Black Gen Z consumers are a segment with great potential in the marketplace. With this report, you’ll understand how to effectively connect with Black Gen Z consumers through marketing.
Consumers in Generation Z, or Gen Z, are born between 1997 and 2010. Black Gen Z account for about 8.9 million of the 59.5 million Gen Zs in the US (about one in five Gen Zs).
As a transitioning group of young adults and teens, Black Gen Zs take pride in their cultural identity, navigating life with confidence shaped by their heritage. However, the pressure to succeed disproportionately affects Black teen girls, who stress more about school than their White counterparts. Finding balance through support systems and self-care is crucial for their well-being. As Black Gen Zs strive for a future different than their parents, financial independence is a key aspect of their success. Despite witnessing many social and economic challenges, Black Gen Zs demonstrate resilience, drawing strength from their experiences and mindset.
Fashion serves as a key expression of Black Gen Zs identity, reflecting confidence and self-assurance. For brands and media, representation plays a pivotal role in shaping their loyalty, with authenticity creating trust and connection. Understanding these multifaceted dynamics is essential for empowering and engaging Black Gen Zs in meaningful ways, ensuring their experience is represented authentically.
With this report, you can understand Black Gen Z consumers and the pain points that brands have the opportunity to address. Looking for something else? Browse our extensive library of Marketing Market Research.
This report examines Gen Z attitudes and behaviors from a marketing standpoint. Gen Z consumers are defined as being born 1997-2010. In 2024, members of Gen Z are between the ages of 14 and 27. For the purposes of this report, Mintel has further defined Gen Z consumer segments as the following:
This report is written by Courtney Rominiyi, Multicultural Consumer Insights Analyst. Before Mintel, Courtney developed research in academia and non-profit organizations with nearly 10 years of experience with special focuses on real estate, food and beverage, and haircare. Courtney has a B.S. and M.A. in Sociology from Old Dominion University and Texas State University, respectively.
Black Gen Z prioritizes authenticity, diversity and entrepreneurial success, valuing brands that reflect their identity and aspirations.
Courtney Rominiyi
Multicultural Consumer Insights Analyst
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