Juneteenth: Opportunities to Close Equity Gaps for Black Americans
New Rochelle, NY, June 17, 2022—As we celebrate Juneteenth for the second time as a national holiday, it provides an opportunity for corporate America to think about ways in which they can make meaningful contributions to closing racial divides and equity gaps that exist for Black Americans.
Over the past couple of years, there’s been a growing movement to recognize Black history and the Black experience as part of American history, and a growing awareness of the structural inequities that have manifested in unequal access to wealth. In our State of Consumer Engagement 2021 study, we asked about how companies in corporate America can contribute to balancing out those inequities.
Demand for Content to Embrace Diversity
For example, there is a demand for media content that can educate Americans to embrace our cultural and racial diversity. More than half of Americans overall (52%) want access to content to help them learn about Black history in the United States. This is driven by Black Americans (70%), as well as Latinx (56%) and Asians (57%). While white, non-Latinx Americans are slightly less interested, still almost half (48%) want to learn more about Black history. Similarly,
Americans are interested in content that will encourage greater cultural understanding. The data are similar among multicultural audiences, with 56% of Americans overall desiring content that can help them to become more sensitive to different cultures and communities other than their own in the United States.
As far as closing equity gaps, there are important opportunities for corporate America to equip multicultural communities, particularly Black Americans, with the tools and information they need to succeed economically. Half of Americans overall (50%), and especially Black (63%), Asian (57%), and Latinx (60%) Americans, desire content that helps entrepreneurs and small businesses get ahead, such as about special grants and loans and best business practices. Across the majority of all cultural segments, more than half (58%) would like to have access to content that would help them build personal and generational wealth.
Recognition of Juneteenth as Official Holiday
“The fact that Juneteenth is now recognized as a national holiday underscores that we are at a cultural turning point in the United States,” notes Adriana Waterston, Chief Revenue Officer and Insights & Strategy Lead for Horowitz Research. “Americans are increasingly aware of the structural inequities that have reinforced racial divides and made access to wealth difficult for Black Americans. The data from this study show how corporate America can take positive action to drive meaningful change.”
The full State of Consumer Engagement 2021 report provides analysis of adults 18+ . The survey was conducted in September 2021 in English among 1,600 adults. Data have been weighted to ensure results are representative of the overall TV universe. The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.
For more information, visit www.horowitzresearch.com.
For more information about the State of Consumer Engagement 2021 report, visit: https://www.horowitzresearch.com/syndicated-research/2021-studies/state-of-consumer-engagement-2021/. To schedule an interview with an analyst or to request specific data, please contact [email protected], 914-834-5999.
ABOUT HOROWITZ RESEARCH
Horowitz Research is a leading provider of consumer market research specializing in consumers and their relationships to media, content, and technology with a particular expertise in cultural insights among America’s Black, Latinx, Asian, LGBTQIA+, and Gen Z audiences. The company offers a full suite of à la carte syndicated reports as well as custom quantitative and qualitative consumer research for companies ranging from small start-ups to Fortune 500. . For more information, visit www.horowitzresearch.com.
Juneteenth: Fact Sheet