Why growth audiences will help brands win in a cooling market

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From fine dining and travel to couture and jewelry, U.S. luxury brands can fuel business by engaging growth audiences: Black, Hispanic and Asian American shoppers who represent the fastest-growing U.S. segments. Though historically underserved, these audiences are increasing in influence and are overrepresented in younger generations.

Growth audiences are dynamic. From celebrities and creators like Beyoncé and Becca Bloom to more affluent consumers flexing their spending power, they are setting trends, shaping culture and markets, and embracing brands that share their values. The 2025 Met Gala, “Superfine: Tailoring Black Style,” presents compelling evidence. In celebrating Black culture and contributions, they raised record funds, broke streaming precedents, and garnered over $500 million in earned media. 

Cultural relevance drives commercial success. However, initiatives must be informed, intentional and inclusive — and certainly avoid missteps driven by bias. Authenticity and empathy are essential when ensuring growth audiences feel uniquely cared for at every touchpoint.

For further reading

• How marketers can reimagine the American Dream for growing populations
• Know the New America: Growth Audiences
• Ipsos Top Topics: Cultural Intelligence