Report · Culture

Many find it inauthentic when a company markets to Black consumers without Black leaders

Reading

About 40% of Americans agree that a company marketing to Black consumers without Black leadership would seem inauthentic to them, including 12% who strongly agree, according to a May 2026 Verasight survey.

A similar share, 37%, disagree, and 22% are neutral.

Topline

response scale

Topline scale

Many find it inauthentic when a company markets to Black consumers without Black leaders.

Please indicate the extent to which you agree or disagree with the following statement: A company that markets to Black consumers but is not led by Black leadership would seem inauthentic to me.

  • Neutral 22.4%
  • Slightly agree 15.2%
  • Strongly disagree 14.2%
  • Somewhat agree 13.6%
  • Somewhat disagree 11.6%
  • Strongly agree 11.5%
  • Slightly disagree 11.5%

2026 · base n 1,000 · +/- 3.3%

daily_life

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Methodology

Full methodology
Mode
Verasight panel recruited via random address-based sampling, random person-to-person text messaging, and dynamic online targeting
Field dates
2026-05-11 → 2026-05-11
Base (unweighted)
1,000
Margin of error
+/- 3.3%
Module
daily_life

Source

Citation

Verasight SPSP Omnibus Survey #2026-045, fielded May 11-11, 2026, N=1,000 US adults age 18+, +/- 3.3%.

https://reports.verasight.io/r/spsp26

Verasight survey methodology

How Verasight conducts surveys.

This page describes the Verasight general survey contract, separate from how the Data Library packages it. When a wave report is published, its field dates, sample sizes, and module breakdown are listed in that report.

Mode
Verasight panel recruited via random address-based sampling, random person-to-person text messaging, and dynamic online targeting.
Population
US adults age 18+.
Sample design
Surveys are run as omnibus or single-topic waves. Omnibus waves are split into modules with their own respondent set, typically around one thousand respondents per module.
Field window
Each wave specifies its own field dates. Most omnibus waves field across roughly two weeks.
Weighting
Per-module weighting to CPS targets including age, race and ethnicity, sex, income, education, region, and metropolitan status.
Partisanship benchmark
Pew Research Center's NPORS benchmarking surveys, three-year running average.
Vote benchmark
2024 presidential vote population benchmarks.
Margin of error
Typically about plus or minus 3.4 to 3.6 percent per module at standard module sizes. Question-level MoE is recomputed when a base shrinks materially below the module baseline.
Reporting
The canonical report hub is reports.verasight.io. Verified legacy reports remain on their original hosts, and unpublished reports are marked pending.
Transparency
Verasight is a member of the American Association for Public Opinion Research Transparency Initiative.

The canonical report hub is reports.verasight.io; older reports may remain on verified legacy hosts.