For decades, Black labor has been the foundation of American progress — whether through physical labor, intellectual contributions, or cultural influence. From agricultural fields to creative industries, African Americans have shaped the fabric of this country, often without due recognition or ownership. 

As Black affluence grows, its visibility is undeniable. But visibility alone is not enough. Today’s Black affluent consumers are redefining success — not just through wealth, but through influence, autonomy, and long-term equity. This shift signals a new reality, raising a critical question: what comes next?

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The Past: Patterns of Erasure

Before we look ahead, let’s acknowledge how Black economic power has been historically shaped through the timeline below that highlights the evolution:

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Black economic progress has grown, yet systemic barriers persist. Despite rising affluence through education and entrepreneurship, Black contributions to culture and industry remain undervalued, commodified, or credited elsewhere. The very systems that profit from Black creativity often exclude Black creators from the full economic rewards — limiting who truly benefits from the culture they shape. 

This pattern of exclusion extends across industries, from mixology to music, where Black innovators have shaped culture yet often remain uncredited or underrepresented in mainstream narratives:

• Alcohol & Mixology: In Juke Joints, Jazz Clubs, and Juice: A Cocktail Recipe Book, Toni Tipton-Martin highlights the overlooked contributions of Black mixologists. Tom Bullock, for example, was the first African American to publish a cocktail manual, The Ideal Bartender, in 1917. Yet, his legacy was largely excluded from mainstream mixology narratives.
• Music: Beyoncé, one of the most influential artists today, recently reclaimed Black origins in country music—a genre whose roots trace back to African instruments like the banjo. However, the White country music establishment resisted her presence, despite the genre's deep Black history.
• Trends & Social Media: Black creators consistently drive digital culture but are often erased from the narrative. A prime example is Jalaiah Harmon, an Atlanta-based dancer who created the viral Renegade dance, only to see non-Black influencers receive credit and verification before she did.

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This is not a coincidence. This is a pattern.

Understanding these past injustices is crucial as we move toward meaningful solutions that ensure true ownership, beyond temporary recognition. 

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The Present: Visibility vs. Ownership

You know how when a new phone update releases, your phone starts tripping with issues you’ve literally never experienced? You do all the proper trouble shooting steps – clearing out space, removing apps, and even upgrading your cloud storage but the problem still persists. It’s not until you get the new software update, that you notice the issues were simple signs that you needed an upgrade. 

This analogy reflects how brands don’t need to start over, they just need to evolve.

For decades, visibility was seen as progress — more Black faces in ads, on magazine covers, and in high-profile spaces. But today, affluent Black consumers are pushing beyond representation. While there are several pioneers that are working towards more inclusivity and equity, there’s still space to go further. 

There is an opportunity to upgrade your brand's approach ensuring a commitment to all consumer needs, inclusive of the Black consumers’ demand for ownership. Not just ownership in terms of wealth, but in narratives, industries, and spaces.

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The Future: What’s Next?

Brands and industries are in the position to move beyond commercialized trends and surface-level celebrations of Black culture to build true longevity and equity with the Black community. Black leaders are already leading the charge:

• Kendrick Lamar – His hit single "Not Like Us" is more than just a diss track; it’s a rallying anthem for cultural ownership. Kendrick is not just saying Drake isn’t like other rappers, he is calling out what he sees as a direct problem in America – people who lack genuine ties to Black culture, but benefit from it financially and socially. 
• Issa Rae – One who openly declares, “I’m rooting for everybody Black”, actively invests in Black-owned businesses like Hilltop Coffee and is committed to buying back what her community created. Rae has created new brands that aim to supply the demand of “buying Black” with businesses like Viarae Prosecco, a sparkling white wine and Sienna Naturals, a vegan hair care line.
• Uncle Nearest Premium Whiskey – Uncle Nearest has become the fastest-growing American whiskey brand in history, and the top-selling Black-owned spirits brand globally. It honors Nathan "Nearest" Green, the enslaved man who taught Jack Daniel how to make Tennessee whiskey—a story long erased from history. 

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The leaders who helped build some of today’s biggest brands are demanding more — and their loyal audiences are marching right behind them. This exemplifies how the shift to reclaim narratives and communities is necessary. We see this reign true in our “Decoding Black Affluence” audit where we recap research on Black Affluence in Atlanta, GA and Washington, DC that affirms that the Black community is seeking the next level of ownership.

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What’s your move?

There is a meaningful opportunity for brands to be a part of these cultural shifts, not just beneficiaries of the moment. These shifts aren’t just fleeting trends; they’re the marker of a movement that's long overdue, deeply rooted, and here to stay. Along with long-term commitment and thoughtful action, brands can engage authentically and build lasting impact: 

• Partner with Black Voices — And Empower Their Vision
  True equity with Black creators goes beyond inclusion – it's about shared ownership. Hence, move beyond surface level partnerships into authentic collaborations. Let them lead, let them shape the message, and most importantly — give them credit. A strong brand understands that cultural authenticity comes from those who live it, not from those who seek to define it from the outside. 
• Commit to Inclusive Hiring
  Diversity and inclusion shouldn’t be a PR play. While recent political moves to attempt to dismantle DEI programs possess a challenge, brands that remain committed to inclusive hiring and partnership will be the ones who thrive. Representation isn’t a checkbox — it’s the foundation of relevance.
• Define “Culture” With Intention
  If you work in marketing, the term “culture” is often used as a catch-all these days – but clarity matters. Largely popularized by Migos “Culture” album in 2017, for Black communities, “the culture” is a lived experience that’s been shaped for decades. And it’s not monolithic, its impact is personal to various communities. If you’re aiming for a “multi-cultural” audience, understand that there are certain nuances that deserve an intentional approach. 
• Go Beyond the Campaign and Commit to the Long Run
  It’s easy to put Black talent in your ads. It’s harder to show up when the cameras stop rolling. As Strategy Director, Chantel Williams, and I discussed on The Taylor Ten podcast, Black Culture Moves the Market, but Who Profits?, consumers are increasingly holding brands accountable – not just for what they promote but how they show up when the spotlight fades. Brands that build trust through community partnerships, co-creation of ideas, and long-term initiatives will lead the future of marketing, connecting with generations to come.

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In conclusion, if you work in marketing, advertising, or PR, ask yourself: Are you fostering systems that empower Black ownership, or are you simply capitalizing on its influence? Brands that choose the former will shape the next era of cultural leadership and earn long-term loyalty.

So, lead the way.