Understand the audiences driving your organization's growth.
High-growth audiences are defined by more than demographics. They are shaped by identity, culture, behavior, and context. ThinkNow combines research, audience intelligence, and data to help organizations understand, connect with, and create meaningful impact among diverse, emerging, and hard-to-reach audiences.
Hispanic consumers are a powerful and fast-growing segment of the U.S. economy, with Latino GDP, income, and purchasing power expanding significantly faster than the national average. Representing nearly 20% of the population, they are younger, highly engaged with technology, and are driving workforce growth. Their purchasing decisions are often influenced by family, culture, and community, making Hispanic market research essential for brands seeking to connect with this audience effectively.
Black Americans represent a diverse and influential consumer segment, with 48.3 million people and an estimated $1.6 trillion in purchasing power driving significant economic and cultural impact in the U.S. However, the Black consumer market is far from homogeneous, encompassing a wide range of backgrounds, cultures, and experiences. Market research helps brands better understand these nuances and connect more authentically with Black consumers.
Asian Americans, numbering approximately 24.8 million, are one of the fastest growing and most affluent demographic groups in the United States. While they represent a highly diverse population with roots in over 20 countries and varying socioeconomic backgrounds, they are often connected by shared cultural values, heritage, and immigrant experiences. Understanding these nuances through market research helps brands engage more effectively with this influential consumer segment.
Millennials, the first generation to grow up with the internet, are highly digital consumers who research purchases online, share experiences on social media, and have fueled the growth of the sharing economy. Nearly half are multicultural Millennials who strongly embrace and express their cultural heritage through their values, beliefs, and purchasing behaviors.
Gen Z is the most diverse generation in U.S. history and is deeply shaped by social media, digital connectivity, and a strong focus on social issues and identity. While highly independent, they still rely on parents and peers for purchasing guidance, making trusted relationships and community influence key factors in brand engagement.
The LGBTQIA+ community represents a growing and economically influential consumer segment in the U.S., with nearly 10% of adults identifying as LGBTQIA+ and even higher representation among younger generations. These consumers place strong importance on LGBTQIA+ equality and often align their purchasing decisions with brands that demonstrate authentic support for inclusion and representation.
Women are one of the most influential consumer groups in the U.S., controlling or influencing 85% of purchasing decisions across a wide range of industries. With over 172 million women and women of color driving growth in entrepreneurship, brands that invest in understanding and engaging this diverse audience are better positioned for long-term success.