Black millennials more optimistic amongst minority groups in the US, while whites find American Dream elusive
Although many brands have tapped into the millennial generation - those that first 'came of age' around the time of the new century in the age range from 18 to 34 - researchers were surprised at the expectations amongst white, black, hispanic and asian millennials, finding minority segments more positive about their future and the American dream than the white majority.
In a unique collaboration within the advertising industry, Richards/Lerma joined forces with The University of Texas at Austin, Stan Richards School of Advertising & Public Relations to decode the generation set to define the future of our nation and found their assumptions to be wrong.
The report surprised researchers who noted that after interviewing, listening, and studying 1,000 millennials, their assumptions were counterintuitive. Minorities in the US are far more optimistic than the majority in this generation. Researchers expected to uncover hints of despair, apathy, and hopelessness amongst some black millennials, they found that to be completely untrue. Instead the study uncovered that young African Americans are the most optimistic segment with a heightened sense of control over their future. Research suggests that they are the group that showed the most faith that their hard work will pay off.
While there is a cultural assumption that hispanics feel misrepresented as cultural intruders, often being blamed for what some see as a deteriorating American society and culture, hispanic millennials threw out that theory according to the study. The data suggests that young hispanics feel very tied to the American Dream and along with other minority millennials are putting much of their energy into pursuing and keeping the American Dream alive.
The report suggests that minority millennials are undaunted by racial setbacks and are instead optimistic and motivated to pursue the American Dream, as well as holding on to traditional values.
Whether it is the legacy of the American Dream - or the elusive nature of it - white millennials showed a distinct lack of 'energy' when it came to actually pursuing it. The study notes that the American Dream as white millennials see it seems unattainable hence the drive to succeed is not dominating their future aspirations as much as the other three ethnic segments. The research suggests that white millennials do not feel energized, or perhaps are burdened with the knowledge that if the American Dream means they will earn more or live better than their parents did, they are not getting there.