“Now representing more than four in ten Americans—and already the majority of those under 18—non-White populations have gained a larger share of overall wealth and delivered strong income growth over the past decade. This young and growing cohort is also highly aspirational, digitally engaged, and influential. Their openness to new products and experiences, coupled with a strong drive for progress, positions them as key trendsetters—an influence further reinforced by the rising prominence of Asian and Hispanic cultures both in the U.S. and globally.

This report examines Hispanic, Black, and Asian American consumers, highlighting how they compare with White consumers and with one another across economic status, household structure, mindset, shopping, and category behaviors. It also explores differences within the Hispanic population—across English-dominant, Bilingual, and Spanish-dominant groups—to better understand how acculturation shapes attitudes and behaviors.”