Rising costs prompt behavioral and attitudinal changes that may lead to brand discovery and switching. It remains clear that consistency of service and quality are relevant value propositions.
Brand Loyalty in a Multicultural America – Current Outlook
The US population is becoming increasingly diverse, with substantial growth in multiracial, Asian and Hispanic communities. Younger generations are more diverse and exhibit strong interest in cultural heritage and representation. These demographic and cultural shifts have had significant implications for brand loyalty. While loyalty continues to be driven by high-quality customer service and personalized experiences, authentic cultural representation and social responsibility initiatives are emerging as decisive factors.
US economic conditions and sentiment are increasingly bifurcated between the “haves” and “have-nots,” and understanding these in targets is crucial for predicting consumer behavior. Stark differences exist between multicultural consumers, which should be acknowledged when formulating a brand loyalty strategy.
Brand Loyalty – Consumer Statistics
- Brand loyalty opportunity: 59% of consumers see repeat purchases as the main signifier of brand loyalty.
- Brand loyalty opportunity: 55% of consumers feel pride in supporting a brand that reflects their cultural identity.
- Consumer sentiment: 81% of consumers claim that their trust in a brand and their messaging is a top priority.
Multicultural America: Brand Loyalty Consumer Report – What’s Inside?
Key Topics Analysed in the Report
- Multicultural American demographic trends and key characteristics.
- Economic factors influencing consumer behavior and brand switching.
- Attitudes towards brands’ cultural outreach and their effects on brand loyalty.
- Segmentation of consumers based on attitudes towards cultural outreach.
- Factors influencing brand loyalty across different industry sectors.
- Key drivers of brand loyalty, including customer service, personalization and cultural representation.
- The role of loyalty programs in enhancing brand loyalty.
- Core themes of brand loyalty: Value, Community, Consistency, Emotional Connection.
Report Scope
This Report covers multicultural American consumers’ behaviors and attitudes toward brand loyalty. For the purposes of this report, “multicultural” refers to adults who identify as Asian/Pacific Islander, Black or Hispanic.
Meet the Expert Behind the Analysis
Hiro joined Mintel in 2024. He draws from more than a decade of experience in marketing, R&D, regulatory and market research in CPG and specialty chemical industries. Hiro has an MBA in Marketing & MS in Biochemistry from the University of Illinois.
Current discussions on corporate diversity initiatives should not distract brands from long-term consumer trends of diversifying race, ethnicity and culture.

Hiro Takemasa
Senior Consumer Lifestyles Analyst