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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Black Consumers Culture and Community - US market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Black adults are proud Black Americans. Black culture is the foundation for their identity, and they are proud of how their culture – and, by extension, their presence – influences and is woven within the American tapestry while keeping their sense of self intact. While Black adults are rooted in their culture, and their closest confidants share their history and heritage, their connection to groups and communities is bolstered by shared interests and beliefs that they seek across a diverse set of people.

Expert analysis from a specialist in the field

Written by Toya Mitchell, a leading analyst in the Multicultural sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Black adults are proud Black Americans. Black culture is the foundation for their identity, and they are proud of how their culture – and, by extension, their presence – influences and is woven within the American tapestry while keeping their sense of self intact. While Black adults are rooted in their culture, and their closest confidants share their history and heritage, their connection to groups and communities is bolstered by shared interests and beliefs that they seek across a diverse set of people Toya Mitchell
Senior Analyst, Multicultural Reports

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Top takeaways
            • The issues
              • Black culture drives identity; however, its influence varies across segments
                • Figure 1: Black culture and community segments, December 2019
              • Personal groups and communities serve as a sanctuary, open groups are transactional
                • Figure 2: Correspondence analysis – symmetrical map – community qualities, December 2019
              • Black adults are politically involved, their views are more varied than expected
                • Figure 3: Political views, by political attitudes and group definitions, December 2019
              • Black adults want to make a difference in their community, but the “how” feels elusive
                • Figure 4: Attitudes and perceptions of culture and community – community belonging, December 2019
              • The opportunities
                • Show authentic, multilayered depictions of Black adults
                  • Ensure that any diversity effort includes cultural inclusion
                    • Reach people based on their stance on specific issues that are important to them
                      • What it means
                      • The Market – What You Need to Know

                        • The share of Black people aged 12-24 is forecast to fall between 2014-24
                          • Black household size is similar to all households, but composition differs
                            • Educational attainment drives labor force participation for Black adults
                            • The Black Population by the Numbers

                              • There are 44 million Black people in the US
                                • Figure 5: US population, by race, 2014-24
                              • Flat birth rates will impact future Black youth population
                                • Figure 6: Black population share, by age, 2014-24
                              • Black households with kids on par with all households, but more singles
                                • Figure 7: Household composition, by race and Hispanic origin, 2019
                            • Market Factors

                              • There are more people in Black households in comparison to the average
                                • Figure 8: Average number of people per family household, by race and Hispanic origin, 2019
                              • One third of Black households are low income, but middle-income households on par
                                • Figure 9: Median household income, by total and Black households, 2018
                            • Impact of Education on Culture and Community

                              • Black student high school graduation rates on par, but college graduation lag behind
                                • Figure 10: Educational attainment by race, Hispanic origin and gender, 2018
                              • Educational attainment impacts employment, but less so among Black adults
                                • Figure 11: Labor force characteristics by educational attainment, by total and Black, 2019
                            • Key Trends – What You Need to Know

                              • Black political views vary, even though most claim Democratic Party affiliation
                                • New political movement seeks to distinguish race and ethnicity within the Black population
                                • Black Consumers’ Political Leanings

                                  • Black centrists’ views on par with all adults
                                    • Figure 12: Political views, by total and Black, December 2019
                                    • Figure 13: Political views, by political affiliation, June 2018-April 2019
                                  • Lifestage and lifestyle impact political leanings
                                    • Figure 14: Political views, by gender and age group, December 2019
                                  • Life basics are top-of-mind across political spectrum, but different life motivators emerge
                                      • Figure 15: Life priorities, by political views, December 2019
                                    • Black conservatives are politically more vocal, Black liberals believe a clear political point of view is important
                                        • Figure 16: Political attitudes and group definitions, by political views, December 2019
                                    • What to Watch

                                      • ADOS movement gaining exposure in mainstream conversations
                                          • Figure 17: Ann coulter ADOS tweet, February 2019
                                      • The Consumer – What You Need to Know

                                        • Black adults are proud Black Americans – in that order
                                          • Family is the bedrock for personal connections
                                            • Black history and heritage define most relationships, interests and passions make them special
                                              • Personal connections are a safe space for Black adults to be themselves
                                              • Attitudes toward Identity, Culture and Community

                                                • Black and mainstream American culture coexist according to most
                                                  • Figure 18: Attitudes and perceptions of culture and community – influence, December 2019
                                                • Shared lifestyles impact group dynamics more so than race, for some
                                                  • Figure 19: Attitudes and perceptions of culture and community – group diversity, December 2019
                                                • Black adults want to be involved in their community, but other factors can limit ability
                                                  • Figure 20: Attitudes and perceptions of culture and community – community involvement, December 2019
                                                • Having a political point-of-view is important, but how to make an impact is questionable
                                                  • Figure 21: Attitudes and perceptions of culture and community – community belonging, December 2019
                                              • Social Community Origins

                                                • Time spent with people fosters an emotional and social foundation
                                                  • Figure 22: Social community origins, December 2019
                                                • Online meeting places as important as in-person spaces among Black Gen Zers
                                                  • Figure 23: Social community origins, by generation, December 2019
                                                • The workplace offers camaraderie for middle-income Black adults, but family is where they relax
                                                  • Figure 24: Social community origins, by household income, December 2019
                                              • Community Connectors

                                                • Shared history drives behavior and a sense of community
                                                  • Figure 25: Community connectors, December 2019
                                                • Women carry the culture while men form connections based on passions
                                                  • Figure 26: Community connectors, by gender, December 2019
                                                • Black adults with diverse social groups also lean into their culture and faith for balance
                                                  • Figure 27: Community connectors, by educational attainment, December 2019
                                              • Group and Community Qualities

                                                • Personal communities offer Black adults the space to be themselves
                                                  • Figure 28: Correspondence analysis – symmetrical map – community qualities, December 2019
                                                  • Figure 29: Community quality perceptions, December 2019
                                                • In their own words
                                                • Cultural Perceptions

                                                  • Proud, Black and American
                                                    • Figure 30: Cultural perceptions, December 2019
                                                  • Black women more likely to feel pride in their heritage and America
                                                    • Figure 31: Cultural perceptions, by gender, December 2019
                                                  • Life experiences drive a sense of pride across all cultural influences
                                                    • Figure 32: Cultural perceptions, by age group, December 2019
                                                  • In their own words…
                                                  • Black Consumer Cultural Segments

                                                    • Black adults hold diverse views on identity, culture and community
                                                      • Figure 33: Black culture and community segments, December 2019
                                                    • Trend Driver: Identity
                                                      • Figure 34: Mintel Trend Drivers
                                                  • Segment Overview – Cultural Connectors

                                                    • Cultural Connectors’ identity and social network is rooted in Black culture
                                                      • Figure 35: Demographic profile of Cultural Connectors, December 2019
                                                    • Identity Pillars: Community and Heritage
                                                      • Cultural Connectors’ social circle origins mirror the average Black adult
                                                        • Figure 36: Social community origins, by all Black adults and Cultural Connectors, December 2019
                                                      • Shared Black history is the foundation for how Cultural Connectors relate with their social groups
                                                        • Figure 37: Community connectors, by all Black adults and Cultural Connectors, December 2019
                                                      • Friends and family are a safe space – but only to a certain extent
                                                        • Figure 38: Cultural Connectors’ community quality perceptions, December 2019
                                                      • Identity Pillars: Individuality and Culture
                                                        • Cultural Connectors see themselves as integral to American culture
                                                          • Figure 39: Cultural perceptions, by all Black adults and Cultural Connectors, December 2019
                                                        • Cultural Connectors see value in shared interests and individual pursuits
                                                          • Figure 40: Life priorities, by total, Black adults and Cultural Connectors, December 2019
                                                      • Segment Overview – Change Agents

                                                        • Change Agents have integrated relationships while keeping their identity intact
                                                          • Figure 41: Demographic profile of Change Agents, December 2019
                                                        • Identity Pillar: Individuality
                                                          • Change Agents create social networks wherever they are
                                                            • Figure 42: Social community origins, by all Black adults and Change Agents, December 2019
                                                          • Change Agent’s diverse network influences how they define their circle
                                                            • Figure 43: Community connectors, by all Black adults and Change Agents, December 2019
                                                          • Identity Pillar: Community
                                                            • Change Agents clearly see that culture shapes their identity as Black Americans
                                                              • Figure 44: Cultural perceptions, by all Black adults and Change Agents, December 2019
                                                            • Friends and family offer a safe space to be themselves, other groups offer space to grow
                                                              • Figure 45: Change Agents’ community quality perceptions, December 2019
                                                            • Change Agents more likely to value what drives their purpose
                                                              • Figure 46: Life priorities, by total, Black adults and Change Agents, December 2019
                                                          • Segment Overview – Disengaged Realists

                                                            • Disengaged Realists are apathetic toward notions of culture and its impact on their lives
                                                              • Figure 47: Demographic Profile of Disengaged Realists, December 2019
                                                            • Identity Pillar: Community
                                                              • Fewer social connections may foster isolation
                                                                • Figure 48: Social community origins, by all Black adults and Disengaged Realists, December 2019
                                                              • Connections may be based in familiarity or simple desire rather than interests
                                                                • Figure 49: Community connectors, by all Black adults and Disengaged Realists, December 2019
                                                              • Groups offer an emotional connection, but little space for authenticity
                                                                • Figure 50: Disengaged Realists’ community quality perceptions, December 2019
                                                              • Identity Pillar: Culture
                                                                • Pride in their roots and country is important, but not a strong driver of culture or community
                                                                  • Figure 51: Cultural perceptions, by all Black adults and Disengaged Realists, December 2019
                                                                • Family is most important, but so is achieving the American Dream
                                                                  • Figure 52: Life priorities, by total, Black adults and Disengaged Realists, December 2019
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Consumer survey data
                                                                    • Consumer qualitative research
                                                                      • Abbreviations and terms
                                                                        • Abbreviations
                                                                        • Appendix – The Consumer

                                                                            • Figure 53: Political views by political affiliation, June 2018-April 2019

                                                                        About the report

                                                                        This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                        • The Consumer

                                                                          What They Want. Why They Want It.

                                                                        • The Competitors

                                                                          Who’s Winning. How To Stay Ahead.

                                                                        • The Market

                                                                          Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                        • The Innovations

                                                                          New Ideas. New Products. New Potential.

                                                                        • The Opportunities

                                                                          Where The White Space Is. How To Make It Yours.

                                                                        • The Trends

                                                                          What’s Shaping Demand – Today And Tomorrow.

                                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                        Description