Optimistic and Resilient, Multicultural Consumers Power the Pandemic Economy and Beyond: Their Behaviors, Attitudes, and Outlooks


Today’s U.S. consumers are more diverse than ever which is a reflection of demographic trends over the past two decades. As consumers embrace the new normal and the pandemic is in hindsight (almost), the post pandemic world ushers in a new era for marketers and advertisers in which sensitivity to social issues and causes is just as important as keeping the pulse on consumer trends. 

This white paper is a glimpse into a comprehensive survey, co-sponsored by Sparkle Insights and The Filipino Channel and conducted by Sparkle Insights, to understand what makes American multicultural consumers tick in the “new normal”.

Grocery Shopping Venues and Online Shopping Habits
  • Approximately 1/3 of Hispanics, African Americans, and Asians reported shopping for groceries at mass merchandisers more often than pre-pandemic.
  • Ethnic grocery stores are the third-most important grocery shopping venue for Asians behind mass merchant and chain grocery stores, with half of the population choosing to shop there.
  • More than 1/3 of Hispanics and African Americans frequent pharmacy stores, reportedly higher than Asians and Caucasians.
  • Racial disparity in health and economic equity brought by COVID has led to Hispanics and African Americans shopping more at dollar stores and convenience stores.
  • Hispanics and African Americans are more likely to shop for groceries online. Asians are more likely to shop online for personal care items.
Personal Finance
  • Approximately 50% of Hispanics, African Americans, and Asians plan to buy or sell investments in the next 12 months. More than 1/3 plan to buy or sell cryptocurrency.
  • More than 40% of Hispanics and African Americans plan to buy more life insurance and medical insurance in 2022.
ESG Outlook
  • 70% of African Americans are particularly vocal about supporting companies and brands that advocate for diversity.
  • Approximately half or more of the general population will support companies that are more socially responsible and pay more for healthier, organic, or green products.
Media Consumption
  • The top 3 video streaming platforms consumed among all racial segments are Netflix, Amazon Prime Video, and Hulu.
  • Hispanics, African Americans, and Asians have a significantly higher viewership of fashion/beauty shows than the general population.
  • Significantly more Hispanics use TikTok, Snapchat, and Twitch daily than the general population, perhaps due to a younger demographic.
  • Asians overall use 40-50% of in-language media across the board, with in-language usage being the highest for online radio, traditional print press, and social media.
  • More than half of African Americans and Hispanics are especially vocal about ethnic media understanding their needs better and supporting brands and products being advertised in ethnic media.

To download a copy of the full article, please click below: