The seismic shift in how important black dollars have become is credited to social media and the vocal and voluminous online entity known as Black Twitter. More African-American consumers are demanding products and marketing that embrace diversity without pandering and that are culturally relevant. The report reveals that black spending power has reached $1.2 trillion. In some markets, black consumers have a considerable spending footprint. Although African Americans make up only 14% of the U.S. population, they spend $573 million on personal hygiene items; $810 million on bottled water; and $151 million in the luxury non-essential products market (which includes items such as watches and fragrances). We support the economy because our rights are not equal to our spending power.