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.
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Automotive
Slate Auto’s $20,000 Electric Truck: Redefining Affordable EVs for Everyday Americans
Slate Auto is shaking up the EV market with a $25,000 no-frills electric truck, backed by Jeff Bezos and built for everyday Americans.

Image Credit: Slate Auto
A Michigan startup backed by Jeff Bezos is challenging the luxury EV market with a no-frills approach that’s capturing nationwide attention
When most people think of electric vehicles, images of Tesla’s sleek Model S or Ford’s high-tech Lightning come to mind – along with their premium price tags. But Slate Auto, a Troy, Michigan-based startup, is taking a radically different approach that’s got 100,000 Americans reaching for their wallets.
The Anti-Luxury EV
Slate’s electric pickup truck starts at just $25,000 to $27,500, making it one of the most affordable EVs ever announced. But here’s the catch – and the genius – behind their strategy: they’re stripping away everything that typically drives up EV costs.
No paint. No stereo system. No touchscreens. Not even power windows.
“We’re building the truck that America actually needs, not the one Silicon Valley thinks we want,” the company’s approach suggests, though they let their product speak for itself.
Backed by Billions, Built for the Masses
Despite its bare-bones approach, Slate Auto isn’t a garage startup. The company has secured approximately $700 million in funding from heavyweights investors including Jeff Bezos, Mark Walter, and Thomas Tull. This financial backing gives them the resources to challenge established automakers while maintaining their commitment to affordability.
The company plans to manufacture their trucks at a former Donnelly factory in Warsaw, Indiana, with production expected to begin in late 2026.
Market Response: 100,000 and Counting
Within just two weeks of opening reservations, Slate collected 100,000 orders at $50 each – generating $5 million in immediate revenue and demonstrating significant pent-up demand for affordable electric vehicles.
This response suggests that while the automotive industry has been focused on premium EVs loaded with features, there’s a massive market of consumers who simply want reliable, affordable electric transportation.
The Customization Philosophy
Slate’s minimalist approach isn’t just about cost-cutting – it’s about empowerment. By delivering a basic platform, they’re enabling customers to customize their trucks according to their specific needs and budgets. Want paint? Add it yourself or have it done locally. Need a sound system? Install exactly what you want.
This philosophy extends the vehicle’s lifecycle, as second and third owners can continue customizing and upgrading, potentially increasing long-term customer satisfaction and resale value.
What This Means for the EV Market
Slate Auto’s approach represents a fundamental shift in EV strategy. While competitors race to add more features, screens, and luxury appointments, Slate is proving that sometimes less really is more.
For communities like Phoenix, where transportation costs significantly impact family budgets, a $25,000 electric truck could be transformative. Small businesses, contractors, and everyday families who’ve been priced out of the EV market suddenly have an entry point.

Image Credit: Slate Auto
Slate Auto: Looking Ahead
As Slate moves toward their 2026 production timeline, they face the typical challenges of any automotive startup: scaling manufacturing, maintaining quality, and delivering on promises. However, their reservation numbers suggest they’ve identified a genuine market need that established automakers have overlooked.
The success or failure of Slate’s minimalist approach could reshape how the entire industry thinks about electric vehicles. Are consumers really demanding luxury features, or do they just want affordable, reliable electric transportation?
We’ll be following Slate Auto’s progress closely as they work toward production, bringing you updates on this potentially game-changing approach to electric vehicles.—STM Daily News will continue covering Slate Auto’s development and the broader evolution of affordable electric vehicles. Have thoughts on Slate’s approach? We’d love to hear from our readers about what features matter most in an electric vehicle.
Source: Slate Auto
STM Daily News is a vibrant news blog dedicated to sharing the brighter side of human experiences. Emphasizing positive, uplifting stories, the site focuses on delivering inspiring, informative, and well-researched content. With a commitment to accurate, fair, and responsible journalism, STM Daily News aims to foster a community of readers passionate about positive change and engaged in meaningful conversations. Join the movement and explore stories that celebrate the positive impacts shaping our world.
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Consumer Corner
Stay Cool and Save Money

7 summer energy efficiency tips for homeowners
(Family Features) As temperatures soar during the summer months, many homeowners find themselves relying heavily on air conditioning to stay cool. Comfort doesn’t have to come at the cost of high energy bills, however. With a few smart strategies and routine maintenance, you can efficiently and affordably keep your home cool. Here are some top tips to maximize your air conditioning system’s energy efficiency this summer. 1. Schedule Regular HVAC Maintenance Just like a car, your AC unit runs best when it’s well-maintained. A dirty or poorly functioning system uses more energy to do the same job. Maintenance checklist:- Inspect or replace air filters every 2-3 months. The frequency of air filter replacement depends on several factors, including the type of filter, the system and living conditions.
- Check and clean the evaporator and condenser coils.
- Clear debris from around the outdoor unit.
- Have a professional HVAC technician inspect your system annually, ideally before peak usage.

- Use weatherstripping on doors and windows.
- Seal leaks around ducts, vents and pipes.
- Add insulation to attics and walls, if needed.
- Close blinds or curtains during the hottest parts of the day.
- Consider installing reflective window films or insulated blackout curtains.
- Use awnings or plant shade trees to block direct sunlight.
- Cook with a microwave or grill instead of the oven.
- Run dishwashers and dryers at night.
- Switch to LED lightbulbs, which produce less heat than incandescent ones.
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Consumer Corner
A Step-By-Step Guide to Changing Your Own Oil

- oil filter wrench
- drain pan
- funnel
- oil (refer to your vehicle’s manual for the recommended type and amount)
- oil filter
- wrench to remove the drain plug
- rags and gloves
- jack or jack stands
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