As prices climb, so does skepticism. For many Black consumers, the question has shifted from “Can I afford this?” to “Can I trust this brand?”
A new report from The Harris Poll, Challenger Retail 2025, explores how different generations are reshaping the retail landscape. We spoke with Justin Pincus, managing director of QuestBrand by The Harris Poll, to understand how rising prices and shifting expectations are reshaping how people shop.
“Consumers treat pricing as a moral signal,” Pincus said. “It’s not just a math equation anymore.”
For Black consumers, that signal matters. We’ve seen what happens when brands talk about equity but remain silent when costs rise. In this climate, transparency is not optional.
Black Spending Power is Rising
At the same time, Black consumer spending in the United States is projected to reach $1.7 trillion by 2030, according to McKinsey & Company. This growth reflects a shift in how trust, identity, and values shape purchasing decisions across generations.
From beauty and wellness to home goods and fashion, Black consumers are shaping trends and demanding accountability. But spending power does not mean spending blindly. We are asking harder questions. Is this brand showing up for us when it counts? Are they raising prices without explanation? Are they still investing in inclusive campaigns, or pulling back when budgets tighten?
Retailers who want loyalty need to earn it. That means transparent pricing, consistent messaging, and products that reflect our lives.
What Our Spending Reflects
This isn’t just about retail. People make decisions differently when money feels tight, and trust demands proof. The QuestBrand report is not a psychology study, but it reveals something psychological. Pricing, messaging, and consistency shape our emotional responses to brands.
For Black consumers, those responses are layered. We are not just asking “Is this worth it?” We are asking, “Does this brand see me?” And in an economy where every dollar has to stretch further, that question carries weight.
Trust Looks Different by Generation
“Each generation isn’t just a demographic, it’s a worldview shaped by the economy and culture they came of age in,” said Pincus.
Boomers still see reliability as the ultimate proof point. Gen X values accountability. Millennials reward emotional intelligence and consistency. And Gen Z looks for transparency and collaboration.
Younger Generations Are More Frugal
Zoomers is reframing what value means. “Gen Z’s embrace of resale isn’t about frugality, it’s about ethics and identity,” said Pincus. In 2024, 63 percent of Gen Z purchased second-hand clothing. A third said they would pay more for sustainable products.
“To Gen Z, resale isn’t a fallback; it’s an ecosystem,” he explained. “They view it as an active way to participate in the circular economy.”
Millennials Want Consistency
Millennials now make up the largest share of retail spending. They are parents, professionals, and household decision-makers. And they are not impressed by gimmicks.
“Millennials reward reliability, but that doesn’t mean invisibility,” said Pincus. “They value consistency, quality, and convenience.”
That expectation shows up in how they judge pricing as well. Millennials want brands to manage costs responsibly without cutting corners. Stores like TJ Maxx and Williams-Sonoma keep their costs in check by working with multiple suppliers, buying directly from factories, and adjusting prices as needed to avoid losses.
What Dependability Looks Like
Dependability is not about being flashy. It is about showing up consistently. “Younger shoppers want brands that understand them, but also deliver without surprises,” said Pincus. “It’s less about dazzling them and more about doing what you say you’ll do.”
Seventy percent of shoppers say they spend more with businesses that understand their preferences. Even so, that connection only builds loyalty when brands stay consistent. That’s why 71 percent of consumers stick with companies that stay true during economic uncertainty.
Transparency Builds Trust
“Transparency drives both trust and momentum,” said Pincus. When shoppers feel kept in the loop, they are more than twice as likely to stay loyal, even after a price increase.
“In a volatile economy, openness signals stability,” he added. “Brands that communicate clearly, explaining not just what changed but why, earn the credibility to keep moving forward.”
Loyalty Comes From Proof
“Stop chasing loyalty programs and start building loyal behavior,” said Pincus. “Younger consumers don’t want to be won back; they want to be recognized.”
That recognition has to show up in product, tone, and timing. Retailers build long-term loyalty by using data to anticipate needs, simplify decisions, and communicate clearly. In contrast, those who rely on discounts alone risk falling behind.
For younger shoppers, loyalty isn’t about perks. It’s about proof.
Brands Win With Us When They Keep Their Promises
A recent Harris Poll found that 74 percent of consumers say they are more loyal to brands that deliver precisely what they promise. But what counts as a promise has changed. For younger consumers, it is about shared values and ongoing engagement. For older ones, it is about steadiness and proof over time.
Understanding how people spend, what earns trust, what signals respect, and what reflects lived experience is essential.
Resources:
Challenger Retail 2025 – Harris Quest
English (US) · 