence Magazine defined it as, “A term used to illustrate the universal awesomeness of Black women.” While it started as a social media hashtag and a rallying call for Black women and girls to share images, ideas and sources of pride in themselves and other Black females, it has also become an illustration of Black women’s unique place of power at the intersection of culture, commerce, and consciousness.This report is Nielsen’s seventh look at African-American consumers and the second time we’ve focused our attention on Black women. Now more than ever, African-American women’s consumer preferences and brand affinities are resonating across the U.S. mainstream, driving total Black spending power toward a record $1.5 trillion by 2021. At 24.3 million strong, Black women account for 14% of all U.S. women and 52% of all African-Americans. In the midst of data chronicling her steady growth in population, income, and educational attainment, the overarching takeaway for marketers and content creators is to keep “value and values” top of mind when thinking about this consumer segment.A core tenet of the Black Girl Magic is her perseverance against socioeconomic headwinds, and her gains in entrepreneurship and academic success directly contribute to her being the economic engine of the Black community. This report offers data and insights to Black women’s ability to drive product categories and shift culture—and make it look like magic

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