From Black First to American First: A Major Change in Black Identity is Underway
The subject of Black identity has been central to the story of American culture in the 2020s so far, with the effects playing out in some dramatic changes to the very nature of that identity.
In a reversal from earlier in the decade, Black Americans today are more likely to identify as “American first” than “Black first,” while the percentage saying “both equally” has also declined.
At first glance, this might seem counterintuitive to some who expect Blackness to be prioritized over Americanness, given the heightened racial tensions of the last several years. But digging deeper, the picture becomes layered.
Black individuals who identify as American first are younger, prioritizing values that emphasize upward mobility, ambition and expression. The values of this young and energetic cohort reflect their desire to belong and thus claim their American heritage. For many, the specifics of African or Caribbean lineage may feel distant or abstract. What feels immediate and undeniable is their connection to America itself. Generations of resilience, along with their cultural, social and political contributions, have created a deep sense of national ownership. Younger Black Americans are growing up in a more diverse and multicultural U.S. where Americanness is being renegotiated. This shift in identity comes at a time when the dominant national narrative continues to sideline Black contributions, creating an urgency to reclaim, protect and assert the history and heritage that Black Americans know to be foundational to the American story.
This isn’t about diminishing Blackness. It’s about redefining belonging in ways that feel affirming.
As such, brands need to recalibrate how they understand belonging, aspiration and cultural signaling. Black consumers don’t just want acknowledgement; they want to be recognized as essential contributors to the American story. That means reflecting them at the center of American ambition and success. This insight comes from our MONITOR data and expertise in cultural intelligence. At MONITOR, we uncover the deeper shifts shaping identity, values and behaviors. That’s how we help brands and organizations stay ahead of cultural change.