Black people are proud Americans who believe that Black culture is the foundation of their identity, while also recognizing that their connection to their groups and community are equally influenced by both Black and majority American culture. Some groups and communities offer a sense of belonging and acceptance, while other groups offer the opportunity for personal growth. Ultimately, Black adults want to make a difference in their social circles and continue to make America a better place with their contributions.

This Report examines how Black adults define their identity and how identity shapes their attitudes and perceptions on culture as well as the impact their identity and culture has on their relationships within their personal groups and community at large.

This Report builds on analysis and insights presented in Mintel’s Marketing to Black Millennials – US, June 2019, Marketing to Black Moms – US, November 2019 and Hispanics’ Culture and Community – US, March 2020, as well as Reports from Mintel’s Lifestyles, Multicultural and the new Culture and Identity library that launched in 2020.