2024
9
US Expressions of Identity Market Report 2024
2024-01-30T14:03:04+00:00
REP39A6C0A0_E2D9_469D_8C38_F48DD40F19BA
3695
169957
[{"name":"Culture and Identity","url":"https:\/\/store.mintel.com\/industries\/demographics\/culture-identity"}]
Report
en_GB
Multifaceted self-expression continues to be a primary aspect of identity for consumers, directly impacting their mental wellbeing and undeniably involving brands. Lisa Dubina, Senior Culture and Identity Analyst…

US Expressions of Identity Market Report 2024

£ 3,695 (Excl.Tax)

Description

As American society has become more diverse, informal and social media-centered, more consumers are embracing and prioritizing personal self-expression. Mintel data shows that communicating one’s authentic identity to the world around helps validate a person’s sense of self, enables further self-discovery and can directly improve consumers’ mental wellbeing and self-worth. Through outer appearance and other intangible aspects of identity, consumers explore, experiment and celebrate their evolving sense of self. Brands undeniably play a role in consumers’ self-expression, acting as indicators of status, persona, and personal values; though certain consumer groups rely more on brands than others. Mintel’s custom Self-Expression Target segment is a key audience for brands looking to connect with consumers through personal identity and self-expression. This consumer groups account for 35% of the population, and skews young and multicultural.

This report looks at the following areas:

  • Consumers’ outlook on personal identity and the importance of self-expression
  • The role of outer appearance in self-expression and important aspects of personal style
  • The evolution of and greatest influences on personal identity and sense of self
  • The role that brands play in consumers’ self-expression and self-esteem
  • The challenges consumers face in understanding and representing their identity, and the opportunities for brands to support consumers’ sense of self

Multifaceted self-expression continues to be a primary aspect of identity for consumers, directly impacting their mental wellbeing and undeniably involving brands.

Lisa Dubina, Senior Culture and Identity Analyst

Table of Contents

    • Key Issues Covered in this Report
  1. Executive Summary

    • Market

      • Market Context and Drivers
      • Graph 1: importance of outer appearance in self-expression, 2023
      • Graph 2: importance of expressing oneself to the world around, 2023
      • Graph 3: self-expressive and use outward appearance, by generation, 2023
      • Graph 4: self-expressive and use outward appearance, by parental status, LGBTQ+ identity, area of residence, 2023
      • Graph 5: self-expressive and use outward appearance, by race and Hispanic origin, 2023
    • Target Audience

      • Self-Expression Consumer Segments
      • Graph 6: self-expression consumer segments, 2023
      • Graph 7: self-expressive and use outward appearance, by self-expression segments, 2023
      • Graph 8: Self-Expression Target Consumer, by key demographics, 2023
    • Consumer Insights

      • Consumer Fast Facts
      • Philosophy & Outlook on Personal Identity
      • Graph 9: agreement – "It's important to have a strong sense of self," by Self-Expression Target Consumer, 2023
      • Graph 10: agreement – "Self-expression can improve a person's mental wellbeing," by Self-Expression Target Consumer, 2023
      • Graph 11: self-described self-confidence, by Self-Expression Target Consumer, 2023
      • Graph 12: personal sense of self, by Self-Expression Target Consumer, 2023
      • Graph 13: self-described self-confidence, by gender, LGBTQ+ identity, and by race and Hispanic origin, 2023
      • Graph 14: personal sense of self, by gender, by LGBTQ+ identity, and by race and Hispanic origin, 2023
      • Evolution & Influence on Identity
      • Graph 15: agreement – "I believe a person's identity changes throughout life," by Self-Expression Target Consumer, 2023
      • Graph 16: agreement – "Major life milestones can change or adjust a person's identity," by Self-Expression Target Consumer, 2023
      • Graph 17: agreement – "I believe a person's identity changes throughout life," by key demographics, 2023
      • Graph 18: ranking of largest influences on identity and current sense of self, 2023
      • Graph 19: ranking of largest influences on identity and current sense of self, by generation, 2023
      • Graph 20: ranking of largest influences on identity and current sense of self, by gender, by LGBTQ+ identity and parental status, 2023
      • Self-Expression Through Appearance
      • Graph 21: importance of outer appearance in self-expression (very or somewhat important), by key demographics, 2023
      • Graph 22: actions regularly taken to improve/maintain mental health and wellbeing, by Self-Expression Target Consumer and by key demographics, 2023
      • Graph 23: agreement – "My appearance and the way I present myself can affect my mental wellbeing," (any agreement), by Self-Expression Consumer Target and by key demographics, 2023
      • Graph 24: agreement – "I like to experiment with my personal style/outward appearance," (any agreement), by Self-Expression Target Consumer and by key demographics, 2023
      • Graph 25: consistent vs evolving personal style, by Self-Expression Target Consumer and by generation, 2023
      • Aspects of Outer Appearance
      • Graph 26: importance of aspects of physical appearance, (any importance) by Self-Expression Target Consumer, 2023
      • Graph 27: importance of aspects of physical appearance (any importance), by gender and by LGBTQ+ identity, 2023
      • Graph 28: importance of aspects of physical appearance (any importance), by race and Hispanic origin, 2023
      • Other Modes of Self-Expression
      • Graph 29: expression of identity aside from physical appearance (any rank), by Self-Expression Target Consumer, 2023
      • Graph 30: feeling more authentic interacting in-person vs interacting virtually, by key demographics, 2023
      • Graph 31: feeling more authentic interacting in-person vs interacting virtually, by Self-Expression Target Consumer, 2023
      • Graph 32: expression of identity aside from physical appearance (any rank), by generation, 2023
      • Graph 33: expression of identity aside from physical appearance (any rank), by gender and by LGBTQ+ identity, 2023
      • Graph 34: agreement – "It can be challenging to express my authentic self at work," by Self-Expression Target Consumer and by key demographics, 2023
      • Self-Expression & Brands
      • Graph 35: agreement – "Certain brands I use or wear make me feel more self-confident" (any agree), by Self-Expression Target Consumer and by key demographics, 2023
      • Graph 36: agreement – "Certain brands help me express myself" (any agree), by Self-Expression Target Consumer and by key demographics, 2023
      • Graph 37: implications of brands people wear, by Self-Expression Target Consumer, and by gender and LGBTQ+ identity, 2023
      • Graph 38: implication of brands people wear, by generation, 2023
      • Graph 39: implication of brands people wear, by race and Hispanic origin, 2023
      • Graph 40: agreement – "I have trouble finding brands/products that align with my identity," by Self-Expression Target Consumer and by LGBTQ+ identity, 2023
      • Graph 41: agreement – "I have trouble finding brands/products that align with my identity," by generation, 2023
      • Graph 42: agreement – "I wish I had more ways to express myself" (any agree), by Self-Expression Target Consumer and key demographics, 2023
      • Graph 43: agreement – "I seek out new experiences to better understand my sense of self" (any agree), by Self-Expression Target Consumer and by key demographics, 2023
      • Graph 44: agreement – "I like when I can personalize or customize products/services to my preferences," by key demographics, 2023
      • Graph 45: agreement – "I like when I can personalize or customize products/services to my preferences," by Self-Expression Target Consumer, 2023
    • Competitive Strategies

      • Launch Activity and Innovation
      • Marketing and Advertising
    • Appendix

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