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Multicultural America: Brand Loyalty Consumer Report 2024

Multicultural America: Brand Loyalty Consumer Report 2024

Market Intelligence Reports Consumer Insights US

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

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Executive Summary
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
- Interest in culture outside of the US is strong across many demographics
- Use elements of foreign culture to align with younger and wealthy consumers' global outlook
- Graph 1: "It's easy for me to understand popular culture references from at least one country other than the US," by select demographics, 2024
- Stay engaged with younger, wealthier consumers and parents through social media
- Graph 2: willingness to engage with brands, by select demographic groups, 2024
- Differentiate through top-tier customer service
- Foster and cultivate minority communities
Market Dynamics
- Market context
- Annual inflation sits at 2.9% as of July, the lowest it has been in over three years
- Graph 3: headline and shelter CPI and wage growth, 2021-24
- Nearly 40% of consumers have seen their financial situations change for the better in the past year
- Graph 4: change in financial situation over the past 12 months, 2024
- Credit card and auto loan delinquencies are at levels not seen since the recession
- Graph 5: total US household debt in 90+ delinquency, by quarter, 2013-24
- Consumer sentiment is diverging between those with appreciating assets and those without
- Multicultural America by the numbers
- Racial and ethnic diversity expected to increase over time
- Graph 6: percent of US population, by race, 2018-28
- Graph 7: percent of US population, by Hispanic origin, 2018-28
- Those identifying as multiracial now make up almost 10% of the US population
- Future generations will be more diverse
- Graph 8: distribution of HIspanic origin in the US, by generation, 2023
- Graph 9: distribution race in the US, by generations, 2023
- Long-standing income inequalities limit the spending power of Black and Hispanic consumers
- Graph 10: median household income, by race and Hispanic origin, 2022
- Graph 11: median household income, by race and Hispanic origin, 2013-22
- Average household wealth varies across races and ethnicities – an important factor to understanding brand loyalty
- Graph 12: average net worth, by race and ethnicity, 2022
- Personal culture is a determining factor of attitudes towards brands
- Dominant personal culture a key factor of identity and attitudes towards brands
- Graph 13: dominant personal culture, by race and ethnicity, 2024
Consumer Insights
- The consumer: fast facts
- The consumer: fast facts, continued
- What is brand loyalty?
- Consistency, value and engagement are drivers of brand loyalty
- Graph 14: brand loyalty means…, 2024
- Core expectations of brand loyalty are consistent across race and ethnicity
- Graph 15: brand loyalty means…, by race and ethnicity, 2024
- Dissecting the conceptual differences of brand loyalty between race and ethnicity
- Younger generations view brand loyalty more broadly
- Graph 16: brand loyalty means…, by generation, 2024
- Core themes of brand loyalty: Value proposition
- Attitudes towards cultural inclusion by brands
- Overall attitude towards cultural inclusivity by brands remains positive
- Graph 17: attitudes towards cultural inclusion by brands, 2024
- Help men, the wealthy and parents address familial pressures of cultural advocacy
- Graph 18: attitudes towards cultural heritage and brands (any agree), by select demographics, 2024
- Younger and cultural minority consumers more likely to express support through brand preference
- Graph 19: attitudes towards cultural representation and brand support, by select demographics, 2024
- Cultural outreach and the Rule of the Minority
- Consumers will appreciate risk-taking by brands
- Graph 20: attitudes towards culture and brands, 2024
- Balance agility with oversight when stepping into social advocacy
- Graph 21: attitudes towards brand support of issues consumers are against (any agree), by select demographics, 2024
- Economic factors and skepticism may be pushing consumers towards core features and away from cultural outreach
- Graph 22: attitudes towards cultural representation by brands, 2024
- Cultural relevance is usually a secondary priority
- Even youth and multicultural groups express priorities outside of culture
- Graph 23: attitudes towards cultural representation by brands (any agree), by select demographics, 2024
- Core themes of brand loyalty: Emotional Connection
- Partner with advocacy groups for greater credibility in cultural representation
- Consumer segmentation: attitudes towards cultural outreach by brands
- US consumers can be segmented based on interest in cultural outreach and life priorities
- Graph 24: consumer segmentation – attitudes toward culture and brands, 2024
- Cultural Conservatives
- Culturally Indifferent
- Value Seekers
- Issues Shoppers
- Brand loyalty across industries
- Analyze loyalty building factors in other industries for inspiration
- Graph 25: industries where consumers express brand loyalty, 2024
- Omnichannel grocery is growing: differentiate through clear branding
- Graph 26: grocery retail brand loyalty, by select demographics, 2024
- Walmart and Whole Foods' consistent branding eliminates surprises for consumers
- Core themes of brand loyalty: Consistency
- Find opportunities to engage with consumers to increase automotive brand loyalty
- Graph 27: automotive brand loyalty, by select demographics, 2024
- Increasing the cost of switching is a double-edged sword for travel brands
- Graph 28: travel brand loyalty, by select demographics, 2024
- Foster loyalty in clothing retail with the right mix of quality and identity branding
- Graph 29: clothing retailer brand loyalty, by select demographics, 2024
- As streaming consolidates, don't forget niche audiences
- Graph 30: streaming service brand loyalty, by select demographics, 2024
- Clear-cut dollars and cents comparisons make credit card and financial institution loyalty competitive
- Graph 31: financial service provider and credit card brand loyalty, by select demographics, 2024
- Building brand loyalty in multicultural America
- Customer service and personalization top brand loyalty drivers
- Customer service and personalization top brand loyalty drivers for all consumers
- Graph 32: factors promoting brand loyalty, by race and ethnicity, 2024
- Differences between multicultural groups are driven by their unique perspectives
- Dominant culture a key factor in brand preference and loyalty
- Graph 33: attitudes toward brand preferences and favorite brands (agree), by dominant culture, 2024
- Multicultural consumers are more price-sensitive and fickle – align with their values to help tip the scales
- Graph 34: attitudes towards brands and purchase decisions (agree), by race and ethnicity, 2024
- Once loyalty is earned, multicultural Americans engage in loyalty behavior more so than others
- Graph 35: attitudes toward enagement with favorite brands (agree), by race and ethnicity, 2024
- Lost trust is universally hard to recover from
- Graph 36: attitudes toward trust and impact on brand loyalty (agree), by race and ethnicity, 2024
- Appealing benefits of brand loyalty programs
- Innovate in loyalty programs to stand out
- Loyalty programs' ubiquity necessitates innovation to stand out
- Experiences, exclusivity, value and community drive innovation in loyalty programs
- Discounts are the most easily understood, most preferred benefit from loyalty programs
- Graph 37: motivating factors for joining a loyalty program, 2024
- Discounts are favored across multicultural groups
- Graph 38: motivating factors for joining a loyalty program – discounts, by select demographics, 2024
- For points-based systems, emphasize flexibility and opportunities for accerated accrual
- Graph 39: motivating factors for joining a loyalty program – points, by race and ethnicity, 2024
- Social media engagement for points accrual is attractive for many demographics
- Graph 40: motivating factors for joining a loyalty program – sharing experiences, by select demographics, 2024
- Flexibility is key when consumers consider rewards
- Graph 41: motivating factors for joining a loyalty program – flexibility and exclusives, by race and ethnicity, 2024
Innovation and Marketing Trends
- Marketing themes
- Core themes of brand loyalty: Community
- Multicultural Americans have, are, and will continue to affect the cultural zeitgeist
- Launch activity and innovation
- Google Maps adds functionality to ease identification of minority-owned businesses
- Communities offer emotional and value-driven reasons for brand loyalty
- Marketing and advertising
- Frito Lay taps into a widely loved sports herald for non-controversial appeal
- Consistent irreverence maintains Adult Swim's relevance among 18-34s
- In summary: key implications and recommendations
Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Cluster analysis methodology
- Generations
- Abbreviations and terms

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