Black History Month, observed each February, is a time to honor the enduring resilience, leadership, and contributions of Black Americans. It is an opportunity to recognize the generations of leaders who paved the way for civil rights and continue to shape our civic life today. This Black History Month — and every month — we remain committed to uplifting Black voices and ensuring they are heard at every level of our democracy.
At DSPolitical, that commitment translates into action. We work alongside Black candidates, communities, and voters to build and support data-driven digital strategies grounded in real-world engagement and lived experience. Visit our 2024 Election Recap to learn more about the Black candidates we were proud to support across the country.
Understanding the Priorities of Black Voters
Recent research reinforces what Black voters have long articulated: the issues that matter most are those with direct, tangible impact on daily life and civic participation. According to a 2024 Pre-Election Survey report from the Congressional Black Caucus Foundation (CBCF), education and criminal justice reform emerged as universal priorities, identified by every respondent as central to the future of Black communities and democratic engagement. Disability rights, housing affordability, and voting rights also ranked highly, emphasizing a broader demand for policies that expand access, stability, and opportunity.
Access to the ballot remains a pressing concern. More than half of respondents reported anxiety about barriers to voting, including restrictive voter ID laws, felon disenfranchisement, and limited early voting options. These concerns were especially pronounced among voters in the South, reflecting the continued impact of voter suppression efforts and frequently changing election laws that foment confusion and discourage participation.
Economic pressures further shape these priorities, particularly among Black women voters. Research from The Highland Project shows that Black women remain among the most engaged and consistent participants in the democratic process, while also expressing deep concern about the country’s economic direction. Nearly 88% believe economic conditions are getting worse, with 77% citing the rising cost of higher education and 81% pointing to the impact of Trump’s tariffs on the cost of goods as significant challenges facing their families and communities.
Together, these findings highlight the importance of listening, understanding, and sustained action rooted in lived experience. Theyreinforce the need for outreach strategies that address real economic and civic barriers while building trust over time.
Voter Engagement
Meaningful political representation begins with listening. When campaigns fail to respond authentically to community-defined priorities, Black voters are too often left feeling unheard, reinforcing the perception that their voices are an afterthought in the political process. Research from Global Strategy Group reflects this reality, with nearly 49% of Black voters agreeing that Democrats are not addressing the issues that matter most to them.
At the same time, Black voters bring a wide range of political perspectives and expectations to the electorate. Roughly 17% qualify as swing voters, tending to skew younger, more male, and more moderate, with mixed views of both major political parties. Reaching these voters effectively requires issue-driven messaging, accountability, and clear solutions delivered through the channels where engagement already happens.
Media consumption trends help clarify where that engagement occurs. While traditional television remains important, more than 70% of Black households were already using streaming services as of 2023, with usage continuing to grow. The expansion of free, ad-supported streaming TV (FAST) has made Connected TV an increasingly critical channel for campaigns seeking to earn attention and build trust in a crowded media landscape.
As campaigns plan for 2026, now is the time to get ahead on CTV. Download our latest ebook to learn how data-driven CTV insights can help you reach voters where they are.
From Insight to Action
Black History Month is both a moment of reflection and a call to action. Honoring the legacy of Black leaders and communities requires more than acknowledgment — it demands a sustained commitment to understanding voter priorities today and ensuring those voices shape the future of our democracy.
At DSPolitical, we believe effective engagement starts with listening and is strengthened by smart, data-driven execution. By pairing meaningful insights with purpose-built technology, we help campaigns connect authentically with Black voters, build trust, and drive participation that lasts well beyond a single election cycle.