Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- While most Black Millennials are optimistic about their future, institutions garner skepticism
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- Figure 1: Black Millennials’ attitudinal segments, March 2017
- Education underlies Black Millennials’ behavior and expectations
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- Figure 2: Black Millennials’ attitudes about life, by education, March 2017
- Social media is a lifeline to Black Millennials’ personal and professional world
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- Figure 3: Top “must-have” online services, Black Millennials indexed to all Blacks, March 2017
- Black Millennials’ lives are more likely to impacted by social and economic trends
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- Figure 4: Trends positively impacting Black Millennials indexed to all Millennials, March 2017
- Working independently is the new normal among Black Millennials
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- Figure 5: Sharing/gig economy participation, Black Millennials indexed to all Millennials and all Blacks, March 2017
- The opportunities
- Black Millennials more likely than the general market to engage brands in their personal space
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- Figure 6: Opinions on social media and perception of trends, Black Millennials indexed to all Millennials and all Blacks, March 2017
- Brands should speak directly to Black Millennials in invited spaces
- Establish relationships with trusted Millennials to connect with their audience
- Connect with entrepreneurial Black Millennials to foster a mutually beneficial business relationship
- Show Black Millennials how to access nontraditional information sources to expand their opportunities
- What it means
Black Millennials – What You Need to Know
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- Black Millennials represent the largest group within US Black population
- Black Millennials marry later than other groups
- Most Black Millennials are in the job market, but have trouble getting hired
- Black Millennials most likely to attend graduate school as a career fix
By the Numbers
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- Black Millennials account for 15% of all Millennials
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- Figure 7: Black population share, by generation, 2017
- Millennials are the largest generation within the Black population
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- Figure 8: US population estimates, total and Black, Black generational split, 2017
Characteristics of Black Millennials
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- Black 18-34s most likely to live with adults who are not a spouse
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- Figure 9: Living arrangements of adults aged 18-34, by race, 2016
- Black adults marry later than any other group
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- Figure 10: Probability of first marriage, by age and race and Hispanic origin, 2006-10
- Black women have children at a younger age vs the average
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- Figure 11: US birth rates, live-birth order, by mother’s age and race and Hispanic origin, 2015
- Black Millennial labor force participation on par with Whites, but slightly lag in employment rates
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- Figure 12: Labor force status, employment, unemployment of Blacks and Whites aged 20-39, annual averages, by age, 2016
- Most Black Millennials have some college credit, but no degree
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- Figure 13: Educational attainment of the Black population 18 years and over, 2016
- Black Millennials across educational attainment earn less than their counterparts
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- Figure 14: Median personal income of people aged 25-34 across educational attainment, by race and ethnicity, 2015
- Blacks more likely to attend graduate school to keep their careers on track
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- Figure 15: Percentage distribution of 2007-08 bachelor degree recipients' employment and additional postsecondary enrollment status: 2012
Key Trends – What You Need to Know
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- Black Millennials want to be successful, but encounter roadblocks along the way
- Black Millennial entrepreneurs are reshaping their industries across category
- Some Black Millennials are gaining financial ground, while others drown in debt
What’s Working?
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- Entrepreneurial Black Millennials in tech fields creating and expanding opportunities for the masses
- Professional Black Millennials closing the wealth gap
- New crop of Black Millennial politicians take on different approach from the past
- Black Millennials finding success producing their own stories
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- Figure 16: Television/music producer, writer, performer Donald Glover – Fast Company, May 2017
What’s Struggling?
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- Black Millennials drive broader cultural trends but don’t reap the rewards
- Higher education not translating into career opportunities for Black Millennials
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- Figure 17: Labor force status of 2011 recent* college graduates, by race and Hispanic origin, October 2011
- Black Millennials are graduating from college with enormous student loan debt
What’s Next?
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- Black Millennials create opportunities that foster entrepreneurship
The Consumer – What You Need to Know
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- Social media is a utility for Black Millennials
- Access to multiple sources of information equals access to the world
- Trends and new platforms are important...for college-educated Black Millennials
- “Adulting” is just real life for Black Millennials, but communication can be a challenge
- Black Millennials are somewhat cautious in being themselves around people they don’t know
- Most Black Millennials are optimistic and believe that their lives are on the right track
Black Millennials’ Must-have Services
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- Social media is the lifeline for Black Millennials
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- Figure 18: Must-have online services, Black Millennials indexed to all Millennials, March 2017
- Black Millennials more likely to use “life hack” services vs other generations
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- Figure 19: Must-have online services, Black Millennials indexed to all Blacks, March 2017
- Older Black Millennials depend on tracking services, younger Black Millennials look for love
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- Figure 20: Black Millennials’ must-have online services, by younger and older Millennials, March 2017
Black Millennials’ Opinions on Social Media
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- Facebook is the social gathering spot, YouTube offers snackable content
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- Figure 21: Social media sites visited every day, by all Millennials, all Blacks and Black Millennials January and March 2017
- Social media is addictive, informative, and an effective platform to reach Black Millennials
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- Figure 22: Opinions on social media, Black Millennials indexed to all Millennials, March 2017
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- Figure 23: Opinions on social media, Black Millennials indexed to all Blacks, March 2017
- Black female Millennials use caution and are more sensitive to abuse on social media
- In their own words…
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- Figure 24: Black Millennials’ opinions on social media, by gender, March 2017
- Social media broadens younger Black Millennials mindset and opportunities
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- Figure 25: Black Millennials’ opinions on social media, by younger and older Millennials, March 2017
Black Millennials’ Perceptions of Trends
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- Social media offers Black Millennials exposure, inclusion, and a greater sense of purpose
- In their own words…
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- Figure 26: Trends positively impacting Black Millennials indexed to all Millennials, March 2017
- College-educated Black Millennials are the beneficiaries of broader and seemingly esoteric opportunities and interests
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- Figure 27: Trends positively impacting Black Millennials, by education, March 2017
- Social media offers younger Black Millennials a new platform for activism
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- Figure 28: Trends positively impacting Black Millennials, younger and older Millennials, March 2017
- Black Millennial suburbanites find community and connection on social media
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- Figure 29: Trends positively impacting Black Millennials, by area, March 2017
Black Millennials and “Adulting”
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- Being a grown up is expected for Black Millennials
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- Figure 30: “Adulting” – Very confident, Black Millennials indexed to all Millennials, March 2017
- Younger Black Millennials less confident interacting with people in real life
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- Figure 31: Black Millennials and “adulting” – Not very/not at all confident, by younger and older Millennials, March 2017
- Black Millennials are more confident within traditional gender roles
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- Figure 32: Black Millennials and “adulting” – Somewhat confident, by gender, March 2017
Black Millennials’ Sharing Economy Participation
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- Black Millennials participate in the sharing economy, especially services that actively engage them
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- Figure 33: Sharing/gig economy participation, Black Millennials indexed to all Millennials, March 2017
- Black Millennials drive sharing economy participation among all Blacks
- In their own words...
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- Figure 34: Sharing/gig economy participation, Black Millennials indexed to all Blacks, March 2017
- College-educated Black Millennials drive service usage, others participate to earn income
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- Figure 35: Black Millennials’ sharing/gig economy participation, by education, March 2017
- Younger Black Millennials more likely to be a part of the sharing economy – Work and usage
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- Figure 36: Black Millennials’ sharing/gig economy participation, by younger and older Millennials, March 2017
Black Millennials’ Attitudes toward Life
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- Black Millennials have faith in their personal abilities, but not so much in institutions
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- Figure 37: Attitudes toward life, Black Millennials indexed to all Millennials, March 2017
- Educational attainment and personal independence shape attitudes toward life and institutions
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- Figure 38: Black Millennials’ attitudinal segments, March 2017
- Personally optimistic, but skeptical of institutions
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- Figure 39: Black Millennials – Personally optimistic, skeptical of institutions, segment profile, March 2017
- Personally pessimistic, not invested in institutions
- In their own words…
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- Figure 40: Black Millennials – Personally pessimistic, not invested institutions, segment profile, March 2017
- Optimistic about life in general
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- Figure 41: Black Millennials – Optimistic about life in general, segment profile, March 2017
- Black Millennials’ take greater ownership of their personal destiny compared to older Blacks
- In their own words…
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- Figure 42: Attitudes about life, Black Millennials indexed to all Blacks, March 2017
- Younger Millennials are an open book, but not so in regards to controversial issues
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- Figure 43: Black Millennials’ attitudes about life, by younger and older, March 2017
- Less-educated Black Millennials are more discouraged about their future
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- Figure 44: Black Millennials’ attitudes about life, by education, March 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Tables
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- Figure 45: Labor force status, employment, unemployment of Blacks and Whites aged 20-39, annual averages, by age, 2016
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