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Black Millennials - US - February 2015

Black Millennials - US - February 2015

“While there are some similarities among Millennials, Black Millennials are different. They enjoy experiencing other cultures, and many have integrated it as part of their day-to-day life, but they have a strong connection to Black culture. Their outgoing, outspoken, and strong social media presence – coupled with their sensitivity to stereotypes, discrimination, and things that have a negative impact on the Black community – makes them a powerful force.”

– Tonya Roberts, Multicultural Analyst

This report answers the following key questions:

How do Black Millennials differ from other Millennials?
Have Black Millennials lost their connection to Black culture and traditions? How can brands integrate this into their marketing efforts?
Which media touch points are the best ways to reach Black Millennials?


SCOPE AND THEMES
What you need to know
Definition
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Millennials account for more than one quarter of the Black population
Figure 1: Population share by generations, by Black and total, 2015
Leading companies and marketing strategies
The consumer
Living situation and expenses
Generational and self-perceptions
Figure 2: How Black Millennials see themselves, other Millennials, and how they think they are seen by
older generations, December 2014
Outlook on life
Cultural connection
Goals and aspirations
Figure 3: Millennials’ career-related goals, by race/Hispanic origin, December 2014
Shopping, fashion and trendsetting
Figure 4: Millennials’ attitudes toward shopping, by race/Hispanic origin, December 2014
Sustainability and global views
Internet access and online activities
Figure 5: How Black Millennials consume television content by gender, December 2014
Social media
Attitudes toward advertising
Appealing brand qualities and brand interactions
What we think
ISSUES AND INSIGHTS
How do Black Millennials differ from other Millennials?
The issues
The implications
Have Black Millennials lost their connection to Black culture and traditions? How can brands
integrate this into their marketing efforts?
The issues
The implications
Which media touch points are the best ways to reach Black Millennials?
The issues
The implications
TREND APPLICATION
Trend: Entrepreneurial Spirit
Trend: Green and Lean
Trend: Moral Brands
BLACK MILLENNIALS BY THE NUMBERS
Key points
Millennials represent more than one quarter of Black population
Figure 6: Population share by generations, by Black and total, 2015
More than one in six Millennials are of Black
Figure 7: Black share of US population, by generation, 2015
Black Millennials’ median household income is lower than total Blacks’ median household
income
Figure 8: Median household income for households headed by Blacks, by age of householder, 2013
The income gap narrows for Blacks in their 20s and 30s
Figure 9: Median household income for households, by race/ Hispanic origin of householder, 2013
LEADING COMPANIES AND MARKETING STRATEGIES
Overview of the brand landscape
The Millennial mindset
Campaign case studies
Brand analysis: Cîroc
Campaign analysis: Sprite’s ‘obey your thirst’
Figure 10: Coca-Cola Company (Sprite brand), “Sprite Presents: LeBron James’ First Home Game,”
online video, October 2014
Figure 11: Coca-Cola Company (Sprite brand), “What We need – Sprite Films 2014 Finalist,” online video,
April 2014
Campaign analysis: Verizon’s ‘#PotentialofUs’
Figure 12: Verizon Wireless, “#PotentialOfUs | Black Girls RUN! Hits the Ground Running |,” online video,
April 2014
Campaign analysis: Toyota green initiative
Campaign analysis: Beats by Dre’s ‘#SoloSelfie’
Figure 13: Apple (Beats by Dre brand), “Beats by Dre Presents: #SoloSelfie Kenan Thompson Tutorial,”
November 2014
Figure 14: Apple (Beats by Dre brand), “Beats by Dre Presents: #SoloSelfie,” November 2014
BLACK MILLENNIALS’ LIVING SITUATION AND EXPENSES
Key points
Black Millennials more likely to say solely responsible for living expenses
Figure 15: Millennials’ responsibility for living expenses, by race/Hispanic origin, December 2014
Blacks twice as likely as others to live alone
Figure 16: Who Millennials live with, by race/Hispanic origin, December 2014
Figure 17: Black Millennials’ responsibility for living expenses, by gender, December 2014
BLACK MILLENNIALS’ GENERATIONAL AND SELF-PERCEPTIONS
Key points
Black Millennials more confident, unique, and open-minded than Whites
Figure 18: How Millennials see themselves, by race/Hispanic origin, December 2014
Black women feel more ambitious, responsible, and independent
Figure 19: How Black Millennials see themselves, by gender, December 2014
Figure 20: Qualitative – Songs chosen by Black Millennials to describe who they are and why
Personal appearance speaks volumes, fuels confidence and individuality
Figure 21: Black Millennials’ attitudes toward personal appearance, by gender, December 2014
Black Millennials’ opinion that their generation is materialistic and self-centered runs counter
to how they see themselves
Figure 22: How Millennials see other Millennials, by race/Hispanic origin, December 2014
Millennials believe older generations’ negative perceptions outweigh positives
Figure 23: How Millennials think they are seen by older generations, by race/Hispanic origin, December
2014
Perceptions may be attributed to life stage, generation gap, and cultural differences
Figure 24: How Black Millennials see themselves, other Millennials, and they think they are seen by older
generations, December 2014
Correspondence analysis
Methodology
Results yield interesting direction that could impact advertising
Figure 25: Correspondence Analysis - Black Millennials’ perceptions, December 2014
BLACK MILLENNIALS’ ATTITUDES TOWARD FAMILY AND PARENTING
Key points
Close family relationships key to Black Millennials, especially women
Figure 26: Black Millennials’ general attitudes toward family, by gender, December 2014
There’s a stronger family bond among parents than among nonparents
Figure 27: Black Millennials’ general attitudes toward family, by parental status and presence of children in
household, December 2014
BLACK MILLENNIALS’ OUTLOOK ON LIFE
Key points
Black Millennials optimistic about what life has in store
Figure 28: Importance of spirituality to Millennials, by race/Hispanic origin, August 2013-September 2014
Figure 29: Black Millennials’ general attitudes toward life, by gender, December 2014
Biggest worries are about financial stability, health, racism, and violence
Figure 30: Things Blacks Millennials are most concerned about (net), by gender, December 2014
Technology is valued and gives a glimpse of who they are
Figure 31: Qualitative – Things Black Millennials would include in a time capsule for future generations
BLACK MILLENNIALS’ CULTURAL CONNECTION
Key points
Black Millennials have pride in heritage, important to maintain it
Figure 32: Qualitative – Black Millennials’ attitudes toward cultural assimilation
Half believe they are judged negatively because they are Black
Figure 33: Black Millennials’ attitudes toward culture and discrimination, December 2014
Millennials spend most of their time with other Blacks
Figure 34: Race/Ethnicity of who Black Millennials spend most of their time with, December 2014
Election of Barack Obama one of the leading things Millennials proud of
Figure 35: Qualitative – Things Black Millennials are proud of about Blacks
BLACK MILLENNIALS’ GOALS, ASPIRATIONS, CONCERNS, AND FINANCIAL
CHALLENGES
Key points
Millennials most proud of technology, personal achievements, and accomplishments by other Blacks
Figure 36: Qualitative – Things Black Millennials are proud of about their generation
Future goals include owning a business, stable career, and having a family
Figure 37: Qualitative – How Black millennials picture their lives in next 10 years
Blacks have a strong will to overcome obstacles, race plays a role
Figure 38: Millennials’ general attitudes toward success, by race/Hispanic origin, December 2014
Money is less of defining factor for success among women
Figure 39: Black Millennials’ general attitudes toward success, by gender, December 2014
Blacks want to impact positive change in Black community
Figure 40: Millennials’ personal goals and aspirations, by race/Hispanic origin, December 2014
More Blacks than Whites and Hispanics want to be entrepreneurs
Figure 41: Millennials’ career-related goals, by race/Hispanic origin, December 2014
Blacks more likely than others to worry about paying student loan debt
Figure 42: Millennials’ financial challenges, by race/Hispanic origin, December 2014
Figure 43: Black Millennials’ financial challenges, by gender, December 2014
Figure 44: Millennials’ attitudes toward finances, savings and investments – Any agree, by race/Hispanic
origin, December 2014
Figure 45: Black Millennials’ attitudes toward finances, savings, and investments – Any agree, by gender,
December 2014
Perseverance more of indicator of success than being college educated
Figure 46: Qualitative – Black Millennials’ definition of success
BLACK MILLENNIALS’ ATTITUDES TOWARD SHOPPING, FASHION, AND TRENDSETTING
Key points
Black Millennials want to stand out and be different, fashion helps
Figure 47: Trendsetting among Millennials, by race/Hispanic origin, August 2013-September 2014
Word of mouth is powerful, experiential is also key
Figure 48: Millennials’ attitudes toward shopping, by race/Hispanic origin, December 2014
Blacks shop a wider variety of stores, enjoy shopping
Figure 49: Level of enthusiasm Millennials have for shopping, by race/Hispanic origin, August 2013-
September 2014
Store environment is important to Blacks, will travel to favorite stores
Figure 50: Millennials’ attitudes toward store environment, by race/Hispanic origin, August 2013-
September 2014
Price is important, but not at the sacrifice of getting what they want
Figure 51: The role price plays in where Millennials shop, by race/Hispanic origin, August 2013-September
2014
BLACK MILLENNIALS’ ATTITUDES TOWARD SUSTAINABILITY AND GLOBAL VIEWS
Key points
Six in 10 say US should take care of home first before helping other countries
Figure 52: Black Millennials’ world view, December 2014
Blacks less likely to lead green lifestyle, not due to lack of interest
Figure 53: Millennials’ attitudes toward living a sustainable lifestyle, by race/Hispanic origin, August 2013-
September 2014
Brands’ sustainability practices important to Blacks, but less so than it is for others
Figure 54: Millennials’ attitudes toward brands’ sustainability efforts, by race/Hispanic origin, August 2013-
September 2014
BLACK MILLENNIALS’ INTERNET ACCESS AND ONLINE ACTIVITIES
Key points
Nine in 10 Black Millennials use mobile devices to access the internet
Figure 55: Devices Black Millennials used to access the internet, by gender, December 2014
Black Millennials consume more than one quarter of content via online TV
Figure 56: How Black Millennials consume television content, by gender, December 2014
Nine out of 10 Black Millennials shop online
Figure 57: Black Millennials’ online activities, by gender, December 2014
BLACK MILLENNIALS’ AND SOCIAL MEDIA
Key points
Three out of 10 Black Millennials follow 20+ brands
Figure 58: Number of companies/brands Blacks follow, by Millennials versus all, February 2014
Celebrities and TV shows among the top entities Millennials follow
Figure 59: Black companies, celebrities, and organizations following, by Millennials versus all, February
2014
Millennials are more likely to follow Black-related entities on social media
Figure 60: Companies, celebrities, and organizations Millennials follow, by Black versus non-Black
entities, February 2014
Millennials more likely to unfriend or unfollow for too many posts and controversy
Figure 61: Blacks’ attitudes toward social media, by Millennials versus all, February 2014
One quarter of Millennials post or retweet about brands, more so than others
Figure 62: Blacks’ attitudes toward companies/brands on social media, by Millennials versus all, February
2014
BLACK MILLENNIALS’ ATTITUDES TOWARD ADVERTISING
Key points
Black Millennials more receptive than others to advertising
Figure 63: Millennials’ attitudes toward advertising in general, by race/Hispanic origin, August 2013-
September 2014
Humorous ads appeal to Millennials
Figure 64: Millennials’ attitudes toward advertising, by race/Hispanic origin, December 2014
Advertisers may be missing the mark when it comes to Millennials
Figure 65: Attitudes toward how Blacks are depicted in ads, by generation, May 2014
Vast majority of Millennials want more ads that reflect their culture
Figure 66: Blacks’ attitudes and receptivity to targeted advertising, by generation, May 2014
Targeted efforts can pay off for marketers, if the messages are culturally relevant
Millennials are twice as likely to avoid brands that don’t support the Black community
Figure 67: Blacks’ attitudes and receptivity to targeted advertising, by generation, May 2014
TV and sponsorships are the best way to impact purchase funnel
Figure 68: Effectiveness of advertising media on purchase funnel among Black Millennials, May 2014
APPEALING BRAND QUALITIES AND BRAND INTERACTIONS
Key points
Quality is important, but so is affordability and personal relevance
Figure 69: Appealing brand qualities, by race/Hispanic origin, December 2014
Figure 70: Appealing brand qualities, by gender, December 2014
Reading and posting reviews are a key way to interact with brands
Figure 71: Black Millennials’ interactions with companies, by gender, December 2014
CONSUMER SEGMENTATION
Overview
Figure 72: Black advertising receptivity segments, May 2014/December 2014
Cluster 1: Cultural Activists
Demographics
Characteristics
Opportunity
Cluster 2: Cultural-listics
Demographics
Characteristics
Opportunity
Cluster 3: Cultural Advocates
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 73: Black Millennials’ responsibility for living expenses, by Black advertising receptivity segments,
December 2014
Figure 74: Who Black Millennials live with, by Black advertising receptivity segments, December 2014
Figure 75: How Black Millennials view themselves, by Black advertising receptivity segments, December
2014
Figure 76: How Black Millennials see other Millennials, by Black advertising receptivity segments,
December 2014
Figure 77: How Black Millennials think they are seen by older generations, by Black advertising receptivity
segments, December 2014
Figure 78: Black Millennials’ general attitudes toward life, by Black advertising receptivity segments,
December 2014
Figure 79: Things Black Millennials are most concerned about (net), by Black advertising receptivity
segments, December 2014
Figure 80: Black Millennials’ general attitudes toward family, by Black advertising receptivity segments,
December 2014
Figure 81: Black Millennials’ general attitudes toward success, by Black advertising receptivity segments,
December 2014
Figure 82: Black Millennials’ personal goals and aspirations, by Black advertising receptivity segments,
December 2014
Figure 83: Black Millennials’ career-related goals, by Black advertising receptivity segments, December
2014
Figure 84: Black Millennials’ attitudes toward culture, discrimination, and world view, by Black advertising
receptivity segments, December 2014
Figure 85: Race/Ethnicity of who Black Millennials spend most of their time with – At home, by Black
advertising receptivity segments, December 2014
Figure 86: Race/Ethnicity of who Black Millennials spend most of their time with – Out of home (not at
work), by Black advertising receptivity segments, December 2014
Figure 87: Race/Ethnicity of who Black Millennials spend most of their time with – At work, by Black
advertising receptivity segments, December 2014
Figure 88: Appealing brand qualities, by Black advertising receptivity segments, December 2014
Figure 89: Financial challenges Black Millennials face, by Black advertising receptivity segments,
December 2014
Cluster demographic profile tables
Figure 90: Black advertising receptivity segments, by demographics, December 2014
APPENDIX – THE US BLACK POPULATION
Key points
Buying power
Figure 91: Buying power trends among Black consumers, 1990-2018 (projections)
Black buying power is growing at a faster rate than that of White consumers
Figure 92: Changes in buying power, by race, June 2013
Black buying power more than $1 trillion
Figure 93: Top 10 states or areas ranked by share of Black buying power, 2013
Top 10 states with highest buying power represent two thirds of buying power
Figure 94: Top 10 states ranked by value of Black buying power, 2013
Population statistics
Black population growing at a faster rate than Whites
Figure 95: Population by race and Hispanic origin, 2009-19
Black population growth slows
Figure 96: Asian, Black, and Hispanic populations, 1970-2020
Children younger than 18 account for 27% of Black population
Figure 97: Black population, by age, 2009-19
Geographic concentration
Majority of Blacks reside in the South; a different marketing approach may be needed
Figure 98: Black geographic concentration, by region, 2010
Population grows in the South, reverse migration may be occurring
Figure 99: Top 20 states or areas with highest Black population and percentage change from 2000-10,
2010
New York, Chicago, Philadelphia, Detroit, and Houston are top Black metros
Figure 100: Top 10 cities with the largest population of Blacks, 2010
More than 80% of Detroit’s and Jackson’s population is Black
Figure 101: Top 10 cities with the highest percentage of Blacks [in millions], 2010
Gender
Figure 102: Men by race and Hispanic origin, 2009-19
Figure 103: Women by race and Hispanic origin, 2009-19
Generations
iGeneration and Millennials represent nearly half of Black population
Figure 104: Population of generations, by race/Hispanic origin, 2014
Figure 105: Distribution of population by race and generation, 2014
Marital status
Only one third of Blacks are married, compared to 50% or more of others
Figure 106: Percentage of married and not married people aged 18 or older, by race and Hispanic origin,
2013
Blacks twice as likely never to marry
Figure 107: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
Figure 108: Marital status of Blacks, by age, 2013
Figure 109: Marital status of Black adults, by gender, 2013
Parental status
One third of Black households are headed by women
Figure 110: Households type, by race of householder, 2013
More Black children born to unmarried women in 2012
Figure 111: Fertility rate, by race and Hispanic origin of mother, 2002-12
Figure 112: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and
2012
Figure 113: Households with own children, by race and Hispanic origin of householder, 2013
Figure 114: Who children live with, by race and Hispanic origin, 2012
Figure 115: Black households, by presence and ages of own children, 2013
Education
Majority of Blacks seek college, while others may be relying on entrepreneurship
Figure 116: Educational attainment of Blacks aged 25 or older, by age, 2012
Income
Blacks have lower household incomes, attributed to several factors besides occupation
Figure 117: Median household income, by race and Hispanic origin of householder, 2012
Figure 118: Household income distribution by race and Hispanic origin of householder, 2012
APPENDIX – OTHER USEFUL CONSUMER TABLES
Race/Hispanic origin
Figure 119: Millennials’ attitudes toward TV as an ad medium, by race/Hispanic origin, August 2013-
September 2014
Total Millennial population
Figure 120: Things Black Millennials are most concerned about, December 2014
Gender
Figure 121: How Black Millennials see other Millennials, by gender, December 2014
Figure 122: How Black Millennials believe older generation sees them, by gender, December 2014
Figure 123: Things Black Millennials are most concerned about (net), by gender, December 2014
Figure 124: Black Millennials’ responsibility for living expenses, by gender, December 2014
Figure 125: Who Black Millennials live with, by gender, December 2014
Figure 126: Black Millennials’ attitudes toward advertising, by gender, December 2014
Age
Figure 127: Black Millennials’ responsibility for living expenses, by age, December 2014
Figure 128: Who Black Millennials live with, by age, December 2014
Age and income
Figure 129: Black Millennials’ responsibility for living expenses, by age and household income, December
2014
Parental status
Figure 130: Things Black Millennials are most concerned about (net), by parental status and presence of
children in household, December 2014
Figure 131: Black Millennials’ responsibility for living expenses, by parental status and presence of
children in household, December 2014
Figure 132: Who Black Millennials live with, by parental status and presence of children in household,
December 2014
APPENDIX – BLACK ADVERTISING FIRMS
Burrell Communications Group
Carol H. Williams (CHWA)
Commonground
GlobalHue
LimeGreen
Muse Communications
Sanders/Wingo Advertising
UniWorld Group
Walton Isaacson
APPENDIX – BLACK COMMUNITY ORGANIZATIONS
100 Black Men of America, Inc
Alpha Kappa Alpha Sorority, Inc
Alpha Phi Alpha Fraternity, Inc
Delta Sigma Theta Sorority, Inc.
Kappa Alpha Psi Fraternity, Inc.®
National Association for the Advancement of Colored People (NAACP)
National Black MBA Association, Inc.
National Coalition of 100 Black Women (NCBW)
National Grand Lodge of Prince Hall Masons and Order of the Eastern Star
National Urban League
Omega Psi Phi Fraternity, Inc
Zeta Phi Beta Sorority, Inc
APPENDIX – TRADE ASSOCIATIONS
Advertising Research Foundation (ARF)
American Advertising Federation (AAF)
American Association of Advertising Agencies (AAAA)
American Marketing Association (AMA)
Association of National Advertisers (ANA)
Digital Media Association (DiMA)
Generations United
Interactive Advertising Bureau (IAB)
International Advertising Association (IAA)
Social Media Advertising Consortium (SMAC)
Social Media Association (SMA)
WOMMA
World Federation of Advertisers (WFA)
US METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Secondary Data Analysis
Qualitative Research
Further Analysis
Social Media Research
TRADE RESEARCH
STATISTICAL FORECASTING

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