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Culture and Identity Market Research

Mintel’s Culture and Identity market research combines the latest consumer intelligence and expert analysis to provide you with a comprehensive overview of different cultures and identities, with analysis of recent consumer behaviour and trends.

Mintel’s reports can help you:

Understand your market
Identify growth opportunities
Recognise future trends

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UK Community Lifestyles: 2026

Market Intelligence ReportsAll IndustriesUK
54% of UK consumers say they are more likely to choose a brand that supports local causes decisions. However, consumers can struggle to make their own impact, with..."

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US Expressions of Identity: 2026

Market Intelligence ReportsAll IndustriesUS
Mintel's Self-Expressive Target now represents a dominant and growing majority (67%) of the population. This segment, skewing young and multicultural, signals a clear expectation for brands to show..."

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American Consumers and Culture: 2026

Market Intelligence ReportsAll IndustriesUS
American culture is widely perceived as competitive, fast‑paced and individualistic, long shaped by economic, technological and demographic trends and the vision of the US Founding Fathers. Much attention..."

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US American Identity and Patriotism Consumer Report 2026

Market Intelligence ReportsAll IndustriesUS
The upcoming 250th anniversary of the Declaration of Independence arrives at a moment marked by political volatility and an evolving sense of American identity. However, American pride remains..."

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US Hispanic Consumers: Culture and Community Report 2025

Market Intelligence ReportsAll IndustriesUS
Hispanic consumers in the US have origins from more than 20 countries, account for approximately 20% of the US population, and are estimated to contribute up to $3.7..."

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US First and Second Generation Americans Consumer Report 2025

Market Intelligence ReportsAll IndustriesUS
Together, 1st and 2nd gen Americans make up an estimated 25% of the US population. While diverse in culture, language and intent in..."

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US Black Consumers: Culture and Community Report 2025

Market Intelligence ReportsAll IndustriesUS
Black consumers make up close to 14% of the US population, however, their impact on US culture and society far outweighs their numbers. Whether they have been in..."

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US Expressions of Identity Consumer Report 2025

Market Intelligence ReportsAll IndustriesUS
Self-expression remains a critical aspect of consumers' personal identity, self-esteem and mental wellbeing. Authentic expression helps consumers feel seen and accepted through all stages of their personal growth..."

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Canada Expressions of Identity Consumer Report 2025

Market Intelligence ReportsAll IndustriesCanada
More than half of consumers believe it's important to express their identities to the world around them – yet only 28% say they prefer to stand out (while..."

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Multicultural America: Cultural Celebrations and Holidays Consumer Report 2024

Market Intelligence ReportsAll IndustriesUS
The US is becoming increasingly diverse and there's growing awareness of different cultural and religious holidays and celebrations. Consumers believe brands must adapt to the evolving mainstream by..."

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Black Americans and Symbols of Identity 2024

Market Intelligence ReportsAll IndustriesUS
Black American identity is layered and shaped by diverse experiences. Brands are a key part of the narrative around identity as they reflect images to the masses. Courtney..."

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US Hispanic Consumers and Symbols of Identity 2024

Market Intelligence ReportsAll IndustriesUS
Many Hispanic consumers cannot see themselves reflected in marketing materials and the majority continue to see stereotypes in messaging. Stefanie Kundakjian, Research Analyst ..."

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