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
"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.
"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
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