Black Gen Z Consumers Are Dissatisfied With Today's Media Portrayal

Effective engagement requires a nuanced understanding of this multifaceted consumer group, encompassing their diverse needs and brand preferences. Research conducted by our team at Collage Group reveals distinctive insights into the Black Gen Z consumer segment.

Here’s what marketing leaders need to incorporate into their 2024 planning if they want to reach this influential group.

Racial identity is central to self-identity

More than two-thirds (70%) of Black Gen Z consumers say their racial identity has increasingly become a central aspect of their self-identity. Only 39% of non-Black consumers share this view, showcasing this trend to be unique to Black Americans. Both Hispanic and Asian American Gen Z Americans also view racial or ethnic identity as increasingly important, but Collage Group’s data found this is more important for Black Gen Z compared to all other groups.

Marketing leaders must prioritize culturally authentic and inclusive representations in their advertising campaigns. Doing so effectively means conducting sufficient consumer research.

Accurate media portrayal is still lacking

Just as race plays a crucial role in the self-identity of Black consumers, it’s unsurprising to learn that they desire to be accurately and authentically portrayed in marketing and advertisements. However, this need remains largely unmet.

Almost a third (31%) of Black Gen Z consumers expressed dissatisfaction with how advertising depicts their race and ethnicity. Moreover, it transcends generational boundaries, as 32% of older Black consumers also expressed discontent with how their lives are portrayed in advertising.

The cause of this displeasure is in part due to the perception that brands have fallen short in conducting thorough research when integrating racial and ethnic diversity into their advertising campaigns. Furthermore, this dissatisfaction becomes more pronounced among younger people: 55% of older Black consumers align with this sentiment versus 65% of Black Gen Z respondents.

Brands must take this seriously, as it increasingly influences the purchasing decisions of Black consumers. For instance, 39% of older Black consumers say they’re more likely to purchase from brands that actively confront and challenge racial and ethnic stereotypes. This percentage goes up to 42% among the younger cohort.

Marketing leaders should invest in consumer research to grasp the intricacies and diversity within the Black consumer segment for more realistic representations in their marketing efforts. This will ensure stereotypes are challenged.

Financial success holds a different meaning

Black American consumers are driven by a strong desire to rectify past economic injustices as well as not compromise their interests and passions across their personal and professional lives. This is a motivating factor that holds great significance within this demographic.

Twenty-eight percent of Black Gen Z consumers aspire to a higher level of financial success than preceding generations, considering this a fundamental component of the American dream.

Moreover, a notable 63% firmly believe achieving financial success is a crucial benchmark for personal fulfillment. This unwavering belief is not confined to a single generation, as an equal 63% of older Black consumers also embrace this perspective.

This characteristic drives Black Gen Z individuals to pursue greater workplace autonomy, transforming their passions into profitable ventures. A significant 25% of Black Gen Z consumers prioritize securing more freedom in their working life.

This has led Gen Z to chart a different career course, diverging from the traditional 9-to-5 model. Instead, individuals seek equilibrium, personal fulfillment and a profound passion for the work that underlies their earnings. Many young entrepreneurs are now leveraging their passion projects or side hustles to establish enterprises that turn their hobbies into profitable businesses.

Black Gen Z consumers wield a substantial and expanding market influence in America. With thorough consumer research, marketers can more effectively cater to their needs. Understanding Black consumers’ desire for financial success and freedom empowers marketing leaders to forge partnerships that cater to these aspirations.