Table of Contents
Executive Summary
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- Overview
- Top takeaways
- The issues
- Black culture drives identity; however, its influence varies across segments
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- Figure 1: Black culture and community segments, December 2019
- Personal groups and communities serve as a sanctuary, open groups are transactional
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- Figure 2: Correspondence analysis – symmetrical map – community qualities, December 2019
- Black adults are politically involved, their views are more varied than expected
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- 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
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- 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
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- 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
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- There are 44 million Black people in the US
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- Figure 5: US population, by race, 2014-24
- Flat birth rates will impact future Black youth population
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- Figure 6: Black population share, by age, 2014-24
- Black households with kids on par with all households, but more singles
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- Figure 7: Household composition, by race and Hispanic origin, 2019
Market Factors
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- There are more people in Black households in comparison to the average
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- 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
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- Figure 9: Median household income, by total and Black households, 2018
Impact of Education on Culture and Community
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- Black student high school graduation rates on par, but college graduation lag behind
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- Figure 10: Educational attainment by race, Hispanic origin and gender, 2018
- Educational attainment impacts employment, but less so among Black adults
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- Figure 11: Labor force characteristics by educational attainment, by total and Black, 2019
Key Trends – What You Need to Know
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- 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
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- Black centrists’ views on par with all adults
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- Figure 12: Political views, by total and Black, December 2019
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- Figure 13: Political views, by political affiliation, June 2018-April 2019
- Lifestage and lifestyle impact political leanings
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- 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
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- 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
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- Figure 16: Political attitudes and group definitions, by political views, December 2019
What to Watch
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- ADOS movement gaining exposure in mainstream conversations
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- Figure 17: Ann coulter ADOS tweet, February 2019
The Consumer – What You Need to Know
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- 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
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- Black and mainstream American culture coexist according to most
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- Figure 18: Attitudes and perceptions of culture and community – influence, December 2019
- Shared lifestyles impact group dynamics more so than race, for some
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- 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
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- 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
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- Figure 21: Attitudes and perceptions of culture and community – community belonging, December 2019
Social Community Origins
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- Time spent with people fosters an emotional and social foundation
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- Figure 22: Social community origins, December 2019
- Online meeting places as important as in-person spaces among Black Gen Zers
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- Figure 23: Social community origins, by generation, December 2019
- The workplace offers camaraderie for middle-income Black adults, but family is where they relax
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- Figure 24: Social community origins, by household income, December 2019
Community Connectors
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- Shared history drives behavior and a sense of community
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- Figure 25: Community connectors, December 2019
- Women carry the culture while men form connections based on passions
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- Figure 26: Community connectors, by gender, December 2019
- Black adults with diverse social groups also lean into their culture and faith for balance
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- Figure 27: Community connectors, by educational attainment, December 2019
Group and Community Qualities
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- Personal communities offer Black adults the space to be themselves
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- Figure 28: Correspondence analysis – symmetrical map – community qualities, December 2019
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- Figure 29: Community quality perceptions, December 2019
- In their own words
Cultural Perceptions
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- Proud, Black and American
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- Figure 30: Cultural perceptions, December 2019
- Black women more likely to feel pride in their heritage and America
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- Figure 31: Cultural perceptions, by gender, December 2019
- Life experiences drive a sense of pride across all cultural influences
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- Figure 32: Cultural perceptions, by age group, December 2019
- In their own words…
Black Consumer Cultural Segments
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- Black adults hold diverse views on identity, culture and community
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- Figure 33: Black culture and community segments, December 2019
- Trend Driver: Identity
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- Figure 34: Mintel Trend Drivers
Segment Overview – Cultural Connectors
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- Cultural Connectors’ identity and social network is rooted in Black culture
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- Figure 35: Demographic profile of Cultural Connectors, December 2019
- Identity Pillars: Community and Heritage
- Cultural Connectors’ social circle origins mirror the average Black adult
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- 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
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- 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
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- Figure 38: Cultural Connectors’ community quality perceptions, December 2019
- Identity Pillars: Individuality and Culture
- Cultural Connectors see themselves as integral to American culture
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- Figure 39: Cultural perceptions, by all Black adults and Cultural Connectors, December 2019
- Cultural Connectors see value in shared interests and individual pursuits
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- Figure 40: Life priorities, by total, Black adults and Cultural Connectors, December 2019
Segment Overview – Change Agents
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- Change Agents have integrated relationships while keeping their identity intact
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- Figure 41: Demographic profile of Change Agents, December 2019
- Identity Pillar: Individuality
- Change Agents create social networks wherever they are
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- 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
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- 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
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- 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
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- Figure 45: Change Agents’ community quality perceptions, December 2019
- Change Agents more likely to value what drives their purpose
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- Figure 46: Life priorities, by total, Black adults and Change Agents, December 2019
Segment Overview – Disengaged Realists
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- Disengaged Realists are apathetic toward notions of culture and its impact on their lives
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- Figure 47: Demographic Profile of Disengaged Realists, December 2019
- Identity Pillar: Community
- Fewer social connections may foster isolation
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- 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
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- Figure 49: Community connectors, by all Black adults and Disengaged Realists, December 2019
- Groups offer an emotional connection, but little space for authenticity
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- 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
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- Figure 51: Cultural perceptions, by all Black adults and Disengaged Realists, December 2019
- Family is most important, but so is achieving the American Dream
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- Figure 52: Life priorities, by total, Black adults and Disengaged Realists, December 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
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- Figure 53: Political views by political affiliation, June 2018-April 2019
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