Key findings:
- Only 1 in 3 Black adults in the U.S. say brands or businesses owned by women or people of color have an equal opportunity to succeed compared to other businesses-- a large difference compared to nearly two-thirds of adults overall
- Social movements from last year may have had a limited impact on consumer behavior, as less than 1 in 6 saying they are shopping more at women- or POC-owned businesses due to events from 2020
Belief in equal opportunities for women- and POC-owned businesses lags among women and Black adults
The majority (63%) of U.S. adults say that businesses owned by women or people of color (POC) have an equal chance to succeed compared with other businesses. Optimism falls behind among female and Black consumers.
- An 11 point difference separates men and women: 58% of women agree with this sentiment, compared with 69% of men.
- Only 37% of Black adults agree that an equal opportunity exists for these businesses, compared with 67% of White adults and 69% of Hispanic/Latino adults.
Majority of consumers shop at women- and POC-owned businesses, with support higher among younger, Hispanic, and Black consumers
Nearly 3 in 4 (71%) of US adults say they always or sometimes shop from brands owned by women or people of color.
- Younger generations are more likely to do so: 83% of those aged 18-34, compared with 69% of 35-64 and 59% of those aged 65 and older
- 78% of Black or African-American consumers always or sometimes shop at these businesses, compared with 68% of Hispanic or Latino consumers and 69% of White consumers
- Women of color shop at these business at a similar rate as white women (69% vs 70%), while men of color are more likely to do so then white men (80% vs 68%)
The same consumers are increasing their support due to social movements from the previous year. While only 15% of U.S. adults overall say they are shopping more at women- or POC-owned businesses year over year, support is higher among those who are younger (aged 18-34), Hispanic/Latino and Black, with nearly 1 in 4 in each group saying they’ve increased their shopping activity.
Half (50%) of U.S. adults also say they are willing to pay more for products from brands owned by women or people of color.
- Women are more willing than men (56% vs. 44%).
- Black and Hispanic adults are more willing than White adults (67% and 69% vs. 43%, respectively).
- Younger consumers are more open to paying a premium for such products (61% of 18-34 vs. 48% of 35-64 and 42% of 65+), seen across both gender and ethnicity:
- 71% of Black adults aged 18-44 express greater willingness to pay more, compared to 63% of those aged 45 and up. White adults show a similar gap between 18-44 and 45+ (49% vs 40%).
- Only one in three (36%) men aged 45 and above are willing, compared with 53% of men aged 18-44.
- One in two women aged 45 and above are willing, compared with 62% of those aged 18-44.
Read more about our polling methodology here.
