Consumer Corner
Identifying brands as Black-owned can pay off for businesses Draft
A study reveals that labeling restaurants as Black-owned boosts sales and traffic, particularly in liberal areas, highlighting the potential of visibility for minority-owned businesses.
Oren Reshef, Washington University in St. Louis; Abhay Aneja, University of California, Berkeley, and Michael Luca, Johns Hopkins University
Labeling businesses as Black-owned can significantly boost their sales, we found in a recent study.
In June 2020, the business-review website Yelp introduced a feature allowing consumers to search for Black-owned restaurants. As professors who study digitization, inequality and the economics of technology, we were interested in understanding its effect. So we analyzed more than two years of data from Yelp.
We found that restaurants labeled as Black-owned saw a 65% increase in online traffic, more searches and calls, and higher sales through food orders and in-person visits. These results suggest that for many Black-owned businesses, a simple change in their visibility can create new opportunities for growth.
However, the impact varied by location. The gains were strongest in politically liberal areas and places with lower levels of implicit racial bias, as measured by regional variation in implicit-association test scores. This suggests that platforms are in part channeling, as opposed to creating, customer demand. Interestingly, white customers drove most of the increase, suggesting the label helped raise awareness of businesses they might not have considered before.
This wasn’t just a 2020 trend – in follow-up analyses, we found similar results among businesses that opted into the feature later. We also collaborated with the online furniture company Wayfair, which launched a “Black Maker” label on its site in 2023, and found that it led to a 57% increase in web traffic. Finally, Yelp rolled out a Latino-owned label on the platform late that year, which led to a similar increase in consumer engagement.
Why it matters
This research has implications for business owners, digital platforms and policymakers. Growing awareness of racial inequality – partially driven by the Black Lives Matter movement, especially after the murder of George Floyd in 2020 — has led to increased corporate and customer interest in supporting minority-owned businesses. It also led many companies to make commitments to promote racial equity.
However, more recently, many companies have dismantled these efforts. For instance, Target recently announced that it was eliminating its program to spotlight Black-owned businesses. Our findings suggest that increasing the visibility of minority ownership – a relatively low-cost change – can substantially improve economic outcomes for Black-owned businesses.
Our results also show that diversity initiatives aren’t just about warm and fuzzy feelings. Businesses should measure and evaluate their impact to ensure their programs are effective. A well-designed program can benefit the bottom line, while a poorly designed one risks being ineffective or even counterproductive.
So it’s important to acknowledge the potential risks. Past research, including some of our own, indicates that revealing racial identity sometimes can lead to discrimination or backlash. While our findings suggest that labeling can have positive effects, a poorly implemented policy can backfire. Yelp’s initiative design empowered users looking to support Black-owned businesses while allowing other users to continue searching in alternative ways.
That means policy design is crucial. What matters isn’t just what information is revealed, but also how it’s communicated. Our analysis shows that customer demand and preferences vary considerably across locations and demographics, meaning that context also matters.
What still isn’t known
While our research suggests that businesses experienced economic benefits from adopting the label, it’s crucial to understand which policy designs work best in the long run. For instance, Yelp’s program used an opt-in feature, which may have contributed to its success.
However, open questions remain. How are platforms affected by labeling businesses? What other types of labels might be impactful, and for which types of businesses? Could some interventions backfire?
Another key question is, which customers respond to racial identity disclosures? Recent advances in data analytics can help companies refine their strategies, making it easier to target the right consumer groups for more effective initiatives.
Ultimately, our study is a step toward understanding how transparency and visibility can shape economic outcomes. It highlights a diversity initiative that has benefited both customers and businesses, and provides a road map for companies that want to design initiatives that matter. And, more broadly, it speaks to a question facing all companies: How can companies better understand and shape their societal footprint?
The Research Brief is a short take about interesting academic work.
Oren Reshef, Assistant Professor of Strategy and Entrepreneurship, Washington University in St. Louis; Abhay Aneja, Assistant Professor of Law, University of California, Berkeley, and Michael Luca, Director, Technology and Society Initiative, Carey Business School, Johns Hopkins University
This article is republished from The Conversation under a Creative Commons license. Read the original article.
financial wellness
Life insurance is on the to-do list. Right under cleaning out the garage.
No matter how you define “adulting,” getting life insurance tends to be one part of the to-do list that keeps getting set on a procrastination loop. New survey data backs that up: there are plenty of other tasks adults would rather focus on first.
(Sheeka Sanahori) Being an adult comes with a never-ending list of responsibilities: Cook dinner. Scrub the bathroom. File taxes. The tasks grow even longer when sharing a household with a partner, building a family, or taking care of others. No matter how you define “adulting,” getting life insurance tends to be one part of the to-do list that keeps getting set on a procrastination loop.
New survey data backs that up: there are plenty of other tasks adults would rather focus on first.
The Adulting Task Americans Keep Avoiding
According to the 2026 Life Happens Life Insurance Survey, a financial literacy nonprofit organization, 39% of U.S. adults would rather clean out their email inbox than figure out their life insurance needs. Another 31% would rather clean out the garage or basement. One in five U.S. adults would be willing to sit on hold with customer service for three hours before life insurance planning. Even though many adults have it somewhere on their list, nearly half (46%) say they’ll either deal with it later or not at all.
They Know It Matters
Nearly a third of adults have already figured out a life insurance plan, and they feel good about their decision. Others are feeling more conflicted: 14% have a policy, but they’re not sure if they have enough. Another 12% say they either don’t know where to start or they think it’ll be too expensive.
It’s no wonder people are putting it off: Navigating a new-to-them form of financial planning can come with a lot of complicated emotions. Four in 10 feel either overwhelmed, anxious, or some combination of both. Sixteen percent of U.S. adults feel guilty for putting it off, but when the outcome is more procrastination, that feeling lingers.
Why Later Keeps Winning
If you’ve ever faced an important decision without having enough information to make an informed choice, you know how stressful it can be. While the generations have different takes on making major decisions with a gut feeling or “pure vibes,” most of the time, people want to feel like they’re making an informed choice. Forty-five percent of U.S. adults say cost concerns, confusion or procrastination are the main reasons they have delayed or would delay looking into life insurance. For more than one in five, the plan is to seriously look at it when they feel more financially stable. For 12%, they say they’ll do it when they’re older.
Men tend to feel more confident about their life insurance decisions to date; 53% of men vs. 41% of women feel confident their family would be financially protected.
The First Step Feels Bigger Than It Is
Learning more about life insurance, how it’s priced and how it works could help get many consumers out of their procrastination loop. A quarter of people say they’d make a decision if they learned it was easier to get than they previously thought. Thirty percent would make the purchase if they learned it was more affordable than they believed it to be. Others need an experienced professional to talk to or an online calculator tool to give them guidance.
Methodology: Life Happens commissioned Atomik Research to conduct an online survey of 2,000 adults, including 700 Gen Z respondents, 700 millennials, and 600 Gen X respondents throughout the United States. The margin of error for the overall sample is +/- 2 percentage points and +/- 4 percentage points for each generational sample, with a confidence level of 95 percent. Fieldwork took place between July 14 and July 20, 2026. Atomik Research, part of 4media group, is a creative market research agency.
Photo courtesy of Shutterstock (couple using computer)
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fitness
Design Your Home Workout Space Around the Way You Actually Exercise
Use these tips to create a home workout space you’ll keep using after the novelty wears off.
Design Your Home Workout Space Around the Way You Actually Exercise
(Feature Impact) It’s a tale as old as treadmills: You buy a new exercise machine with the best of intentions, only for it to become an expensive laundry rack that makes you feel guilty every time you glance over at it. When it comes to making lifestyle changes, the key is not to overhaul your whole routine at once, but to figure out what habits match your lifestyle, personality and passions.
Use these tips to create a home workout space you’ll keep using after the novelty wears off.
Figure Out What Exercises You Enjoy
Before you commit to a big equipment purchase, think about what kinds of exercise feel natural and enjoyable (and which ones make you groan).
If you love running, a treadmill may be worth the space it takes up. However, a rack of dumbbells might just wind up collecting dust if you hate lifting weights. Yoga or dance enthusiasts may prefer to design a more studio-like home gym, while bodyweight strength trainers could be happy with a pull-up bar in the doorway and a mat to do planks on. Consider joining a workout class or gym for a month or two to try different kinds of exercises and machines so you’ll have a better idea of what’s worth investing in permanently.
Evaluate the Space You Have
A good home workout area needs to work around the physical realities of your house or apartment. If you have a whole room or finished basement to dedicate to the cause, this won’t constrain you too much. If you’re working with a corner of your home office, bedroom or garage, saving space becomes a more critical factor.
In these cases, it all comes down to priorities. If you only have room for one piece of bigger equipment, get the one you know you’ll actually use, whether that’s an elliptical, strength machine, standing bicycle or rowing machine. Then build out your collection with other items that can be easily moved and stored, like resistance bands and small weights or dumbbells.
Start Small and Expand as Needed
Don’t fall into the trap of thinking you need to have everything before you can get started. It’s often better to build out your workout space slowly – get a few things at a time, see what you use regularly and figure out what you might be missing along the way. Maybe you realize you enjoy lifting weights and keep wishing you had heavier ones, signaling a need to upgrade.
Add Some Atmosphere
Dark, dismal home gyms are more likely to make your workout feel like a punishment instead of a part of your day worth looking forward to. Creating a space you enjoy being in is just as important as choosing a workout you enjoy doing.
For you, that might look like choosing an area of the home with plenty of natural lighting to make you feel more awake – or adding string lights and color-changing wall sconces for a relaxing yoga session. Maybe it means adding art on the walls or a floor-to-ceiling mirror so you can check your form. A large rubber floormat with a cheerful design, a sound system to play your favorite hype songs or a daily calendar of motivational quotes could be the magic ingredient to get you into the right mindset so you can crush your workout. As long as it works for you, anything goes.
For more tips on home design that fits your life, visit eLivingtoday.com.
Photo courtesy of Unsplash
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Automotive
Finding the Right SUV for Your Lifestyle
Finding the Right SUV: While what’s new, popular or different can certainly play a role in car buying decisions, knowing how you actually live can help you choose the right vehicle for your lifestyle. From length of work commutes to whether you’ll be hauling sports gear, family members or other cargo on a regular basis, figuring out the right fit comes down to identifying your daily habits.
Finding the Right SUV for Your Lifestyle
(Feature Impact) You’ve likely heard the phrase “bigger is better,” but when it comes to vehicle shopping, that may not actually be the case. While what’s new, popular or different can certainly play a role in car buying decisions, knowing how you actually live can help you choose the right vehicle for your lifestyle.
Watch this video to learn more
“SUVs and crossovers dominate the market today, and it’s easy to gravitate toward the newest and biggest models,” said James Bell, head of corporate communications for Kia America, “but the right vehicle isn’t what’s trending; it’s about your daily commute, your weekend road trip and hauling kids and gear. For a lot of drivers, a smaller, more affordable SUV like the KIA Seltos is simply a better fit.”
From length of work commutes to whether you’ll be hauling sports gear, family members or other cargo on a regular basis, figuring out the right fit comes down to identifying your daily habits.
“Start by being honest about how you use your vehicle every day,” Bell said. “A lot of drivers overbuy, paying for space and features that they rarely, if ever, use. The right SUV can save money without sacrificing comfort or functionality.”
For example, the 2027 Kia Seltos is available in five trim levels and offers best-in-class interior room and max cargo room as well as a 10-year, 100,000-mile industry-leading limited powertrain warranty, making it an option for car buyers with both extended commutes and hauling capacity needs. Plus, for weekend warriors, the turbocharged X-Line model comes equipped with multi-terrain all-wheel drive.
To explore your options and find an SUV to fit your needs, visit Kia.com.
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