02 Dec
by Leah Reynolds

If you have been following the election coverage, you are probably at the point where a lot of Americans are; you simply want to get it over with and return to your regularly scheduled lives. With this election, however, we must do more than just return to our lives, we must purpose to continue educating our youth and the community on the contributions and accomplishments of the black community.

As I watched the speeches delivered by each candidate, I couldn’t help but wonder if either of them had any real knowledge of the black community aside from what they see on television. This thought was further hammered home after Trump’s attempt to gain support from the black community with his, “What do you have to lose” speech. Read the article: Donald Trump speaking to African American and Hispanic voters:

According to Trump, the black community is “living in poverty” and “crime stricken” neighborhoods. Contrary to what some would like us to believe the entire black community is not in complete desolation and destruction. Based on the findings in Nielsen’s 2016 Report, African-American Millennials are driving the wave of social change and digital advancements. 

Quoting from the Nielsen website, “African-Americans are exuberant and reflective—optimistic about present-day advances in income, education, entrepreneurship and health care, and determined to forge a better future as influential leaders and catalysts of social awareness against discrimination and social injustice.

This latest report highlights African-Americans’ economic and cultural gains and continues to shine a spotlight on how African-American Millennials are forging ahead in their use of technology and social media to raise awareness and evoke a national discussion on civic and political issues. As African-Americans, particularly younger Millennials, continue to develop and expand their influence on mainstream America, companies are making changes to reach this culture-rich group.”

The Nielsen Report also documents that in 2015 the African-American community controlled nearly $1.2 trillion in buying power. Considering African-American Millennials only make up 14% of the U.S. Milennial population it’s astonishing that they possess $162 billion in buying power alone. This number is expected to grow to nearly $1.4 trillion by 2020. The number of African-American’s with annual incomes over $100,000 nearly doubled to 12% in 2014 with numbers continuing to climb, while the number of households with annual incomes under $25,000 has been on a steady decline.

Nielsen has been reporting on the purchasing and consumption habits of the African-American community for nearly five years. The data presented within this report dispels many myths about the true power of the community. High school dropout rates are on a decline with 89% of Millennials graduating high school while college enrollment is increasing, especially among African-American women.  With 91% of African-Americans owning smartphones and over half report spending over an hour or more daily on various social networking sites, they are connected to each other in real-time to ban together on any cause, project or movement that moves them.

Millennials are proving the naysayers wrong and showing the world that the African-American community has been underestimated for far too long.


You can view and download the 2016 Nielsen Report – Young, Connected and Black, go here.
At Nielsen, they study consumers in more than 100 countries to give you the most complete view of trends and habits worldwide. According to their website, Diversity & Inclusion is very important to society and to business. “It’s not just a goal, but a global business imperative. It’s about each of us embracing the talents and ideas of people with different backgrounds, experiences and perspectives to drive our continued success in providing clients with the information they need to succeed.”

About the Author

Sage (aka Leah Reynolds) was born and raised in Huntingtown, MD. She has been married to her best friend, for over ten years and they have two amazing sons. She is also an Autism advocate and a parent of an autistic child, which inspired her to write a non-fiction book on raising a child on the Autism spectrum, The Optimistic Autistic: Our Testimony.

Sage also writes mysteries centered on characters that are close to the heart. She has vowed to produce books that encourage the reader to deliberately read; not just for entertainment but to read with the intention of solving the mystery along with the Detective.

Her belief that, “if you don’t see the books you’re searching for write them” has inspired her to write with a purpose and a passion.

Check out all of the books written by Sage 

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