February 06, 2019

Millennials, who make up almost a quarter of the total American population, are the most diverse generation in U.S. history. Too often, however, they’re lumped together and thought of as one big group of young people. African-American Millennials, who make up 14% of all Millennials, are an especially differentiated group who have distinct habits and preferences when compared to the demographic as a whole.

Not only do African-American Millennials have a significant impact on mainstream American culture, they have a large and growing spending power of their own. In fact, total African- American spend is projected to reach $1.4 trillion by 2020 – a 275% increase since 1990.2 Millennials make up just over a quarter of the African-American population, and will account for a significant percentage of that spending power.

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