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.
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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, US Retail and eCommerce Reports
Collapse All
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- Key Issues Covered in this Report
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Executive Summary
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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
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Competitive Strategies
- DEI in Marketing and Advertising
- Loyalty Activations
- Opportunities
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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
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Appendix
- Appendix – Multicultural America By The Numbers
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