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Family Dynamics of Black Consumers - US - May 2015

Published By :

Mintel

Published Date : May 2015

Category :

Lifestyle

No. of Pages : 110 Pages

Black families are very different from other families, due in part to household dynamics. Although there has been some improvement over the years in how Black families are depicted in advertising, many ads today are still viewed as stereotypical or not inclusive of the lifestyle of Black families. It’s important now more than ever given the population and spending power growth for marketers to engage with Black consumers
Table of Content

Scope and Themes

What you need to know
Definition
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms

Executive Summary

Black families by the numbers
Figure 1: Number of Black family households, by race/Hispanic origin of householder, 2014
Marketing strategies
The consumer
Blacks believe strongly in disciplining, open communication, and rewarding
Figure 2: Attitudes about disciplining children, by gender of parent, January 2015
Married people and moms have strongest familial bond
Figure 3: Family relationships and closeness, by marital status, January 2015
Money isn’t the key to success, personal sacrifices made to make family happy
Figure 4: Sacrifices made for family, by gender of parent, January 2015
Blacks embrace other cultures while celebrating their own heritage
Blacks more likely than others to be sole decision makers
Blacks give kids greater responsibility at young age
Parents lead more active lifestyle than nonparents – inside and outside home
Figure 5: Top five activities Blacks participate in, by parental status, January 2015
What we think

Issues and Insights

How are family dynamics different for Blacks than they are for other families?
The issues
The implications
What are some of the core values of Black families?
The issues
The implications
What stereotypes should be avoided when depicting Black families?
The issues
The implications

Trend Application

Trend: Unfairer Sex
Trend: Patriot Games
Trend: Who are the Joneses?

Black Families by the Numbers

Key points
Blacks households outnumber other multicultural groups, most headed by women
Figure 6: Number of households in US, by race/Hispanic origin of householder, January 2015
Black households nearly four times as Whites to be headed by women
Figure 7: Household living situation, by race/Hispanic origin, 2014
Only one third of Blacks are married, compared to 50% or more of others
Figure 8: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
Blacks twice as likely never to marry
Figure 9: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
Figure 10: Marital status of Blacks, by age, 2013
Figure 11: Marital status of Black adults, by gender, 2013
More than one quarter of Black households are headed by women
Figure 12: Household type, by race of householder, 2013
More Black children born to unmarried women in 2012
Figure 13: Fertility rate, by race and Hispanic origin of mother, 2002-12
Figure 14: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
Figure 15: Households with own children, by race and Hispanic origin of householder, 2013
Figure 16: Who children live with, by race and Hispanic origin, 2012
Figure 17: Black households, by presence and ages of own children, 2013
Households headed by father only resumes upward trend in 2010
Figure 18: Family households headed by the father only, by race/Hispanic origin, January 2015

Marketing Strategies

Overview
Brand Analysis: Ad Council
Fatherhood
UNCF
Let’s Move!
US Forest Services
Brand Analysis: AT&T
Overview of Mintel’s Black advertising segments
Cluster #1: Cultural Activists (53% of the Black population)
Cluster #2: Cultural-listics (28% of the Black population)
Cluster #3: Cultural Advocates (19% of the Black population)

Parenting Style

Key points
Black parents strive to give their kids the things they didn’t have as a child
Figure 19: Attitudes toward spoiling their kids, by race/Hispanic origin, November 2013-December 2014
Few differences in parenting style between married and unmarried Blacks
Figure 20: Attitudes about disciplining children, by marital status, January 2015
Women have stronger views on disciplining children
Figure 21: Attitudes about disciplining children, by gender and parental status, January 2015
Open communication and teaching children to be independent are essential
Figure 22: General attitudes toward parenting, by marital status, January 2015
In their words
Moms more likely to maintain an open dialogue with children
Figure 23: General attitudes toward parenting, by gender and parental status, January 2015
Figure 24: Young families’ parenting attitudes – Any agree, by race/Hispanic origin, January 2015

Importance of Family

Key points
Married people have stronger familial bond
Figure 25: Family relationships and closeness, by marital status, January 2015
Children are likely the glue that holds the family together
Figure 26: Family relationships and closeness, by parental status, January 2015

Impact of Success on Family Dynamics

Key points
Blacks and Hispanics more ambitious about career and entrepreneurship
Figure 27: Attitudes toward career and entrepreneurship, by race/Hispanic origin, November 2013-December 2014
Married people more likely to make sacrifices for family
Figure 28: Attitudes toward sacrifice for family, by marital status, January 2015
Moms sacrifice personal goals, dads sacrifice family time to get ahead
Figure 29: Attitudes toward sacrifice for family, by gender and parental status, January 2015
Women worry about future of Blacks, fewer opportunities for women
Figure 30: How race and gender impede success, by gender and parental status, January 2015
Blacks place less value on money, having it doesn’t define them
Figure 31: General attitudes toward success, by marital status, January 2015
Differences exist by parental status, male nonparents stand out as very different
Figure 32: General attitudes toward success, by gender and parental status, January 2015

Role Culture Plays in Family Dynamics

Key points
Discrimination still exists, especially for Black men
Figure 33: Attitudes toward discrimination, by marital status, January 2015
Figure 34: Attitudes toward discrimination, by gender and parental status, January 2015
Blacks receptive to other cultures, but not at the expense of losing Black identity
Figure 35: Level of cultural connection, by marital status, January 2015
Blacks want the government to do more in the US, focus less on overseas
Figure 36: Attitudes toward globalism, by gender and parental status, January 2015

Household Decision Making

Key points
The majority of Blacks are key influencers for household purchases
Figure 37: Level of influence on household purchases, by race/Hispanic origin, November 2013-December 2014
Blacks are sole decision maker for large ticket items
Figure 38: Household purchasing decisions – Sole decision maker, by race/Hispanic origin, November 2013-December 2014
Black children play a key role in responsibilities in the household
Figure 39: Young families’ division of household responsibilities – Me, by race/Hispanic origin, January 2015

Leisure Activities

Key points
Family time is important, but sacrifices for career often made
Figure 40: Parents’ attitudes toward spending time with family, by race/Hispanic origin, November 2013-December 2014
Parents nearly twice as likely as nonparents to stream movies/TV shows
Figure 41: TV and video engagement at least once a week, by parental status, January 2015
Parents are heavier gamers, children likely big influencers
Figure 42: Engagement with gaming at least once a week, by parental status, January 2015
Cooking and hosting parties at home more prevalent among parents
Figure 43: Cooking and entertaining in-home – at least once a month, by parental status, January 2015
Parents lead a more active social life away from home
Figure 44: Social activities that Blacks do at least once a month away from home, by parental status, January 2015
Parents more likely to watch movies at someone else’s house or theater
Figure 45: Engagement with TV away from home and movie theater attendance – At least once a month, by parental status, January 2015
Black parents more likely to participate in physical activities and parks
Figure 46: Fitness and outdoor activities that Blacks do at least once a month, by parental status, January 2015

Appendix – The US Black Population

Key points
Buying power
Figure 47: Buying power trends among Black consumers, 1990-2018 (projections)
Black buying power is growing at a faster rate than that of White consumers
Figure 48: Changes in buying power, by race, June 2013
Black buying power more than $1 trillion
Figure 49: 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 50: Top 10 states ranked by value of Black buying power, 2013
Population statistics
Black population growing at a faster rate than Whites
Figure 51: Population by race and Hispanic origin, 2010-20
Children younger than 18 account for 26% of Black population
Figure 52: Black population, by age, 2010-20
Geographic concentration
Majority of Blacks reside in the South; a different marketing approach may be needed
Figure 53: Black geographic concentration, by region, 2010
Population grows in the South, reverse migration may be occurring
Figure 54: Top 20 states or areas with highest Black population and percentage change from 2000-10
New York, Chicago, Philadelphia, Detroit, and Houston are top Black metros
Figure 55: Top 10 cities with the largest population of Blacks, 2010
More than 80% of Detroit’s and Jackson’s population is Black
Figure 56: Top 10 cities with the highest percentage of Blacks [in millions], 2010
Gender
Figure 57: Men by race and Hispanic origin, 2009-19
Figure 58: Women by race and Hispanic origin, 2009-19
Generations
iGeneration and Millennials represent nearly half of Black population
Figure 59: Population of generations, by race/Hispanic origin, 2014
Figure 60: Distribution of population by race and generation, 2015
Education
Majority of Blacks seek college, while others may be relying on entrepreneurship
Figure 61: Educational attainment of Blacks aged 25 or older, by age, 2012
Income
Blacks have lower household incomes, attributed to several factors besides occupation
Figure 62: Median household income, by race and Hispanic origin of householder, 2013
Average incomes up 17% in a 10-year period
Figure 63: Median household income for households headed by blacks, in inflation-adjusted dollars, 2003-13

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)

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