Black Americans and Symbols of Identity 2023
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“Identities are more than what meets the eye. Our identities are our lived experiences, and Black consumers are focused on expressing those experiences through various mediums. Although Black consumers have a special interest in physical appearance as a form of self-expression, physical appearance is just a microcosm of their greater identity. For brands, a deep dive into the skills, lifestyles, and heritage of Black consumers will ultimately help this group feel seen and represented.”
– Courtney Rominiyi, Multicultural Consumers and Culture Analyst
This Report looks at the following areas:
- How Black consumers define their own identity
- Areas used to express individuality/personality
- Self-expression through physical appearance
- Connection of personal style, heritage and community
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Overview
- What you need to know
- This Report looks at the following areas
- Market context
- What you need to know
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Executive Summary
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- Top takeaways
- Market overview
- Opportunities and challenges
- Opportunity: represent Black consumers’ personal interests rather than just their skin color in advertising
- Figure 1: Elements that influence identity, 2023
- Opportunity: utilize gaming and VR to improve the footwear shopping experience and help create community for Black men
- Figure 2: Expression of identity through physical appearance, footwear, by gender, 2023
- Opportunity: help young Black adults create the perfect standout look with a virtual closet
- Figure 3: Purpose of appearance, by age, 2023
- Challenge: helping young Black consumers feel confident in expressing their identity
- Figure 4: Purpose of personal style, 2023
- Key consumer insights
- Black men need more attention and outlets to express their personal identity
- Most Black consumers are looking to stand out with their appearance
- Freedom of expression can help with mental wellness for Black consumers
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Black Consumers by the Numbers
- Black population on the rise with a projected 4% increase from 2022-2027
- Figure 5: Population, by race and Hispanic origin, 2017-27
- Three in 10 Black consumers earn less than $25K annually
- Figure 6: Household income distribution, by race and Hispanic origin of householder, 2020
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- Figure 7: Median household income, by race and Hispanic origin of householder, 2020
- Black population on the rise with a projected 4% increase from 2022-2027
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Market Factors
- Inflation will impact shopping patterns
- Figure 8: Consumer Price Index change from previous period, 2013-23
- Unemployment remains low, but fear of recession looms
- Figure 9: Unemployment, 2020-23
- CROWN Act is helping make hair discrimination illegal
- Inflation will impact shopping patterns
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Competitive Strategies and Current Opportunities
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- Meeting consumer needs through the lens of the Wellbeing Trend Driver
- Mix fashion and fitness to empower young Black consumers
- Meeting consumer needs through the lens of the Value Trend Driver
- Collaborations with high-end brands improve quality and affordability
- Meeting consumer needs through the lens of the Technology Trend Driver
- Create a virtual closet that gives consumers the perfect look
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Symbols of Identity – Fast Facts
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Defining Their Own Identity
- Black consumers believe their abilities and responsibilities are the greatest influences on their identity
- Figure 10: Elements that influence identity, 2023
- Brands should focus on initiatives that help Black consumers feel more in tune with their personal lives and legacy rather than simply their skin color
- Commercial spotlight: NFL promotes female empowerment and athleticism through Super Bowl LVII commercial featuring Diana Flores
- Figure 11: NFL Super Bowl LVII commercial || run with it, 2023
- Brand spotlight: Talenti amplifies Black voices and appeals to Black consumers through their skills and talents
- Figure 12: Talenti Purpose, 2023
- Division in perception of identity between younger and older Black consumers presents opportunity for brands to extend their market reach
- Figure 13: Elements that influence identity by age, 2023
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- Figure 14: Polo Ralph Lauren Instagram page, 2023
- Racial and cultural heritage becomes an important identifier as Black consumers’ HHI increases
- Figure 15: Racial and cultural influence on identity by income, 2023
- Black consumers believe their abilities and responsibilities are the greatest influences on their identity
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Areas Used to Express Individuality/Personality
- Physical appearance, community and activities are the best mediums for Black consumers to express themselves
- Figure 16: Areas used to express individuality, 2022
- Brand spotlight: Anti Social Social Club builds community through fashion and social initiatives
- Figure 17: Anti Social Social Club, Instagram page, 2023
- Black men are keen on footwear as a point of self-expression
- Figure 18: Expression of identity through physical appearance, footwear, by gender, 2023
- Hairstyles are a mainstay for Black women as a primary means of self-expression
- Figure 19: Expression of identity through physical appearance, hairstyle, 2023
- Brand spotlight: Spotify educates, connects and jams – create a fun styling experience for Black women with a guided playlist
- Physical appearance, community and activities are the best mediums for Black consumers to express themselves
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Importance Placed on Self-expression through Physical Appearance
- Black consumers place a great deal of importance on physical appearance as a reflection of their identity
- Figure 20: Importance of self-expression through physical appearance, 2023
- Brand spotlight: Dove commits to banning hair discrimination with the CROWN Act
- Figure 21: The Crown Act Instagram page, 2023
- Physical appearance is part of parenting identity for Black fathers
- Figure 22: Importance of self-expression through physical appearance, fathers vs overall, 2023
- Most Black consumers use their appearance to stand out, with Gen Z leading the charge
- Figure 23: Purpose of appearance, by generation, 2023
- Brand spotlight: Puig’s Wikiparfum guides consumers to the best fragrance option based on their preferences
- Figure 24: Puig Instagram page, 2023
- Black consumers place a great deal of importance on physical appearance as a reflection of their identity
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The Impact of Physical Appearance on Mental Wellness
- Expressions of personal style can influence mood and community
- Figure 25: Purpose of personal style, 2023
- Brand spotlight: Megan Thee Stallion and her mental health resource website encourage mental wellness through clothes and music
- While open to experimentation, young Black consumers may feel strained while doing so
- Figure 26: Purpose of personal style, 2023
- Brand spotlight: Strava mixes fashion, community and fitness to empower young Black consumers
- Figure 27: Strava Instagram page, 2023
- Most Black consumers have a casual personal style and likely want everything else in their lives to follow that trend
- Figure 28: Preferred personal style, 2023
- Brand spotlight: Jacquemus x Nike collaboration creates luxury in the casual – helping Black consumers strike a balance between comfort and couture
- Figure 29: Jacquemus Instagram page, 2023
- Expressions of personal style can influence mood and community
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Expressing Identity through Physical Appearance and Connection to Heritage
- Diversity in lineage is likely to influence how Black consumers dress
- Figure 30: Attitudes towards symbols of identity, 2023
- Brand spotlight Logitech leverages partnership with BeReal to connect with their Gen Z target
- Figure 31: Logitech Instagram page, 2023
- This connection to fashion and heritage allows Black consumers to connect with their community
- Figure 32: Attitude toward style and identity, 2023
- Brand spotlight: George at ASDA launches clothing collection for young people with disabilities
- This point of connection is especially important for Black men
- Figure 33: Purpose of personal style, any agree, by gender, 2023
- Diversity in lineage is likely to influence how Black consumers dress
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Appendix – Data Sources and Abbreviations
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Consumer survey data
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