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Lifestyles of Multicultural Young Adults - US - October 2019

"Multicultural young adults may experience America differently than their White Non-Hispanic counterparts, but they also want many of the same things. Brands and businesses have the chance to win these consumers by helping them achieve their goals: to feel financially secure and independent, to be celebrated for their unique skills and talents, to have time to enjoy with family and friends and to see their realities reflected in the media."
- Kristen Boesel, Senior Lifestyles and Leisure Analyst

This Report will cover the following areas:

  • Heritage plays a significant role in defining personal identity
  • Financial concerns offer opportunities to win new investors
  • Streaming services can meet the need for content that reflects their background
  • Understand cultural differences to make connections

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Multicultural young adults share similar views and needs
            • Heritage plays a significant role in defining personal identity
              • Figure 1: Factors influencing personal identity, by race and Hispanic origin, August 2019
            • Financial concerns offer opportunities to win new investors
              • Figure 2: Top goals for 2019 – Improve finances, by race and Hispanic origin, August 2019
            • Streaming services can meet the need for content that reflects their background
              • Figure 3: Interest in content from creator with similar background, by race and Hispanic origin, August 2019
            • Understand cultural differences to make connections
              • Figure 4: Connection to mainstream American culture, by race and Hispanic origin, August 2019
            • Be aware that most Hispanic young adults live within two cultures
              • Opportunities:
                • Appreciate the extent to which Black young adults feel outside the mainstream
                  • Opportunities:
                    • Consider Asians’ experience as newer to America
                      • Opportunities:
                        • What it means
                        • The Market – What You Need to Know

                          • There are about 33 million multicultural young adults in the US
                            • Cultural background impacts household composition
                              • Hispanic population is rooted in the US
                                • Asian young adults outpace others on educational attainment
                                • Multicultural Young Adults by the Numbers

                                  • Almost half of all young adults in the US are multicultural
                                    • Hispanic population in the US will grow fastest
                                      • Figure 5: Population distribution, by age, race and Hispanic origin, 2019
                                      • Figure 6: US population aged 18-34, by race and Hispanic origin, 2014-24
                                    • Western US population more diverse
                                      • Figure 7: Population by race and Hispanic origin within US Census Bureau regions, 2018
                                    • Marriage and family households vary by culture
                                      • Asian households more likely to be families
                                        • Black population has fewer married households
                                          • Figure 8: Marital status of population, by race and Hispanic origin, 2017
                                          • Figure 9: US population by type of household, by race and Hispanic origin, 2017
                                        • Declining fertility rate is most dramatic among Hispanic women
                                        • Multicultural Market Factors

                                            • Hispanic families have significant roots in the US
                                              • Asians are the most likely to be foreign born
                                                • Figure 10: Native and foreign born share of US population, by race and Hispanic origin, 2017
                                                • Figure 11: Length of time foreign-born population has been in the US, by race and Hispanic origin, 2017
                                              • Significant gap in educational attainment
                                                • Figure 12: Educational attainment of the US population aged 18-34, by race and Hispanic origin, 2017
                                              • Employment rates are similar, but income is not
                                                • Figure 13: Labor force status of people aged 16 or older, by race and Hispanic origin, 2017
                                                • Figure 14: Income in the past 12 months (in 2017 inflation-adjusted dollars), by race and Hispanic origin, 2017
                                              • Living with family helps young adults boost household income
                                                • Figure 15: Share of young adults living with family, by race and Hispanic origin, August 2019
                                            • Key Trends – What You Need to Know

                                              • More content platforms means more room for diverse voices
                                                • Black voices are piping up in traditionally White spaces
                                                  • Multicultural young adults will help fuel the rise of esports
                                                  • What’s Now

                                                    • Improving representation in popular culture
                                                      • Figure 16: Feelings about representation in popular culture, by race and Hispanic origin, August 2019
                                                    • mixed-ish presents a multiracial perspective
                                                      • Figure 17: mixed-ish | Official NEW Trailer | ABC, August 2019
                                                    • Crazy Rich Asians wins at the box office
                                                      • Always Be My Maybe on Netflix
                                                        • Figure 18: Always Be My Maybe | Trailer | Netflix, May 2019
                                                      • Bowen Yang joins cast of SNL
                                                        • BTS and K-Pop go mainstream
                                                          • #DemThrones highlights whiteness of Game of Thrones
                                                            • Figure 19: @MrSpradley #DemThrones Twitter post, May 2016
                                                            • Figure 20: @Danyyaaal #DemThrones Twitter post, April 2019
                                                          • “Old Town Road” challenges genre conventions
                                                            • Figure 21: Lil Nas X – Old Town Road (feat. Billy Ray Cyrus) [Remix], April 2019
                                                          • Social media uproar saves One Day at a Time
                                                            • Figure 22: One Day At a Time: Season 3 | Official Trailer [HD] | Netflix, January 2019
                                                            • Figure 23: #SAVEODAAT, March 2019
                                                        • What’s Next

                                                          • Young multicultural adults will drive changes to America’s palate
                                                            • Multicultural young adults will help esports flourish
                                                              • Figure 24: eSports engagement, by race and Hispanic origin, August 2019
                                                            • Opportunities to support Black gamer culture
                                                              • Figure 25: Attitudes toward video games, by race and Hispanic origin, August 2019
                                                          • The Consumer – What You Need to Know

                                                            • Young adults with Asian heritage are closer to their roots
                                                              • Black young adults embrace influencers
                                                                • Talents and interests shape young adults’ identity
                                                                  • Improving finances is a top priority
                                                                    • Hispanics see continued education as the road to career advancement
                                                                      • Multicultural consumers want stories and voices like their own
                                                                      • Cultural Characteristics and Identity

                                                                          • Asian and Hispanic young adults have closer ties to their ancestry
                                                                            • Two thirds of Asian respondents have foreign-born parents
                                                                              • Food and holidays are cultural touchpoints for younger Asian and Hispanic adults
                                                                                • Figure 26: Parents’ birthplace, by race and Hispanic origin, August 2019
                                                                                • Figure 27: Engagement with cultural touchpoints, by race and Hispanic origin, August 2019
                                                                              • Many multicultural young adults caught between cultures
                                                                                • Younger Black adults align more with their heritage than the mainstream
                                                                                  • Hispanics are more likely to straddle two cultures
                                                                                    • Figure 28: Connection to mainstream American culture, by race and Hispanic origin, August 2019
                                                                                  • Identification with Hispanic background fades by fourth generation
                                                                                    • Most young adults are open to interracial relationships
                                                                                      • Serious interracial relationships are less common among Black young adults
                                                                                        • Figure 29: Willingness to have an interracial romantic relationship, by race and Hispanic origin, August 2019
                                                                                        • Figure 30: Willingness to use a culturally specific dating app, by race and Hispanic origin, August 2019
                                                                                      • White and Hispanic couples have largest share among intermarried newlyweds
                                                                                        • Case study: “The Averys” ad for Wells Fargo’s Financial Health Conversations
                                                                                          • Figure 31: “This Is the Averys.” Wells Fargo advertisement, 2019
                                                                                      • Multicultural Marketing

                                                                                          • Sharing a business owner’s cultural background can drive purchase
                                                                                              • Figure 32: Willingness to support multicultural business owners, by race and Hispanic origin, August 2019
                                                                                            • Culturally specific ads may not tip the scale for consumers
                                                                                              • Figure 33: Willingness to purchase because of targeted advertising, by race and Hispanic origin, August 2019
                                                                                            • Case study: Verizon’s “Real Good Reasons” ads
                                                                                              • Figure 34: Verizon tweet about Susana & Randy TV spot, February 2019
                                                                                            • Stereotypes in ads drive one third of multicultural adults to boycott
                                                                                              • Figure 35: Willingness to boycott businesses, by race and Hispanic origin, August 2019
                                                                                            • Facebook still has the greatest reach among young adults
                                                                                              • Figure 36: Online behavior data: past seven-day use of select social media websites and apps, by race and Hispanic origin, October 2017-November 2018
                                                                                            • Half of young adults have learned about products, services on social media
                                                                                              • Figure 37: Social media brand engagement, by race and Hispanic origin, August 2019
                                                                                            • Marketing to Black young adults on social media
                                                                                              • Fewer Black young adults use social media
                                                                                                • Younger Black consumers are more engaged with online personalities
                                                                                                  • Over-promotion less of a problem for Black social media users
                                                                                                    • Figure 38: Engagement with internet personalities, by race and Hispanic origin, August 2019
                                                                                                    • Figure 39: Types of social media accounts followed, by race and Hispanic origin, August 2019
                                                                                                    • Figure 40: Social media brand engagement, by race and Hispanic origin, August 2019
                                                                                                  • Marketing to Asian young adults on social media
                                                                                                    • Younger Asian adults have a narrower field of following
                                                                                                      • Asian social media users seem more skeptical of internet celebrities
                                                                                                        • Marketing to Hispanic young adults on social media
                                                                                                          • Fewer Hispanic consumers see difference between traditional and internet celebrities
                                                                                                            • Figure 41: Attitudes toward social media influencers, by race and Hispanic origin, August 2019
                                                                                                        • Personal Identities

                                                                                                            • Multicultural young adults define themselves by their skills and talents
                                                                                                              • Figure 42: Factors influencing personal identity, by race and Hispanic origin, August 2019
                                                                                                            • Two thirds of Americans think they have an open mind
                                                                                                              • Figure 43: Young adults who self-identify as open-minded, by race and Hispanic origin, August 2019
                                                                                                            • Most Americans consider themselves unique
                                                                                                              • “Ability to change the world” falls to bottom of the list
                                                                                                                • Figure 44: Perceived self-identities, by race and Hispanic origin, August 2019
                                                                                                              • White Non-Hispanic young adults
                                                                                                                • Hobbies and interests top the list of identity influences
                                                                                                                  • Figure 45: Factors influencing White Non-Hispanic young adults’ personal identity, August 2019
                                                                                                                • Hispanic young adults
                                                                                                                  • Leaning slightly toward progressive ideas
                                                                                                                    • More likely to feel like they are making a difference
                                                                                                                      • Figure 46: Factors influencing Hispanic young adults’ personal identity, August 2019
                                                                                                                    • Black young adults
                                                                                                                      • Black young adults feel a stronger connection to their faith
                                                                                                                        • Club/society memberships have greater influence
                                                                                                                          • Figure 47: Factors influencing Black young adults’ personal identity, August 2019
                                                                                                                        • Asian young adults
                                                                                                                          • Skills and talents top the list
                                                                                                                            • Stronger identification with cultural heritage
                                                                                                                              • Figure 48: Factors influencing Asian young adults’ personal identity, August 2019
                                                                                                                          • Political Views

                                                                                                                              • Multicultural young adults skew more liberal
                                                                                                                                • Figure 49: Liberal vs conservative political views, by race and Hispanic origin, August 2019
                                                                                                                              • Multicultural background informs political views
                                                                                                                                • Figure 50: Agreement that background influences political views, by race and Hispanic origin, August 2019
                                                                                                                              • Black young adults more likely to follow parents’ political views
                                                                                                                                • Figure 51: Agreement that political views differ from parents’, by race and Hispanic origin, August 2019
                                                                                                                              • Hispanic young adults are less convinced their votes matter
                                                                                                                                • Figure 52: Agreement that voting can make a difference, by race and Hispanic origin, August 2019
                                                                                                                              • All young adults consider affordable education a top issue
                                                                                                                                • Climate change could motivate younger Asian voters
                                                                                                                                  • Figure 53: Views on climate change and affordable education, by race and Hispanic origin, August 2019
                                                                                                                              • Money Matters

                                                                                                                                  • Two in five young adults do not feel financially independent
                                                                                                                                    • Figure 54: Attitude toward financial circumstances, by race and Hispanic origin, August 2019
                                                                                                                                    • Figure 55: Rankings for “thinking about financial situation,” by race and Hispanic origin, August 2019
                                                                                                                                  • At least half of all young adults want to improve their finances
                                                                                                                                    • Figure 56: Top goals for 2019 – Improve finances, by race and Hispanic origin, August 2019
                                                                                                                                  • Approaches to improving finances vary
                                                                                                                                    • Savings
                                                                                                                                      • Investments
                                                                                                                                        • Cutting back
                                                                                                                                          • Figure 57: Plans to improve finances in 2019, by race and Hispanic origin, August 2019
                                                                                                                                      • Plans and Goals

                                                                                                                                          • Goals reflect life stages
                                                                                                                                            • Figure 58: Top goals for 2019, by race and Hispanic origin, August 2019
                                                                                                                                          • Asian young adults prioritize physical health
                                                                                                                                            • Young adults value mental health, some more than others
                                                                                                                                              • Figure 59: Plans to improve physical health in 2019, by race and Hispanic origin, August 2019
                                                                                                                                              • Figure 60: Plans to improve mental health in 2019, by race and Hispanic origin, August 2019
                                                                                                                                            • Hispanic and Asian young adults more focused on career advancement
                                                                                                                                              • Figure 61: Plans to advance career in 2019, by race and Hispanic origin, August 2019
                                                                                                                                          • Joys and Stresses

                                                                                                                                              • Figure 62: Favorite activities, by race and Hispanic origin, August 2019
                                                                                                                                            • A desire for human interaction unites us all
                                                                                                                                              • Spending time with family
                                                                                                                                                • Figure 63: Rankings for “spending time with family,” by race and Hispanic origin, August 2019
                                                                                                                                              • Hanging out with friends
                                                                                                                                                • Figure 64: Rankings for “hanging out with friends,” by race and Hispanic origin, August 2019
                                                                                                                                              • Black young adults enjoy outdoor activities less frequently
                                                                                                                                                • Black young adults especially enjoy TV, movies and console gaming
                                                                                                                                                  • Figure 65: Rankings for “watching my favorite shows/movies,” by race and Hispanic origin, August 2019
                                                                                                                                                  • Figure 66: Rankings for “playing video games on a console,” by race and Hispanic origin, August 2019
                                                                                                                                                • Young adults share similar financial worries
                                                                                                                                                  • Figure 67: Top stressors, by race and Hispanic origin, August 2019
                                                                                                                                                • Asian young adults are especially worried about their future
                                                                                                                                                  • Figure 68: Rankings for “thinking about my future,” by race and Hispanic origin, August 2019
                                                                                                                                                  • Figure 69: Rankings for “keeping up with everything,” by race and Hispanic origin, August 2019
                                                                                                                                                • Romantic relationships are more troubling for young Hispanic adults
                                                                                                                                                  • Figure 70: Rankings for “romantic relationships,” by race and Hispanic origin, August 2019
                                                                                                                                              • Entertainment

                                                                                                                                                  • Young adults use streaming more than traditional linear viewing
                                                                                                                                                    • Black consumers are still committed to cable
                                                                                                                                                      • Figure 71: Video entertainment sources used, by race and Hispanic origin, August 2019
                                                                                                                                                    • Multicultural young adults less convinced that quality of streamed content is better
                                                                                                                                                      • Figure 72: Attitudes toward streaming video content, by race and Hispanic origin, August 2019
                                                                                                                                                    • Multicultural young adults want content that reflects their background
                                                                                                                                                      • Figure 73: Interest in content from creator with similar background, by race and Hispanic origin, August 2019
                                                                                                                                                    • Most multicultural young adults are open to relevant foreign language content
                                                                                                                                                      • Figure 74: Engagement with cultural touchpoints, by race and Hispanic origin, August 2019
                                                                                                                                                      • Figure 75: Attitudes toward streaming video content, by race and Hispanic origin, August 2019
                                                                                                                                                    • Preferences for game types vary across cultural backgrounds
                                                                                                                                                      • Asian gamers are especially into puzzle games
                                                                                                                                                        • Sports-related games embraced by Black young adults
                                                                                                                                                          • Engagement with battle royale games is highest among Hispanic gamers
                                                                                                                                                            • Figure 76: Favorite types of video games, by race and Hispanic origin, August 2019
                                                                                                                                                          • Marketing Opportunity: Fortnite
                                                                                                                                                            • Background
                                                                                                                                                              • Opportunities
                                                                                                                                                                • Figure 77: Image of Fortnite character wearing Nike Jordan sneakers, May 2019
                                                                                                                                                              • The majority of young adults play console video games
                                                                                                                                                                • Figure 78: Console gaming devices used in past three months, by race and Hispanic origin, August 2019
                                                                                                                                                              • Mobile gaming is more common than console gaming
                                                                                                                                                                • Figure 79: Non-console gaming devices used in past three months, by race and Hispanic origin, August 2019
                                                                                                                                                              • Use does not translate to enjoyment
                                                                                                                                                                • Figure 80: Attitudes toward mobile versus console gaming, by race and Hispanic origin, August 2019
                                                                                                                                                            • Appendix

                                                                                                                                                              • Data sources
                                                                                                                                                                • Consumer survey data
                                                                                                                                                                  • Figure 81: Gender and age quotas of survey respondents, by race and Hispanic origin, August 2019
                                                                                                                                                                • Behavioral data
                                                                                                                                                                  • Generation definitions

                                                                                                                                                                  Lifestyles of Multicultural Young Adults - US - October 2019

                                                                                                                                                                  £3,435.47 (Excl.Tax)