Tag: Cultural identity, millennials self-identification, ethnic background, multi-cultural in the US
Cultural identity refers to identification with, or sense of belonging to, a particular group based on various cultural categories including nationality, ethnicity, race, social class, generation, and religion. Cultural identity is formed and maintained through the process of sharing collective knowledge such as traditions, heritage, language, norms and customs. As individuals can affiliate with more than one cultural group, especially in a diverse nation like the US, cultural identity is complex and multi-faceted.
According to MineMR’s research among millennials in the US, cultural identification is deep rooted to a person’s sense of belonging. Results reveal that among those of Hispanic and Asian ethnic backgrounds, nearly half say they equally identify with both their ethnic background (i.e., being Hispanic or being Asian) AND with being American. A little over a third more strongly self-identified with their ethnic background. Contrary to those of Black or African-American background, the vast majority simply view themselves as Americans. What can this mean for your brand strategy and how you curate experiences for your customers?
