Let’s give a shout out to English mathematician Sir Isaac Newton who, way back in 1687, developed the Theories of Black Consumer Power. Well, ok, if you want to get technical about it he didn’t name it that. He named it The Three Laws of Motion. But wow, do they explain a lot about your consumer power.

Newton’s First Law of Motion, otherwise known as the Law of Inertia, states “an object at rest will remain at rest unless acted on by an unbalanced force.” The Second Law of Motion essentially says “motion acceleration is produced when a force acts on a mass. The greater the mass the greater the amount of force needed to move the object.” And the Third Law of Motion is “for every action there is an equal (and opposite) reaction.” Those of you who read this column regularly, immediately, see the connection between Newton’s Three Laws of Motion and your power, right? For those of you who need a little help read on.

Globally, Nielsen measures what consumers like you watch and buy. Our clients—advertisers, networks, major corporations and retailers—pay us for this information to help them best determine which programs, services and/or products to provide you. This is a clear case of the Third Law: “for every action (whatever/wherever/whenever you watch or buy something) there is an equal and opposite reaction (companies determine where and whether to provide more or less of a program, product or service or advertising dollars based on your action).

But what if you don’t like how a company is reacting to your actions? For example, African-Americans watch 40 percent more TV than others (action) but we don’t often see people who look like us or positive images of ourselves portrayed on television (an opposite reaction). Then you should invoke the First Law which says: An object in motion continues in motion with the same speed and in the same direction unless acted upon by an unbalanced force.” YOU can be the unbalanced force. Stop watching the programs that don’t portray positive images. Tell your kids to stop watching them too! Speak up when products aren’t in your stores, or when the stores themselves aren’t in your neighborhoods. Unless you do something to throw things off balance they will continue in the same direction.

Nielsen recently released The State of the African-American Consumer Report, a groundbreaking, in-depth, first-of-its kind study developed in collaboration with the National Newspaper Publishers Association. It highlights the buying power and areas where Blacks over-index (or use more of) specific products and services.

We make more shopping trips annually each year (167) than other households

1/3 of all African-Americans own a smartphone (that’s 14 million of us ya’ll!)

We talk more on our mobile phones than Whites (1300 minutes vs. 606)

We tend to be brand loyal

But companies may not be reacting accordingly: In the advertising industry, money spent on television advertising alone reached \$69 billion in 2010. But for African-American media? Only \$1.9 billion was spent totality for all media buys:

\$916 million on TV