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
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Executive Summary
- What you Need to Know
- Consumer Trends: Key Takeaways
- Future Outlook of Consumer Self-Expression
- Opportunities
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Market
- Market Context and Drivers
- The vast majority of consumers prioritize self-expression and their outer appearance
- Graph 1: importance of outer appearance in self-expression, 2023
- Graph 2: importance of expressing oneself to the world around, 2023
- Diversifying population and embracing of identity
- Social media and influencer culture
- Casualization of everyday life
- Younger generations are more attuned to their self-expression and the use of their outer appearance
- Graph 3: self-expressive and use outward appearance, by generation, 2023
- Brands can connect with multicultural consumers by appealing to individuality and unique self-expression
- 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
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Target Audience
- Self-Expression Consumer Segments
- Nearly half of consumers are Expressive and Experimental
- Graph 6: self-expression consumer segments, 2023
- Expressive and Experimental consumers are young and multicultural
- Expressive and Experimental consumers are a key target for brands appealing to individuality and unique expression
- Confident and Distinctive consumers skew middle-age and Black
- Though not a key consumer audience, Confident and Distinctive consumers still hold opportunities for brands
- Consistent and Reserved consumers are most likely to be retired Boomers
- The Consistent and Reserved segment are less likely to hold opportunities for brands
- Expressive and Experimental consumers are most likely to prioritize their self-expression and outer appearance
- Graph 7: self-expressive and use outward appearance, by self-expression segments, 2023
- Mintel’s custom Self-Expression Target consumer segment makes up 35% of the total population
- Graph 8: Self-Expression Target Consumer, by key demographics, 2023
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Consumer Insights
- Consumer Fast Facts
- Philosophy & Outlook on Personal Identity
- Authentic self-expression and strong sense of self can directly impact a person’s mental health
- 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
- Self-expression through outer appearance, in particular, can impact mental wellbeing
- Consumers can be self-confident while still figuring out who they are
- Graph 11: self-described self-confidence, by Self-Expression Target Consumer, 2023
- Graph 12: personal sense of self, by Self-Expression Target Consumer, 2023
- Brands can help LGBTQ+ and Hispanic consumers explore and understand their identity while also increasing their sense of self-confidence
- 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
- Good Weird encourages Gen Z to embrace the weird
- Evolution & Influence on Identity
- Self-Expression Target consumers are more likely to view personal identity as dynamic and evolving throughout life
- 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
- Young and LGBTQ+ consumers are more likely to view personal identity as an evolution
- Graph 17: agreement – “I believe a person’s identity changes throughout life,” by key demographics, 2023
- Brands can help consumers navigate pivotal life milestones and the effects they can have on their sense of self
- Childhood upbringing and family dynamics are considered to have the largest influence a person’s identity
- Graph 18: ranking of largest influences on identity and current sense of self, 2023
- Older consumers emphasize the influence of their family and childhood, while younger generations point to their life experiences
- 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
- Brands can offer affirming experiences tailored to less conventional lifestyles
- Self-Expression Through Appearance
- Outer appearance plays an integral role in consumers’ self-expression
- Black, Hispanic and LGBTQ+ consumers are some of the most likely to prioritize outer appearance in their self-expression
- Graph 21: importance of outer appearance in self-expression (very or somewhat important), by key demographics, 2023
- Outer appearance and mental health share reciprocal benefits
- 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
- Gymshark demonstrates the adage “feel good, look good,” as well as “look good, feel good”
- For many consumers, changing and experimenting with their personal style is part of their journey to self-discovery
- 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
- By enabling self-discovery, brands can become emotionally embedded in consumers’ sense of self
- Graph 25: consistent vs evolving personal style, by Self-Expression Target Consumer and by generation, 2023
- Aspects of Outer Appearance
- Most aspects of outer appearance hold some degree of importance in consumers’ self-expression, increasing the possibilities for brand activations
- Graph 26: importance of aspects of physical appearance, (any importance) by Self-Expression Target Consumer, 2023
- Aspects of visual aesthetics are more important for women and LGBTQ+ consumers, while brand names are more important to men
- Graph 27: importance of aspects of physical appearance (any importance), by gender and by LGBTQ+ identity, 2023
- Hispanic consumers prioritize many different aspects of physical appearance
- Graph 28: importance of aspects of physical appearance (any importance), by race and Hispanic origin, 2023
- Otterbox and Chillhouse partner to launch a phone case and press-on nail combo
- Other Modes of Self-Expression
- After physical appearance, brands can also appeal to consumers’ sense of self through their hobbies and personal interests
- Graph 29: expression of identity aside from physical appearance (any rank), by Self-Expression Target Consumer, 2023
- Digital spaces are key for many consumers’ self-expression
- 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
- By partnering with musical artists, media companies or digital influencers, brands can appeal to the intangible aspects of consumers’ identity
- 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
- Warby Parker pursues Gen Zs through partnership with influencer Emma Chamberlain
- Many young, LGBTQ+ and male consumers struggle to express their authentic selves at work
- 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
- Brands undeniably play a role in consumers’ self-expression and self-confidence
- Self-Expression Target consumers, especially young and multicultural consumers, rely on brands to express who they are
- 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
- Brands must remain aware and respectful of the complex and multifaceted nature of consumers’ identity
- Graph 37: implications of brands people wear, by Self-Expression Target Consumer, and by gender and LGBTQ+ identity, 2023
- Gen Zs, Millennials and Asian consumers are more likely to rely on brand names and recognition to understand themselves and others
- Graph 38: implication of brands people wear, by generation, 2023
- Graph 39: implication of brands people wear, by race and Hispanic origin, 2023
- Brands that are rooted in sense of status, individuality and unique self-expression
- There’s white space for brands to better appeal to young and LGBTQ+ consumers’ sense of self
- 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
- Brands can provide new opportunities for young and multicultural consumers to explore and express their identity
- 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
- Personalized or customizable products are another way brands can offer consumers new avenues of self-expression
- 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
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Competitive Strategies
- Launch Activity and Innovation
- Levi’s Tailor Shop provides customization for expression-driven consumers
- Johnnie Walker’s pop-up installation offers unique brand experience and custom scotch bottle
- TrueCar individualizes the car-buying experience
- Marketing and Advertising
- Saks focuses on self-expression and inspiration with Curated Shops
- Schnick’s rebrand celebrates men’s individuality
- Heineken spot appeals to those who feel more authentically themselves online
- Heineken appeals to those who feel more authentically themselves online
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Appendix
- Consumer Research Methodology
- Generations
- Abbreviations and Terms
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