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1、BLACK CONSUMER SURVEYBL ACK CONS UM ER PROJECT1WAVE 2-FINANCE+BANKINGSPRING 2022WAVE 3-HEALTH+WELLNESSFALL 2022Background 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 He

2、althy Lifestyles Smart Marketing Moves Appendix 2TABLE OF CONTENTS_3 4 5 6 7 8 18 26 33 41 472Black 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 pers

3、pectives,behaviors,and preferences of Black and African-American consumers.PROJECT OVERVIEW_3Wave 1 The first wave explored core values,personal goals,layers of identity and definitions of success.Wave 2 The second wave explored banking behaviors,financial perceptions and aspirations for the future.

4、Wave 3 This third wave explores the intersections of health,wellness and lifestyle from a mindset and behavioral lens.WAVE 3-HEALTH+WELLNESSQuantasy+Associates is a full-service marketing agency that builds brands by pushing culture in the right direction.We operate at the intersection of Advertisin

5、g+Content,Solutions+Strategies,Platforms+Technology,and Influence+Talent.For over a decade,our work has driven incremental revenue,equity,and influence for some of the worlds most iconic brands.ThinkNow is a technology-driven consumer market research company that focuses on uncovering Hispanic,Asian

6、,and African-American consumer insights as well as Total Market insights that require multicultural expertise.Were focused on culturally diverse consumers because half the children born in the U.S.each year are multicultural,and this trend will accelerate.4ABOUT US_4WAVE 3-HEALTH+WELLNESSFIELD DATES

7、URVEY METHODSCREENING CRITERIABASE SIZES06/28/2022-07/24/2022 Online Blacks n=1,052 Non-Blacks n=505 18+years of age Self-identified as Black/African American METHODOLOGY_5WAVE 3-HEALTH+WELLNESSINCREASING INFLUENCEGEOGRAPHIC DISTRIBUTIONThe median age of Black Americans is 32 six years younger than

8、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,theyll 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;Niel

9、sen,The Power of the Black Community,2020;Selig Center for Economic Growth,June 2021 HOUSEHOLD INCOMEGen AlphaGen ZMillennialGen XBaby BoomerSilent/Greatest6M9M12M3M10%25%23%19%18%5%10%56%17%17%GENERATIONAL DISTRIBUTIONAlthough the majority are descendants of slavery,there is an increasing number of

10、 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-

11、Latino.MEDIAN AGECOUNTRY 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 buyi

12、ng 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 significantly as well with the population of those wi

13、th a bachelors degree(23%),doubling since 2010.BLACK AMERICA AT A GLANCESNAPSHOT_6WAVE 3-HEALTH+WELLNESSWhen 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 generatio

14、n 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 effect on all communities.7EXECUTIVE SUMMARY_Despite centuries of challenges and setbacks,Bl

15、ack 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 definition of success isnt tied to money.Living a healthy lifestyle,owning a business,and giving back to the community are ov

16、er-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

17、.Mental Health+Wellness 4.Healthy Lifestyles 5.Smart Marketing MovesWAVE 3-HEALTH+WELLNESS8NARRATIVE#1STATE OF BLACK HEALTHWAVE 3-HEALTH+WELLNESSThe first wave of the Black Consumer Project revealed that Black Americans are more likely to cite maintaining a healthy lifestyle as a personal goal when

18、compared to other ethnic groups.Even more revelatory is the fact that outside of financial 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

19、 resources are spreading throughout the community empowering individuals to take their health into their own hands.Differences aside,its clear that for this segment,good health is truly priceless.In this chapter,well discover how Black Americans rate their personal health and the steps theyre taking

20、 as they navigate their personal journeys to wellness.HEALTH IS WEALTH9STATE OF BLACK HEALTH|EXECUTIVE SUMMARY_WAVE 3-HEALTH+WELLNESS 10Q2.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 ST

21、ATE OF HEALTH ON PAR WITH NON-BLACK AMERICANS.Not surprisingly,younger Black Americans and those in more affluent households are significantly more likely to rate their health as excellent when compared to older and less affluent cohorts.ExcellentVery GoodGoodFairPoor3%21%32%29%15%2%19%36%25%18%Blac

22、ksNon-BlacksLGBTQ+:23%18-24+:14%18-24+:33%WAVE 3-HEALTH+WELLNESS63%of Black Americans making$100k+rate their health as very good or excellent.Non-Black Gen Z is significantly more likely than Black Gen Z to only rate their current state of health as fair.Black Non-Black18-2425-3940-5455+I completely

23、 agree37%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_ 11Black Americans are more likely to claim

24、 that being healthy is something theyre intentional about,and this is increasingly true across higher incomes.Younger Black Americans are significantly more likely to agree they work hard at being healthy compared to their non-Black peers.WAVE 3-HEALTH+WELLNESSTHERE IS WIDESPREAD UNDERSTANDING THAT

25、HEALTH REQUIRES PUTTING IN THE WORK,AND THE VAST MAJORITY OF BLACK AMERICANS STATE THEY WORK HARD AT BEING HEALTHY.Black 18-24Non-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

26、taking steps to improve my health.”(Any Agree)BLACK HEALTH&WELLNESS|DIY_12Whether its 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 t

27、heir health.WAVE 3-HEALTH+WELLNESSWORKING HARD AT BEING HEALTHY DOESNT JUST MEAN WISHING IT INTO EXISTENCE.18-2425-3940-5455+66%77%85%84%White74%Hispanic70%Asian68%Black79%Q1_21.Please select the point in the scale that describes how much you agree with the statement “I can manage my health without

28、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_13Managing without the help of health-care professional becomes less likely with age,however,we see the opposite when it comes to receiving h

29、elp 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

30、from family or friends(72%).Black US Born are significantly more likely than Black foreign born people to believe they can handle their health and wellness journeys on their own.WAVE 3-HEALTH&WELLNESS18-2425-3940-5455+I can manage my health without the help of health-care professionals 44%50%35%17%I

31、 can manage my health without help from family or friends50%64%64%55%37%I can manage my health without the help of health-careI can manage my health without help from family or friends60%32%55%BlackNon-BlackQ25_ Do you currently have health insurance?If so what kind of insurance is it?Q27_ In genera

32、l,how do you use your health insurance?BLACK HEALTH&WELLNESS|HEALTH INSURANCE _14While 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

33、 of Black Americans get their insurance from their employer or spouses employer.For those who do not have health insurance,lack of affordability is the main reason.A MAJORITY OF BLACK AMERICANS DO HAVE SOME TYPE OF HEALTH INSURANCE.WAVE 3-HEALTH&WELLNESS18-2425-3940-5455+Health insurance company(i.e

34、.,United Health,Kaiser,Cigna,Aetna,Blue Shield,etc.)27%38%38%40%Medicaid 38%40%36%21%Medicare27%22%17%56%I do not have health insurance14%10%14%6%I dont use it23%(18-24)15%(25-39)7%(40-54)3%(55+)Only when Im sick37%(18-24)37%(25-39)27%(40-54)15%(55+)Regular Preventative Checkups40%(18-24)48%(25-39)6

35、6%(40-54)82%(55+)I HAVE HEALTH INSURANCE BUT15-28-year-old woman from the South“It means being free of illness and taking proactive steps to stay that way.”WAVE 3-HEALTH+WELLNESSHEALTHY LIFESTYLES|WHATS YOUR DEFINITION OF IT_OE_R20 What does“healthy lifestyle”mean to you?How would you define or desc

36、ribe healthy lifestyle?STATE OF BLACK HEALTH|MEDICATION_16Q1_ 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

37、my health routine.”WAVE 3-HEALTH+WELLNESSWhite: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

38、choice,I prefer to use natural remedies than prescription medicationsPrescription medications are an important part of my health routine18-24:51%25-39:61%40-54:64%55+:49%WHILE THERES CLEAR RECOGNITION THAT PRESCRIPTION MEDICATIONS ARE IMPORTANT,BLACK AMERICANS ARE MORE LIKELY TO PREFER NATURAL REMED

39、IES.57%49%57%61%BlacksNon-BlacksSTATE OF BLACK HEALTH|CURRENTLY_17Q1_17.Please select the point in the scale that describes how much you agree or disagree with each statement below.“I am satisfied with my current state of health.”(Any agree)53%WomenWAVE 3-HEALTH+WELLNESS61%Men$30K$30-$59K$60-$99K$10

40、0K+52%57%63%69%BLACK MEN ARE SIGNIFICANTLY MORE LIKELY THAN BLACK WOMEN TO AGREE THEYRE SATISFIED WITH THEIR CURRENT STATE OF HEALTH.18NARRATIVE#2THE GENDER DIVIDEWAVE 3-HEALTH+WELLNESSPERCEPTION OR DECEPTIONTHE GENDER DIVIDE|EXECUTIVE SUMMARY_Black Americans face similar inequalities when it comes

41、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 mens perspectives on their own health.Confidence in maintaining good health habits is necessary,

42、but can be detrimental if not backed up by healthy practices.Black women on the other hand perceive their own health differently.In this chapter,well learn more about the differences in health mindsets and behaviors between Black men and women.WAVE 3-HEALTH+WELLNESS19Non-BlackBlackBlack Men Black Wo

43、menGood 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 20While Black Americans are slightly less likely tha

44、n 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&WELLNESSGOOD GENES ARE MORE THAN SKIN-DEEP,AND BLACK WOMEN UNDERSTAND THAT MOR

45、E 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|DIY21Black men are more likely than Black women to believe they can manage their health wi

46、thout the help of a health-care professional.Black U.S.-born are slightly more likely to believe this than Black foreign-born.Black MenBlack WomenWAVE 3-HEALTH&WELLNESSTAKING GOOD CARE OF YOURSELF REQUIRES BOTH INTERNAL AND EXTERNAL EFFORTS,HOWEVER,THE BALANCE OF THE TWO SHIFTS ACROSS GENDER.37%Blac

47、k30%White37%Hispanic35%AsianI can manage my health without the help of healthcare professionals 27%Black foreign38%Black U.S.-born41%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

48、 22Black 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.18-2425-3940-5455+48%5

49、4%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&WELLNESSBlack Men55%I COMPLETELY OR SOMEWHAT AGREEBlack Women46%Q1_20.Please select the point in the scale that describes how much you agree with the statement “I se

50、e a doctor only when Im sick.”(Any Agree)THE GENDER DIVIDE|ONLY WHEN IM SICK 23Similarly,U.S.-born Black Americans are more likely than Black foreign-born to only see a doctor when theyre sick.This is also true of younger Black Americans compared to those in older age groups.Black Foreign-bornBlack

51、U.S.-born18-2425-3940-5455+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&WELLNESSBlack Men53%I COMPLETELY OR SOMEWHAT AGREEBlack Women43%24WAVE 3-HEALTH+WELLNESSOE_R1415 What does“healthy lifestyle”mean to

52、 you?How would you define or describe healthy lifestyle?HEALTHY LIFESTYLES|WHATS YOUR DEFINITION OF IT“A healthy lifestyle has 2 main things:exercise and healthy diet”-41-year-old Black man from the NortheastQ1_19.Please select the point in the scale that describes how much you agree with the statem

53、ent “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 25Black men are more likely than Black women to say they have a strict health&wellness routine,and theyre more likely to claim theyre working out

54、more often.However,Black women are slightly more likely to report that theyre actively taking steps to improving their health.BOTH GENDERS STRIVE TO IMPROVE THEIR HEALTH,BUT BLACK MEN ARE CLAIMING MORE CONSISTENCY.WAVE 3-HEALTH&WELLNESSBlack Americans living on the west coast are significantly more

55、likely to have a strict health and wellness routine compared to other regions(52%).Black Men Black WomenI am actively taking steps to improve my health77%81%I have a strict health and wellness routine 54%40%26NARRATIVE#3MENTAL HEALTH+WELLNESSWAVE 3-HEALTH+WELLNESS27MENTAL HEALTH+WELLNESS|EXECUTIVE S

56、UMMARY_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 cultu

57、re.With a renewed focus on both learning and unlearning,Black Americans are prioritizing their mental and emotional well-being.In this chapter,well explore how Black Americans are approaching mental wellness and the unique differences between diverse subsegments of the broader community.MINDING OUR

58、MINDSWAVE 3-HEALTH&WELLNESSMENTAL HEALTH+WELLNESS|RELATION TO OVERALL HEALTH28Q22.Please select the point in the scale that describes how much you agree or disagree with each statement below.Mental health is a significant part of overall health.(Completely Agree)Black Americans58%50%Non-Blacks“Menta

59、l health is a significant part of overall health.”50%Black MenBLACK AMERICANS ARE SIGNIFICANTLY MORE LIKELY THAN NON-BLACKS TO COMPLETELY AGREE THAT MENTAL HEALTH IS A SIGNIFICANT PART OF OVERALL HEALTH.63%Black Women60%60%Black LGBTQ+Black Living with a DisabilityThis was the highest of all ethnic

60、segments and significantly higher than the 37%of Asian Americans who completely agree.WAVE 3-HEALTH&WELLNESSHEALTHY LIFESTYLES|WHATS YOUR DEFINITION OF IT29OE_R4020 What does“healthy lifestyle”mean to you?How would you define or describe healthy lifestyle?-58-year-old Black woman from the South“A he

61、althy lifestyle begins on the inside where you control your emotional and mental condition.You take care of it.”WAVE 3-HEALTH+WELLNESSSMART MARKETING MOVES|SENTIMENTS ON BANKS_30Despite a strong acceptance that mental health and well-being are a critical part of ones overall health,Black Americans a

62、re not as confident 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

63、 WHAT TO DO TO STAY MENTALLY HEALTHY.At 50%,Black Americans earning$100K+are most likely to feel confident in their knowledge of how to stay mentally healthy.Gen Z is the least confident with only 30%of 18-24 year olds completely agreeing that they know how to stay mentally healthy.43%of Black Ameri

64、cans who identify as LGBTQ+and/or those who have a disability show increased confidence in maintaining their mental health.1.2.3.WAVE 3-HEALTH&WELLNESSCompletely AgreeSomewhat AgreeDont Agree or DisagreeSomewhat DisagreeCompletely Disagree3%5%16%36%39%Completely AgreeSomewhat AgreeDont Agree or Disa

65、greeSomewhat DisagreeCompletely Disagree5%6%16%35%38%5%6%14%27%48%BlacksNon-BlacksWAV E 1-I DE N T IT Y+VALUE S31MOST BLACK AMERICANS SAY THEY WOULD BE COMFORTABLE SEEKING OUT PROFESSIONAL HELP WITH MENTAL HEALTH ISSUES.WAVE 3-HEALTH+WELLNESSQ22.Please select the point in the scale that describes ho

66、w much you agree or disagree with each statement below.If I ever experienced mental health issues,Im comfortable seeking medical help.There is a strong age correlation,with comfort levels increasing significantly as Black Americans age.1.At 58%,Black Americans who are living with a disability are al

67、so 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 HELP32WAVE 3-HEALTH+WELLNESSQ22.Please select the point in the scale that describes how much you agree or disagree with t

68、he statement“Self-care is an important part of my mental health routine.”(Completely Agree)39%55%39%29%WHITEBLACKHISPANICASIANMENTAL HEALTH+WELLNESS|SELF CAREA HEALTHY MENTAL HEALTH ROUTINE INCLUDES SELF-CARE.Most Black Americans consider self-care an important part of their mental health routine.Th

69、is understanding becomes even more prominent with age.Black 18-24:37%Black 25-39:54%Black 40-54:60%Black 55+:61%33NARRATIVE#3HEALTHY LIFESTYLESWAVE 3-HEALTH+WELLNESSWAVE 3-HEALTH+WELLNESSTHE JOURNEY WITHIN34HEALTHY LIFESTYLES|EXECUTIVE SUMMARY_One of the most consistent truths weve uncovered within

70、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 c

71、lear.While the goal may be universal,Black Americans are taking unique steps on their health and wellness journeys.In this chapter,well 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

72、wellness advice.”(Any Agree)HEALTHY LIFESTYLES|CAN I ASK YOU FOR ADVICE?35Non-Black BlackMy friends often ask me for health and wellness advice.36%41%Not only are many Black Americans managing their health on their own,theyre also more likely to say that their friends often come to them for advice o

73、n 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 frie

74、nds 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%36CARDIO IS THE MOST COMMON TYPE OF EXERCISE AMONG BLACK AMERICANS R

75、EGARDLESS OF AGE OR GENDER.Q13.What type of exercise do you do?While weve learned in“The Gender Divide”chapter that Black men claim more consistency in their workout routine vs.Black women,there are other differences between the types of exercise across both sex and age.HEALTHY LIFESTYLES|TYPES OF E

76、XERCISE WAVE 3-HEALTH+WELLNESS36Cardio70%Black Men48%23%35%Black Women30%10%45%18-2460%48%22%49%25-3972%45%21%41%40-5473%40%15%41%55+85%18%1%36%Weight TrainingTeam SportsYoga/Pilates37THERES CONTINUED INDEPENDENCE WHEN IT COMES TO BLACK AMERICANS EXERCISE SET UP.Q14.Do you currently have a membershi

77、p 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

78、.Do you currently have a membership to a gym?Non-BlackBlack18-2425-3940-5455+Yes,I am currently enrolled34%30%34%39%25%21%No,had one in the past but no longer enrolled30%36%35%36%36%37%No,I have never had a membership to a gym/sports club/health club35%33%31%25%38%43%HEALTHY LIFESTYLES|EXERCISE SET

79、UPWAVE 3-HEALTH+WELLNESS37Black 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).38Q15b.Do you follow any fitness influencers or instructors on social media?(Amo

80、ng those who exercise)Younger generations are more inclined than older generations to follow these influencers and instructors.Black Americans making$30-59K were most likely to say they were not following influential individuals.HEALTHY LIFESTYLES|FITNESS INFLUENCERS WAVE 3-HEALTH+WELLNESS38YesNo72%

81、28%67%33%BlacksNon-BlacksDo you follow any fitness influencers 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 fitness instructors or influencers on soc

82、ial.NEARLY HALF OF BLACK MILLENNIALS FOLLOW FITNESS INFLUENCERS ON SOCIAL MEDIA.HEALTHY LIFESTYLES|WHATS YOUR DEFINITION OF IT39WAVE 3-HEALTH+WELLNESS-42-year-old Black woman from the South“A healthy lifestyle is a comprehensive mode of living that promotes an individuals optimal health and well-bei

83、ng.Healthy daily living habits include eating,sleeping,exercising,working and relaxing in ways that optimally support a persons natural bent towards happiness,health and wholeness.”OE_R1414 What does“healthy lifestyle”mean to you?How would you define or describe healthy lifestyle?40THERE SEEMS TO BE

84、 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 theyre slightly less

85、 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 fortified,keto or high protein,low carb,an

86、d plant-based/vegan products.HEALTHY LIFESTYLES|FOODWAVE 3-HEALTH+WELLNESS40Fresh fruits&vegetablesLowfat or fat freeLow sugar or sugar freeOrganic productsFortified productsKeto or high-protein,low carbPlant based or veganGluten-free14%21%16%3%21%48%42%77%16%22%17%2%19%42%32%77%BlacksNon-Blacks18-2

87、4:27%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%41SMART MARKETING MOVESNARRATIVE#4WAVE 3-HEALTH+WELLNESSSMART MARKETING MOVES|REPRESENTATION 42Q1_ Please select the point in the scale that describes how much you agree with the statement(Any Agree):25

88、.“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

89、3-HEALTH&WELLNESS25%23%52%31%32%63%BlacksNon-BlacksWhite: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.Theyre also more likely to actively look for and prefer health-care professionals of the s

90、ame race/ethnicity.REPRESENTATION MATTERS ON SCREEN AND OFF.Foreign born:50%US born:65%I pay attention to advertising about health and medicationsI actively look for health-care professionals of my same race/ethnicityI prefer my doctors/health-care providers be of the same race/ethnicity as myself18

91、-24:38%25-39:40%40-54:32%55+:16%SMART MARKETING MOVES|MEDICAL DISCRIMINATION 43Q29.While receiving health-care,do you feel that you have ever been treated differently or unfairly because of your race/ethnicity?While there are plenty of Black Americans who have not knowingly experienced discriminatio

92、n in regard to health-care,older Black Americans age 55+were most likely to make this claim.Younger and more affluent Black Americans are telling a different story.BLACK AMERICANS ARE 2X MORE LIKELY TO CLAIM THEYVE BEEN TREATED DIFFERENTLY AT LEAST ONCE WHEN RECEIVING HEALTH CARE.WAVE 3-HEALTH&WELLN

93、ESSWhile receiving health-care,do you feel that you have ever been treated differently to unfairly because of race/ethnicity?Black Non-BlackNo,never60%79%Yes,once20%11%Yes,2 or 3 times14%8%Yes,4 or more times6%2%18-24:32%$100K+:24%$60-99K:11%$100K+:13%55+:68%SMART MARKETING MOVES|TRUSTED VOICES 44Q2

94、0.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%BlacksNon-BlacksBlack Americans overall are more likely to list their personal doctors and doctors in gen

95、eral 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 nurse18-24:36%25-39:45%40-54:54%55+:67%

96、WAVE 3-HEALTH&WELLNESSThe CDCFamily&friendsBlack community leadersMainstream media and newsPharmaceutical companies18-24:14%25-39:20%40-54:22%55+:34%Pharmacists18-24:25%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

97、.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 pr

98、actices.(Any Agree)BLACK HEALTH&WELLNESS|RELIGION45Black Americans believe that their religious beliefs have great influence 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 wit

99、h age and income.However,younger generations are less likely to agree.WAVE 3-HEALTH&WELLNESSRELIGION AND SPIRITUALITY HAVE LONG BEEN IMPORTANT IN THE BLACK COMMUNITY.18-2425-3940-5455+53%66%76%79%I AM A RELIGIOUS OR SPIRITUAL PERSON67%Black Men70%Black72%Black Women57%Non-BlackMY RELIGIOUS BELIEFS H

100、AVE A GREAT INFLUENCE ON MY HEALTH AND WELLNESS PRACTICESBlack 43%White 36%Hispanic 29%Asian 31%MORE MALE ATTENTIONHEALTH INSURANCE LITERACYAcross the board were seeing Black men are more confident in their current state of health,however,there are key indicators,like their increased likelihood to o

101、nly see a doctor when sick,that shed more light on this story.By bringing more attention to Black mens health,we can normalize the conversation and increase healthier outcomes for the community as a whole.NEW ROUTINESBlack Americans are taking a more holistic approach to wellness.Self-care has becom

102、e a critical component of health routines,and people are turning to plant-based and natural methods more often.Marketing efforts to this segment should embrace this truth and focus on preserving health as much as preventing illness.EXPAND THE SPHERE OF INFLUENCEIn addition to doctors,Black Americans

103、 often turn to faith leaders,social influencers,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

104、-24 were significantly more likely to claim not knowing how to obtain health insurance than other ethnic segments.Even older adults indicated having difficulty navigating the health insurance and healthcare systems.So,whether individuals are covered by their parents or not,consider expanding literac

105、y tactics for younger demographics so they are more aware and have more control over their health and medical insurance as they age.46SMART MARKETING MOVES|TOP 4_WAVE 3-HEALTH&WELLNESSAPPENDIX47WAVE 3-HEALTH+WELLNESS WILL CAMPBELLMELANIE WILLIAMSROY EDUARDO KOKOYACHUKCo-Founder and CEO Quantasy+Asso

106、ciates48CARLOS YANEZSVP,Head of Strategy Quantasy+Associates Co-Founder and Principal ThinkNowCSVP,Custom Research ThinkNowOUR LEADERS_WAVE 3-HEALTH&WELLNESS49Blacks(A)Non-Blacks(B)Gender Male40%43%Female59%57%Age18-2415%B8%25-3935%30%40-5424%24%55+27%38%ABorn in U.S90%89%Race/EthnicityBlack,African

107、 American100%-Asian/Pacific Islander1%10%AAmerican Indian or Alaska Native1%3%AWhite2%81%Hispanic7%20%A(n=1099)(n=517)LGBTQ+11%10%People w/Disability 20%20%Blacks(A)Non-Blacks(B)RegionNortheast17%18%Midwest15%21%South57%B36%West10%25%AMarital StatusSingle51%B27%Married or living with partner32%55%ASeparated/divorced/widowed16%17%Employment Employed(net)59%A51%Retired 15%29%Household incomeMean(in thousands)$43,529$53,716DEMOGRAPHICS_WAVE 3-HEALTH&WELLNESS