Kendrick Lamar’s NFL Super Bowl halftime show was more than just entertainment. It was a masterclass in cultural storytelling, blending artistry, history, and social commentary in a way that resonated deeply with Black audiences and caused something approaching confusion among others in the viewing audience. For a deeper look into audience perceptions of the performance, check out our infographic, containing data from our survey, conducted shortly after the Super Bowl.
Every aspect of his multi-layered performance was intentional, from the music selection to the choreography to the art direction, reinforcing why he remains one of the most respected voices in hip-hop. While the past 48 hours have seen a steady stream of think pieces dissecting the details (mainly for the non-Black Super Bowl viewers among us), eagle-eyed execs were taking notes– or at least should have been.
For brands aiming to engage Black consumers, Lamar’s performance served as a reminder that true connection goes beyond surface-level appreciation. Black culture has long influenced global music, fashion, and language trends. Still, Black consumers increasingly expect brands to do more than borrow aesthetics—they want to see real investment in their communities and acknowledgment and respect for their experiences reflected in brand messaging.
The Growing Influence of Black Consumers
The economic power of Black consumers in the U.S. continues to expand, with spending projected to grow from around $900 billion today to $1.7 trillion by 2030. Despite this, many companies still treat Black audiences as an afterthought, focusing on engagement only during Black History Month or high-profile cultural moments like the Super Bowl.
Black consumers have shown strong brand loyalty when they feel represented. Research from Think with Google found that 66% of Black consumers are more likely to support brands that authentically reflect their identity. But representation alone isn’t enough—consumers are looking for deeper connections, whether through long-term community investment, authentic storytelling, or leadership teams at the table that reflect the diversity of their customer base.
In addition to their economic power, Black consumers are trendsetters across industries, shaping the way products, services, and even digital platforms evolve. Social media has amplified this influence, with trends originating in Black communities frequently driving mainstream conversations. Companies that understand this dynamic are better positioned to create relevant rather than reactive products and marketing.
Cultural Understanding Matters
One of the standout moments of Lamar’s performance was its layered storytelling. From the choreography to the stage design, everything carried a deeper meaning. The inclusion of Serena Williams performing the Crip Walk, for example, was a powerful cultural nod, highlighting both her personal history (including a reminder that her Crip Walk during the 2012 Wimbledon championships was not as well-received at the time) and a broader history within Black communities.
Moments like this resonate deeply because they come from a place of authenticity. By contrast, companies that attempt to tap into Black culture without truly understanding its significance almost instantly come across as performative and never hear the end of it online. When slang, fashion, or historical references are used without context, it can feel less like engagement and more like appropriation.
This issue extends beyond marketing. Some brands have faced backlash for attempting to capitalize on Black culture without meaningful connections to Black consumers. In the beauty industry, for example, companies have profited from Black beauty trends without adequately representing darker skin tones in product lines. In fashion, streetwear brands have borrowed heavily from Black style and music but have not invested in the communities that inspire them. These avoidable missteps highlight the importance of not only recognizing cultural influence but also ensuring that Black communities benefit from it.
One way to bridge this gap is meaningful representation in decision-making. When Black creatives, strategists, and executives have a voice in shaping campaigns, cultural references are more likely to be handled with the nuance and respect they deserve. This also ensures that marketing isn’t just about aesthetics but about authentically reflecting Black consumers’ lived experiences.
Beyond Visibility: Aligning with Values
While representation in media and advertising is important, Black consumers also want to see companies align with their values. Nielsen reports that 38% of Black consumers aged 18-34 and 41% of those 35 and older expect the brands they support to take a stand on social issues. Companies that remain silent on issues affecting Black communities or only engage during moments of celebration risk losing credibility.
This expectation for alignment goes beyond public statements or one-time donations. Black consumers are looking for sustained engagement, whether through corporate policies, supply chain diversity, or direct support of Black-owned businesses. Many have become more discerning in their purchasing decisions, choosing brands that reflect their values not only in advertising but in action.
Lamar has never been one to avoid difficult conversations. His music consistently tackles themes of systemic injustice, economic disparity, and Black identity, and his Super Bowl performance was no exception. This level of commitment is why he continues to earn the trust of his audience. Companies looking to build meaningful relationships with Black consumers can learn from this approach by ensuring their engagement is more than just momentary.
The Importance of Long-Term Relationships
One of the biggest challenges in marketing to Black consumers is moving beyond transactional relationships. Too often, companies amplify Black culture for short-term campaigns but fail to show consistent support throughout the year, or even a genuine understanding of the various facets of Black culture. Black consumers notice when engagement feels temporary, and they reward brands that make an effort to maintain an ongoing presence in their lives.
Some companies have successfully built long-term relationships by meaningfully integrating Black consumers into their brand strategy. For example, Nike’s partnerships with Black athletes, designers, and entrepreneurs extend beyond promotional deals to collaborative storytelling and product development. This kind of engagement fosters trust because it feels like a true partnership rather than an opportunistic marketing play.
Sustained connection requires more than just marketing—it involves real investment. Companies that support Black-owned businesses, uplift Black entrepreneurs, and create products designed with Black consumers in mind demonstrate a level of commitment that goes beyond advertising. Hiring and promoting Black talent within organizations also plays a crucial role, ensuring that the people making decisions about Black audiences truly understand their needs.
Lamar’s Super Bowl performance wasn’t just a cultural moment—it was a reflection of years of dedication to telling Black stories with depth and authenticity. The brands that resonate most with Black consumers take a similar approach, recognizing that real engagement is about more than just a moment in the spotlight.
Instead of looking for quick wins, companies that invest in long-term relationships with Black audiences will see the greatest impact. For example, fans were probably still making their way out of Caesars Superdome when Jordan Brand released “Love, Hurts”, a new commercial featuring Eagles quarterback Jalen Hurts, just minutes after Hurts hoisted the Lombardi trophy into the air.
A Future Built on Trust and Authenticity
Black consumers have always been at the forefront of cultural innovation, shaping trends that influence industries worldwide. Their economic power is only growing, and their expectations for brands are rising alongside it.
Lamar’s performance showed what it means to honor Black culture with intention, depth, and authenticity. The companies that understand this will be the ones that build lasting relationships, not just with Black consumers but with a broader audience that values diversity, inclusivity, and cultural integrity. The Jordan Brand commercial mentioned above could have had any song playing in the background, but Nike chose Teddy Pendergrass’ “Love TKO”, a classic R&B tune that holds an elevated space in the Black community. A smart, intentional choice that will not go unnoticed.
In the long run, the brands that truly succeed will not just recognize Black culture’s influence—they will actively support, invest in, and elevate the people within the communities that create it. Our new infographic reveals more audience insights into Lamar’s performance– take a look here.
