2021
9
US Multicultural Young Adults and Social Activism Market Report 2021
2021-08-26T04:09:48+01:00
OX1044567
3695
141971
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Report
en_GB
“Social activism in the US has been rapidly increasing since the beginning of 2020, and the role of multicultural young adults in the growing social movements is undeniable. Brands looking…

US Multicultural Young Adults and Social Activism Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the US Multicultural Young Adults and Social Activism market including the behaviors, preferences, and habits of the consumer.

Since the beginning of 2020 social activism has been on the rise in the United States, and multicultural young adults have been at the forefront of many of these social movements. While only 28% of the general US population consider themselves to be social activists, five in 10 Black young adults and four in 10 Hispanic young adults identify as activists. Six in 10 multicultural young adults also say that the events of the past year have motivated their involvement in activism. Events such as the COVID-19 pandemic, the death of George Floyd, and the growing threat of climate change have played a key role in exposing and engaging multicultural young adults in social activism.

Given multicultural young adults’ heightened participation in activism, brands looking to target this demographic segment should understand their outlook on social activism, the role it plays in their cultural identity, and their expectations for brands’ participation in activism.

Read on to discover more about the US Multicultural Young Adults and Social Activism consumer market, read our The New Activist: Incl Impact of COVID-19 – US – September 2020 report, or take a look at our other Culture And Identity Market research reports.

Quickly understand

  • The impact of COVID-19 and other cultural events of 2020 on the increasing role of social activism in the US.
  • Multicultural young adults’ outlook on social activism and their personal involvement in activist movements.
  • The top social issues that multicultural young adults and activists are currently most concerned about.
  • The role of social media in both personal and brand social activism.
  • Multicultural young adults’ outlook on and expectations for brand activism.
  • Social activism trends.
  • Social change market.

Covered in this report

Brands include: American Girl, YouTube, Facebook, Instagram, Twitter, TikTok, Snapchat, Reddit, Pinterest, Clubhouse, WNBA, Pearl Milling Company, PepsiCo, Nextdoor, Dole Sunshine Company, Fat Tire, NASCAR, Panera Bread.

Social issues include: Racial justice, police reform, ending gun violence, gender equality, climate change, immigration reform, supporting law enforcement, upholding immigration enforcement.

Expert analysis from a specialist in the field

This report, written by Lisa Dubina, a leading analyst in the Culture and Identity sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Social activism in the US has been rapidly increasing since the beginning of 2020, and the role of multicultural young adults in the growing social movements is undeniable. Brands looking to engage multicultural young adults must understand their audience’s outlook on social activism as participation in activism and top social issues of concern vary by racial/ethnic identity. Many multicultural young adults are also skeptical of brand activism, meaning brands must demonstrate the authenticity of their initiatives and be prepared to be held accountable if missteps are made.

Lisa Dubina, Senior Culture and Identity Analyst
Lisa Dubina
Senior Culture and Identity Analyst

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
            • Economic and other assumptions
              • COVID-19: US context
              • Executive Summary

                  • Top takeaways
                    • Target audience overview
                      • Figure 1: Activist cluster segmentation, 2020
                      • Figure 2: Actions in the past year – adults 18-34, by race and Hispanic origin, 2021
                      • Figure 3: Actions in the past year – repertoire analysis – adults 18-34, by race and Hispanic origin, 2021
                    • Impact of COVID-19 and events of 2020 on social activism
                      • Figure 4: Personal involvement – Primary Activists, by race and Hispanic origin, 2021
                    • Opportunities and challenges
                      • Multicultural young adults’ activism is marked by a mix of optimism and realism
                        • Figure 5: The purpose of social activism – adults 18-34, by race and Hispanic origin, 2021
                        • Figure 6: Beneficiaries of social activism – Primary Activists, by race and Hispanic origin, 2021
                      • Multicultural young adults desire brand activism, but also question it
                        • Figure 7: Brand authenticity – adults 18-34, by race and Hispanic origin, 2021
                        • Figure 8: Cancel culture– adults 18-34, by race and Hispanic origin, and Primary Activist, 2021
                      • Opportunity: Brand activism should start internally and remain transparent
                        • Figure 9: Internal practices – adults 18-34, by race and Hispanic origin, and Primary Activist, 2021
                      • Opportunity: Appeal to cultural traditions and optimistic realism of social activism
                        • Figure 10: Cultural identity – adults 18-34, by race and Hispanic origin, and Primary Activist, 2021
                      • Opportunity: Spread awareness by partnering with activist leaders and organizations
                      • Target Audience – Key Takeaways

                        • BIPOC young adults are an important activist audience
                          • Primary Activists are the most engaged in social activism
                            • Multicultural young adults view social activism with part optimism, part realism
                              • Events over the past year are likely influencing the steady rise in activism
                              • Multicultural Activists by the Numbers

                                • Almost half of the current young adult population is BIPOC
                                  • Figure 11: US population distribution, by age and race/Hispanic origin, 2021
                                • Prior research shows New Activists to be young and multicultural
                                  • Figure 12: Activist cluster segmentation, 2020
                                • The vast majority of young adults are involved in activism to some degree
                                  • Figure 13: Actions in the past year – adults 18-34, by race and Hispanic origin, 2021
                                  • Figure 14: Actions in the past year – repertoire analysis – adults 18-34, by race and Hispanic origin, 2021
                                • Primary Activists skew LGBTQ-identifying, female, and parent to BIPOC child
                                  • Figure 15: Primary Activists, by race and Hispanic origin, Demographic Profile – Identity & Relationships, 2021
                                • Higher education maybe a driving force behind some multicultural young adults’ activism
                                  • Figure 16: Primary Activists, by race and Hispanic origin, Demographic Profile – Achievements, 2021
                                • Primary Activists overindex as Democratic-leaning
                                  • Figure 17: Primary Activists, by race and Hispanic origin, Demographic Profile – Achievements, 2021
                              • Social Activism in Their Own Words

                                • Individual activism starts with discourse and leading by example
                                  • Young adults are not confident they will see social change in their lifetime
                                    • Young adults want brand activism – but also mistrust it
                                    • Factors Influencing Social Activism

                                      • 2020: The year of social awareness and activism
                                        • The rise of the teen activist
                                          • The summer of protests against systemic racism
                                            • The increase in AAPI hate crimes
                                              • The growing threat of climate change
                                                • Figure 18: Genesis Butler – Making Herstory
                                            • The Consumer – Key Takeaways

                                              • The concept of social activism is multifaceted and complex
                                                • For Black and Hispanic young adults, activism has cultural significance
                                                  • Voting is the most common activist activity
                                                    • Racial justice tops the ranking of the most critical social issues today
                                                      • Primary Activists utilize social media, but also recognize its weaknesses
                                                        • Multicultural young adults have specific criteria for brand activism
                                                        • Defining Social Activism

                                                          • Young adults agree that social activism is an effective way to change minds and change society overall
                                                            • Figure 19: The purpose of social activism – adults 18-34, by race and Hispanic origin, 2021
                                                          • Social activism involves policy, but not necessarily politics
                                                            • Figure 20: The goal of social activism – adults 18-34, by race and Hispanic origin, 2021
                                                          • Black young adults have a narrower view of what qualifies as activism
                                                            • Figure 21: Valid forms of social activism – Primary Activists, by race and Hispanic origin, 2021
                                                          • Primary Activists agree that social activism should always be non-violent and non-destructive
                                                            • Figure 22: Protests and demonstrations – Primary Activists, by race and Hispanic origin, 2021
                                                          • Social activism is for the benefit of future generations, though many young adults remain hopeful they will see change in their lifetime
                                                            • Figure 23: Beneficiaries of social activism – adults 18-34, by race and Hispanic origin, 2021
                                                            • Figure 24: Beneficiaries of social activism – Primary Activists, by race and Hispanic origin, 2021
                                                        • Personal Involvement in Social Activism

                                                          • Black young adults and Primary Activists are most likely to personally identify as activists
                                                            • Figure 25: Activist identity – adults 18-34, by race and Hispanic origin, and Primary Activist, 2021
                                                          • For Black and Hispanic young adults, social activism is part of their cultural identity
                                                            • Figure 26: Cultural identity – adults 18-34, by race and Hispanic origin, and Primary Activist, 2021
                                                          • The events of the past year motivated about six in 10 Primary Activists to become more involved in activism
                                                            • Figure 27: Personal involvement – Primary Activists, by race and Hispanic origin, 2021
                                                          • Voting is the most common activist activity
                                                            • Figure 28: Actions in the past year – adults 18-34, by race and Hispanic origin, 2021
                                                            • Figure 29: Actions in the past year – Primary Activists, by race and Hispanic origin, 2021
                                                        • Top Social Issues

                                                            • Top social issues vary by racial and ethnic groups
                                                              • Figure 30: Top social issues – adults 18-34, by race and Hispanic origin, 2021
                                                              • Figure 31: Top social issues – Primary Activists, by race and Hispanic origin, 2021
                                                            • Hispanic young adults rank racial justice, police reform and the climate crisis before immigration reform
                                                              • For brands there’s opportunity to combine efforts and support multiple causes
                                                                • Figure 32: Combining activist efforts – adults 18-34, by race and Hispanic origin, and Primary Activist, 2021
                                                            • Role of Social Media

                                                              • More than seven in 10 Primary Activists have utilized social media in their activism in the past year
                                                                • Figure 33: Social media activism – Primary Activists, by race and Hispanic origin, and Primary Activists, 2021
                                                              • Those who have used social media in their activism primarily use it to share, discuss, and raise awareness about issues
                                                                • Figure 34: Social media activism – Primary Activists, by race and Hispanic origin, 2021
                                                              • Primary Activists are most likely to use YouTube and Instagram on a daily basis
                                                                • Figure 35: Social media platforms – Primary Activists, by race and Hispanic origin, 2021
                                                              • Social media is an important part of social activism, but true social change requires more active measures
                                                                • Figure 36: Role of social media – Primary Activists, by race and Hispanic origin, 2021
                                                            • Role of Brands

                                                              • Brands’ internal practices come first
                                                                • Figure 37: Outlook on brands and activism – adults 18-34, by race and Hispanic origin, 2021
                                                              • Activists support brand accountability
                                                                • Figure 38: Outlook on brands and activism – Primary Activists, by race and Hispanic origin, 2021
                                                              • Brands’ social activism often feels insincere; however, the right partnerships can help establish brands’ authenticity
                                                                • Figure 39: Brand authenticity – adults 18-34, by race and Hispanic origin, 2021
                                                                • Figure 40: Brand authenticity – Primary Activists, by race and Hispanic origin, 2021
                                                              • Rather than donate money, many young adults would prefer brands help spread awareness and share their platforms with activists
                                                                • Figure 41: Brand activism in practice – adults 18-34, by race and Hispanic origin, 2021
                                                                • Figure 42: Brand activism in practice – Primary Activists, by race and Hispanic origin, 2021
                                                            • Companies and Brands – Key Takeaways

                                                              • Brands should look internally, address missteps, and remain accountable
                                                                • Brands should not overlook awareness campaigns and initiatives
                                                                  • Recognizing the cultural tradition of social activism
                                                                    • Partnering and spotlighting the true activists
                                                                    • Market Opportunities and Brand Strategies

                                                                      • Mintel Trend Drivers: Rights
                                                                        • Brand activism starts internally and requires accountability
                                                                          • Brand Strategies: PepsiCo introduces the “Pearl Milling Company”
                                                                            • Brand Strategies: Nextdoor moderates racist content
                                                                              • Figure 43: Unlearning Hate, May 2021
                                                                            • Find creative ways to raise awareness and demonstrate issues
                                                                              • Brand Strategies: Dole’s “Malnutrition Labels”
                                                                                • Figure 44: #ChangeTheFacts, February 2021
                                                                              • Brand Strategies: Fat Tire’s “Torched Earth Ale”
                                                                                • Figure 45: Climate Change in a Can, April 2021
                                                                              • Appeal to the role of social activism in cultural identity
                                                                                • Brand Strategies: Beats by Dre advertising activism rather than its products
                                                                                  • Figure 46: “You Love Me,” November 2020
                                                                                • Leverage partnerships with activists – and give them the spotlight
                                                                                  • Brand Strategies: Panera Bread and chef-activist take on world hunger
                                                                                    • Figure 47: Hunger is a humanitarian crisis, March 2021
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Consumer survey data
                                                                                      • Consumer qualitative research
                                                                                        • Abbreviations and terms
                                                                                          • Abbreviations
                                                                                            • Terms

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