U.S. opinion on similar brand spokespersons by ethnicity 2025| ��ƽ��

Adults’ attitudes toward brands hiring a spokesperson who looks like them in the United States as of December 2025, by ethnicity

Characteristic	Positive	Neutral	Negative	Don't know
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Number of respondents

2,050 respondents

Age group

18 years and older

Special properties

among internet users

Supplementary notes

During the survey, the questions were phrased as follows: “If a company hired a Hispanic person as a spokesperson, would you feel positive about their brand?”, “If a company hired a Black person as a spokesperson, would you feel positive about their brand?”, and “If a company hired a White person as a spokesperson, would you feel positive about their brand?”

For more information, please consult the Consumer ��ƽ�� Methodology.

Citation formats

During a December 2025 survey in the United States, just over **** (** percent) of Black adults reported positive perceptions of brands hiring spokespeople who looked like them. Among White and Hispanic respondents, the corresponding shares were ** percent and ** percent, respectively.