What you need to know

Multicultural young adults aged 18-34 represent 33 million consumers from a range of backgrounds and make up 37% of all 18-34 year olds in the US. While their varying cultural backgrounds impact the extent to which they feel connected to mainstream American culture, young multicultural adults are united by their financial concerns and more liberal political views. As a result, they are not unalike in how they define themselves: by their skills and talents as well as their cultural heritage.

There are some cultural differences between them, but they are united by similar ways of defining themselves, plans and goals related to worries about money, favorite activities and entertainment preferences.

Definition

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

  • Multicultural young adults are defined as individuals aged 18-34 who self-identify as Hispanic, Black, Asian, or “Other race” (indicating mixed races or a smaller ethnic group).

  • “Multiracial” as used in this Report refers to a person of two or more races. These respondents are included in the “Other race” consumer group.

  • White, Non-Hispanic respondents aged 18-34 are also included as a benchmark for comparison. Unless otherwise noted, Black and Asian respondents may be Hispanic or Non-Hispanic.

For this study, Mintel surveyed 400 each of White Non-Hispanic, Hispanic, Black and Asian internet users aged 18-34, as well as 200 racially Other Non-Hispanic respondents to allow for adequate sample sizes for comparisons and analyses.

Due to the sampling methodology, the total 1,800 respondents is not representative of the general US population aged 18-34, should not be considered as such and is not included in this Report.

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