During a compelling session at the U.S. Black Chambers Annual Conference, April Jeffries, global president at Ipsos, and Ron Busby Jr., head of product at ByBlack, shared groundbreaking insights from consumer research that demonstrates strong support among most Americans for Black-owned businesses when identified as such with a logo developed by Fund for Social Equity and USBC emphasizing Black ownership and family prosperity.
The conversation, titled “Beyond the Buzz: Understanding Popular Opinion Through Data Insight,” emphasized the critical importance of moving beyond headlines and assumptions to understand what consumers truly think about supporting Black-owned businesses.
Jeffries presented findings from multi-year studies conducted by Ipsos for the Fund for Social Equity, a research and marketing nonprofit that is developing and market testing initiatives to narrow the racial wealth gap. The most recent study included 4,500 people across diverse demographics about their response to a “Certified for Future Generations Prosperity” seal on Black-owned products. The results proved encouraging:
- Only 15% expressed disinterest — a surprisingly low rejection rate
- 50% of Americans expressed strong interest in purchasing products with the certification seal
- 35% remained neutral or open to the concept, bringing total positive/neutral response to 85%
- 30% increase in purchase intent when products featured the seal
- 60% of consumers believe racism is built into the economy, indicating awareness of systemic challenges
The research identified specific product categories where the seal drives elevated consumer interest, including health and beauty products, clothing and apparel, and fresh foods — all major consumer spending categories where Black-owned businesses can gain competitive advantage.
The findings revealed that consumers across demographic lines — including non-Black consumers — recognize the legitimacy and market value of certified Black-owned business labels.
Drawing from her experience and that of others with the development of organic food certification, Jeffries noted that the Black-owned business seal research showed results “equal to or better than what we saw with organic” products. The key difference: “Technology now allows us to implement this much faster than the 20-year organic rollout,”
The research identified specific metropolitan markets showing strongest support: Houston, Dallas, Philadelphia, Atlanta, Oakland, and Washington, D.C. These markets represent immediate opportunities for Black-owned businesses to leverage certification for potentially accelerated growth.
A central theme of the discussion centered on the importance of credible research and certification. ByBlack, the nation’s leading platform for Black business certification, has rigorous standards — requiring businesses to be at least 51% Black-owned, headquartered in the United States, and operational for at least two years — and provides the verification consumers seek when making informed purchasing decisions.
Both speakers emphasized that this research represents just the beginning. “What we tested was a concept,” Jeffries explained. “What we need now is validation of the reality of that concept. How does this actually play out with your businesses?”
The conversation concluded with a call for Black-owned businesses to get certified, for retailers to embrace clear labeling, and for consumers to actively seek out and support verified Black-owned enterprises.
This research arrives at a critical moment when Black entrepreneurs continue launching businesses at historic rates yet face persistent barriers in accessing capital and contracts. The findings suggest that consumer support, when properly channeled through certification and clear identification, can serve as a powerful market force for economic equity.
For Black business owners, the message was clear: certification and bold identity can be a significant competitive advantage. For retailers and corporations, the data demonstrates that featuring certified Black-owned products aligns with consumer values while potentially driving sales.