Y N G F T D B L K & Q U R

//  FACTS & FIGURES  //

 

 BILL T. JONES | ©HERB RITTS

BILL T. JONES | ©HERB RITTS


"

 

One ever feels his two-ness: an American, a Negro; two souls, two thoughts, two unreconciled strivings; two warring ideals in one dark body, whose dogged strength alone keeps it from being torn asunder. The history of the American Negro is the history of this strife - this longing to attain self-conscious manhood, to merge his double self into a better and truer, [singular, whole] self. 

- W.E.B. DuBois

 
 

 

YOUNG, GIFTED, BLACK, & QUEER is a multi-platform community for artists, activists, & ALLIES. 

Y G B Q CELEBRATES MARGINALIZED INDIVIDUALS & CHALLENGES THE NOTION OF "OTHERNESS" IN THE PUSH FOR EQUITY & EQUALITY

WHETHER YOU'RE YOUNG, GIFTED, BLACK, & QUEER, OR A 'WOKE ALLY', LISTEN, BELIEVE, LEARN, SHARE, & FIGHT FOR OUR CIVIL RIGHTS!

 

LGBTQ+ CONSUMER TRENDS

 
9073_LGBT_Wire_Post_1_D1.png
 

 
 

 

MULTICULTURAL MILLENNIALS' BUYING HABITS

Multicultural Millennials’ buying habits are inspiring successful, popular cultural trends, and they’re having a profound impact on the group’s peers, parents and children. While multicultural Millennials are comfortable in different cultures, they take extra steps to maintain their critical connection to their own culture. 

Millennial_comp.png
 

 
MulticulturalMillennials.jpg

ALL ABOUT MILLENNIALS ...

 

BLACK DOLLAR$

BLACKS' INCOMES ARE RISING.  As African-American incomes rise, their increase in spending on certain categories outpaces that of the total population. Categories where higher-income African-Americans outspend the total population in terms of percentage of income include future-oriented categories, such as insurance policies, pensions and retirement savings.

rising-incomes-aa.jpg

Luxury, non-essential products such as women’s fragrances ($151 million of a $679 million industry total), watches and timepieces ($60 million of $385 million in overall spending) and even children’s cologne ($4 million out of $27 million) play well to an audience that’s keen on image and self care.

 

 

BLACK PURCHASING POWER

African Americans are more likely than non-Hispanic white peers to interact with brands on social media or to use social networks to support companies and brands (44% more likely). As the almost nuclear power of social media collides with an increasingly educated, affluent, tech-savvy black consumer base, there's never been a more critical time for companies to build and sustain deeper, more meaningful connections with black consumers—not only to grow their relationships, but to protect them.

Luxury, non-essential products such as women’s fragrances ($151 million of a $679 million industry total), watches and timepieces ($60 million of $385 million in overall spending) and even children’s cologne ($4 million out of $27 million) play well to an audience that’s keen on image and self care.

Black consumer spending already significantly affects the bottom line in many categories and industries, and brands can't afford to lose favor or traction with this segment without potential negative impact.  African Americans make up 14% of the U.S. population but have outsized influence over spending on essential items such as personal soap and bath needs ($573 million), feminine hygiene products ($54 million) and men’s toiletries ($61 million). Nielsen research also shows Black consumers spent $810 million on bottled water (15% of overall spending) and $587 million on refrigerated drinks (17% of overall spending).

 

The basket ring (average dollar amount spent per household annually) for African-Americans with household incomes of $100,000+ surpasses that of other groups at higher percentage rates with the following top five retail channels:

  • Convenience stores - 123%
  • Toy stores - 40%
  • Book stores - 32%
  • Automotive stores - 15%
  • Department stores - 14%

 

Income growth rates

  • African-American income growth rates outpaced those of non-Hispanic Whites at every annual household income level above $60,000.
  • The largest increase for African-American households occurred in the number of households earning over $200,000, with an increase of 138%, compared with a total population increase of 74%

 

Educational progression

  • The rate of Black high school graduates enrolled in college increased in 2014 to 70.9%, exceeding the rate of all high-school graduates in the nation.
  • 23% of African-Americans with annual household incomes of more than $100,000 search for jobs online (compared to 14% of Whites).
  • 11% of African-Americans with annual household incomes of more than $100,000 take college courses online (compared to 5% of Whites).

 

Media and technology use

  • 2015 represented a tipping point as avid media consumption, powerful cultural influence and burgeoning population statistics created an unprecedented African-American impact on a broad range of industries, particularly in television, music and social media, as well as on social issues.
  • 'Black Twitter' is an influential cluster of users on the platform that consistently drives global trending topics and conversation. Popular hashtags discussed include: #BLACKLIVESMATTER - 4,756,536; #SANDRABLAND - 3,642,898; #FERGUSON - 2,421,801; #FREDDIEGRAY - 2,087,080; #ASKRACHEL - 994,065

 

Black households $70,000+ top a number of consumption categories by percentage of their annual expenditures

  • Personal insurance and pensions - 14.7%
  • Retirement, pensions, social security - 13.8%
  • House furnishings and equipment - 12.5%
  • Cash gifts - 7.6%

 

Consumption habits outpace other demographics

Each week, compared to all Americans, African-American adults spend 42% more time watching TV; 13% more time on a PC; and 15% more time on a smartphone than any other demographic.