Certified Prosperity: New Seal Empowers Black-Owned Businesses & Motivates Consumers to Close the Racial Wealth Gap
A powerful movement is gaining momentum — and it’s not just about buying Black, it’s about building Black prosperity for generations to come. A new study released by the Fund for Social Equity (FSE) shows that a growing number of Americans — 50% to be exact — are willing to pay more for products from certified Black-owned, operated, and managed businesses. The key? A bold new mark known as the “Certified Prosperity for the Next Generation, By Black” seal.
This certification isn’t just a label — it’s a movement to help close the $1 million racial wealth gap that persists between Black and white American households. According to recent Federal Reserve data, the average white family’s wealth stands at $1.3 million, while Black families average just $307,000. The prosperity seal is about shifting that reality — one purchase, one product, one empowered business at a time.
A Market-Driven Mission
FSE’s national study, now in its third wave, confirms that the idea of a prosperity-focused certification resonates deeply with the public. Across 12 different product categories, consumers repeatedly said they are more likely to buy — and pay a premium — for products bearing this seal.
In major metro areas like Dallas, Houston, Philadelphia, Oakland, Atlanta, and Washington D.C., the response was even stronger. Some of the most popular categories for seal recognition include:
- Health and Beauty
- Clothing and Apparel
- Fresh Food Products
These industries saw a 30% or higher increase in purchase intent when the prosperity seal was present — with many buyers willing to pay 6% or more above standard prices.
“This is more than consumer behavior. It’s social impact in action,” said Mark Koide, co-founder of the Fund for Social Equity. “The 85% of Americans who are positive or neutral to the concept demonstrates overwhelming market opportunity and support for Black-owned businesses.”
Trust, Transparency & Tangible Change
The study also showed that Americans trust the seal to signal authenticity and value. Of the six logos tested, over half of participants (51%) expressed increased likelihood to purchase products marked with the seal — particularly when it was linked to the ByBlack initiative, a program of the U.S. Black Chambers (USBC).
“Buying Black isn’t a fad — it’s a movement,” said Ron Busby Jr., Head of Product at ByBlack. “The data proves that consumers are committed to supporting Black businesses, especially when they can trust in the brand and know they’re contributing to closing the wealth gap.”
Even more compelling? The support wasn’t limited to any single demographic. While Black Americans, Millennials, and Democrats led in interest, support was consistent across Republicans, Independents, and multiple age groups.
Only a small fraction — 15% — responded negatively to the idea, with hesitations concentrated primarily among those aged 55+ and divorced or widowed individuals.
Why This Seal Matters
In a marketplace overflowing with greenwashed labels and meaningless buzzwords, the Certified Prosperity seal stands out because it’s tied to economic justice. It’s not just about consumer choice — it’s about collective power.
When consumers choose Black-owned brands backed by this seal, they’re doing more than shopping — they’re investing in a revolution of ownership, equity, and generational wealth.
And Black entrepreneurs? They now have a stronger tool to stand out on crowded shelves — online and in-store — while building lasting trust with consumers who want their purchases to align with their values.
“It’s inspiring to see that intent has remained consistent through three waves of national research,” said April Jeffries, Global President of Ethnography and Immersion at Ipsos. “People truly want to support change — and they’re looking for ways to do it in their everyday choices.”
What’s Next?
FSE’s work is far from over. With support from nonprofits, marketing leaders, and advocates, the Fund continues to test, refine, and promote certified visual identifiers that support the broader ecosystem of Black businesses.
The takeaway? There’s never been a better time to buy Black — not just for the culture, but for the future.
Want to learn more or get your business certified? Visit ByBlack.us. To support the research or make a donation, head to fundforsocialequity.org.
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