THE MULTICULTURAL CONSUMER – Attitudes, Behaviors, and Shopping in the Pandemic Era [REPORT]

A new report from The Conference Board draws from a nationally representative survey of 2,000 households to examine this question in deep detail. Made possible by a grant from General Mills, The Multicultural Consumer: Attitudes, Behaviors, and Shopping in the Pandemic uncovers a wealth of striking insights:

•     All households felt the burden of COVID-19—but specific impacts varied by race and ethnicity. Black and Latino households were the most negatively impacted by pandemic-era labor market disruptions, including salary/hours reductions, job losses, and business closures. This reflects the heavy concentration of these groups in in-person service sectors limited by pandemic restrictions. But disruptions to everyday life were shared equally across all groups—roughly a third of consumers in every ethnic demographic had to cancel or postpone an important event (weddings, vacations, etc.) due to the pandemic.
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•     Turning to family was key for riding out pandemic hardships. Across all groups, consumers mostly weathered the crisis by hunkering down with their families. But again, distinct patterns emerged: Black and Latino households, for instance, were most likely to support family members financially—47% of Black respondents helped relatives with money in the US, and 39% of Latinos sent remittances abroad. Latinos were also most likely to report moving back in with parents, grandparents, or other family. Asian households, meanwhile, were the most likely to have provided nonfinancial forms of support to relatives, including child and elder care.
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•     Food was the glue that held many families together as they weathered the COVID-19 storm. 81% of all respondents named food as an item they “enjoyed” or “greatly enjoyed” purchasing—the highest among all categories of spending. Asian and Latino shoppers, in particular, reported that food made them feel connected to their culture, inspiring strong emotions of personal and communal identity. Further tapping into these feel-good values will be key for food brands as they appeal to diverse consumers emerging from the pandemic.

Desire for the American Dream is alive and well—even as definitions diversify. Every ethnic group wanted to experience the “American Dream” of moving up in the world, with home ownership, higher pay, and saving for retirement key touchstones. But other definitions varied by ethnic group, parenthood, and age of children. Asian consumers, for instance, prioritized financial and career advancement, which also means taking care of extended families. Latinos emphasized founding one’s own business more than any other group and, among parents of children 6-12, also led the way in naming “sending my kids to college” as a key marker of success.

To download report, CLICK HERE.