For the first time, Americans 25 and under are a multicultural majority, with the 35-and-under segment estimated to reach that milestone by the end of this year. In addition, the Gen Z multicultural majority generation has reached adulthood, joining Millennials to form a multicultural super-segment. These two transformative generations are wielding enormous power and influence on today’s American mainstream. Just how much? These questions are answered by the latest study by the Hispanic Marketing Council, “IT’S TIME: The Growing Power of the Multicultural Majority.” 

Funded by Kantar, TelevisaUnivision, ThinkNow and the Asian American Advertising Federation (3AF),  this unique multicultural study tracks trends from previous 2014-2020 studies and includes new areas of study unique to 2023 and includes more than 4,600 interviews among non-Hispanic white (NHW), Hispanic (HISP), non-Hispanic Black (NHB) and non-Hispanic AAPI (NH AAPI) respondents ages 13 to 49—including, for the first time, a deep dive into AAPI cultural insights, thanks to HMC’s collaboration with the 3AF.

This study provides a deep dive on the multicultural majority, including key values, socio-political movements, purchase behavior, content consumption, workplace attitudes, the Diversity, Equity & Inclusion (DEI) effect, and more:

• How do ethnicity and race play into identity?

• The cross-segment influence and power of Hispanic, Black and Asian cultures on the American “mainstream” including food, music, entertainment, beauty, mindset and more.

• The diverse media lives of Gen Z and Millennials, including TV content, streaming, social media, short- and long-form videos—and what is the metaverse? Does anyone actually know what it is?

• The power of in-culture content: how much does diversity and representation matter to the multicultural majority?

Watch the webinar recording