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Marketing to Black Millennials - US - June 2017

"Black Millennials are a diverse group, across age, educational attainment, family structure, and income, all of which impacts how they see themselves and their worldview. While diverse within themselves, there are similarities among them as a group that reveal what they believe about their future and how they interact within their inner circle as well as associates and opportunities to better connect with them from a societal and consumer perspective."
- Toya Mitchell, Multicultural Analyst

This Report discusses the following key topics:

  • While most Black Millennials are optimistic about their future, institutions garner skepticism
  • Education underlies Black Millennials’ behavior and expectations
  • Social media is a lifeline to Black Millennials’ personal and professional world
  • Black Millennials’ lives are more likely to impacted by social and economic trends 
  • Working independently is the new normal among Black Millennials

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • While most Black Millennials are optimistic about their future, institutions garner skepticism
              • Figure 1: Black Millennials’ attitudinal segments, March 2017
            • Education underlies Black Millennials’ behavior and expectations
              • Figure 2: Black Millennials’ attitudes about life, by education, March 2017
            • Social media is a lifeline to Black Millennials’ personal and professional world
              • Figure 3: Top “must-have” online services, Black Millennials indexed to all Blacks, March 2017
            • Black Millennials’ lives are more likely to impacted by social and economic trends
              • Figure 4: Trends positively impacting Black Millennials indexed to all Millennials, March 2017
            • Working independently is the new normal among Black Millennials
              • Figure 5: Sharing/gig economy participation, Black Millennials indexed to all Millennials and all Blacks, March 2017
            • The opportunities
              • Black Millennials more likely than the general market to engage brands in their personal space
                • Figure 6: Opinions on social media and perception of trends, Black Millennials indexed to all Millennials and all Blacks, March 2017
              • Brands should speak directly to Black Millennials in invited spaces
                • Establish relationships with trusted Millennials to connect with their audience
                  • Connect with entrepreneurial Black Millennials to foster a mutually beneficial business relationship
                    • Show Black Millennials how to access nontraditional information sources to expand their opportunities
                      • What it means
                      • Black Millennials – What You Need to Know

                        • Black Millennials represent the largest group within US Black population
                          • Black Millennials marry later than other groups
                            • Most Black Millennials are in the job market, but have trouble getting hired
                              • Black Millennials most likely to attend graduate school as a career fix
                              • By the Numbers

                                • Black Millennials account for 15% of all Millennials
                                  • Figure 7: Black population share, by generation, 2017
                                • Millennials are the largest generation within the Black population
                                  • Figure 8: US population estimates, total and Black, Black generational split, 2017
                              • Characteristics of Black Millennials

                                • Black 18-34s most likely to live with adults who are not a spouse
                                  • Figure 9: Living arrangements of adults aged 18-34, by race, 2016
                                • Black adults marry later than any other group
                                  • Figure 10: Probability of first marriage, by age and race and Hispanic origin, 2006-10
                                • Black women have children at a younger age vs the average
                                  • Figure 11: US birth rates, live-birth order, by mother’s age and race and Hispanic origin, 2015
                                • Black Millennial labor force participation on par with Whites, but slightly lag in employment rates
                                  • Figure 12: Labor force status, employment, unemployment of Blacks and Whites aged 20-39, annual averages, by age, 2016
                                • Most Black Millennials have some college credit, but no degree
                                  • Figure 13: Educational attainment of the Black population 18 years and over, 2016
                                • Black Millennials across educational attainment earn less than their counterparts
                                  • Figure 14: Median personal income of people aged 25-34 across educational attainment, by race and ethnicity, 2015
                                • Blacks more likely to attend graduate school to keep their careers on track
                                  • Figure 15: Percentage distribution of 2007-08 bachelor degree recipients' employment and additional postsecondary enrollment status: 2012
                              • Key Trends – What You Need to Know

                                • Black Millennials want to be successful, but encounter roadblocks along the way
                                  • Black Millennial entrepreneurs are reshaping their industries across category
                                    • Some Black Millennials are gaining financial ground, while others drown in debt
                                    • What’s Working?

                                      • Entrepreneurial Black Millennials in tech fields creating and expanding opportunities for the masses
                                        • Professional Black Millennials closing the wealth gap
                                          • New crop of Black Millennial politicians take on different approach from the past
                                            • Black Millennials finding success producing their own stories
                                              • Figure 16: Television/music producer, writer, performer Donald Glover – Fast Company, May 2017
                                          • What’s Struggling?

                                            • Black Millennials drive broader cultural trends but don’t reap the rewards
                                              • Higher education not translating into career opportunities for Black Millennials
                                                • Figure 17: Labor force status of 2011 recent* college graduates, by race and Hispanic origin, October 2011
                                              • Black Millennials are graduating from college with enormous student loan debt
                                              • What’s Next?

                                                • Black Millennials create opportunities that foster entrepreneurship
                                                • The Consumer – What You Need to Know

                                                  • Social media is a utility for Black Millennials
                                                    • Access to multiple sources of information equals access to the world
                                                      • Trends and new platforms are important...for college-educated Black Millennials
                                                        • “Adulting” is just real life for Black Millennials, but communication can be a challenge
                                                          • Black Millennials are somewhat cautious in being themselves around people they don’t know
                                                            • Most Black Millennials are optimistic and believe that their lives are on the right track
                                                            • Black Millennials’ Must-have Services

                                                                • Social media is the lifeline for Black Millennials
                                                                  • Figure 18: Must-have online services, Black Millennials indexed to all Millennials, March 2017
                                                                • Black Millennials more likely to use “life hack” services vs other generations
                                                                  • Figure 19: Must-have online services, Black Millennials indexed to all Blacks, March 2017
                                                                • Older Black Millennials depend on tracking services, younger Black Millennials look for love
                                                                  • Figure 20: Black Millennials’ must-have online services, by younger and older Millennials, March 2017
                                                              • Black Millennials’ Opinions on Social Media

                                                                  • Facebook is the social gathering spot, YouTube offers snackable content
                                                                    • Figure 21: Social media sites visited every day, by all Millennials, all Blacks and Black Millennials January and March 2017
                                                                  • Social media is addictive, informative, and an effective platform to reach Black Millennials
                                                                    • Figure 22: Opinions on social media, Black Millennials indexed to all Millennials, March 2017
                                                                    • Figure 23: Opinions on social media, Black Millennials indexed to all Blacks, March 2017
                                                                  • Black female Millennials use caution and are more sensitive to abuse on social media
                                                                    • In their own words…
                                                                      • Figure 24: Black Millennials’ opinions on social media, by gender, March 2017
                                                                    • Social media broadens younger Black Millennials mindset and opportunities
                                                                      • Figure 25: Black Millennials’ opinions on social media, by younger and older Millennials, March 2017
                                                                  • Black Millennials’ Perceptions of Trends

                                                                      • Social media offers Black Millennials exposure, inclusion, and a greater sense of purpose
                                                                        • In their own words…
                                                                          • Figure 26: Trends positively impacting Black Millennials indexed to all Millennials, March 2017
                                                                        • College-educated Black Millennials are the beneficiaries of broader and seemingly esoteric opportunities and interests
                                                                          • Figure 27: Trends positively impacting Black Millennials, by education, March 2017
                                                                        • Social media offers younger Black Millennials a new platform for activism
                                                                          • Figure 28: Trends positively impacting Black Millennials, younger and older Millennials, March 2017
                                                                        • Black Millennial suburbanites find community and connection on social media
                                                                          • Figure 29: Trends positively impacting Black Millennials, by area, March 2017
                                                                      • Black Millennials and “Adulting”

                                                                          • Being a grown up is expected for Black Millennials
                                                                            • Figure 30: “Adulting” – Very confident, Black Millennials indexed to all Millennials, March 2017
                                                                          • Younger Black Millennials less confident interacting with people in real life
                                                                            • Figure 31: Black Millennials and “adulting” – Not very/not at all confident, by younger and older Millennials, March 2017
                                                                          • Black Millennials are more confident within traditional gender roles
                                                                            • Figure 32: Black Millennials and “adulting” – Somewhat confident, by gender, March 2017
                                                                        • Black Millennials’ Sharing Economy Participation

                                                                            • Black Millennials participate in the sharing economy, especially services that actively engage them
                                                                              • Figure 33: Sharing/gig economy participation, Black Millennials indexed to all Millennials, March 2017
                                                                            • Black Millennials drive sharing economy participation among all Blacks
                                                                              • In their own words...
                                                                                • Figure 34: Sharing/gig economy participation, Black Millennials indexed to all Blacks, March 2017
                                                                              • College-educated Black Millennials drive service usage, others participate to earn income
                                                                                • Figure 35: Black Millennials’ sharing/gig economy participation, by education, March 2017
                                                                              • Younger Black Millennials more likely to be a part of the sharing economy – Work and usage
                                                                                • Figure 36: Black Millennials’ sharing/gig economy participation, by younger and older Millennials, March 2017
                                                                            • Black Millennials’ Attitudes toward Life

                                                                                • Black Millennials have faith in their personal abilities, but not so much in institutions
                                                                                  • Figure 37: Attitudes toward life, Black Millennials indexed to all Millennials, March 2017
                                                                                • Educational attainment and personal independence shape attitudes toward life and institutions
                                                                                  • Figure 38: Black Millennials’ attitudinal segments, March 2017
                                                                                • Personally optimistic, but skeptical of institutions
                                                                                  • Figure 39: Black Millennials – Personally optimistic, skeptical of institutions, segment profile, March 2017
                                                                                • Personally pessimistic, not invested in institutions
                                                                                  • In their own words…
                                                                                      • Figure 40: Black Millennials – Personally pessimistic, not invested institutions, segment profile, March 2017
                                                                                    • Optimistic about life in general
                                                                                      • Figure 41: Black Millennials – Optimistic about life in general, segment profile, March 2017
                                                                                    • Black Millennials’ take greater ownership of their personal destiny compared to older Blacks
                                                                                      • In their own words…
                                                                                        • Figure 42: Attitudes about life, Black Millennials indexed to all Blacks, March 2017
                                                                                      • Younger Millennials are an open book, but not so in regards to controversial issues
                                                                                        • Figure 43: Black Millennials’ attitudes about life, by younger and older, March 2017
                                                                                      • Less-educated Black Millennials are more discouraged about their future
                                                                                        • Figure 44: Black Millennials’ attitudes about life, by education, March 2017
                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                      • Data sources
                                                                                        • Consumer survey data
                                                                                          • Consumer qualitative research
                                                                                            • Abbreviations and terms
                                                                                              • Abbreviations
                                                                                              • Appendix – Tables

                                                                                                  • Figure 45: Labor force status, employment, unemployment of Blacks and Whites aged 20-39, annual averages, by age, 2016

                                                                                              Companies Covered

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                                                                                              Marketing to Black Millennials - US - June 2017

                                                                                              US $3,995.00 (Excl.Tax)