Black lives–and Black-owned small businesses–matter.

Helping you 
get back to growth.

Black-owned small businesses in the U.S. have been disproportionately impacted by the novel coronavirus (COVID-19) pandemic and socioeconomic unrest. According to the National Bureau of Economic Research, 41% of Black-owned businesses have been shuttered by COVID-19, compared with 22% of all small businesses.

At Nielsen, we stand for counting everyone—ensuring that all voices are not just counted, but are heard. We are committed to sharing our data and expertise to help Black-owned small businesses and community organizations in the following ways:

Understand consumer behaviors to unlock new growth

Learn more and click to apply for free consulting services

Access support and resources for small business owners

We will continue to grow and evolve this site over time and will expand it to include additional resources to support all minority-owned small businesses. This is one of the many steps we are taking to fight racism and discrimination. Learn more about Nielsen’s commitment to Diversity, Equity & Inclusion.

Questions? Contact us


What drives consumers to a small business? How can you attract new consumers to your business? Where are the opportunities for growth in your local area? Our Nielsen Scarborough and Consumer Analytics tools can help you answer these questions. Subscribe to our Nielsen Insights newsletter for our latest insights to help grow your business.

We understand that as a small business, you face unique challenges in running and growing your business,  and now you may be facing even bigger challenges with COVID-19. Nielsen’s BASES team is here to help by providing innovation-focused research solutions and expert consulting to minority-owned businesses on a pro bono basis.

BASES works with our clients to maximize the potential of their business innovations through a combination of expert advice, advanced analytics, proprietary data and technology. Typically our clients come to us when they want help to grow their business through a new product launch and are developing a new marketing or activation strategy. Click here to learn more about BASES, our Pro Bono Minority Business Consulting Initiative and how you can apply for a pro bono project.

Here are some ways we can help your business:


This engagement evaluates very early ideas that need quick prioritization. This also provides insight into whether or not an idea can succeed, how to maximize success, and if a launch will meet revenue targets.

Building a Story to Sell into Retailers

This engagement evaluates how to maximize an idea’s potential while providing a compelling narrative/recommended sell-in approach with the lens of a revenue projection.

Package Design

This engagement evaluates an idea’s appeal, understanding of how to maximize success, and selection of the best design direction for a product’s package.

Preparing the Business for Acquisition

This engagement evaluates how to optimize a business’s portfolio and/or pricing strategy in addition to providing an understanding of how to maximize an idea’s success potential with the lens of a revenue projection.


Hear from Black small business owners about their challenges and strategies for growth:

Like the River Salon – Atlanta, Georgia 

Sutton Ford – Chicago, Illinois


Josephine’s Southern Cooking – Chicago, Illinois

Many large corporations like Nielsen actively seek a diverse group of suppliers to help run our business. For example, Nielsen works with minority-owned suppliers in every aspect of our business and operations, from office supplies to research panels and data centers. In 2019, we spent $111 million with tier 1 and tier 2 diverse suppliers, representing 9% of our annual US spend. This is part of our Supplier Diversity program. Supplier Diversity is critical to a healthy economy, opening up opportunities to minority-owned businesses large and small. 

Through our global procurement team at Nielsen, we seek to manage our supply chain in an ethical and socially responsible manner. We solicit supplier diversity and sustainability information during the request for proposal (RFP) process. And we know we’re not alone; many organizations have set goals to grow their spend with diverse suppliers. Learn more about how you can tap into these opportunities for growth:

  • Learn more about supplier diversity programs, certifications, and communities of support:

Join us for free webinars about relevant topics for small business owners, such as how to increase your business with institutions.

More information coming soon! 

Questions? Contact us