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African Americans', Hispanics' Brand Loyalty Strong

African Americans and Hispanics have strong trust in brands, writes Brandweek, citing the "Yankelovich Monitor Multicultural Marketing Study."

Some 58 percent of Hispanics and 55 percent of African Americans agree with the statement that "it is risky to buy a brand you are not familiar with," according to the Yankelovich study. And only 42 percent of African Americans and 40 percent of Hispanics said they would "buy private label and generic brands" if their families unexpectedly had less money.

Moreover, both groups are reconnecting with their roots: 67 percent of African Americans and 71 percent of Hispanics agree, "My roots and heritage are more important to me today than they were just five years ago."

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