African-American consumers: The untold story - Increasingly affluent, educated and diverse

This report argues that African-American consumers are defying stereotypes: the group is becoming affluent, influential, and culturally diverse; buying power is increasing along with influence over a wide variety of services and goods in the US mainstream market.

  • The black population is diversifying as immigrants make up 8.7%, contributing to the greater levels of education and affluence.
  • The rate of enrolments in colleges from Black high school graduates exceeds the national rate, increasing earning potential and securing a place in the future US workforce.
  • 29.4% of the Black population is under 18, higher than the national rate, which places a large segment of the community at the heart of millennial culture, heavily consuming all types of media, and making their voices heard.
  • As avid users and creators of digital content, the community is at the...

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