Black Millennials - US - February 2015
“While there are some similarities among Millennials, Black Millennials are different. They enjoy experiencing other cultures, and many have integrated it as part of their day-to-day life, but they have a strong connection to Black culture. Their outgoing, outspoken, and strong social media presence – coupled with their sensitivity to stereotypes, discrimination, and things that have a negative impact on the Black community – makes them a powerful force.”
– Tonya Roberts, Multicultural Analyst
This report answers the following key questions:
- How do Black Millennials differ from other Millennials?
- Have Black Millennials lost their connection to Black culture and traditions? How can brands integrate this into their marketing efforts?
- Which media touch points are the best ways to reach Black Millennials?
Millennials represent 27% of the total Black population – some 11.4 million people. Black Millennials are very different from other Millennials in many ways – from the lifestyle they lead, their attitudes toward life, how they view themselves, and their goals and aspirations.
Black Millennials are very image conscious and tend to be strong influencers and trendsetters in everything from music to electronics and fashion. Although they embrace other cultures, they have a strong attachment to Black culture, and are highly sensitive to the issues impacting the Black community – perhaps equally sensitive as people during the Civil Rights era. They are much more receptive than their White counterparts to both traditional and digital advertising. In fact, they have their antennae up for a brand’s commitment to the Black community, stereotypes, and exclusion from advertising and marketing messages.
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