Marketing to Black Millennials - US - June 2017

Marketing to Black Millennials - US - June 2017

Jul 2017 Mintel Advertising and MarketingN/A Price :
$ 3995

Black Millennials are a diverse group, across age, educational attainment, family structure, and income, all of which impacts how they see themselves and their worldview. While diverse within themselves, there are similarities among them as a group that reveal what they believe about their future and how they interact within their inner circle as well as associates and opportunities to better connect with them from a societal and consumer perspective.

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
While most Black Millennials are optimistic about their future, institutions garner skepticism
Figure 1: Black Millennials’ attitudinal segments, March 2017
Education underlies Black Millennials’ behavior and expectations
Figure 2: Black Millennials’ attitudes about life, by education, March 2017
Social media is a lifeline to Black Millennials’ personal and professional world
Figure 3: Top “must-have” online services, Black Millennials indexed to all Blacks, March 2017
Black Millennials’ lives are more likely to impacted by social and economic trends
Figure 4: Trends positively impacting Black Millennials indexed to all Millennials, March 2017
Working independently is the new normal among Black Millennials
Figure 5: Sharing/gig economy participation, Black Millennials indexed to all Millennials and all Blacks, March 2017
The opportunities
Black Millennials more likely than the general market to engage brands in their personal space
Figure 6: Opinions on social media and perception of trends, Black Millennials indexed to all Millennials and all Blacks, March 2017
Brands should speak directly to Black Millennials in invited spaces
Establish relationships with trusted Millennials to connect with their audience
Connect with entrepreneurial Black Millennials to foster a mutually beneficial business relationship
Show Black Millennials how to access nontraditional information sources to expand their opportunities
What it means

BLACK MILLENNIALS – WHAT YOU NEED TO KNOW
Black Millennials represent the largest group within US Black population
Black Millennials marry later than other groups
Most Black Millennials are in the job market, but have trouble getting hired
Black Millennials most likely to attend graduate school as a career fix

BY THE NUMBERS
Black Millennials account for 15% of all Millennials
Figure 7: Black population share, by generation, 2017
Millennials are the largest generation within the Black population
Figure 8: US population estimates, total and Black, Black generational split, 2017

CHARACTERISTICS OF BLACK MILLENNIALS
Black 18-34s most likely to live with adults who are not a spouse
Figure 9: Living arrangements of adults aged 18-34, by race, 2016
Black adults marry later than any other group
Figure 10: Probability of first marriage, by age and race and Hispanic origin, 2006-10
Black women have children at a younger age vs the average
Figure 11: US birth rates, live-birth order, by mother’s age and race and Hispanic origin, 2015
Black Millennial labor force participation on par with Whites, but slightly lag in employment rates
Figure 12: Labor force status, employment, unemployment of Blacks and Whites aged 20-39, annual averages, by age, 2016
Most Black Millennials have some college credit, but no degree
Figure 13: Educational attainment of the Black population 18 years and over, 2016
Black Millennials across educational attainment earn less than their counterparts
Figure 14: Median personal income of people aged 25-34 across educational attainment, by race and ethnicity, 2015
Blacks more likely to attend graduate school to keep their careers on track
Figure 15: Percentage distribution of 2007-08 bachelor degree recipients' employment and additional postsecondary enrollment status: 2012

KEY TRENDS – WHAT YOU NEED TO KNOW
Black Millennials want to be successful, but encounter roadblocks along the way
Black Millennial entrepreneurs are reshaping their industries across category
Some Black Millennials are gaining financial ground, while others drown in debt

WHAT’S WORKING?
Entrepreneurial Black Millennials in tech fields creating and expanding opportunities for the masses
Professional Black Millennials closing the wealth gap
New crop of Black Millennial politicians take on different approach from the past
Black Millennials finding success producing their own stories
Figure 16: Television/music producer, writer, performer Donald Glover – Fast Company, May 2017

WHAT’S STRUGGLING?
Black Millennials drive broader cultural trends but don’t reap the rewards
Higher education not translating into career opportunities for Black Millennials
Figure 17: Labor force status of 2011 recent* college graduates, by race and Hispanic origin, October 2011
Black Millennials are graduating from college with enormous student loan debt

WHAT’S NEXT?
Black Millennials create opportunities that foster entrepreneurship

THE CONSUMER – WHAT YOU NEED TO KNOW
Social media is a utility for Black Millennials
Access to multiple sources of information equals access to the world
Trends and new platforms are important...for college-educated Black Millennials
“Adulting” is just real life for Black Millennials, but communication can be a challenge
Black Millennials are somewhat cautious in being themselves around people they don’t know
Most Black Millennials are optimistic and believe that their lives are on the right track

BLACK MILLENNIALS’ MUST-HAVE SERVICES
Social media is the lifeline for Black Millennials
Figure 18: Must-have online services, Black Millennials indexed to all Millennials, March 2017
Black Millennials more likely to use “life hack” services vs other generations
Figure 19: Must-have online services, Black Millennials indexed to all Blacks, March 2017
Older Black Millennials depend on tracking services, younger Black Millennials look for love
Figure 20: Black Millennials’ must-have online services, by younger and older Millennials, March 2017

BLACK MILLENNIALS’ OPINIONS ON SOCIAL MEDIA
Facebook is the social gathering spot, YouTube offers snackable content
Figure 21: Social media sites visited every day, by all Millennials, all Blacks and Black Millennials January and March 2017
Social media is addictive, informative, and an effective platform to reach Black Millennials
Figure 22: Opinions on social media, Black Millennials indexed to all Millennials, March 2017
Figure 23: Opinions on social media, Black Millennials indexed to all Blacks, March 2017
Black female Millennials use caution and are more sensitive to abuse on social media
In their own words…
Figure 24: Black Millennials’ opinions on social media, by gender, March 2017
Social media broadens younger Black Millennials mindset and opportunities
Figure 25: Black Millennials’ opinions on social media, by younger and older Millennials, March 2017

BLACK MILLENNIALS’ PERCEPTIONS OF TRENDS
Social media offers Black Millennials exposure, inclusion, and a greater sense of purpose
In their own words…
Figure 26: Trends positively impacting Black Millennials indexed to all Millennials, March 2017
College-educated Black Millennials are the beneficiaries of broader and seemingly esoteric opportunities and interests
Figure 27: Trends positively impacting Black Millennials, by education, March 2017
Social media offers younger Black Millennials a new platform for activism
Figure 28: Trends positively impacting Black Millennials, younger and older Millennials, March 2017
Black Millennial suburbanites find community and connection on social media
Figure 29: Trends positively impacting Black Millennials, by area, March 2017

BLACK MILLENNIALS AND “ADULTING”
Being a grown up is expected for Black Millennials
Figure 30: “Adulting” – Very confident, Black Millennials indexed to all Millennials, March 2017
Younger Black Millennials less confident interacting with people in real life
Figure 31: Black Millennials and “adulting” – Not very/not at all confident, by younger and older Millennials, March 2017
Black Millennials are more confident within traditional gender roles
Figure 32: Black Millennials and “adulting” – Somewhat confident, by gender, March 2017

BLACK MILLENNIALS’ SHARING ECONOMY PARTICIPATION
Black Millennials participate in the sharing economy, especially services that actively engage them
Figure 33: Sharing/gig economy participation, Black Millennials indexed to all Millennials, March 2017
Black Millennials drive sharing economy participation among all Blacks
In their own words...
Figure 34: Sharing/gig economy participation, Black Millennials indexed to all Blacks, March 2017
College-educated Black Millennials drive service usage, others participate to earn income
Figure 35: Black Millennials’ sharing/gig economy participation, by education, March 2017
Younger Black Millennials more likely to be a part of the sharing economy – Work and usage
Figure 36: Black Millennials’ sharing/gig economy participation, by younger and older Millennials, March 2017

BLACK MILLENNIALS’ ATTITUDES TOWARD LIFE
Black Millennials have faith in their personal abilities, but not so much in institutions
Figure 37: Attitudes toward life, Black Millennials indexed to all Millennials, March 2017
Educational attainment and personal independence shape attitudes toward life and institutions
Figure 38: Black Millennials’ attitudinal segments, March 2017
Personally optimistic, but skeptical of institutions
Figure 39: Black Millennials – Personally optimistic, skeptical of institutions, segment profile, March 2017
Personally pessimistic, not invested in institutions
In their own words…
Figure 40: Black Millennials – Personally pessimistic, not invested institutions, segment profile, March 2017
Optimistic about life in general
Figure 41: Black Millennials – Optimistic about life in general, segment profile, March 2017
Black Millennials’ take greater ownership of their personal destiny compared to older Blacks
In their own words…
Figure 42: Attitudes about life, Black Millennials indexed to all Blacks, March 2017
Younger Millennials are an open book, but not so in regards to controversial issues
Figure 43: Black Millennials’ attitudes about life, by younger and older, March 2017
Less-educated Black Millennials are more discouraged about their future
Figure 44: Black Millennials’ attitudes about life, by education, March 2017

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

APPENDIX – TABLES
Figure 45: Labor force status, employment, unemployment of Blacks and Whites aged 20-39, annual averages, by age, 2016

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