New study shows
differences between attitudes of Black and other Millennials
2017) A newly released study of Millennials reveals that Black consumers
between the age of 18-35 are more optimistic about their futures than
Hispanics, Asians and Whites of the same age. Young African-Americans
were also far more likely (59%) to say "anyone can achieve their dreams
if they try hard enough."
The report is based on 2016 data from a collaborative research study
conducted by Richards/Lerma (known for its expertise in Hispanic market
advertising) and The University of Texas, Stan Richards School of
Advertising and Public Relations. It was designed to gain a more
thorough understanding of the complexities of today's highly diverse
multicultural Millennial group.
"One of the most staggering findings of all in the midst of our nation's
current racial upheaval is that Black Millennials are more optimistic
than the other Millennial segments. Although they are less likely to say
they are currently satisfied with life, they are the most optimistic
about the future," the report says.
From "Millennials Deconstructed" study from the Richards/Lerma ad agency
and The University of Texas
The study, "Millennials
Deconstructed," consisted of a national online sample of Black,
Hispanic, Asian, and White Millennials between the ages of 18 and 34 and
Hispanics 35+ for comparison, and explored three separate topics:
political beliefs and attitudes, the American dream, and media behavior.
A series of qualitative one-on-one interviews were conducted following
the quantitative study to gain additional insights into survey findings.
"Although our initial intent in this report was to strictly define and
deconstruct the American Dream by racial/ethnic segment, a much more
interesting story emerged after analyzing the results," the report says.
"When zooming into the differences between the segments, the data
reached out and smacked us with untold cultural stories that challenge
popular notions about each race and ethnicity. While the differences
between the way the groups define and relate to the American Dream are
interesting, what's far more compelling is how their cultural and ethnic
background shapes their responses in counterintuitive ways. In other
words, it's not only �the what' we want to talk about, it's the often
neglected how and why."
A copy of the report can be down loaded by visitinghttp://www.millennialsdeconstructed.com.
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