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BLACK CONSUMER SURVEY
B L A C K C O N S U M E R P R OJ E C T 1
WAVE 2 - FINANCE + BANKING
SPRING 2022
WAVE 3 - HEALTH + WELLNESS
FALL 2022
Background
The Black Consumer Project
About the Creators
Methodology
Black America At a Glance
Executive Summary
State of Black Health in America
The Gender Divide
Mental Health & Wellness
Healthy Lifestyles
Smart Marketing Moves
Appendix
2
TABLE OF CONTENTS_
3
4
5
6
7
8
18
26
33
41
47
2
Black Consumer Project is an in-depth, multi-wave study of the
economic and cultural contributions of Black Americans. This
community has more buying power than ever, and our goal is to
uncover the unique perspectives, behaviors, and preferences of Black
and African-American consumers.
PROJECT OVERVIEW_
3
Wave 1
The
fi
rst wave explored core values, personal goals, layers of
identity and de
fi
nitions of success.
Wave 2
The second wave explored banking behaviors,
fi
nancial
perceptions and aspirations for the future.
Wave 3
This third wave explores the intersections of health, wellness and
lifestyle from a mindset and behavioral lens.
WAVE 3 - HEALTH + WELLNESS
Quantasy + Associates is a full-service marketing agency that
builds brands by pushing culture in the right direction. We
operate at the intersection of Advertising + Content, Solutions +
Strategies, Platforms + Technology, and In
fl
uence + Talent. For
over a decade, our work has driven incremental revenue, equity,
and in
fl
uence for some of the world’s most iconic brands.
ThinkNow is a technology-driven consumer market research
company that focuses on uncovering Hispanic, Asian, and
African-American consumer insights as well as Total Market
insights that require multicultural expertise. We’re focused on
culturally diverse consumers because half the children born in the
U.S. each year are multicultural, and this trend will accelerate.
4
ABOUT US_
4
WAVE 3 - HEALTH + WELLNESS
FIELD DATE
SURVEY METHOD
SCREENING CRITERIA
BASE SIZES
06/28/2022 - 07/24/2022
Online
Blacks n=1,052
Non-Blacks n=505
18+ years of age
Self-identi
fi
ed as Black/
African American
METHODOLOGY_
5
WAVE 3 - HEALTH + WELLNESS
INCREASING INFLUENCE
GEOGRAPHIC DISTRIBUTION
The median age of Black Americans is 32 —
six years younger than the national median
age. More than 1 out of every 3 Black
Americans is under the age of 22. As they
enter their peak earning years, they’ll play a
key role in reshaping our economy, forcing
companies to reexamine how they do
business.
2020 U.S. Census; Pew Research Center, 2019 American Community Survey; Nielsen, The Power of the Black Community, 2020; Selig Center for Economic Growth, June 2021
HOUSEHOLD INCOME
Gen Alpha
Gen Z
Millennial
Gen X
Baby Boomer
Silent / Greatest
6M 9M 12M
3M
10%
25%
23%
19%
18%
5%
10%
56%
17%
17%
GENERATIONAL DISTRIBUTION
Although the majority are descendants of
slavery, there is an increasing number of
foreign-born and descendants of immigrants.
The Black population has risen in the U.S., but
there has been a more dramatic increase
among the foreign born. As of 2019, they make
up 10% of the Black population, which is a 90%
increase since 2000. Most foreign-born are
Caribbean, and over 1M identify as Afro-Latino.
MEDIAN AGE
COUNTRY OF ORIGIN
According to the 2020 Census, the Black
population has increased by 5.6% over the past
decade. Those who identify as Black in
combination with another race group increased
by 88.7%. With a population of 46.9 Million, Black
Americans also wield an impressive $1.4T in
buying power.
The median HHI for Black Americans was
$44,000 in 2019, meaning just under half of all
households (46%) were earning more than
$50,000 a year. Those earning more than
$100,000 represent 18% of the overall Black
population. Education has increased signi
fi
cantly
as well with the population of those with a
bachelor’s degree (23%), doubling since 2010.
BLACK AMERICA AT A GLANCE
SNAPSHOT_
6
WAVE 3 - HEALTH + WELLNESS
When we launched the Black Consumer Project in the fall of
2021, we set out to tell the story of Black Americans. This is a
story rooted in a legacy of Black excellence and fueled by a new
generation of innovators, entrepreneurs and thought-leaders.
What we uncovered was an incredibly diverse set of interests,
experiences and beliefs that not only shift and shape the Black
community, but also have a ripple e
ff
ect on all communities.
7
EXECUTIVE SUMMARY_
Despite centuries of challenges and setbacks, Black Americans
continue to rise, thrive and evolve. In our Wave 1 report, we
explored their deep connections to ethnicity & culture, American
identity, and family. We discovered their de
fi
nition of success isn’t
tied to money. Living a healthy lifestyle, owning a business, and
giving back to the community are over-indexing factors of
success compared to non-Black ethnic groups.
In this third wave, we dig deeper into health — exploring the
unique mindsets, behaviors and aspirations that are shaping the
landscape for Black Americans.
This report features 5 key chapters:
1. State of Black Health
2. The Gender Divide
3. Mental Health + Wellness
4. Healthy Lifestyles
5. Smart Marketing Moves
WAVE 3 - HEALTH + WELLNESS
8
NARRATIVE #1
STATE OF
BLACK HEALTH
WAVE 3 - HEALTH + WELLNESS
The
fi
rst wave of the Black Consumer Project revealed that Black
Americans are more likely to cite maintaining a healthy lifestyle as a
personal goal when compared to other ethnic groups. Even more
revelatory is the fact that outside of
fi
nancial measures, health is
considered a top measure of success — outpacing entrepreneurship
and even homeownership.
So while disparities, systemic inequities, and unique challenges
continue to exist, knowledge and access to resources are spreading
throughout the community — empowering individuals to take their
health into their own hands. Di
ff
erences aside, it’s clear that for this
segment, good health is truly priceless.
In this chapter, we’ll discover how Black Americans rate their personal
health and the steps they’re taking as they navigate their personal
journeys to wellness.
HEALTH IS WEALTH
9
STATE OF BLACK HEALTH | EXECUTIVE SUMMARY_
WAVE 3 - HEALTH + WELLNESS
10
Q2. How would you rate your current personal state of health?
STATE OF BLACK HEALTH | CURRENT HEALTH PERCEPTIONS_
FOR THE MOST PART, BLACK AMERICANS RATE THEIR CURRENT
STATE OF HEALTH ON PAR WITH NON-BLACK AMERICANS.
Not surprisingly, younger Black Americans and those in
more a
ffl
uent households are signi
fi
cantly more likely
to rate their health as excellent when compared to
older and less a
ffl
uent cohorts.
Excellent
Very Good
Good
Fair
Poor
3%
21%
32%
29%
15%
2%
19%
36%
25%
18%
Blacks
Non-Blacks
LGBTQ+: 23%
18-24+: 14%
18-24+: 33%
WAVE 3 - HEALTH + WELLNESS
63% of Black
Americans making
$100k+ rate their health
as very good or excellent.
Non-Black Gen Z is
signi
fi
cantly more likely
than Black Gen Z to
only rate their current
state of health as fair.
Black Non-Black 18-24 25-39 40-54 55+
I completely
agree
37% 27% 28% 42% 35% 38%
I completely
or somewhat
agree
72% 66% 62% 72% 70% 78%
Q1_12. Please select the point in the scale that describes how much you agree with the statement
“Being healthy is something I work hard at.” (Any Agree)
BLACK HEALTH & WELLNESS | I WORK HARD_
11
Black Americans are more likely to claim that being healthy is something they’re
intentional about, and this is increasingly true across higher incomes. Younger
Black Americans are signi
fi
cantly more likely to agree they work hard at being
healthy compared to their non-Black peers.
WAVE 3 - HEALTH + WELLNESS
THERE IS WIDESPREAD UNDERSTANDING THAT HEALTH REQUIRES
PUTTING IN THE WORK, AND THE VAST MAJORITY OF BLACK AMERICANS
STATE THEY WORK HARD AT BEING HEALTHY. Black
18-24
Non-Black
18-24
<$30K: 70%
$30-$59K: 73%
$60-$99K: 74%
$100K+: 77%
62%
48%
Q1_23. Please select the point in the scale that describes how much you agree with the statement
“I am actively taking steps to improve my health.” (Any Agree)
BLACK HEALTH & WELLNESS | DIY_
12
Whether it’s consistently visiting your doctors or therapists, eating right, exercising or all
of the above and then some, Black Americans are more likely than other segments to say
that they are actively taking steps to improve their health.
WAVE 3 - HEALTH + WELLNESS
WORKING HARD AT BEING HEALTHY DOESN’T JUST MEAN WISHING IT INTO EXISTENCE.
18-24 25-39 40-54 55+
66% 77% 85% 84%
White
74%
Hispanic
70%
Asian
68%
Black
79%
Q1_21. Please select the point in the scale that describes how much you agree with the statement
“I can manage my health without the help of health-care professionals.” (Any Agree)
Q1_22. “I can manage my health without help from family or friends.” (Any Agree)
BLACK HEALTH & WELLNESS | DIY PT 2_
13
Managing without the help of health-care professional becomes
less likely with age, however, we see the opposite when it comes
to receiving help from family and friends.
MOST BLACK AMERICANS BELIEVE THEY CAN HANDLE THEIR
HEALTH AND WELLNESS JOURNEYS ON THEIR OWN.
Black Americans making
$100K+ are more likely to
believe they can manage their
health without the help of
professionals (48%), and more
likely to believe they can
manage without help from
family or friends (72%).
Black US Born are
signi
fi
cantly more likely
than Black foreign born
people to believe they can
handle their health and
wellness journeys on their
own.
WAVE 3 - HEALTH & WELLNESS
18-24 25-39 40-54 55+
I can manage my health without
the help of health-care
professionals
44% 50% 35% 17%
I can manage
my health without help from
family
or friends
50% 64% 64% 55%
37%
I can manage my health
without the help of health-care
I can manage my health
without help from family or friends
60%
32% 55%
Black
Non-Black
Q25_ Do you currently have health insurance? If so what kind of insurance is it?
Q27_ In general, how do you use your health insurance?
BLACK HEALTH & WELLNESS | HEALTH INSURANCE _
14
While slightly less likely to belong to a traditional health insurance company, the likeliness increases
with age. Younger generations are more interested in Medicaid while older are more interested in
Medicare. A majority of Black Americans get their insurance from their employer or spouse's
employer. For those who do not have health insurance, lack of a
ff
ordability is the main reason.
A MAJORITY OF BLACK AMERICANS DO HAVE SOME TYPE OF HEALTH INSURANCE.
WAVE 3 - HEALTH & WELLNESS
18-24 25-39 40-54 55+
Health insurance company (i.e. , United
Health,
Kaiser, Cigna, Aetna,
Blue Shield, etc. )
27% 38% 38% 40%
Medicaid 38% 40% 36% 21%
Medicare 27% 22% 17% 56%
I do not have
health insurance
14% 10% 14% 6%
I don’t use it
23% (18-24)
15% (25-39)
7% (40-54)
3% (55+)
Only when I’m sick
37% (18-24)
37% (25-39)
27% (40-54)
15% (55+)
Regular Preventative
Checkups
40% (18-24)
48% (25-39)
66% (40-54)
82% (55+)
I HAVE HEALTH INSURANCE BUT…
15
- 28-year-old woman from the South
“It means being free
of illness and taking
proactive steps to
stay that way.”
WAVE 3 - HEALTH + WELLNESS
HEALTHY LIFESTYLES| WHAT’S YOUR DEFINITION OF IT_
OE_R20 What does “healthy lifestyle” mean to you?
How would you de
fi
ne or describe "healthy lifestyle?"
STATE OF BLACK HEALTH | MEDICATION_
16
Q1_ Please select the point in the scale that describes how much you agree with the statement (Any Agree):
28. “Given a choice, I prefer to use natural remedies than prescription medications.”
29. “Prescription medications are an important part of my health routine.”
WAVE 3 - HEALTH + WELLNESS
White: 47%
Hispanic: 53%
Asian: 44%
Black Americans are the segment most likely to prefer natural
remedies, and are slightly less likely than others to consider
prescription medications as an important part of their health routine. Foreign born: 45%
US born: 58%
Given a choice, I prefer to use
natural remedies than
prescription medications
Prescription medications
are an important part of
my health routine
18-24: 51%
25-39: 61%
40-54: 64%
55+: 49%
WHILE THERE’S CLEAR RECOGNITION THAT
PRESCRIPTION MEDICATIONS ARE IMPORTANT,
BLACK AMERICANS ARE MORE LIKELY TO
PREFER NATURAL REMEDIES.
57%
49%
57%
61%
Blacks Non-Blacks
STATE OF BLACK HEALTH| CURRENTLY_
17
Q1_17. Please select the point in the scale that describes how much you agree or disagree with each statement below.
“I am satis
fi
ed with my current state of health.” (Any agree)
53%
Women
WAVE 3 - HEALTH + WELLNESS
61%
Men
< $30K $30-$59K $60-$99K $100K+
52% 57% 63% 69%
BLACK MEN ARE SIGNIFICANTLY MORE LIKELY THAN BLACK
WOMEN TO AGREE THEY’RE SATISFIED WITH THEIR CURRENT
STATE OF HEALTH.
18
NARRATIVE #2
THE GENDER
DIVIDE
WAVE 3 - HEALTH + WELLNESS
PERCEPTION
OR DECEPTION
THE GENDER DIVIDE | EXECUTIVE SUMMARY_
Black Americans face similar inequalities when it
comes to the health care system, however, Black men
have some of the worst health indicators among all
racial and ethnic groups in America. This unfortunate
reality is in stark contrast with the majority of Black
men’s perspectives on their own health. Con
fi
dence in
maintaining good health habits is necessary, but can
be detrimental if not backed up by healthy practices.
Black women on the other hand perceive their own
health di
ff
erently.
In this chapter, we’ll learn more about the di
ff
erences in
health mindsets and behaviors between Black men
and women.
WAVE 3 - HEALTH + WELLNESS 19
Non-
Black
Black
Black
Men
Black
Women
Good health
is something
that runs in
my family.
49% 46% 57% 38%
Q1_16. Please select the point in the scale that describes how much you agree with the
statement “Good health is something that runs in my family.” (Any Agree)
THE GENDER DIVIDE | GOOD GENES
20
While Black Americans are slightly less likely than non-Blacks overall to
believe good health runs in their families, Black men are more likely than
Black women to believe it does. This is also true for those making $100K+.
< $30K $30-$59K $60-$99K $100K+
44% 43% 48% 62%
WAVE 3 - HEALTH & WELLNESS
GOOD GENES ARE MORE THAN SKIN-DEEP, AND BLACK
WOMEN UNDERSTAND THAT MORE THAN OTHERS.
Q1_21. Please select the point in the scale that describes how much you agree with the statement
“I can manage my health without the help of health-care professionals.” (Any Agree)
THE GENDER DIVIDE | DIY
21
Black men are more likely than Black women to believe they can manage their
health without the help of a health-care professional. Black U.S.-born are
slightly more likely to believe this than Black foreign-born.
Black Men Black Women
WAVE 3 - HEALTH & WELLNESS
TAKING GOOD CARE OF YOURSELF REQUIRES BOTH INTERNAL AND EXTERNAL
EFFORTS, HOWEVER, THE BALANCE OF THE TWO SHIFTS ACROSS GENDER.
37%
Black
30%
White
37%
Hispanic
35%
Asian
I can manage my health without the
help of healthcare professionals
27%
Black foreign
38%
Black U.S.- born
41% 34%
Q1_15. Please select the point in the scale that describes how much you agree with the statement
“Doctors always know best.” (Any Agree)
THE GENDER DIVIDE | DOCTORS KNOW
22
Black women are less likely than Black men to agree that doctors always
know best. This may be connected to Black women also being more likely
to use home/natural remedies. When we view this generationally, Black
Millennials are the age group most likely to trust their doctors.
18-24 25-39 40-54 55+
48% 54% 48% 45%
THERE IS MORE SKEPTICISM AMONG BLACK WOMEN WHEN IT COMES
TO DOCTORS ALWAYS KNOWING WHAT TO DO OR HOW TO DIAGNOSE.
WAVE 3 - HEALTH & WELLNESS
Black Men
55%
I COMPLETELY OR SOMEWHAT AGREE
Black Women
46%
Q1_20. Please select the point in the scale that describes how much you agree with the statement
“I see a doctor only when I’m sick.” (Any Agree)
THE GENDER DIVIDE | ONLY WHEN I’M SICK
23
Similarly, U.S.-born Black Americans are more likely than Black foreign-
born to only see a doctor when they’re sick. This is also true of younger
Black Americans compared to those in older age groups.
Black
Foreign-
born
Black
U.S.-born
18-24 25-39 40-54 55+
40% 48% 53% 58% 49% 28%
BLACK MEN ARE SIGNIFICANTLY MORE LIKELY THAN BLACK WOMEN
TO ONLY SEE A DOCTOR WHEN THEY ARE NOT FEELING WELL.
WAVE 3 - HEALTH & WELLNESS
Black Men
53%
I COMPLETELY OR SOMEWHAT AGREE
Black Women
43%
24
WAVE 3 - HEALTH + WELLNESS
OE_R1415 What does “healthy lifestyle” mean to you?
How would you de
fi
ne or describe "healthy lifestyle?"
HEALTHY LIFESTYLES| WHAT’S YOUR DEFINITION OF IT
“A healthy lifestyle has
2 main things: exercise…
and healthy diet…”
- 41-year-old Black man from the Northeast
Q1_19. Please select the point in the scale that describes how much you agree with the statement
“I have a strict health and wellness routine.” (Any Agree)
Q1_23. “I am actively taking steps to improve my health.” (Any Agree)
THE GENDER DIVIDE | ROUTINE
25
Black men are more likely than Black women to say they have
a strict health & wellness routine, and they’re more likely to
claim they’re working out more often. However,
Black women are slightly more likely to report that they’re
actively taking steps to improving their health.
BOTH GENDERS STRIVE TO IMPROVE THEIR HEALTH,
BUT BLACK MEN ARE CLAIMING MORE CONSISTENCY.
WAVE 3 - HEALTH & WELLNESS
Black Americans living
on the west coast are
signi
fi
cantly more likely to
have a strict health and
wellness routine compared to
other regions (52%).
Black Men Black Women
I am actively taking steps to
improve my health
77% 81%
I have a strict health and
wellness routine
54% 40%
26
NARRATIVE #3
MENTAL
HEALTH +
WELLNESS
WAVE 3 - HEALTH + WELLNESS
27
MENTAL HEALTH + WELLNESS | EXECUTIVE SUMMARY_
Historically, the notion of being mentally unwell has long been
cloaked in shame, embarrassment and denial in Black
households. Thankfully, that tide has shifted in recent years as
conversations around racial trauma, psychological strain, and
internalized stress have risen to the forefront of culture.
With a renewed focus on both learning and unlearning, Black
Americans are prioritizing their mental and emotional well-being.
In this chapter, we’ll explore how Black Americans are
approaching mental wellness and the unique di
ff
erences
between diverse subsegments of the broader community.
MINDING OUR MINDS
WAVE 3 - HEALTH & WELLNESS
MENTAL HEALTH + WELLNESS | RELATION TO OVERALL HEALTH
28
Q22. Please select the point in the scale that describes how much you agree or disagree with
each statement below. "Mental health is a signi
fi
cant part of overall health." (Completely
Agree)
Black Americans
58% 50%
Non-Blacks
“Mental health is a signi
fi
cant
part of overall health.”
50%
Black Men
BLACK AMERICANS ARE SIGNIFICANTLY MORE
LIKELY THAN NON-BLACKS TO COMPLETELY
AGREE THAT MENTAL HEALTH IS A SIGNIFICANT
PART OF OVERALL HEALTH.
63%
Black Women
60% 60%
Black LGBTQ+ Black Living with
a Disability
This was the highest of all ethnic segments and signi
fi
cantly
higher than the 37% of Asian Americans who completely agree.
WAVE 3 - HEALTH & WELLNESS
HEALTHY LIFESTYLES| WHAT’S YOUR DEFINITION OF IT
29
OE_R4020 What does “healthy lifestyle” mean to you?
How would you de
fi
ne or describe "healthy lifestyle?"
- 58-year-old Black woman from the South
“A healthy lifestyle
begins on the inside
where you control your
emotional and mental
condition. You take
care of it.”
WAVE 3 - HEALTH + WELLNESS
SMART MARKETING MOVES | SENTIMENTS ON BANKS_
30
Despite a strong acceptance that mental health and well-being are a critical part of
one’s overall health, Black Americans are not as con
fi
dent in their knowledge of how to
achieve and maintain mental health.
Q22. Please select the point in the scale that describes how much you agree or disagree with
each statement below. "I know what to do to keep myself mentally healthy."
LESS THAN 4 OUT OF 10 COMPLETELY AGREE THAT
THEY KNOW WHAT TO DO TO STAY MENTALLY HEALTHY.
At 50%, Black Americans earning
$100K+ are most likely to feel
con
fi
dent in their knowledge of how
to stay mentally healthy.
Gen Z is the least con
fi
dent with
only 30% of 18-24 year olds
completely agreeing that they know
how to stay mentally healthy.
43% of Black Americans who identify
as LGBTQ+ and/or those who have a
disability show increased con
fi
dence
in maintaining their mental health.
1. 2. 3.
WAVE 3 - HEALTH & WELLNESS
Completely Agree
Somewhat Agree
Don't Agree or Disagree
Somewhat Disagree
Completely Disagree
3%
5%
16%
36%
39%
Completely Agree
Somewhat Agree
Don't Agree or Disagree
Somewhat Disagree
Completely Disagree
5%
6%
16%
35%
38%
5%
6%
14%
27%
48%
Blacks
Non-Blacks
W A V E 1 - I D E N T I T Y + V A L U E S 31
MOST BLACK AMERICANS SAY
THEY WOULD BE COMFORTABLE
SEEKING OUT PROFESSIONAL HELP
WITH MENTAL HEALTH ISSUES.
WAVE 3 - HEALTH + WELLNESS
Q22. Please select the point in the scale that describes
how much you agree or disagree with each statement
below. "If I ever experienced mental health issues, I’m
comfortable seeking medical help."
There is a strong age correlation, with
comfort levels increasing signi
fi
cantly as
Black Americans age.
1.
At 58%, Black Americans who are living with
a disability are also much more likely to
completely agree they would be
comfortable seeking medical help for
mental health issues.
2.
18-24: 34%
25-39: 40%
40-54: 53%
55+: 60%
MENTAL HEALTH + WELLNESS | SEEKING HELP
32
WAVE 3 - HEALTH + WELLNESS
Q22. Please select the point in the scale that describes how
much you agree or disagree with the statement “Self-care is an
important part of my mental health routine.” (Completely Agree)
39%
55%
39%
29%
WHITE BLACK HISPANIC ASIAN
MENTAL HEALTH + WELLNESS | SELF CARE
A HEALTHY MENTAL
HEALTH ROUTINE
INCLUDES SELF-CARE.
Most Black Americans consider self-care
an important part of their mental health
routine. This understanding becomes even
more prominent with age.
? Black 18-24: 37%
? Black 25-39: 54%
? Black 40-54: 60%
? Black 55+: 61%
33
NARRATIVE #3
HEALTHY
LIFESTYLES
WAVE 3 - HEALTH + WELLNESS
WAVE 3 - HEALTH + WELLNESS
THE JOURNEY WITHIN
34
HEALTHY LIFESTYLES | EXECUTIVE SUMMARY_
One of the most consistent truths we’ve uncovered within
the Black Consumer Project is the strong correlation
between health and success. From health disparities to
food deserts and unequal access to quality health-care,
there are countless obstacles standing between Black
Americans and holistic health and wellness. Yet, despite
these headwinds, the focus is clear.
While the goal may be universal, Black Americans are
taking unique steps on their health and wellness journeys.
In this chapter, we’ll explore these steps and more.
Q1_18. Please select the point in the scale that describes how much you agree with the statement
“My friends often ask me for health and wellness advice.” (Any Agree)
HEALTHY LIFESTYLES | CAN I ASK YOU FOR ADVICE?
35
Non-Black Black
My friends
often ask me
for health and
wellness advice.
36% 41%
Not only are many Black Americans managing their health on their own,
they’re also more likely to say that their friends often come to them for
advice on health and wellness. This is especially true for those in higher-
earning households.
WAVE 3 - HEALTH + WELLNESS
< $30K $30-$59K $60-$99K $100K+
39% 39% 44% 57%
Foreign-born Black are slightly less
likely than U.S.-born to be asked
for advice from friends. (36% vs.
41%)
1.
Black Americans 55+ are less likely to
have friends ask for advice at 26%.
2.
Hispanics are slightly more likely to
turn to each other for health &
wellness advice at 44%.
3.
1 OUT OF 2 BLACK MILLENNIALS CONSIDER
THEMSELVES A SOURCE OF HEALTH AND
WELLNESS GUIDANCE FOR THEIR FRIENDS.
76%
36
CARDIO IS THE MOST COMMON TYPE OF EXERCISE AMONG
BLACK AMERICANS REGARDLESS OF AGE OR GENDER.
Q13. What type of exercise do you do?
While we’ve learned in “The Gender Divide” chapter that Black men claim more
consistency in their workout routine vs. Black women, there are other di
ff
erences
between the types of exercise across both sex and age.
HEALTHY LIFESTYLES | TYPES OF EXERCISE
WAVE 3 - HEALTH + WELLNESS 36
Cardio 70%
Black Men
48%
23%
35%
Black Women
30%
10%
45%
18-24
60%
48%
22%
49%
25-39
72%
45%
21%
41%
40-54
73%
40%
15%
41%
55+
85%
18%
1%
36%
Weight
Training
Team
Sports
Yoga/
Pilates
37
THERE’S CONTINUED INDEPENDENCE WHEN IT COMES
TO BLACK AMERICANS’ EXERCISE SET UP.
Q14. Do you currently have a membership to a gym/sports club/health club?
Q15d. Who do you normally exercise with?
Overall, Black Americans are more likely to have belonged to a gym previously, but
are no longer enrolled. Younger consumers are more likely to be enrolled vs. older
consumers who are more likely to have never had a gym membership.
Do you currently have a
membership to a gym?
Non-Black Black 18-24 25-39 40-54 55+
Yes, I am currently enrolled 34% 30% 34% 39% 25% 21%
No, had one in the past
but no longer enrolled
30% 36% 35% 36% 36% 37%
No, I have never had a
membership to a gym/
sports club/health club
35% 33% 31% 25% 38% 43%
HEALTHY LIFESTYLES | EXERCISE SET UP
WAVE 3 - HEALTH + WELLNESS 37
Black Americans
are slightly more
likely to work out
alone compared to
non-Black segments
(72% v 67%).
Younger Black
Americans are more
likely to work out
with help from
a trainer (18% vs 7%
average).
38
Q15b. Do you follow any fitness influencers or instructors on social media? (Among those who exercise)
Younger generations are more inclined than older generations
to follow these in
fl
uencers and instructors. Black Americans
making $30-59K were most likely to say they were not following
in
fl
uential individuals.
HEALTHY LIFESTYLES | FITNESS INFLUENCERS
WAVE 3 - HEALTH + WELLNESS 38
Yes
No
72%
28%
67%
33%
Blacks Non-Blacks
Do you follow any
fi
tness in
fl
uencers
or instructors on social media?
18-24: 55%
25-39: 52%
40-54: 69%
55+: 94%
18-24: 45%
25-39: 48%
40-54: 31%
55+: 6%
<$30K: 67%
$30-59K: 73%
$60-99K: 63%
$100K+: 50%
58% of Black
Americans who
identify as LGBTQ+
are following
fi
tness instructors
or in
fl
uencers
on social.
NEARLY HALF OF BLACK MILLENNIALS FOLLOW
FITNESS INFLUENCERS ON SOCIAL MEDIA.
HEALTHY LIFESTYLES| WHAT’S YOUR DEFINITION OF IT
39
WAVE 3 - HEALTH + WELLNESS
- 42-year-old Black woman from the South
“A 'healthy lifestyle' is a
comprehensive mode of living
that promotes an individual's
optimal health and well-being.
Healthy daily living habits include
eating, sleeping, exercising,
working and relaxing in ways that
optimally support a person's
natural bent towards happiness,
health and wholeness.”
OE_R1414 What does “healthy lifestyle” mean to you?
How would you de
fi
ne or describe "healthy lifestyle?"
40
THERE SEEMS TO BE A FAIRLY CLEAR UNDERSTANDING
IN WHAT MAKES UP A HEALTHY DIET.
Q1d. What type of products would you look for in the supermarket when choosing “healthy products”
for you and your family?
Black Americans are on par with other segments for most
of the healthy food category options. While they’re slightly
less likely to go for ‘low sugar or sugar-free’ products, they
shift to this more with age. Older generations were more
likely to keep up with the traditional options of fruits,
veggies, and low-fat or fat-free, while younger
generations were more inclined to look for forti
fi
ed, keto or
high protein, low carb, and plant-based/vegan products.
HEALTHY LIFESTYLES | FOOD
WAVE 3 - HEALTH + WELLNESS 40
Fresh fruits & vegetables
Lowfat or fat free
Low sugar or sugar free
Organic products
Forti
fi
ed products
Keto or high-protein, low carb
Plant based or vegan
Gluten-free
14%
21%
16%
3%
21%
48%
42%
77%
16%
22%
17%
2%
19%
42%
32%
77%
Blacks Non-Blacks
18-24: 27%
25-39: 38%
40-54: 40%
55+: 58%
18-24: 41%
25-39: 36%
40-54: 34%
55+: 27%
18-24: 22%
25-39: 26%
40-54: 26%
55+: 14%
41
SMART
MARKETING
MOVES
NARRATIVE #4
WAVE 3 - HEALTH + WELLNESS
SMART MARKETING MOVES | REPRESENTATION
42
Q1_ Please select the point in the scale that describes how much you agree with the statement (Any Agree):
25. “I pay attention to advertising about health and medications.”
26. "When it comes to the health-care professionals that treat me and others in my family, I actively look for someone of my same race/ethnicity."
27. "I prefer that my doctors/health-care providers be of the same race/ethnicity as myself."
WAVE 3 - HEALTH & WELLNESS
25%
23%
52%
31%
32%
63%
Blacks Non-Blacks
White: 23%
Hispanic: 29%
Asian: 17%
Black Americans are more likely to pay attention to health-
care advertisements and this is increasingly true with age
and income.
They’re also more likely to actively look for and prefer health-
care professionals of the same race/ethnicity.
REPRESENTATION MATTERS ON SCREEN AND OFF.
Foreign born: 50%
US born: 65%
I pay attention to advertising
about health and medications
I actively look for health-care
professionals of my same race/
ethnicity
I prefer my doctors/health-care
providers be of the same race/
ethnicity as myself
18-24: 38%
25-39: 40%
40-54: 32%
55+: 16%
SMART MARKETING MOVES | MEDICAL DISCRIMINATION
43
Q29. While receiving health-care, do you feel that you have ever been treated di
ff
erently or unfairly because of your race/ethnicity?
While there are plenty of Black Americans who have not
knowingly experienced discrimination in regard to health-care,
older Black Americans age 55+ were most likely to make this
claim. Younger and more a
ffl
uent Black Americans are telling a
di
ff
erent story.
BLACK AMERICANS ARE 2X MORE LIKELY TO CLAIM THEY’VE BEEN
TREATED DIFFERENTLY AT LEAST ONCE WHEN RECEIVING HEALTH CARE.
WAVE 3 - HEALTH & WELLNESS
While receiving health-care,
do you feel that you
have ever been treated
di
ff
erently to unfairly
because of race/ethnicity?
Black Non-Black
No, never 60% 79%
Yes, once 20% 11%
Yes, 2 or 3 times 14% 8%
Yes, 4 or more times 6% 2%
18-24: 32%
$100K+: 24%
$60-99K: 11%
$100K+: 13%
55+: 68%
SMART MARKETING MOVES | TRUSTED VOICES
44
Q20. When it comes to information about your health, who do you consider the most trusted voices?
That is, who do you trust most for this type of information?
7%
7%
5%
24%
22%
24%
56%
57%
3%
4%
12%
16%
20%
23%
52%
53%
Blacks Non-Blacks
Black Americans overall are more likely to list their personal doctors
and doctors in general as trusted sources of information in regard to
health. Younger Black Americans are more likely to trust Black
community leaders than they are the CDC.
GENERATIONALLY, SOME VOICES ARE MORE IMPORTANT THAN OTHERS.
Doctors and nurses in general
Personal doctor or nurse
18-24: 36%
25-39: 45%
40-54: 54%
55+: 67%
WAVE 3 - HEALTH & WELLNESS
The CDC
Family & friends
Black community leaders
Mainstream media and news
Pharmaceutical companies
18-24: 14%
25-39: 20%
40-54: 22%
55+: 34%
Pharmacists
18-24: 25%
25-39: 16%
40-54: 8%
55+: 4%
Black women are
more likely than
Black men to trust
their personal
doctor or nurse as
a trusted voice
(55% vs. 47%).
Black Americans
making $100K+
are more likely to
trust community
leaders (17%).
Q1_30 Please select the point in the scale that describes how much you agree with
the statement “I am a religious/spiritual person.” (Any Agree)
Q1_13 "MY religious beliefs have great influence on my health and wellness practices." (Any Agree)
BLACK HEALTH & WELLNESS | RELIGION
45
Black Americans believe that their religious beliefs have
great in
fl
uence on their health and wellness practices.
They are are much more likely to be spiritual and
religious, Black women even more so than Black men.
This spirituality also increases with age and income.
However, younger generations are less likely to agree.
WAVE 3 - HEALTH & WELLNESS
RELIGION AND SPIRITUALITY HAVE LONG
BEEN IMPORTANT IN THE BLACK COMMUNITY.
18-24 25-39 40-54 55+
53% 66% 76% 79%
I AM A RELIGIOUS OR SPIRITUAL PERSON
67%
Black Men
70%
Black
72%
Black Women
57%
Non-Black
MY RELIGIOUS BELIEFS HAVE A GREAT INFLUENCE ON MY HEALTH AND WELLNESS PRACTICES
Black
43%
White
36%
Hispanic
29%
Asian
31%
MORE MALE ATTENTION HEALTH INSURANCE LITERACY
Across the board we’re seeing Black men are
more con
fi
dent in their current state of health,
however, there are key indicators, like their
increased likelihood to only see a doctor when
sick, that shed more light on this story. By bringing
more attention to Black men’s health, we can
normalize the conversation and increase healthier
outcomes for the community as a whole.
NEW ROUTINES
Black Americans are
taking a more holistic
approach to wellness.
Self-care has become a
critical component of
health routines, and
people are turning to
plant-based and natural
methods more often.
Marketing e
ff
orts to this
segment should embrace
this truth and focus on
preserving health as
much as preventing
illness.
EXPAND THE
SPHERE OF
INFLUENCE
In addition to doctors,
Black Americans often
turn to faith leaders,
social in
fl
uencers, and
community advocates
for healthcare
guidance. Marketing
strategies should be
mindful to include a
healthy mix of
partnership
and collaboration.
Many Americans are covered by their parents’ health insurance until the age of 26.
However, Black Americans 18-24 were signi
fi
cantly more likely to claim not knowing
how to obtain health insurance than other ethnic segments. Even older adults
indicated having di
ffi
culty navigating the health insurance and healthcare systems.
So, whether individuals are covered by their parents or not, consider expanding
literacy tactics for younger demographics so they are more aware and have more
control over their health and medical insurance as they age.
46
SMART MARKETING MOVES | TOP 4_
WAVE 3 - HEALTH & WELLNESS
APPENDIX
47
WAVE 3 - HEALTH + WELLNESS
WILL CAMPBELL MELANIE WILLIAMS ROY EDUARDO KOKOYACHUK
Co-Founder and CEO
Quantasy + Associates
48
CARLOS YANEZ
SVP, Head of Strategy
Quantasy + Associates
Co-Founder and Principal
ThinkNow
CSVP, Custom Research
ThinkNow
OUR LEADERS_
WAVE 3 - HEALTH & WELLNESS
49
Blacks (A) Non-Blacks (B)
Gender
Male 40% 43%
Female 59% 57%
Age
18-24 15%B 8%
25-39 35% 30%
40-54 24% 24%
55+ 27% 38% A
Born in U.S 90% 89%
Race/Ethnicity
Black, African American 100% --
Asian/Pacific Islander 1% 10% A
American Indian or Alaska
Native
1% 3% A
White 2% 81%
Hispanic 7% 20% A
(n=1099) (n=517)
LGBTQ+ 11% 10%
People w/ Disability 20% 20%
Blacks (A) Non-Blacks (B)
Region
Northeast 17% 18%
Midwest 15% 21%
South 57% B 36%
West 10% 25% A
Marital Status
Single 51%B 27%
Married or living with partner 32% 55% A
Separated/divorced/widowed 16% 17%
Employment
Employed (net) 59% A 51%
Retired 15% 29%
Household income
Mean (in thousands) $43,529 $53,716
DEMOGRAPHICS_
WAVE 3 - HEALTH & WELLNESS

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Black Consumer Project Wave 3 - Health + Wellness

  • 1. BLACK CONSUMER SURVEY B L A C K C O N S U M E R P R OJ E C T 1 WAVE 2 - FINANCE + BANKING SPRING 2022 WAVE 3 - HEALTH + WELLNESS FALL 2022
  • 2. Background The Black Consumer Project About the Creators Methodology Black America At a Glance Executive Summary State of Black Health in America The Gender Divide Mental Health & Wellness Healthy Lifestyles Smart Marketing Moves Appendix 2 TABLE OF CONTENTS_ 3 4 5 6 7 8 18 26 33 41 47 2
  • 3. Black Consumer Project is an in-depth, multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African-American consumers. PROJECT OVERVIEW_ 3 Wave 1 The fi rst wave explored core values, personal goals, layers of identity and de fi nitions of success. Wave 2 The second wave explored banking behaviors, fi nancial perceptions and aspirations for the future. Wave 3 This third wave explores the intersections of health, wellness and lifestyle from a mindset and behavioral lens. WAVE 3 - HEALTH + WELLNESS
  • 4. Quantasy + Associates is a full-service marketing agency that builds brands by pushing culture in the right direction. We operate at the intersection of Advertising + Content, Solutions + Strategies, Platforms + Technology, and In fl uence + Talent. For over a decade, our work has driven incremental revenue, equity, and in fl uence for some of the world’s most iconic brands. ThinkNow is a technology-driven consumer market research company that focuses on uncovering Hispanic, Asian, and African-American consumer insights as well as Total Market insights that require multicultural expertise. We’re focused on culturally diverse consumers because half the children born in the U.S. each year are multicultural, and this trend will accelerate. 4 ABOUT US_ 4 WAVE 3 - HEALTH + WELLNESS
  • 5. FIELD DATE SURVEY METHOD SCREENING CRITERIA BASE SIZES 06/28/2022 - 07/24/2022 Online Blacks n=1,052 Non-Blacks n=505 18+ years of age Self-identi fi ed as Black/ African American METHODOLOGY_ 5 WAVE 3 - HEALTH + WELLNESS
  • 6. INCREASING INFLUENCE GEOGRAPHIC DISTRIBUTION The median age of Black Americans is 32 — six years younger than the national median age. More than 1 out of every 3 Black Americans is under the age of 22. As they enter their peak earning years, they’ll play a key role in reshaping our economy, forcing companies to reexamine how they do business. 2020 U.S. Census; Pew Research Center, 2019 American Community Survey; Nielsen, The Power of the Black Community, 2020; Selig Center for Economic Growth, June 2021 HOUSEHOLD INCOME Gen Alpha Gen Z Millennial Gen X Baby Boomer Silent / Greatest 6M 9M 12M 3M 10% 25% 23% 19% 18% 5% 10% 56% 17% 17% GENERATIONAL DISTRIBUTION Although the majority are descendants of slavery, there is an increasing number of foreign-born and descendants of immigrants. The Black population has risen in the U.S., but there has been a more dramatic increase among the foreign born. As of 2019, they make up 10% of the Black population, which is a 90% increase since 2000. Most foreign-born are Caribbean, and over 1M identify as Afro-Latino. MEDIAN AGE COUNTRY OF ORIGIN According to the 2020 Census, the Black population has increased by 5.6% over the past decade. Those who identify as Black in combination with another race group increased by 88.7%. With a population of 46.9 Million, Black Americans also wield an impressive $1.4T in buying power. The median HHI for Black Americans was $44,000 in 2019, meaning just under half of all households (46%) were earning more than $50,000 a year. Those earning more than $100,000 represent 18% of the overall Black population. Education has increased signi fi cantly as well with the population of those with a bachelor’s degree (23%), doubling since 2010. BLACK AMERICA AT A GLANCE SNAPSHOT_ 6 WAVE 3 - HEALTH + WELLNESS
  • 7. When we launched the Black Consumer Project in the fall of 2021, we set out to tell the story of Black Americans. This is a story rooted in a legacy of Black excellence and fueled by a new generation of innovators, entrepreneurs and thought-leaders. What we uncovered was an incredibly diverse set of interests, experiences and beliefs that not only shift and shape the Black community, but also have a ripple e ff ect on all communities. 7 EXECUTIVE SUMMARY_ Despite centuries of challenges and setbacks, Black Americans continue to rise, thrive and evolve. In our Wave 1 report, we explored their deep connections to ethnicity & culture, American identity, and family. We discovered their de fi nition of success isn’t tied to money. Living a healthy lifestyle, owning a business, and giving back to the community are over-indexing factors of success compared to non-Black ethnic groups. In this third wave, we dig deeper into health — exploring the unique mindsets, behaviors and aspirations that are shaping the landscape for Black Americans. This report features 5 key chapters: 1. State of Black Health 2. The Gender Divide 3. Mental Health + Wellness 4. Healthy Lifestyles 5. Smart Marketing Moves WAVE 3 - HEALTH + WELLNESS
  • 8. 8 NARRATIVE #1 STATE OF BLACK HEALTH WAVE 3 - HEALTH + WELLNESS
  • 9. The fi rst wave of the Black Consumer Project revealed that Black Americans are more likely to cite maintaining a healthy lifestyle as a personal goal when compared to other ethnic groups. Even more revelatory is the fact that outside of fi nancial measures, health is considered a top measure of success — outpacing entrepreneurship and even homeownership. So while disparities, systemic inequities, and unique challenges continue to exist, knowledge and access to resources are spreading throughout the community — empowering individuals to take their health into their own hands. Di ff erences aside, it’s clear that for this segment, good health is truly priceless. In this chapter, we’ll discover how Black Americans rate their personal health and the steps they’re taking as they navigate their personal journeys to wellness. HEALTH IS WEALTH 9 STATE OF BLACK HEALTH | EXECUTIVE SUMMARY_ WAVE 3 - HEALTH + WELLNESS
  • 10. 10 Q2. How would you rate your current personal state of health? STATE OF BLACK HEALTH | CURRENT HEALTH PERCEPTIONS_ FOR THE MOST PART, BLACK AMERICANS RATE THEIR CURRENT STATE OF HEALTH ON PAR WITH NON-BLACK AMERICANS. Not surprisingly, younger Black Americans and those in more a ffl uent households are signi fi cantly more likely to rate their health as excellent when compared to older and less a ffl uent cohorts. Excellent Very Good Good Fair Poor 3% 21% 32% 29% 15% 2% 19% 36% 25% 18% Blacks Non-Blacks LGBTQ+: 23% 18-24+: 14% 18-24+: 33% WAVE 3 - HEALTH + WELLNESS 63% of Black Americans making $100k+ rate their health as very good or excellent. Non-Black Gen Z is signi fi cantly more likely than Black Gen Z to only rate their current state of health as fair.
  • 11. Black Non-Black 18-24 25-39 40-54 55+ I completely agree 37% 27% 28% 42% 35% 38% I completely or somewhat agree 72% 66% 62% 72% 70% 78% Q1_12. Please select the point in the scale that describes how much you agree with the statement “Being healthy is something I work hard at.” (Any Agree) BLACK HEALTH & WELLNESS | I WORK HARD_ 11 Black Americans are more likely to claim that being healthy is something they’re intentional about, and this is increasingly true across higher incomes. Younger Black Americans are signi fi cantly more likely to agree they work hard at being healthy compared to their non-Black peers. WAVE 3 - HEALTH + WELLNESS THERE IS WIDESPREAD UNDERSTANDING THAT HEALTH REQUIRES PUTTING IN THE WORK, AND THE VAST MAJORITY OF BLACK AMERICANS STATE THEY WORK HARD AT BEING HEALTHY. Black 18-24 Non-Black 18-24 <$30K: 70% $30-$59K: 73% $60-$99K: 74% $100K+: 77% 62% 48%
  • 12. Q1_23. Please select the point in the scale that describes how much you agree with the statement “I am actively taking steps to improve my health.” (Any Agree) BLACK HEALTH & WELLNESS | DIY_ 12 Whether it’s consistently visiting your doctors or therapists, eating right, exercising or all of the above and then some, Black Americans are more likely than other segments to say that they are actively taking steps to improve their health. WAVE 3 - HEALTH + WELLNESS WORKING HARD AT BEING HEALTHY DOESN’T JUST MEAN WISHING IT INTO EXISTENCE. 18-24 25-39 40-54 55+ 66% 77% 85% 84% White 74% Hispanic 70% Asian 68% Black 79%
  • 13. Q1_21. Please select the point in the scale that describes how much you agree with the statement “I can manage my health without the help of health-care professionals.” (Any Agree) Q1_22. “I can manage my health without help from family or friends.” (Any Agree) BLACK HEALTH & WELLNESS | DIY PT 2_ 13 Managing without the help of health-care professional becomes less likely with age, however, we see the opposite when it comes to receiving help from family and friends. MOST BLACK AMERICANS BELIEVE THEY CAN HANDLE THEIR HEALTH AND WELLNESS JOURNEYS ON THEIR OWN. Black Americans making $100K+ are more likely to believe they can manage their health without the help of professionals (48%), and more likely to believe they can manage without help from family or friends (72%). Black US Born are signi fi cantly more likely than Black foreign born people to believe they can handle their health and wellness journeys on their own. WAVE 3 - HEALTH & WELLNESS 18-24 25-39 40-54 55+ I can manage my health without the help of health-care professionals 44% 50% 35% 17% I can manage my health without help from family or friends 50% 64% 64% 55% 37% I can manage my health without the help of health-care I can manage my health without help from family or friends 60% 32% 55% Black Non-Black
  • 14. Q25_ Do you currently have health insurance? If so what kind of insurance is it? Q27_ In general, how do you use your health insurance? BLACK HEALTH & WELLNESS | HEALTH INSURANCE _ 14 While slightly less likely to belong to a traditional health insurance company, the likeliness increases with age. Younger generations are more interested in Medicaid while older are more interested in Medicare. A majority of Black Americans get their insurance from their employer or spouse's employer. For those who do not have health insurance, lack of a ff ordability is the main reason. A MAJORITY OF BLACK AMERICANS DO HAVE SOME TYPE OF HEALTH INSURANCE. WAVE 3 - HEALTH & WELLNESS 18-24 25-39 40-54 55+ Health insurance company (i.e. , United Health, Kaiser, Cigna, Aetna, Blue Shield, etc. ) 27% 38% 38% 40% Medicaid 38% 40% 36% 21% Medicare 27% 22% 17% 56% I do not have health insurance 14% 10% 14% 6% I don’t use it 23% (18-24) 15% (25-39) 7% (40-54) 3% (55+) Only when I’m sick 37% (18-24) 37% (25-39) 27% (40-54) 15% (55+) Regular Preventative Checkups 40% (18-24) 48% (25-39) 66% (40-54) 82% (55+) I HAVE HEALTH INSURANCE BUT…
  • 15. 15 - 28-year-old woman from the South “It means being free of illness and taking proactive steps to stay that way.” WAVE 3 - HEALTH + WELLNESS HEALTHY LIFESTYLES| WHAT’S YOUR DEFINITION OF IT_ OE_R20 What does “healthy lifestyle” mean to you? How would you de fi ne or describe "healthy lifestyle?"
  • 16. STATE OF BLACK HEALTH | MEDICATION_ 16 Q1_ Please select the point in the scale that describes how much you agree with the statement (Any Agree): 28. “Given a choice, I prefer to use natural remedies than prescription medications.” 29. “Prescription medications are an important part of my health routine.” WAVE 3 - HEALTH + WELLNESS White: 47% Hispanic: 53% Asian: 44% Black Americans are the segment most likely to prefer natural remedies, and are slightly less likely than others to consider prescription medications as an important part of their health routine. Foreign born: 45% US born: 58% Given a choice, I prefer to use natural remedies than prescription medications Prescription medications are an important part of my health routine 18-24: 51% 25-39: 61% 40-54: 64% 55+: 49% WHILE THERE’S CLEAR RECOGNITION THAT PRESCRIPTION MEDICATIONS ARE IMPORTANT, BLACK AMERICANS ARE MORE LIKELY TO PREFER NATURAL REMEDIES. 57% 49% 57% 61% Blacks Non-Blacks
  • 17. STATE OF BLACK HEALTH| CURRENTLY_ 17 Q1_17. Please select the point in the scale that describes how much you agree or disagree with each statement below. “I am satis fi ed with my current state of health.” (Any agree) 53% Women WAVE 3 - HEALTH + WELLNESS 61% Men < $30K $30-$59K $60-$99K $100K+ 52% 57% 63% 69% BLACK MEN ARE SIGNIFICANTLY MORE LIKELY THAN BLACK WOMEN TO AGREE THEY’RE SATISFIED WITH THEIR CURRENT STATE OF HEALTH.
  • 18. 18 NARRATIVE #2 THE GENDER DIVIDE WAVE 3 - HEALTH + WELLNESS
  • 19. PERCEPTION OR DECEPTION THE GENDER DIVIDE | EXECUTIVE SUMMARY_ Black Americans face similar inequalities when it comes to the health care system, however, Black men have some of the worst health indicators among all racial and ethnic groups in America. This unfortunate reality is in stark contrast with the majority of Black men’s perspectives on their own health. Con fi dence in maintaining good health habits is necessary, but can be detrimental if not backed up by healthy practices. Black women on the other hand perceive their own health di ff erently. In this chapter, we’ll learn more about the di ff erences in health mindsets and behaviors between Black men and women. WAVE 3 - HEALTH + WELLNESS 19
  • 20. Non- Black Black Black Men Black Women Good health is something that runs in my family. 49% 46% 57% 38% Q1_16. Please select the point in the scale that describes how much you agree with the statement “Good health is something that runs in my family.” (Any Agree) THE GENDER DIVIDE | GOOD GENES 20 While Black Americans are slightly less likely than non-Blacks overall to believe good health runs in their families, Black men are more likely than Black women to believe it does. This is also true for those making $100K+. < $30K $30-$59K $60-$99K $100K+ 44% 43% 48% 62% WAVE 3 - HEALTH & WELLNESS GOOD GENES ARE MORE THAN SKIN-DEEP, AND BLACK WOMEN UNDERSTAND THAT MORE THAN OTHERS.
  • 21. Q1_21. Please select the point in the scale that describes how much you agree with the statement “I can manage my health without the help of health-care professionals.” (Any Agree) THE GENDER DIVIDE | DIY 21 Black men are more likely than Black women to believe they can manage their health without the help of a health-care professional. Black U.S.-born are slightly more likely to believe this than Black foreign-born. Black Men Black Women WAVE 3 - HEALTH & WELLNESS TAKING GOOD CARE OF YOURSELF REQUIRES BOTH INTERNAL AND EXTERNAL EFFORTS, HOWEVER, THE BALANCE OF THE TWO SHIFTS ACROSS GENDER. 37% Black 30% White 37% Hispanic 35% Asian I can manage my health without the help of healthcare professionals 27% Black foreign 38% Black U.S.- born 41% 34%
  • 22. Q1_15. Please select the point in the scale that describes how much you agree with the statement “Doctors always know best.” (Any Agree) THE GENDER DIVIDE | DOCTORS KNOW 22 Black women are less likely than Black men to agree that doctors always know best. This may be connected to Black women also being more likely to use home/natural remedies. When we view this generationally, Black Millennials are the age group most likely to trust their doctors. 18-24 25-39 40-54 55+ 48% 54% 48% 45% THERE IS MORE SKEPTICISM AMONG BLACK WOMEN WHEN IT COMES TO DOCTORS ALWAYS KNOWING WHAT TO DO OR HOW TO DIAGNOSE. WAVE 3 - HEALTH & WELLNESS Black Men 55% I COMPLETELY OR SOMEWHAT AGREE Black Women 46%
  • 23. Q1_20. Please select the point in the scale that describes how much you agree with the statement “I see a doctor only when I’m sick.” (Any Agree) THE GENDER DIVIDE | ONLY WHEN I’M SICK 23 Similarly, U.S.-born Black Americans are more likely than Black foreign- born to only see a doctor when they’re sick. This is also true of younger Black Americans compared to those in older age groups. Black Foreign- born Black U.S.-born 18-24 25-39 40-54 55+ 40% 48% 53% 58% 49% 28% BLACK MEN ARE SIGNIFICANTLY MORE LIKELY THAN BLACK WOMEN TO ONLY SEE A DOCTOR WHEN THEY ARE NOT FEELING WELL. WAVE 3 - HEALTH & WELLNESS Black Men 53% I COMPLETELY OR SOMEWHAT AGREE Black Women 43%
  • 24. 24 WAVE 3 - HEALTH + WELLNESS OE_R1415 What does “healthy lifestyle” mean to you? How would you de fi ne or describe "healthy lifestyle?" HEALTHY LIFESTYLES| WHAT’S YOUR DEFINITION OF IT “A healthy lifestyle has 2 main things: exercise… and healthy diet…” - 41-year-old Black man from the Northeast
  • 25. Q1_19. Please select the point in the scale that describes how much you agree with the statement “I have a strict health and wellness routine.” (Any Agree) Q1_23. “I am actively taking steps to improve my health.” (Any Agree) THE GENDER DIVIDE | ROUTINE 25 Black men are more likely than Black women to say they have a strict health & wellness routine, and they’re more likely to claim they’re working out more often. However, Black women are slightly more likely to report that they’re actively taking steps to improving their health. BOTH GENDERS STRIVE TO IMPROVE THEIR HEALTH, BUT BLACK MEN ARE CLAIMING MORE CONSISTENCY. WAVE 3 - HEALTH & WELLNESS Black Americans living on the west coast are signi fi cantly more likely to have a strict health and wellness routine compared to other regions (52%). Black Men Black Women I am actively taking steps to improve my health 77% 81% I have a strict health and wellness routine 54% 40%
  • 27. 27 MENTAL HEALTH + WELLNESS | EXECUTIVE SUMMARY_ Historically, the notion of being mentally unwell has long been cloaked in shame, embarrassment and denial in Black households. Thankfully, that tide has shifted in recent years as conversations around racial trauma, psychological strain, and internalized stress have risen to the forefront of culture. With a renewed focus on both learning and unlearning, Black Americans are prioritizing their mental and emotional well-being. In this chapter, we’ll explore how Black Americans are approaching mental wellness and the unique di ff erences between diverse subsegments of the broader community. MINDING OUR MINDS WAVE 3 - HEALTH & WELLNESS
  • 28. MENTAL HEALTH + WELLNESS | RELATION TO OVERALL HEALTH 28 Q22. Please select the point in the scale that describes how much you agree or disagree with each statement below. "Mental health is a signi fi cant part of overall health." (Completely Agree) Black Americans 58% 50% Non-Blacks “Mental health is a signi fi cant part of overall health.” 50% Black Men BLACK AMERICANS ARE SIGNIFICANTLY MORE LIKELY THAN NON-BLACKS TO COMPLETELY AGREE THAT MENTAL HEALTH IS A SIGNIFICANT PART OF OVERALL HEALTH. 63% Black Women 60% 60% Black LGBTQ+ Black Living with a Disability This was the highest of all ethnic segments and signi fi cantly higher than the 37% of Asian Americans who completely agree. WAVE 3 - HEALTH & WELLNESS
  • 29. HEALTHY LIFESTYLES| WHAT’S YOUR DEFINITION OF IT 29 OE_R4020 What does “healthy lifestyle” mean to you? How would you de fi ne or describe "healthy lifestyle?" - 58-year-old Black woman from the South “A healthy lifestyle begins on the inside where you control your emotional and mental condition. You take care of it.” WAVE 3 - HEALTH + WELLNESS
  • 30. SMART MARKETING MOVES | SENTIMENTS ON BANKS_ 30 Despite a strong acceptance that mental health and well-being are a critical part of one’s overall health, Black Americans are not as con fi dent in their knowledge of how to achieve and maintain mental health. Q22. Please select the point in the scale that describes how much you agree or disagree with each statement below. "I know what to do to keep myself mentally healthy." LESS THAN 4 OUT OF 10 COMPLETELY AGREE THAT THEY KNOW WHAT TO DO TO STAY MENTALLY HEALTHY. At 50%, Black Americans earning $100K+ are most likely to feel con fi dent in their knowledge of how to stay mentally healthy. Gen Z is the least con fi dent with only 30% of 18-24 year olds completely agreeing that they know how to stay mentally healthy. 43% of Black Americans who identify as LGBTQ+ and/or those who have a disability show increased con fi dence in maintaining their mental health. 1. 2. 3. WAVE 3 - HEALTH & WELLNESS Completely Agree Somewhat Agree Don't Agree or Disagree Somewhat Disagree Completely Disagree 3% 5% 16% 36% 39%
  • 31. Completely Agree Somewhat Agree Don't Agree or Disagree Somewhat Disagree Completely Disagree 5% 6% 16% 35% 38% 5% 6% 14% 27% 48% Blacks Non-Blacks W A V E 1 - I D E N T I T Y + V A L U E S 31 MOST BLACK AMERICANS SAY THEY WOULD BE COMFORTABLE SEEKING OUT PROFESSIONAL HELP WITH MENTAL HEALTH ISSUES. WAVE 3 - HEALTH + WELLNESS Q22. Please select the point in the scale that describes how much you agree or disagree with each statement below. "If I ever experienced mental health issues, I’m comfortable seeking medical help." There is a strong age correlation, with comfort levels increasing signi fi cantly as Black Americans age. 1. At 58%, Black Americans who are living with a disability are also much more likely to completely agree they would be comfortable seeking medical help for mental health issues. 2. 18-24: 34% 25-39: 40% 40-54: 53% 55+: 60% MENTAL HEALTH + WELLNESS | SEEKING HELP
  • 32. 32 WAVE 3 - HEALTH + WELLNESS Q22. Please select the point in the scale that describes how much you agree or disagree with the statement “Self-care is an important part of my mental health routine.” (Completely Agree) 39% 55% 39% 29% WHITE BLACK HISPANIC ASIAN MENTAL HEALTH + WELLNESS | SELF CARE A HEALTHY MENTAL HEALTH ROUTINE INCLUDES SELF-CARE. Most Black Americans consider self-care an important part of their mental health routine. This understanding becomes even more prominent with age. ? Black 18-24: 37% ? Black 25-39: 54% ? Black 40-54: 60% ? Black 55+: 61%
  • 34. WAVE 3 - HEALTH + WELLNESS THE JOURNEY WITHIN 34 HEALTHY LIFESTYLES | EXECUTIVE SUMMARY_ One of the most consistent truths we’ve uncovered within the Black Consumer Project is the strong correlation between health and success. From health disparities to food deserts and unequal access to quality health-care, there are countless obstacles standing between Black Americans and holistic health and wellness. Yet, despite these headwinds, the focus is clear. While the goal may be universal, Black Americans are taking unique steps on their health and wellness journeys. In this chapter, we’ll explore these steps and more.
  • 35. Q1_18. Please select the point in the scale that describes how much you agree with the statement “My friends often ask me for health and wellness advice.” (Any Agree) HEALTHY LIFESTYLES | CAN I ASK YOU FOR ADVICE? 35 Non-Black Black My friends often ask me for health and wellness advice. 36% 41% Not only are many Black Americans managing their health on their own, they’re also more likely to say that their friends often come to them for advice on health and wellness. This is especially true for those in higher- earning households. WAVE 3 - HEALTH + WELLNESS < $30K $30-$59K $60-$99K $100K+ 39% 39% 44% 57% Foreign-born Black are slightly less likely than U.S.-born to be asked for advice from friends. (36% vs. 41%) 1. Black Americans 55+ are less likely to have friends ask for advice at 26%. 2. Hispanics are slightly more likely to turn to each other for health & wellness advice at 44%. 3. 1 OUT OF 2 BLACK MILLENNIALS CONSIDER THEMSELVES A SOURCE OF HEALTH AND WELLNESS GUIDANCE FOR THEIR FRIENDS.
  • 36. 76% 36 CARDIO IS THE MOST COMMON TYPE OF EXERCISE AMONG BLACK AMERICANS REGARDLESS OF AGE OR GENDER. Q13. What type of exercise do you do? While we’ve learned in “The Gender Divide” chapter that Black men claim more consistency in their workout routine vs. Black women, there are other di ff erences between the types of exercise across both sex and age. HEALTHY LIFESTYLES | TYPES OF EXERCISE WAVE 3 - HEALTH + WELLNESS 36 Cardio 70% Black Men 48% 23% 35% Black Women 30% 10% 45% 18-24 60% 48% 22% 49% 25-39 72% 45% 21% 41% 40-54 73% 40% 15% 41% 55+ 85% 18% 1% 36% Weight Training Team Sports Yoga/ Pilates
  • 37. 37 THERE’S CONTINUED INDEPENDENCE WHEN IT COMES TO BLACK AMERICANS’ EXERCISE SET UP. Q14. Do you currently have a membership to a gym/sports club/health club? Q15d. Who do you normally exercise with? Overall, Black Americans are more likely to have belonged to a gym previously, but are no longer enrolled. Younger consumers are more likely to be enrolled vs. older consumers who are more likely to have never had a gym membership. Do you currently have a membership to a gym? Non-Black Black 18-24 25-39 40-54 55+ Yes, I am currently enrolled 34% 30% 34% 39% 25% 21% No, had one in the past but no longer enrolled 30% 36% 35% 36% 36% 37% No, I have never had a membership to a gym/ sports club/health club 35% 33% 31% 25% 38% 43% HEALTHY LIFESTYLES | EXERCISE SET UP WAVE 3 - HEALTH + WELLNESS 37 Black Americans are slightly more likely to work out alone compared to non-Black segments (72% v 67%). Younger Black Americans are more likely to work out with help from a trainer (18% vs 7% average).
  • 38. 38 Q15b. Do you follow any fitness influencers or instructors on social media? (Among those who exercise) Younger generations are more inclined than older generations to follow these in fl uencers and instructors. Black Americans making $30-59K were most likely to say they were not following in fl uential individuals. HEALTHY LIFESTYLES | FITNESS INFLUENCERS WAVE 3 - HEALTH + WELLNESS 38 Yes No 72% 28% 67% 33% Blacks Non-Blacks Do you follow any fi tness in fl uencers or instructors on social media? 18-24: 55% 25-39: 52% 40-54: 69% 55+: 94% 18-24: 45% 25-39: 48% 40-54: 31% 55+: 6% <$30K: 67% $30-59K: 73% $60-99K: 63% $100K+: 50% 58% of Black Americans who identify as LGBTQ+ are following fi tness instructors or in fl uencers on social. NEARLY HALF OF BLACK MILLENNIALS FOLLOW FITNESS INFLUENCERS ON SOCIAL MEDIA.
  • 39. HEALTHY LIFESTYLES| WHAT’S YOUR DEFINITION OF IT 39 WAVE 3 - HEALTH + WELLNESS - 42-year-old Black woman from the South “A 'healthy lifestyle' is a comprehensive mode of living that promotes an individual's optimal health and well-being. Healthy daily living habits include eating, sleeping, exercising, working and relaxing in ways that optimally support a person's natural bent towards happiness, health and wholeness.” OE_R1414 What does “healthy lifestyle” mean to you? How would you de fi ne or describe "healthy lifestyle?"
  • 40. 40 THERE SEEMS TO BE A FAIRLY CLEAR UNDERSTANDING IN WHAT MAKES UP A HEALTHY DIET. Q1d. What type of products would you look for in the supermarket when choosing “healthy products” for you and your family? Black Americans are on par with other segments for most of the healthy food category options. While they’re slightly less likely to go for ‘low sugar or sugar-free’ products, they shift to this more with age. Older generations were more likely to keep up with the traditional options of fruits, veggies, and low-fat or fat-free, while younger generations were more inclined to look for forti fi ed, keto or high protein, low carb, and plant-based/vegan products. HEALTHY LIFESTYLES | FOOD WAVE 3 - HEALTH + WELLNESS 40 Fresh fruits & vegetables Lowfat or fat free Low sugar or sugar free Organic products Forti fi ed products Keto or high-protein, low carb Plant based or vegan Gluten-free 14% 21% 16% 3% 21% 48% 42% 77% 16% 22% 17% 2% 19% 42% 32% 77% Blacks Non-Blacks 18-24: 27% 25-39: 38% 40-54: 40% 55+: 58% 18-24: 41% 25-39: 36% 40-54: 34% 55+: 27% 18-24: 22% 25-39: 26% 40-54: 26% 55+: 14%
  • 42. SMART MARKETING MOVES | REPRESENTATION 42 Q1_ Please select the point in the scale that describes how much you agree with the statement (Any Agree): 25. “I pay attention to advertising about health and medications.” 26. "When it comes to the health-care professionals that treat me and others in my family, I actively look for someone of my same race/ethnicity." 27. "I prefer that my doctors/health-care providers be of the same race/ethnicity as myself." WAVE 3 - HEALTH & WELLNESS 25% 23% 52% 31% 32% 63% Blacks Non-Blacks White: 23% Hispanic: 29% Asian: 17% Black Americans are more likely to pay attention to health- care advertisements and this is increasingly true with age and income. They’re also more likely to actively look for and prefer health- care professionals of the same race/ethnicity. REPRESENTATION MATTERS ON SCREEN AND OFF. Foreign born: 50% US born: 65% I pay attention to advertising about health and medications I actively look for health-care professionals of my same race/ ethnicity I prefer my doctors/health-care providers be of the same race/ ethnicity as myself 18-24: 38% 25-39: 40% 40-54: 32% 55+: 16%
  • 43. SMART MARKETING MOVES | MEDICAL DISCRIMINATION 43 Q29. While receiving health-care, do you feel that you have ever been treated di ff erently or unfairly because of your race/ethnicity? While there are plenty of Black Americans who have not knowingly experienced discrimination in regard to health-care, older Black Americans age 55+ were most likely to make this claim. Younger and more a ffl uent Black Americans are telling a di ff erent story. BLACK AMERICANS ARE 2X MORE LIKELY TO CLAIM THEY’VE BEEN TREATED DIFFERENTLY AT LEAST ONCE WHEN RECEIVING HEALTH CARE. WAVE 3 - HEALTH & WELLNESS While receiving health-care, do you feel that you have ever been treated di ff erently to unfairly because of race/ethnicity? Black Non-Black No, never 60% 79% Yes, once 20% 11% Yes, 2 or 3 times 14% 8% Yes, 4 or more times 6% 2% 18-24: 32% $100K+: 24% $60-99K: 11% $100K+: 13% 55+: 68%
  • 44. SMART MARKETING MOVES | TRUSTED VOICES 44 Q20. When it comes to information about your health, who do you consider the most trusted voices? That is, who do you trust most for this type of information? 7% 7% 5% 24% 22% 24% 56% 57% 3% 4% 12% 16% 20% 23% 52% 53% Blacks Non-Blacks Black Americans overall are more likely to list their personal doctors and doctors in general as trusted sources of information in regard to health. Younger Black Americans are more likely to trust Black community leaders than they are the CDC. GENERATIONALLY, SOME VOICES ARE MORE IMPORTANT THAN OTHERS. Doctors and nurses in general Personal doctor or nurse 18-24: 36% 25-39: 45% 40-54: 54% 55+: 67% WAVE 3 - HEALTH & WELLNESS The CDC Family & friends Black community leaders Mainstream media and news Pharmaceutical companies 18-24: 14% 25-39: 20% 40-54: 22% 55+: 34% Pharmacists 18-24: 25% 25-39: 16% 40-54: 8% 55+: 4% Black women are more likely than Black men to trust their personal doctor or nurse as a trusted voice (55% vs. 47%). Black Americans making $100K+ are more likely to trust community leaders (17%).
  • 45. Q1_30 Please select the point in the scale that describes how much you agree with the statement “I am a religious/spiritual person.” (Any Agree) Q1_13 "MY religious beliefs have great influence on my health and wellness practices." (Any Agree) BLACK HEALTH & WELLNESS | RELIGION 45 Black Americans believe that their religious beliefs have great in fl uence on their health and wellness practices. They are are much more likely to be spiritual and religious, Black women even more so than Black men. This spirituality also increases with age and income. However, younger generations are less likely to agree. WAVE 3 - HEALTH & WELLNESS RELIGION AND SPIRITUALITY HAVE LONG BEEN IMPORTANT IN THE BLACK COMMUNITY. 18-24 25-39 40-54 55+ 53% 66% 76% 79% I AM A RELIGIOUS OR SPIRITUAL PERSON 67% Black Men 70% Black 72% Black Women 57% Non-Black MY RELIGIOUS BELIEFS HAVE A GREAT INFLUENCE ON MY HEALTH AND WELLNESS PRACTICES Black 43% White 36% Hispanic 29% Asian 31%
  • 46. MORE MALE ATTENTION HEALTH INSURANCE LITERACY Across the board we’re seeing Black men are more con fi dent in their current state of health, however, there are key indicators, like their increased likelihood to only see a doctor when sick, that shed more light on this story. By bringing more attention to Black men’s health, we can normalize the conversation and increase healthier outcomes for the community as a whole. NEW ROUTINES Black Americans are taking a more holistic approach to wellness. Self-care has become a critical component of health routines, and people are turning to plant-based and natural methods more often. Marketing e ff orts to this segment should embrace this truth and focus on preserving health as much as preventing illness. EXPAND THE SPHERE OF INFLUENCE In addition to doctors, Black Americans often turn to faith leaders, social in fl uencers, and community advocates for healthcare guidance. Marketing strategies should be mindful to include a healthy mix of partnership and collaboration. Many Americans are covered by their parents’ health insurance until the age of 26. However, Black Americans 18-24 were signi fi cantly more likely to claim not knowing how to obtain health insurance than other ethnic segments. Even older adults indicated having di ffi culty navigating the health insurance and healthcare systems. So, whether individuals are covered by their parents or not, consider expanding literacy tactics for younger demographics so they are more aware and have more control over their health and medical insurance as they age. 46 SMART MARKETING MOVES | TOP 4_ WAVE 3 - HEALTH & WELLNESS
  • 47. APPENDIX 47 WAVE 3 - HEALTH + WELLNESS
  • 48. WILL CAMPBELL MELANIE WILLIAMS ROY EDUARDO KOKOYACHUK Co-Founder and CEO Quantasy + Associates 48 CARLOS YANEZ SVP, Head of Strategy Quantasy + Associates Co-Founder and Principal ThinkNow CSVP, Custom Research ThinkNow OUR LEADERS_ WAVE 3 - HEALTH & WELLNESS
  • 49. 49 Blacks (A) Non-Blacks (B) Gender Male 40% 43% Female 59% 57% Age 18-24 15%B 8% 25-39 35% 30% 40-54 24% 24% 55+ 27% 38% A Born in U.S 90% 89% Race/Ethnicity Black, African American 100% -- Asian/Pacific Islander 1% 10% A American Indian or Alaska Native 1% 3% A White 2% 81% Hispanic 7% 20% A (n=1099) (n=517) LGBTQ+ 11% 10% People w/ Disability 20% 20% Blacks (A) Non-Blacks (B) Region Northeast 17% 18% Midwest 15% 21% South 57% B 36% West 10% 25% A Marital Status Single 51%B 27% Married or living with partner 32% 55% A Separated/divorced/widowed 16% 17% Employment Employed (net) 59% A 51% Retired 15% 29% Household income Mean (in thousands) $43,529 $53,716 DEMOGRAPHICS_ WAVE 3 - HEALTH & WELLNESS
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