Marketing to Black Millennials - US - June 2019
Covered in this report
For the purposes of this report, Mintel has used the following definitions:
Black Millennials are defined as the generation born between 1977 and 1994 who self-identify as Black. In 2019, Millennials are between the ages of 25 and 42. Where applicable, data in this Report is compared to all US Millennials as well as to other generations within the Black population.
In reference to US Census and Simmons data, Mintel has used the available age groups that best reflect the Millennial generation for the years of data collection.
"Black Millennials have high expectations for their future and want to achieve their version of the American Dream – family, faith and a comfortable life. This generation believes in their ability to be successful – one day, but works just to maintain their current situation. Black Millennials take ownership of their lives where they can have control – their image, and gravitate toward brands that allow them to stand out from the crowd."
– Toya Mitchell, Multicultural Analyst
This report examines the following issues:
- Everyone has high expectations for Black Millennials’ lives, but face anxiety in achieving them
- Black Millennials more likely to face burnout
- Lower earnings and greater financial obligations have an adverse impact
- Black Millennials gravitate to small brands to stand out
- Black Millennials believe America will remain divided
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