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.
home improvement
Sleep Better This Summer with Breathable Bedding
Breathable Bedding: If warm summer temperatures have you tossing and turning at night, you aren’t alone. Heat is a common culprit behind seasonal insomnia and can make it difficult to get a good night’s sleep. When the body struggles to cool down properly, it may lead to restlessness, night sweats, and disrupted sleep patterns.
Sleep Better This Summer with Breathable Bedding
(Feature Impact) If warm summer temperatures have you tossing and turning at night, you aren’t alone. Heat is a common culprit behind seasonal insomnia and can make it difficult to get a good night’s sleep. When the body struggles to cool down properly, it may lead to restlessness, night sweats, and disrupted sleep patterns.
Watch this video to learn more
Before you reach for the thermostat, though, take some time to examine your bedroom setup. Switching to breathable bedding, like Bedsure PureWoven Bamboo Sheets, can help your body regulate its temperature better overnight. Made with bamboo-derived fibers, the sets include sheets, pillowcases, duvet covers, and comforters designed to keep you cool and comfortable while you sleep. The bamboo viscose material is moisture-wicking and smooth, and you can choose from a variety of colors to match your decor.
In addition to choosing bedding made with soft, breathable materials like viscose derived bamboo sheets bamboo, try using fans to promote better airflow in your bedroom. You can also improve your overall sleep quality by winding down with soft, dim lighting as you prepare for bed, and using blackout curtains to keep your space dark overnight.
Making simple swaps in your sleep environment can help you stay well-rested throughout the summer. Learn more at bedsurehome.com or search “Bedsure PureWoven Bamboo Sheets” on Amazon.
SOURCE:
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Consumer Corner
Lowe’s Is Calling on Creators to Help Design—and Launch—New Products
Lowe’s announced Creator: Into the Blue, a new program letting creators pitch product ideas and work with Lowe’s teams to develop and potentially launch items in retail. Applications are open through Sept. 1, 2026.
Lowe’s is taking its creator strategy beyond sponsored posts and curated storefronts. On June 23, 2026, the home improvement retailer announced Lowe’s Creator: Into the Blue, a new program that invites creators to pitch product ideas and, if selected, work with Lowe’s teams to develop and potentially bring those products to retail shelves.
The announcement arrives as the Lowe’s Creator Network hits its one-year milestone—an initiative Lowe’s launched in 2025 and billed as the first creator network in the home improvement industry. Now, Lowe’s says it’s expanding the pathway for creators: from making content about products to creating products themselves.
From content to creation: what “Creator: Into the Blue” is
Lowe’s Creator: Into the Blue is designed as a forum for creators—both current members of the Lowe’s Creator Network and newcomers—to submit innovative product concepts for consideration. Selected creators could receive support from Lowe’s internal teams across product development, product design, sourcing, and merchandising, with the goal of turning audience-inspired ideas into real-world items that can scale.
In other words: creators aren’t just being asked to promote what already exists. They’re being invited to help shape what comes next.
How this fits into Lowe’s bigger strategy
Lowe’s positioned the new program as a natural next step that builds on two existing pillars:
- Lowe’s Creator Network (launched 2025): A program connecting creators with Lowe’s to share DIY projects, home improvement inspiration, and product recommendations. It also includes personalized Lowes.com storefronts so creators can curate product selections for their audiences.
- Lowe’s Into the Blue (launched 2022): A separate initiative focused on helping entrepreneurs bring innovative products to Lowe’s customers.
Now, Lowe’s is essentially merging the momentum of both worlds—creator-led influence and entrepreneur-led product innovation—into a single on-ramp for creators who want to build businesses through product development.
MrBeast is the proof-of-concept
Lowe’s also pointed to its recent collaboration with global creator MrBeast as an example of how creator partnerships can evolve beyond content and curation. The collaboration included a collectible toy kitdeveloped with Lowe’s—showing how a creator’s audience and brand can translate into physical products that connect with customers in new ways.
That collaboration is now being used as a signal: if a creator with a massive following can co-create a product with Lowe’s, the company wants to open similar opportunities to creators of all sizes.
What creators can submit
According to Lowe’s, creators can submit a range of ideas, including:
- Existing products seeking distribution, scale, and retail exposure
- Product ideas that need development and sourcing support
- Collaborations tied to an existing Lowe’s product line
The message is clear: you don’t have to show up with a fully manufactured item. You can show up with a concept—especially one shaped by what your audience keeps asking for.
Application window and where to apply
Applications are open now through Sept. 1, 2026 at Lowes.com/CreateWithLowes. Lowe’s will review submissions after the application period and announce selected creators at a later date.
Creators interested in applying should also review the full terms and conditions on the application page.
Why this matters for the creator economy—and retail
Creator-led product lines aren’t new, but Lowe’s move is notable because it’s coming from a major home improvement retailer with deep sourcing and distribution infrastructure. If executed well, Creator: Into the Blue could become a meaningful bridge between:
- Audience-driven product demand (what communities want)
- Retail-grade execution (design, sourcing, merchandising)
- Shelf-level distribution (scale and visibility)
For creators, it’s another sign that the creator economy is maturing: the next phase isn’t only about views and engagement—it’s about IP, product development, and scalable revenue.
The bottom line
With Lowe’s Creator: Into the Blue, the company is betting that creators can do more than inspire projects—they can help design the tools, kits, and products people use to complete them. And for creators looking to turn their audience into a business, Lowe’s is offering a new route: pitch an idea, build it with support, and potentially launch it at retail scale.
For more details and application terms, visit Lowes.com/CreateWithLowes.
Related Links
- Apply / program page: https://www.lowes.com/createwithlowes
- Lowe’s main site (company + newsroom gateway): https://www.lowes.com/
- Lowe’s corporate site (investor/corporate info): https://www.lowes.com/corporate
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Consumer Corner
America is falling behind in the global EV race – that’s going to cost the US auto industry
Hengrui Liu, Tufts University and Kelly Sims Gallagher, Tufts University
At the 2026 Detroit Auto Show, the spotlight quietly shifted. Electric vehicles, once framed as the inevitable future of the industry, were no longer the centerpiece. Instead, automakers emphasized hybrids, updated gasoline models and incremental efficiency improvements.
The show, held in January, reflected an industry recalibration happening in real time: Ford and General Motors had recently announced US$19.5 billion and $6 billion in EV-related write-downs, respectively, reflecting the losses they expect as they unwind or delay parts of their electric vehicle plans.
The message from Detroit was unmistakable: The United States is pulling back from a transition that much of the world is accelerating. https://www.youtube.com/embed/VPMEgNAY60o?wmode=transparent&start=0 Highlights from the Detroit Auto Show, starting with V-8 trucks, by the Detroit Free Press’ auto writer.
That retreat carries consequences far beyond showroom floors.
In China, Europe and a growing number of emerging markets, including Vietnam and Indonesia, electric vehicles now make up a higher share of new passenger vehicle sales than in the United States.
That means the U.S. pullback on EV production is not simply a climate problem – gasoline-powered vehicles are a major contributor to climate change – it is also an industrial competitiveness problem, with direct implications for the future of U.S. automakers, suppliers and autoworkers. Slower EV production and slower adoption in the U.S. can keep prices higher, delay improvements in batteries and software, and increase the risk that the next generation of automotive value creation will happen elsewhere.
Where EVs are taking over
In 2025, global EV registrations rose 20% to 20.7 million. Analysts with Benchmark Mineral Intelligence reported that China reached 12.9 million EV registrations, up 17% from the previous year; Europe recorded 4.3 million, up 33%; and the rest of the world added 1.7 million, up 48%.
By contrast, U.S. EV sales growth was essentially flat in 2025, at about 1%. U.S. automaker Tesla experienced declines in both scale and profitability – its vehicle deliveries fell 9% compared to 2024, the company’s net profit was down 46%, and CEO Elon Musk said it would put more of its focus on artificial intelligence and robotics.
Market share tells a similar story and also challenges the assumption that vehicle electrification would take time to expand from wealthy countries to emerging markets.
In 39 countries, EVs now exceed 10% of new car sales, including in Vietnam, Thailand and Indonesia, which reached 38%, 21% and 15%, respectively, in 2025, energy analysts at Ember report.
In the U.S., EVs accounted for less than 10% of new vehicle sales, by Ember’s estimates.
https://datawrapper.dwcdn.net/yDCZF/3
U.S. President Donald Trump came back into office in 2025 promising to end policies that supported EV production and sales and boost fossil fuels. But while the U.S. was curtailing federal consumer incentives, governments elsewhere largely continued a transition to electric vehicles.
Europe softened its goal for all vehicles to have zero emissions by 2035 at the urging of automakers, but its new target is still a 90% cut in automobiles’ carbon dioxide emissions by 2035.
Germany launched a program offering subsidies worth 1,500 to 6,000 euros per electric vehicle, aimed at small- and medium-income households.
In developing economies, EV policy has largely been sustained through industrial policies. In Brazil, the MOVER program offers tax credits explicitly linked to domestic EV production, research and development, and efficiency targets. South Africa is introducing a 150% investment allowance for EV and battery manufacturing, giving them a tax break starting in March 2026. Thailand has implemented subsidies and reduced excise tax tied to mandatory local production and export commitments.
In China, the EV industry has entered a phase of regulatory maturity. After a decade of subsidies and state-led investment that helped domestic firms undercut global competitors, the government’s focus is no longer on explosive growth at home.
With their domestic market saturated and competition fierce, Chinese automakers are pushing aggressively into global markets. Beijing has reinforced this shift by ending its full tax exemption for EV purchases and replacing it with a tapered 5% tax on EV buyers.
Consequences for US automakers
EV manufacturing is governed by steep learning curves and scale economies, meaning the more vehicles a company builds, the better it gets at making them faster and cheaper. Low domestic production and sales can mean higher costs for parts and weaker bargaining power for automakers in global supply chains.
The competitive landscape is already changing. In 2025, China exported 2.65 million EVs, doubling its 2024 exports, according to the China Association of Automobile Manufacturers. And BYD surpassed Tesla as the world’s largest EV maker in 2025.
https://datawrapper.dwcdn.net/erFIJ/1
The U.S. risks becoming a follower in the industry it once defined.
Some people argue that American consumers simply prefer trucks and hybrids. Others point to Chinese subsidies and overcapacity as distortions that justify U.S. industry caution. These concerns deserve consideration, but they do not outweigh the fundamental fact that, globally, the EV share of auto sales continues to rise.
What can the US do?
For U.S. automakers and workers to compete in this market, the government, in our view, will have to stop treating EVs as an ideological matter and start governing it like an industrial transition.
That starts with restoring regulatory credibility, something that seems unlikely right now as the Trump administration moves to roll back vehicle emissions standards. Performance standards are the quiet engine of industrial investment. When standards are predictable and enforced, manufacturers can plan, suppliers can invest in new businesses, and workers can train for reliable demand.
Governments at state and local levels and industry can also take important steps.
Focus on affordability and equity: The federal clean-vehicle tax credit that effectively gave EV buyers a discount expired in September 2025. An alternative is targeted, point-of-sale support for lower- and middle-income buyers. By moving away from blanket credits in favor of targeted incentives – a model already used in California and Pennsylvania – governments can ensure public funds are directed toward people who are currently priced out of the EV market. Additionally, interest-rate buydowns that allow buyers to reduce their loan payments and “green loan” programs can help, typically funded through state and local governments, utility companies or federal grants.
Keep building out the charging network: A federal judge ruled on Jan. 23, 2026, that the Trump administration violated the law when it suspended a $5 billion program for expanding the nation’s EV charger network. That expansion effort can be improved by shifting the focus from the number of ports installed to the number of working chargers, as California did in 2025. Enforcing reliability and clearing bottlenecks, such as electricity connections and payment systems, could help boost the number of functioning sites.
Use fleet procurement as a stabilizer for U.S. sales: When states, cities and companies provide a predictable volume of vehicle purchases, that helps manufacturers plan future investments. For example, Amazon’s 2019 order of 100,000 Rivian electric delivery vehicles to be delivered over the following decade gave the startup automaker the boost it needed.
Treat workforce transition as core infrastructure: This means giving workers skills they can carry from job to job, helping suppliers retool instead of shutting down, and coordinating training with employers’ needs. Done right, these investments turn economic change into a source of stable jobs and broad public support. Done poorly, they risk a political backlash.
The scene at the Detroit Auto Show should be a warning, not a verdict. The global auto industry is accelerating its EV transition. The question for the United States is whether it will shape that future – and ensure the technologies and jobs of the next automotive era are in the U.S. – or import it.
Hengrui Liu, Postdoctoral Scholar in Economics and Public Policy, The Fletcher School, Tufts University and Kelly Sims Gallagher, Professor of Energy and Environmental Policy, Director of the Climate Policy Lab and Center for International Environment and Resource Policy, The Fletcher School, Tufts University
This article is republished from The Conversation under a Creative Commons license. Read the original article.
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