HMC RESEARCH
IT’S TIME: The Growing Power of the Multicultural Majority!
2023 HMC RESEARCH PRESENTATION
For the first time, Americans 25 and under are a multicultural majority, with the 35-and-under segment estimated to reach that milestone by the end of 2023. In addition, the Gen Z multicultural majority generation has reached adulthood, joining Millennials to form a multicultural super-segment. These two transformative generations are wielding enormous power and influence on today’s American mainstream–and you’ll find out just how much!
HMC’s latest research, IT’S TIME: The Growing Power of the Multicultural Majority, provides a comprehensive study on multicultural majority consumers and the shifts happening with society. It covers key values; the relationship between identity and race, ethnicity and culture; socio-political movements; purchase behavior; content consumption; workplace attitudes; the Diversity, Equity & Inclusion (DEI) effect; and much more.
You can watch our videos where HMC Research Chair Nancy Tellet walks you through five compelling insights from this study–you’ll learn what 13-to-49-year-olds think about race, culture and identity, how white people are influenced by the multicultural mainstream, how Gen Z and Millennials crave and consume in-culture content, and much more!”
Part II:
Insight #3: Culture is the harbinger for supercharged marketing campaigns.
Insight #4: Media consumption reflects a hunger for culture & authenticity.
Insight #5: Work is a happier place thanks to flexibility & increased DEI efforts, but there is still room for improvement.
Methodology & Funders:
- Thanks to a partnership with the Asian American Advertising Federation (3AF), the HMC study included qualitative and quantitative data on the AAPI segment.
- The study received financial or operational support from Kantar, TelevisaUnivision, ThinkNow and 3AF.
- Quantitative research came from 4,600 13-24s (Gen Z) and 25-49 (Millennials/Xers) with sample representation of Hispanics (HISP), non-Hispanic Blacks (NHB), non-Hispanic Asian American Pacific Islanders (NH AAPI) & non-Hispanic Whites (NHW) from February to April 2023.
- Qualitative interviews with 48 respondents (24 Gen Z and 24 Millennials/Xers), in-home pairs (HISP/NHB/NHW/AAPI) with video (edited for inclusion in webinars).
WEBINARS
APRIL 23, 2024
WHAT MATTERS TO THE MULTICULTURAL MAJORITY IN THEIR PURCHASE JOURNEY
IT’S TIME: What Matters to the Multicultural Majority in Their Purchase Journey
Twenty years ago, Latina moms were the gatekeepers of what brands were brought into the household. In today’s highly e-commerce world, teens have the power of the purse. In this webinar, HMC Research Chair Nancy Tellet outlines the values and shopping habits of this young, multicultural segment. You’ll learn where teens align with adults and where they differ, what propels them to buy a brand and what causes brand break-ups, and how social media factors into the awareness-to-purchase journey.
FEBRUARY 14, 2024
WORK, MONEY AND WORKPLACE CULTURAL LITERACY
Did you know that most multicultural teens already invest their money, and how financial influencers have grown to be a trusted source of wealth building and retirement strategies for Gen Zers and Millennials? When it comes to financial stability, academic success and the declining middle class are top of mind with Gen Z, Millennials and a portion of Gen Xers. You’ll learn the latest insights about finances, entrepreneurship, workplace attitudes, and even what Gen Zers and Millennials think about corporate America’s DEI efforts.
• ‘Work hard’ culture and what is fueling it.
• Where people want to work & what we study to get there.
• Workplace 2023 vs. workplace 2014.
• The current state of workplace racism.
• What teens, adults, non-Hispanic whites and multicultural segments want in a financial advisor (& don’t want).
JANUARY 16, 2024
MEDIA AND REPRESENTATION IN THE WORLD OF THE MULTICULTURAL MAJORITY
Emily Bazelon wrote in the New York Times Magazine, “Being white in America has long been treated, at least by white people, as…the default identity, the cultural wallpaper.” Watch this webinar for a deep dive into identity, race and culture across primarily 13-49 Gen Z and Millennial segments from HMC’s latest study, IT’S TIME: The Growing Power of the Multicultural Majority. In this webinar, we covered:
• Multiculturalism’s impact on how white Americans see themselves
• How the term “people of color” is more than just an identity
• How Latinos, Blacks, Asians, and whites view America
• Political power wielded by Gen Z adults
• Gen Z’s trust, mental health, cultural comfort & discomfort zones
NOVEMBER 16, 2023
THE ROLE OF IDENTITY, RACE & CULTURE IN THE LIVES OF THE MULTICULTURAL MAJORITY
Watch this webinar for a deep dive into identity, race and culture across primarily 13-49 Gen Z and Millennial segments from HMC’s latest study, IT’S TIME: The Growing Power of the Multicultural Majority. In this webinar, we covered:
• Multiculturalism’s impact on how white Americans see themselves
• How the term “people of color” is more than just an identity
• How Latinos, Blacks, Asians, and whites view America
• Political power wielded by Gen Z adults
• Gen Z’s trust, mental health, cultural comfort & discomfort zones
Don’t miss the chance to gather valuable insights and impact your marketing strategies.
