Hispanics and African Americans Still Have to Work Harder
- U.S. Hispanics and African Americans are "sustaining a resilient optimism" in their attitudes toward economic uncertainty, partly because they have enhanced access to opportunities and information, along with an extremely strong sense of spirituality. Today, among all high-anxiety consumers, 70% of Hispanics say they are optimistic, compared to 48% of Non-Hispanic Whites.
- U.S. Hispanics and African Americans have a "being the first" mindset that fuels a need-to-know-before-others attitude, which is often overlooked or underestimated. For these ethnic consumers, this mindset can serve as a pathway to increased feelings of empowerment. Seventy-five percent of both African Americans and Hispanics, compared to 56% of Non-Hispanic Whites, believe that it's a sign of success to be "among the first to know about new ideas, trends or things that are happening in today's world."
- U.S. Hispanics and African Americans are "experiencing cultural conflict." Greater empowerment allows these ethnic consumers to express themselves more fully but also causes internal and external tensions. Today, 72% of African Americans and 63% of Bicultural Hispanics "think a lot about how being African American or Hispanic affects them."
- Because of their increased empowerment, these ethnic consumers are "raising the bar in the marketplace," so they have more marketplace expectations and judge marketers on more criteria than Non-Hispanic White consumers do. For example, Hispanics and African Americans are demanding more organic multiculturalism -- they want companies to move away from a self-serving multicultural approach to something that is inherently more real and sincere. Some 77% of African Americans and 71% of Hispanics say, "Because businesses are too concerned about offending the general population, they fail to take a firm stand on issues that are important to minorities," vs. 54% of Non-Hispanic Whites.