Back to McKinsey Chart of the Day

Socially conscious shoppers

When it comes to shopping, inclusive consumers rely more on social media, word of mouth recommendations, and are inspired by the stories of the founders behind brands they admire. They are more likely than other shoppers to buy Black-owned brands out of a desire to support diverse entrepreneurs on their growth journeys and small businesses in general.

The inclusive consumer often seeks out Black-owned brands to support small businesses and Black businesses.
We strive to provide individuals with disabilities equal access to our website. If you would like information about this content we will be happy to work with you. Please email us at:

To read the article, see “The rise of the inclusive consumer,” February 8, 2022.