Page 6 - HMC 2021 HISPANIC MARKET GUIDE

with other minority segments. While most race and ethnic minority people have experienced racism
in their lives, 64% of multicultural people ages 13 to 49 say, “People of color will come together to leverage their combined political clout,” with 40% saying, “all or most of the time.”
As multicultural populations increase, there is a noticeable shift in cultural attitudes:
82% of Those That ID as POC Feel a Sense of Unity with Other POC Segments
ID as a person of a color
White People in America Have Privileges That Other Races Do Not Have
56%
HISP 13–17
49%
USB HISP P25–49
92%
NHB 13–49
White Americans are Changing Their Attitudes Around Race
QY6: Do you ID as a person of color? BASE: Total sample: 800 NHAA & HISP 13-17s + 820 NHAA & HISP Parents 25-49 of Kids 8-12 QY6a/6b: Do you feel a sense of unity with other POC segments not uniquely your own? BASE: Those that ID as a person of color: 537 NHAA & HISP 13-17s + 277 Parents 25-49 of Kids 8-12
Most Race and Ethnic Minority People Have Experienced Racism in Their Lives
7 in 10
Black Americans
6 in 10
Hispanics
6 in 10
Asian Americans
Source: Kantar U.S. Monitor, August 2020
Youngest Generations See Social Inequalities at Odds with Their Values
White (Non-Hispanic)
Living in an ethnically diverse neighborhood is important in my personal life today* (among 16+)
61%
of Gen Zers agree
70%
of Millennials agree
vs. 54% Xers and 50% Boomers
Source: Kantar U.S. Monitor, August 2020
2011 2019
28% 37%
I am always looking for different cultural experiences and influences that will broaden my horizons (among 16+)
+9 pts
64%
62%
52%
41%
Gen Z
Millennials
Diversity is an Extremely/Very Important Personal Value
Xers Boomers
A Multicultural Majority in Numbers But Not in Daily Life
Despite the 0 to 17 multicultural majority, most non- Hispanic white teens do not experience the multicultural majority reality in their daily lives. Racial and ethnic segments tend to self-silo across schools, neighborhoods and friendships, both on social media and in real life (IRL). This is mostly prevalent among non-Hispanic white teens and tweens ages 8-17. While non-Hispanic Blacks, and Hispanics silo less, the majority of their “in real life” friends are either their own segment or other persons of color (POC). However, when it comes to social media, friends are slightly more diverse for non-Hispanic whites and non-Hispanic Blacks but virtually the same for Hispanics.
Source: Kantar U.S. Monitor, 2020
2011 2020
43% 59%
Source: Kantar U.S. Monitor, 2011, 2019 * Top 3 on a 7 pt. scale
+16 pts
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HMC 2021 HISPANIC MARKETING COUNCIL