Culture and Identity

Culture and Identity

Mintel’s Culture and Identity market research combines the latest consumer intelligence and expert analysis to provide you with a comprehensive overview of different cultures and identities, with analysis of recent consumer behavior and trends.

Our reports can help you:

Understand your market
Identify growth opportunities
Recognize future trends

Categories Related to: 'Culture and Identity'

Categories Related to: 'Culture and Identity'

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    Black American identity is layered and shaped by diverse experiences. Brands are a key part of the narrative around identity as they reflect images to the masses. Courtney Rominiyi, Multicultural Consumer Insights Analyst ..."
    Many Hispanic consumers cannot see themselves reflected in marketing materials and the majority continue to see stereotypes in messaging. Stefanie Kundakjian, Research Analyst ..."
    Multifaceted self-expression continues to be a primary aspect of identity for consumers, directly impacting their mental wellbeing and undeniably involving brands. Lisa Dubina, Senior Culture and Identity Analyst ..."
    Americans are concerned about the country's continued political divide and are grappling with stress over the upcoming 2024 Presidential election. Lisa Dubina, Senior Culture and Identity Analyst ..."
    “After several years of unprecedented turmoil and uncertainty, American consumers are ready to look to the future and discover their ‘next normal.’ Although economic uncertainty and global concerns persist, many consumers are determined to refocus on their physical and financial health over the next year. As Americans navigate this period..."
    “Canada’s diversity is what sets it apart as a country. And with the immigration targets set by the government, it is only going to become more diverse in the years ahead.With that in mind, it’s important to understand the market’s diversity at a deeper level and how it impacts..."
    “As the country continues to recover from several years of unprecedented turmoil, Americans’ outlook on the country remains fairly bleak. Many question the moral health of the country and anticipate American values will worsen in next 20 years. Despite a growing generational divide in Americans’ sense of patriotism and national..."
    “As LGBTQ+ communities contend with financial uncertainty, strained mental wellbeing and mounting legislative attacks, consumers need more than simply inclusivity exercises from brand allies. LGBTQ+ people and their loved ones fear for the future of LGBTQ+ acceptance and rights in the US. They need and expect brand allies to take..."
    “Consumers use a range of channels to represent and communicate who they are – or who they want to be – to other people. Authentic self-expression can directly impact their mental wellbeing, as well as help them build likeminded communities. Brands are already embedded into facets of consumers’ identity and..."
    “Identities are more than what meets the eye. Our identities are our lived experiences, and Black consumers are focused on expressing those experiences through various mediums. Although Black consumers have a special interest in physical appearance as a form of self-expression, physical appearance is just a microcosm of their greater..."
    “Hispanics are a multifaceted demographic that cannot be summed up by merely physical traits. Individuals see themselves as much more than their culture or physical traits when it comes to defining who they are. Their activities, skills, talents, and family roles are just as important as their heritage and community..."
    “While Asian American influence and representation has been growing, it is clear that more needs to be done, as Asian Americans believe most brands do not accurately represent Asian American culture and, more importantly, express a concern over their personal safety. With this in mind, brands must step up and..."
    “Americans remain concerned about the national division currently splitting the US across social, political and economic issues. Most are skeptical that the country will be able to find common ground and unite. Because of their lost faith in political leaders, many consumers are looking to brands and companies to help..."
    “As prices continue to rise and economic uncertainty continues, financial concerns are widespread among US consumers. Not all consumers consider themselves financially struggling at this time, but many are already adjusting their shopping behaviors regardless of their level of financial comfort. To support struggling and concerned consumers, brands need to..."
    “As the pandemic settles into a more stable situation, Canadians are getting a crash course in macroeconomic fundamentals like inflation, interest rates, supply chains and labour shortages. These challenges are shining a light on how consumers’ perspectives are shaped by their own realities, but also that Canadians have collectivist attitudes. And..."
    “Traditional gender roles continue to influence social expectations and norms. Younger generations and LGBTQ+ people are more likely to recognize and feel limited by these outdated but enduring stereotypes. As gender expansive identities and expressions grow in prominence, consumers will increasingly look to brands to eliminate traditional gender roles and..."