2023
9
Multicultural America: Brand Loyalty Consumer Report 2023
2023-11-24T15:40:36+00:00
REP0F733680_99BA_41DC_8FBF_B75D2D34DEFF
3695
168304
[{"name":"Consumer Demographics","url":"https:\/\/store.mintel.com\/industries\/demographics"},{"name":"Retail","url":"https:\/\/store.mintel.com\/industries\/retail"}]
Report
en_GB
Loyalty is harder to come by among multicultural consumers. Brands must dig deeper to foster emotional connections toward value, authenticity and cultural heritage. Brittany Steiger, Senior Analyst, US Retail…

Multicultural America: Brand Loyalty Consumer Report 2023

£ 3,695 (Excl.Tax)

Report Summary

This report focuses on multicultural adult consumers’ attitudes and behaviors toward brand loyalty. As the US becomes increasingly diverse, it will be important for brands to act upon insights from multicultural consumers to engage loyalty.

Below, we’ve summarized the core areas analyzed and provided hand-selected findings from the full document.

Core Areas Analyzed

  • How consumers perceive themselves as shoppers.
  • What shoppers prioritize when making a purchase.
  • Factors contributing to shopper loyalty to a specific brand or retailer.
  • Attitudes toward shopping and brand loyalty.
  • Attitudes and barriers toward loyalty programs.

Multicultural Consumer Key Brand Loyalty Drivers

  • Emotional Resonance: Multicultural consumers are more likely to perceive brand loyalty through an emotion-based lens. A brand’s mission and values matter more to these discerning shoppers, where brand affinity is viewed as a reflection of their personality or identity.
  • Representation: Brands may have to work harder to gain the trust and loyalty of multicultural consumers, as less than half have felt authentically represented over the last year. While Black consumers state a sense of feeling represented currently, other groups continue to be underrepresented in advertising.
  • Sustainability and DEI Initiatives: Asian Americans are willing to pay a premium for sustainable products, while Black consumers prioritize brands that support Diversity, Equity, and Inclusion (DEI) initiatives or offer products from under-represented groups.

For a complete review of key loyalty drivers of multicultural consumers, buy the full report. You may also be interested in our US loyalty in retail market report.

Additional Features Included in Your Report

  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentations.
  • Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
  • Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
  • Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive library of market research reports.

Expert Analysis

Leading retail analyst Brittany Steiger delivers analysis and commentary with this in-depth report.

Loyalty is harder to come by among multicultural consumers. Brands must dig deeper to foster emotional connections toward value, authenticity and cultural heritage.

Brittany Steiger Senior Analyst, Retail & eCommerce

 

Brittany Steiger
Senior Analyst, US Retail and eCommerce Reports

Table of Contents

    • Key Issues Covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer Fast Facts
    • Multicultural America By the Numbers
    • Graph 1: percent of US population, by Race, 2018-28
    • Graph 2: percent of US population, by Hispanic Origin, 2018-28
    • Graph 3: percent change in US population, by Race and Hispanic origin, 2018-28
    • Graph 4: distribution of US generations by Hispanic origin, 2023
    • Graph 5: distribution of US generations by race, 2023
    • Graph 6: Median household income, by race and Hispanic origin of householder, 2020
    • Graph 7: cultural expression, by race and Hispanic origin, 2023
    • Graph 8: languages spoken at home, by race and Hispanic origin, 2023
    • Graph 9: demographic characteristics of same-sex households, 2021
    • Shopper Identities
    • Graph 10: shopper identities, by race and Hispanic origin, 2023
    • Graph 11: shopper identities, by age and gender, 2023
    • Graph 12: adopter segments, by age and gender, 2023
    • Graph 13: Trendsetters and Early Adopters, by race and Hispanic origin, 2023
    • Purchase Priorities
    • Graph 14: factors consumers have paid more for in the past 12 months, 2023
    • Graph 15: factors consumers have paid more for in the past 12 months, by race and Hispanic origin, 2023
    • Graph 16: factors consumers have paid more for in the past 12 months, by household income, 2023
    • Graph 17: factors consumers have paid more for in the past 12 months, by generation, 2023
    • Drivers of Shopper Loyalty
    • Graph 18: important factors when deciding where to shop, 2023
    • Graph 19: important factors when deciding where to shop, by race and Hispanic origin, 2023
    • Graph 20: important factors when deciding chosen retailer, by household income, 2023
    • Graph 21: select factors when deciding where to shop, by generation, 2023
    • Graph 22: brand ethnics and environmental responsibility, by Race and Hispanic origin, 2023
    • Graph 23: brand ethics and environmental responsibility, by generation, 2023
    • Attitudes toward Shopping and Brand Loyalty
    • Graph 24: attitudes toward inflation and brand loyalty, by household financial situation, 2023
    • Graph 25: select attitudes toward shopping and brand loyalty, by race and Hispanic origin, 2023
    • Graph 26: attitudes toward shopping options, by generation, 2023
    • Role of Loyalty Programs
    • Graph 27: attitudes toward loyalty programs, 2023
    • Graph 28: loyalty behaviors, past six months, by household income, 2023
    • Graph 29: loyalty behaviors, past six months, by Race and Hispanic origin, 2023
    • Graph 30: select attitudes toward loyalty programs, by Race and Hispanic origin, 2023
    • Graph 31: select barriers to using loyalty programs, by Race and Hispanic origin, 2023
    • Graph 32: loyalty behaviors, past six months, by generation, 2023
    • Graph 33: attitudes toward loyalty rewards for charitable causes, by key demographics, 2023
    • Graph 34: attitudes toward paid loyalty memberships, by generation, 2023
    • Graph 35: select barriers to loyalty programs, by generation, 2023
  3. Competitive Strategies

    • DEI in Marketing and Advertising
    • Loyalty Activations
    • Opportunities
  4. The Market

    • Market Drivers
    • Graph 36: Consumer Sentiment Index, 2007-2023
    • Graph 37: Consumer Price Index change from previous period, 2007-2023
    • Graph 38: value-focused behaviors over the past two months, September 15 – October 2, 2023
    • Market Context
  5. Appendix

    • Appendix – Multicultural America By The Numbers

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch