Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Marketing to Black Millennials - US - June 2018

"Black Millennials are a tenacious group who are grounded in their faith and belief that they will be the change they want to see – within their family, community and most importantly, themselves. This generational group looks among and within themselves to control and define their identity and image on their own terms. Brands have a role in how Black Millennials choose to shape their image, but their friends and influencers in real life and on social media drive them to consider and buy new products and services."
- Toya Mitchell, Multicultural Analyst

This Report looks at the following areas:

  • Black Millennials’ consumerism is linked to their level of social media engagement
  • Satisfied Black Millennials have reached their desired milestones 
  • Black Millennials love kids, but some question if they will be a part of their lives
  • Speak to Black Millennials’ unique qualities to deepen a connection
  • Black Millennials more likely to show concern over their financial investments
  • Social media is a required platform to engage with Black Millennials

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • Black Millennials’ consumerism is linked to their level of social media engagement
              • Figure 1: Black Millennials’ attitudinal segments, February 2018
            • Satisfied Black Millennials have reached their desired milestones
              • Figure 2: Life Progress of Black Millennials, February 2018
            • Black Millennials love kids, but some question if they will be a part of their lives
              • Figure 3: Attitudes toward parenthood, February 2018
            • The opportunities
              • Speak to Black Millennials’ unique qualities to deepen a connection
                • Figure 4: What makes Black Millennials unique?, total and Black, February 2018
              • Black Millennials more likely to show concern over their financial investments
                • Figure 5: Financial challenges of Black Millennials, February 2018
              • Social media is a required platform to engage with Black Millennials
                • Figure 6: Motivations behind shopping, February 2018
              • What it means
              • The Market – What You Need to Know

                • Black 25-39-year-olds live the single life
                  • College enrollment is high, but completion is elusive
                  • Black Millennials by the Numbers

                    • There are 11 million Black Millennials in the US
                      • Figure 7: Black population share, by generation, 2018
                    • Millennials are the largest generational group within the Black population
                      • Figure 8: Black generational split, 2018
                  • Black Millennials and Family Life

                    • Most Black adults aged 25-39 are single
                      • Figure 9: Marital and partnership status, total and Black, adults aged 25-39, October 2016-November 2017
                    • Nearly six in ten Black 25-39-year-olds have children
                      • Figure 10: Parental status of children under 18, total and Black, adults aged 25-39, October 201-November 2017
                  • Black Millennials and Education

                    • Black adults 25-39 likely to go to college, but not graduate
                      • Figure 11: Educational attainment by race and Hispanic origin among adults aged 25-39, 2017
                    • Black adults aged 25-39 earn less than the average across educational attainment
                      • Figure 12: Average personal income among adults aged 25-39 by race and Hispanic origin, 2017
                    • Student loan debt reaches $1.5 trillion
                      • Black student loan borrowers are twice as likely to default on their student loan debt
                      • Black Millennials and Home Life

                        • Black homeownership falls to 1968 levels, leaving young Black Millennials without a wealth-building tool
                          • Figure 13: Homeownership rate, by race of householder, 2006-16
                        • Black Millennials lead re-migration back to the South
                          • Figure 14: Migration flow to census region by Black and total US population, 2016-17
                          • Figure 15: Mobility to a different census region, by age group, 2016-17
                      • Key Trends – What You Need to Know

                        • Aspirational brand messaging reflects Black Millennials’ life progress
                          • Black Millennials snub brands over perceived insensitivity
                            • Brands that leverage underground hip-hop culture gain credibility
                            • What’s Working?

                              • Aspirational messaging based on cultural insights
                                • Ford Fusion: Make a Statement
                                  • Figure 16: 2017 Ford Fusion: Make a Statement television commercial
                                • Courvoisier: Honor Your Code
                                  • Figure 17: Courvoisier print and digital advertising featuring ASAP Rocky, 2017-18
                              • What’s Struggling?

                                • Company missteps can lead to consumer disengagement
                                  • Figure 18: The Weeknd’s H&M dissolved partnership tweet, January 2018
                              • What’s Next?

                                • Authentic voices drive connection with Millennials
                                  • General Mills – Hamburger Helper “Watch the Stove” mixtape
                                    • Wendy’s Restaurant’s “We Beefin?” mixtape
                                    • The Consumer – What You Need to Know

                                      • Black Millennials’ perceptions on their progress depend on their accomplishments
                                        • Black Millennials’ finances are stuck between past and future life investments
                                          • Reliance on faith and personal convictions shape Black Millennials’ identity
                                            • Black Millennials expect to be the change they want to see
                                              • Kids are a blessing – But only Black Millennial women are ready to have them
                                                • Black Millennials love shopping and are willing to splurge for what they want
                                                • Black Millennials’ Attitudes toward Consumerism

                                                      • Figure 19: Black Millennials’ attitudinal segments, February 2018
                                                    • The Socialites
                                                      • Figure 20: Black Millennials’ – The Socialites segment profile, February 2018
                                                    • The Trend Shapers
                                                      • Figure 21: Black Millennials’ – The Trend Shapers segment profile, February 2018
                                                    • The Pragmatists
                                                      • Figure 22: Black Millennials’ – The Pragmatists segment profile, February 2018
                                                  • Life Progress of Black Millennials

                                                    • Black Millennials feel better about their life experiences rather than their financial state
                                                      • Figure 23: Life progress of Black Millennials, February 2018
                                                    • Black Millennials believe they are doing better than the average Millennial
                                                      • Figure 24: Life progress among Black Millennials indexed to total Millennials, February 2018
                                                    • Black Millennials living the American dream are doing better than expected
                                                      • Figure 25: Life progress of Black Millennials, over indexed to all Black Millennials, February 2018
                                                    • Single Black Millennial men are pragmatic about their lives
                                                      • Figure 26: Life progress of Black Millennials, over indexed to all Black Millennials, February 2018
                                                    • Single Black Millennial women more likely to be unfulfilled
                                                      • Figure 27: Life progress of Black Millennials, over indexed to all Black Millennials, February 2018
                                                  • Financial Challenges of Black Millennials

                                                    • Black Millennials are equally concerned in saving and paying for their financial responsibilities
                                                      • Figure 28: Financial challenges of Black Millennials indexed to total Black adults, February 2018
                                                    • Adult life changes and finances impact Black Millennials as they age
                                                      • Figure 29: Financial challenges of Black Millennials indexed to Black iGeneration, February 2018
                                                    • Black Millennial women express concern over the home finances
                                                      • Figure 30: Financial challenges of Black Millennials, by gender, February 2018
                                                    • Black Millennial college graduates balance their past financial obligations with their everyday expenses
                                                      • Figure 31: Financial challenges of Black Millennials, by educational attainment, February 2018
                                                    • Black Millennial parents’ financial concerns change as their kids age
                                                      • Figure 32: Financial challenges of Black Millennials, by kids’ ages, February 2018
                                                  • What Makes Black Millennials Different?

                                                    • Black Millennials’ identity is rooted in characteristics they believe will move them forward
                                                      • Figure 33: Unique characteristics of Black Millennials indexed to all, February 2018
                                                    • Black Millennials draw on inner strength and love for family as they age
                                                      • Figure 34: Unique characteristics of Black Millennials indexed to Black iGeneration, February 2018
                                                    • Black Millennials at a crossroad in their progress lean more on their beliefs
                                                      • Figure 35: Unique characteristics of Black Millennials, by educational attainment, February 2018
                                                    • Kids compel Black Millennial parents to have a strong sense of self
                                                      • Figure 36: Unique characteristics of Black Millennials, by parental status, February 2018
                                                  • World View of Black Millennials

                                                    • Black Millennials are making an impact in their lives despite life and societal challenges
                                                      • Figure 37: Symone D. Sanders Twitter response, may 2018
                                                      • Figure 38: World view of Black Millennials, February 2018
                                                    • Black Millennials are willing to face challenging situations for control over their identity and surroundings
                                                      • Figure 39: World view of Black Millennials indexed to all Millennials, February 2018
                                                    • Black Millennials’ independence away from the familiar and expected drives their world view
                                                      • Figure 40: World view of Black Millennials indexed to all Black adults, February 2018
                                                    • Black Millennial women are moved to action, but mindful in their pursuit of change
                                                      • Figure 41: World view of Black Millennials, by gender, February 2018
                                                    • Parents of young kids are idealistic – Parents of older kids use more caution
                                                      • Figure 42: World view of Black Millennials, by kids’ ages, February 2018
                                                  • Attitudes toward Parenthood

                                                    • Black Millennials love kids, but some love kids from afar…for now
                                                      • Figure 43: Attitudes toward parenthood, February 2018
                                                    • Black Millennials’ desire for kids may be dampened by access to fewer resources
                                                      • Figure 44: Attitudes toward parenthood, Black Millennials indexed to all Millennials, Black adults and Black iGeneration, February 2018
                                                    • Black Millennial women ready and willing to have kids, men less so
                                                      • Figure 45: Attitudes toward parenthood, by gender, February 2018
                                                    • Black Millennials love being parents, but don’t want to over extend themselves
                                                      • Figure 46: Attitudes toward parenthood, by kids’ ages, February 2018
                                                  • Motivations behind Shopping

                                                    • Black Millennials shop for fun and to keep up with others
                                                      • Figure 47: Motivations behind shopping, February 2018
                                                    • Black Millennials appreciate brand communications more so than the average Millennial who may expect micro-targeted messages
                                                      • Figure 48: Motivations behind shopping, Black Millennials indexed to all Millennials, February 2018
                                                    • Brand communication to parents may impact their loyalty and perceptions
                                                      • Figure 49: Motivations behind shopping, by kids’ ages, February 2018
                                                    • Single Black Millennial women’s identity may be tied to an unlived ideal
                                                      • Figure 50: Motivations behind shopping, by gender and marital status, February 2018
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Data sources
                                                      • Consumer survey data
                                                        • Abbreviations and terms
                                                          • Abbreviations
                                                          • Appendix – The Consumer

                                                              • Figure 51: Marital and partnership status, total and Black, October 2016-November 2017
                                                              • Figure 52: Marital and partnership status, total and Black adults aged 25-39, October 2016-November 2017
                                                              • Figure 53: Parental status of children under 18, total and Black, October 2016-November 2017
                                                              • Figure 54: Parental status of children under 18, total and Black, adults aged 25-39, October 2016-November 2017

                                                          Marketing to Black Millennials - US - June 2018

                                                          US $4,395.00 (Excl.Tax)