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 the US for generations or have arrived more recently from Africa, the Caribbean or other regions, Black consumers have enduring values including a sense of cultural pride and a love for ancestry and community. However, the Black community is also become more fragmented and diverse, due to generational factors, geographic spread and the lack of universal, uniting issues like the battle for civil rights.
This Report looks deeper into how Black consumers across different demographics view identity and community, and how brands and platforms are representing them. An analysis of thier sentiments and evalutation of successful brand examples are used to provide recommendations to marketers for ways to forge genuine connections with various segments of Black consumers in the US.
Younger generations are developing new definitions of what it means to be Black in America – and marketers need to hear them and embrace the evolution.
Courtney Rominiyi, Multicultural Consumer Insights Analyst
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more$ 6,300 – $ 26,000
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
Find out more$ 4,995
The automotive industry is undergoing a profound transformation propelled by advances in technology, shifting consumer preferences, and ongoing challenges like supply chain issues and economic pressures. These factors...
Find out more$ 4,995
87% of consumers now identify as somewhat or very healthy, with over 80% actively pursuing their health goals,...
Find out more$ 4,995
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...
Find out more$ 4,995
Price is a key factor in Hispanic consumers' dining decisions, with 76% saying high costs are a barrier to restaurant use. Many view take-out as a treat, driven...
Find out more$ 4,995
Together, 1st and 2nd gen Americans make up an estimated 25% of the US population. While diverse in culture, language and intent in...
Find out more
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
