A look into the missing demographic
of BIPOC men in MRX.

Not only do men spend more money on clothing than women, but  according to Allied Market Research,  they also represent a multibillion dollar growth opportunity for the beauty & personal care industry which is expected to reach $276.9 billion by the year 2030.

All of this means that new interest and energy will likely need to be put on the spending habits of men to fill the gap of information on who they are and what impacts their purchase decisions.

Because market research and advertising dollars have typically focused on mainstream (majority white) audiences, the need for understanding men of color will be even more crucial in today’s increasingly multicultural America.

But what happens if the companies tasked with telling the insights stories & consumption habits of Black and brown men do not reflect their audience? 

When market research teams don’t reflect the audiences they are meant to connect with, often brands are left with insights that either

1) Don’t tell the full story.
2) Are inaccurate or
3) Either Fail to resonate.

It is no secret that the MRX industry is not diverse however, a different kind of inclusion dilemma has emerged over time:

The case of missing BIPOC men in market research.

In fact, this space is disproportionately populated by women, specifically at lower levels where most of research methodologies and insights outputs are developed.

To gain some visibility on why this gap exists, we conducted 14, hour long interviews with market-research professionals, with a heavy emphasis on BIPOC men from across the research & insights space. We followed up with a live Insights Inside Sessionwith male practitioners to bring their experiences to life.

Let’s see what they had to say.

For most researchers, especially researchers of color, the MRX field is rarely on their radars.

In fact, it is common for most researchers (from any background) to accidentally fall into the MRX field as many start out in unrelated career fields while others find their way to it by studying adjacent fields in college or being exposed to it by other means.

This is even more true for researchers of color.

"It wasn't until I had a teacher… whose name I can't remember, who was teaching a basic marketing course and he talked about marketers and [how] they marketed ideas and brands and life to people. And that was very, very attractive to me. It actually resonated with my understanding of how I interacted with people… about who these people wanted to be and how they wanted to think of themselves”

Many have found the work to be extremely impactful, both within their communities and the organizations they work in.

So what’s leading to the BIPOC male gap in market research? 

Compared to other industries, the contributions of researchers have historically been undervalued.


Sticking To Predictable, Familiar Career Paths Can Lead To A Lifetime Of Unfulfillment

Minorities often pursue roles that feel safe, or that they know to be successful, but that often pigeon holes them into roles, careers and lifestyles that may not fit exactly who they are or why they want to be.


There is an Opportunity to Correct Cultural Power Imbalances

Data and insights touch and inform everything we do. There is a need to ensure that the people in the seats gathering the insights and building the tools to enhance our lives are as diverse and representative as possible.


There is a Positive Impact When We Tell Our Own Stories

Finally, it is crucial that people of color understand the power of being architects of their own stories.

Humans are story tellers, and with those stories come our histories, our traditions and our culture. From African Griots to Indigenous Story Tellers, the ritual of storytelling is a vital part of the American minority & immigrant experience.

By pursing careers in market research, we have the ability to connect the histories of our pasts with contemporary experiences today in a more complete, authentic and thoughtfully nuanced way than those who have never lived in our shoes.

What You Might Be Thinking

I’ve already started on my career journey so I think it’s too late for me to explore this field.

Did you know that it takes an average of three years into their professional careers for MRX practitioners to find their way into the industry? 

Did you also know that MRX practitioners often come from a wide variety of educational backgrounds that are not often associated with the field or market research?

As long as you are curious about market research, understanding people and asking “why” then there is a place for you here- you just need to be willing to explore. 

How do I go about getting into the space?


I’m a student, and not yet in the professional space- how do I go about getting started?


LEARN MORE (Coming soon)

SEE WHAT'S OUT THERE (Coming soon)

Hear from BIPOC men in the industry speak on their own experiences

Click to See the video

For Brands & Agencies- Download the latest report on how to attract and keep BIPOC talent