Hispanics, African Americans show strong reconnection to heritage
Hispanic and African American consumers are reconnecting with their roots more so now than at any other time in the past, according to the Yankelovich MONITOR Multicultural Marketing Study 2006 released from Yankelovich Inc. For Hispanics, this strong reconnection means growing the bi-cultural segment of the marketplace; for African Americans, it means creating a new Black renaissance. This year's study also revealed that trust in government and other institutions declined over the past year for African Americans while it remained positive for Hispanics. Yet, both groups still have strong trust in brands.
More than ever before, both Hispanics and African Americans place great emphasis on keeping culture alive and staying connected to heritage,
-- 67% of African Americans and 71% of Hispanics (versus 43% of Non-Hispanic Whites) say, "My roots and heritage are more important to me today than they were just five years ago."
-- 56% of Hispanics and 59% of African Americans (versus 22% of Non-Hispanic Whites) say, they "make a great effort to become more connected with my heritage."
-- 85% of Hispanics say they "consider myself to be Hispanic first, American second or consider myself to be both American and Hispanic equally."
According to the study, trust levels in government and institutions declined over the past year for African Americans, as feelings of discrimination remain high. Just over 80% of African Americans said they feel "more and more ignored by the U.S. government." For Hispanics, trust issues differ between foreign-born and U.S.-born Hispanics. For example, 36% of foreign-born Hispanics versus 15% of U.S.-born Hispanics said that "more and more, I feel like this country does not want me here."
Yet, despite the recent immigration debates and other stories that have influenced trust and comfort, both ethnic groups maintain high trust in brands, especially name brands:
-- 58% of Hispanics and 55% of African American (versus 41% of Non-Hispanic Whites) say, "It is risky to buy a brand you are not familiar with."
-- When asked the likelihood of doing the following activities if your family suddenly found itself with less money: Only 42% of African Americans and 40% of Hispanics (versus 62% of Non-Hispanic Whites) say they would "buy private label and generic brands."
