What you need to know

Black Millennials have high expectations for their future and want to achieve their version of the American Dream – family, faith and a comfortable life. This generation believes in their ability to be successful – one day, but works just to maintain their current situation. Black Millennials take ownership of their lives where they can have control – their image, and gravitate toward brands that allow them to stand out from the crowd.


For the purposes of this Report, Mintel has used the following definitions:

Black Millennials are defined as the generation born between 1977 and 1994 who self-identify as Black. In 2019, Millennials are between the ages of 25 and 42. Where applicable, data in this Report is compared to all US Millennials as well as to other generations within the Black population.

In reference to US Census and Simmons data, Mintel has used the available age groups that best reflect the Millennial generation for the years of data collection.

This Report builds on analysis presented in Mintel’s Marketing to Black Millennials – US, June 2018 and Marketing to Black Millennials – US, June 2017. Readers of this Report may also be interested in Marketing to Millennials – US, June 2019 and Marketing to Hispanic Millennials – US, June 2019.

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