Study Shows Americans Prefer Certified Black-Owned Businesses

August 22, 2025

Recent research presented at the U.S. Black Chambers Annual Conference reveals strong consumer support for clearly identified Black-owned businesses across demographic groups. April Jeffries from Ipsos and Ron Busby Jr. from ByBlack shared findings from a 4,500-participant study showing positive responses to a "Certified for Future Generations Prosperity" seal, particularly in health and beauty, clothing, and fresh food categories.

Who is affected

Black-owned businesses and entrepreneurs
Consumers across demographic lines, including non-Black consumers
Retailers and corporations who could feature certified Black-owned products
Markets specifically identified as supportive (Houston, Dallas, Philadelphia, Atlanta, Oakland, and Washington, D.C.)
The Fund for Social Equity and U.S. Black Chambers
Black entrepreneurs facing barriers in accessing capital and contracts

What action is being taken

Ipsos is conducting multi-year research studies for the Fund for Social Equity
The Fund for Social Equity and USBC are developing a logo emphasizing Black ownership and family prosperity
ByBlack is providing certification for Black-owned businesses
Research is being conducted to test consumer response to the "Certified for Future Generations Prosperity" seal
Market testing of initiatives to narrow the racial wealth gap is underway

Why it matters

The research shows certification and clear labeling of Black-owned businesses can be a competitive advantage
Black entrepreneurs continue launching businesses at historic rates but face persistent barriers in accessing capital and contracts
Consumer support channeled through certification can serve as a market force for economic equity
The findings demonstrated support levels equal to or better than what was seen with organic product certification
Technology now allows for faster implementation compared to the 20-year organic rollout
Clear identification aligns with consumer values while potentially driving sales

What's next

Validation of the concept in real-world business applications is needed
Black-owned businesses are encouraged to get certified
Retailers are called to embrace clear labeling of Black-owned products
Consumers are encouraged to actively seek out and support verified Black-owned enterprises

Read full article from source: The San Diego Voice & Viewpoint