Gain a new, data-backed perspective on Black Millennials that can enable more authentic marketing efforts for this crucial demographic in the US. This report offers a complete review and analysis of what drives Black Millennials in their daily lives and future aspirations.
Marketing to Black Millennials – Current Trends
Black Millennials, defined as those born between 1980 and 1996 are at a crucial point in their adulthood. As a group who came of age during significant technological and social changes, they exhibit unique qualities that set them apart from other generations. They prioritize financial stability, often opting for secure jobs with benefits and robust savings plans. Their approach to life is pragmatic but they desire greater opportunity through avenues like entrepreneurship. Many are grounded in a sense of equality and shared experience with their peers, seldom viewing their friends’ lives as easier.
This generation tends to redefine traditional norms, particularly in areas like marriage and family structures, with lower marriage rates compared to other demographics. They also display strong self-confidence and self-esteem, using personal style and self-expression as tools for mental well-being. Black Millennials are navigating complex romantic dynamics influenced by social media and cultural debates, highlighting the need for supportive relationships and community narratives.
Black Millennial Consumer Statistics
- Representation in media: Almost two-thirds of Black Millennials feel that they see themselves and their experiences reflected in advertising. However, 62% believe that most attempts at diverse representation in the media are still stereotypical, indicating a need for more authenticity.
- Reflection in brand values: Over half of Black Millennials feel that small or local brands better reflect their values and preferences compared to large brands. Smaller brands offer personalized and exclusive experiences, nostalgia, artisanal quality, and community-building opportunities, which resonate with Black Millennials who connect their purchases with their personal values.
- Financial aspirations: Black Millennials are prioritizing financial stability more and actively seek secure employment with benefits. Over half of Black Millennials have jobs that offer employment benefits, which is higher than the general Millennial population. This focus on financial stability and secure employment reflects a pragmatic approach to life among Black Millennials.
US Marketing to Black Millennials Consumer Report – What’s Inside?
Key Topics Analyzed in the Report
- Overview of Black Millennials in the US and cultural context.
- Black Millennials’ home life and family dynamics contrasted to all Black consumers and all Millennials.
- Lifestyles and milestones contrasted to all Black consumers and all Millennials.
- Leisure activities and social media attitudes contrasted to all Black consumers and all Millennials.
- Discretionary spending priorities contrasted to all Black consumers and all Millennials.
- Stressors and concerns and expectations for the future contrasted to all Black consumers and all Millennials.
- Authenticity and brand representation contrasted to all Black consumers.
Report Scope
This Report examines Black Millennials’ attitudes and behaviors from a marketing standpoint. Millennial consumers are defined as being born 1980-96. In 2024, Millennials are between the ages of 28 and 44.
Meet the Expert Behind the Analysis
This report was written by Courtney Rominiyi. Courtney currently reports on Black consumers. Before Mintel, she 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 Millennials prioritize finances, value hard work, their uniqueness, family pride and self-care. They want a future rich in memorable experiences.
Courtney Rominiyi
Multicultural Consumer Insights Analyst