“Many Black adults have positive attitudes toward their heritage and cultural roots. They share an immense pride in their ancestry yet still believe they have the power to control the results of their lives. With deep honor in who they are, many of these same adults are insecure about how they present in the world. Some adults often feel they will be judged negatively because they are Black. This is true for Black adults no matter their age, gender, income or educational background. This perception is likely to impact how Black adults build community and may be cause for preferences in brands, hobbies, etc, which can create a point of contention for marketers.
– Courtney Rominiyi, Multicultural Consumers and Cultures Analyst

This Report looks at the following areas:

  • The impact of COVID-19 on Black consumers’ economy and communities
  • The most important values for Black consumers by segment
  • How Black culture influences the lifestyles and identities of Black consumers
  • Black consumers’ attitudes toward culture and communities

Table of Contents

  1. Overview

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

                  • Top takeaways 
                    • Market overview 
                      • Opportunities and challenges
                        • Promote seniors’ influence in preserving cultural traditions
                          • Figure 1: Aspects of life most influenced by Black culture, seniors vs Black consumers overall, 2021
                        • Black consumers value accurate and consistent representation of Black culture
                          • Figure 2: Aspects of life most influenced by Black culture – My personal style, parents by children’s age, 2021
                        • Provide Black consumers with sustainable resources for their culture, families and success
                          • Figure 3: Top five most important values, 2021
                        • Creating a seamless marketing approach for men and women
                          • Figure 4: Select attitudes toward community (strongly agree), 2021
                        • Key consumer insights
                          • Black consumers value advancement and cultural sustainability
                            • Black consumers are eager to see their communities represented
                              • Parents have a diverse view of values based on their children
                                • Young Black adults want to make an impact
                                • Market Factors

                                  • The Black population in the US is growing
                                    • Figure 5: Population, by race, 2016-26
                                  • Black youth have great influence from senior Black adults
                                    • Figure 6: Grandparents and grandchildren characteristics, 2019
                                  • Black consumers are diverse and young
                                    • Figure 7: US Black population by age, 2017
                                  • Children are driving the decisions for Black families
                                    • Black wealth is affected by COVID-19 and labor market changes
                                        • Figure 8: Labor Force Participation Rate and Unemployment Rate, by all and Black, 2019-21
                                    • Black Consumers’ Culture and Community: Fast Facts

                                      • Life Areas Influenced by Black Culture and Ancestry

                                        • Black culture and ancestry inspire food preferences for Black consumers
                                          • Figure 9: Aspects of life most influenced by Black culture, 2021
                                        • Personal style is a compilation of history that Black adults want to maintain
                                          • Figure 10: Aspects of life most influenced by Black culture, parents by children’s age, 2021
                                        • Senior Black adults are more likely to see the influence of ancestry on their lifestyles
                                          • Figure 11: Aspects of life most influenced by Black culture, seniors vs Black consumers overall, 2021
                                        • Create meaningful connections between generations through tradition and culture
                                          • Affluent Black adults have a greater interest in Black cultural influence than less-affluent Black adults
                                            • Figure 12: Aspects of life most influenced by Black culture, by income $25K or less vs $150K or more, 2021
                                          • Brands can minimize the noise and guide Black consumers to the choices they want
                                            • Figure 13: Black Lives Matter | Netflix, 2021
                                        • Meaningful Holidays

                                          • Religion and revolution are a means for celebration for Black adults
                                            • Figure 14: Meaningful holidays, 2021
                                          • Companies must find out the “why” to understand a holiday’s meaningfulness for Black consumers
                                            • Men are more likely to see Memorial Day and Independence Day as meaningful
                                              • Figure 15: Memorial Day and Independence Day (July 4) as meaningful holidays, men over 55 vs overall, 2021
                                            • Build community and awareness with historical connection to consumers
                                              • Figure 16: USAA Instagram post, 2021
                                            • Liberal Black adults find holidays more meaningful than conservatives do
                                              • Figure 17: Select meaningful holidays, liberal vs conservative vs overall, 2021
                                          • Most Important Values

                                            • Sustainability of families, finances and health are top priorities for Black adults
                                              • Figure 18: Top five most important values, 2021
                                            • Parents more likely to place more emphasis on education than nonparents are
                                              • Figure 19: Top five most important values, by parental status, 2021
                                            • Help parents instill values in their children with strong resources
                                              • Figure 20: Do Your Best Schoolwork Faster | Better Results With Grammarly, 2021
                                              • Figure 21: Sub:Culture Incorporated, Instagram post, 2021
                                            • Young Black adults consider career success to be more valuable than older adults do
                                              • Figure 22: Career success as a top most important value, by age, 2021
                                            • Young Black adults want to create change through career success
                                              • Figure 23: Black Enterprise Instagram post, 2022
                                              • Figure 24: Black Enterprise Instagram post, 2022
                                          • Impact of COVID-19 on Black Adults

                                            • Connection during the pandemic was a priority for Black adults
                                              • Figure 25: Change to sense of community due to COVID-19, 2021
                                            • Black Millennials and Gen Z men used the pandemic as a catalyst for new friendships
                                              • Figure 26: “I met new people during the pandemic” (agree), by generation – Black men vs women vs overall, 2021
                                            • Spotlight on Vogue
                                              • Figure 27: Kendall Jenner Opens Up About Her Anxiety | Open Minded | Session 1 | Vogue, 2021
                                            • Less-affluent older Black adults felt their community was compromised more than the more affluent during the pandemic
                                              • Figure 28: Change to sense of community due to COVID-19, amongst consumers aged 55 or older with a household income of less than $50K vs those with a household income of $50K or more, 2021
                                            • Combining work and family can benefit less-affluent working Black adults
                                              • Figure 29: BrightWheel Instagram post, 2022
                                            • Help Black senior adults stay better connected through social media
                                              • Keeping seniors connected: spotlight on Facebook Portal
                                                • Figure 30: Give the gift of a deeper connection with Portal | Shy, 2021
                                              • Virtual reality can help senior adults stay connected: spotlight on Oculus
                                              • Attitudes toward Culture and Community

                                                • Black adults are prideful about where they come from but insecure about where they are
                                                  • Figure 31: Select attitudes toward heritage and cultural roots (any agree), 2021
                                                • Authentic representation of Black life can improve attitudes around culture and community
                                                  • Black adults want a safe and familiar community
                                                    • Figure 32: Select attitudes toward community (any agree), 2021
                                                  • Spotlight on Netflix channels
                                                    • Figure 33: Netflix featured channels, 2021
                                                  • Black men and women share different attitudes toward culture and community
                                                    • Figure 34: Select attitudes toward community (strongly agree), 2021
                                                    • Figure 35: Marshawn Lynch & MANSCAPED™: Beast Mode Lawn Mower 4.0 commercial, 2021
                                                  • Provide a safe space with a members-only access experience
                                                    • Spotlight on USAA
                                                      • Figure 37: Member Number – Gronk | USAA commercial, 2021
                                                  • Future Opportunities and Strategies

                                                      • Rights: committing to authentic cultural representation and respect
                                                        • Artist spotlight: professor/artist focuses on creating realistic 3D Black hairstyles in video games
                                                          • Figure 38: Black Women in Tech: A.M. Darke builds better representation in gaming, 2022
                                                        • Identity: building social connection through heritage and cultural identity
                                                          • Brand spotlight: Cult Creative connecting artists
                                                            • Figure 39: THE CULT CREATIVE APP IS HERE, 2021
                                                          • Brand Spotlight on Hooray Heroes
                                                            • Figure 40: Hooray Heroes Instagram post, 2022
                                                          • Brand spotlight: Microsoft and Macklemore unite the world through hope and optimism
                                                            • Figure 41: Macklemore launches a group text for the world, 2021
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Consumer survey data
                                                            • Abbreviations and terms
                                                              • Abbreviations
                                                                • Terms

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