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.
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.
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.
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
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