For many years, the traditional political industry has focused resources on understanding different types of White voters, from “Joe the Plumber” to “soccer moms.” Despite Black voters’ pivotal role in driving electoral outcomes, the Black community is often treated as transactional turnout targets.
However, we believe it is important to understand the full civic life of Black people and the Black community. The same level of curiosity afforded other communities should be extended to understanding differences within the Black electorate.
Too often, messages and programs that target Black voters focus only on demographics and therefore fail to take into account the various issues, values, and identities that drive civic engagement behavior by different types of Black voters.
To address this gap, the Democracy & Power Innovation Fund, Sojourn Strategies, and HIT Strategies conducted a national survey of registered and unregistered Black adults, discovering five values clusters that help our partners “see” the Black community with a focus on understanding the diversity of values that drive their civic engagement behavior.
This research was commissioned by the Democracy & Power Innovation Fund and conducted by Dr. Katrina Gamble, CEO of Sojourn Strategies, and Terrance Woodbury and Roshni Nedungadi, founding partners of HIT Strategies.
BLACK VALUES CLUSTERS
Black voters are not a monolith. Differences across values, identity, faith and other factors impact how individuals engage in civic action. Understanding these values beyond simple demographics is the only way to meet Black voters where they are and achieve a power shift that results in material progress for Black communities.
- Oldest cohort; Has the most Boomers
- Vote Power: 7-10 (highest vote power)
- Strong Black identity
- Strong Democrats
- High vote likelihood (highest)
- Majority women
- Vote Motivations: To protect or defend democracy and civic duty
2024 Top Issue: Racism and discrimination
- Largely Gen X & millennials
- Vote Power: 6-10
- Most educated
- Majority women
- Strong Black identity
- Democrats
- High vote likelihood
- Believes systemic racism is a barrier for Black people
- Values equality & fairness
2024 Top Issue: Healthcare
- Largely young people (millennials & Gen Z)
- Vote Power: 6-10
- Strong Black identity
- Lowest income
- Lowest education
- Independent, lean Democrat
- Low vote likelihood
- High religiosity
2024 Top Issue: Healthcare
- Youngest cohort; the most Gen Z
- Vote Power: 5-10
- Majority men
- Independent
- Disapprove of Democrats and Republicans
- Lowest vote likelihood
- Low social trust
2024 Top Issue: Inflation and cost of living
- Mostly Gen X and millennials
- Vote Power: 4-10 (lowest vote power)
- Majority men
- Low Black identity
- Independents, lean Republican
- Highest income
2024 Top Issue: Inflation and cost of living
METHODOLOGY
These findings are from a HIT Strategies survey of 2,034 Black registered voters and 918 Black unregistered voters. YouGov conducted survey weighting, matching respondents to frames based on gender, age, and education. The survey was fielded in March 2024. The margin of error is +/-1.84 %
Universe
- Black registered voters (18+)
- Black unregistered but eligible voters
Sample Size
Total N = 2,952
- 2,034 Black registered voters
- 918 Black unregistered voters
BLACK VALUES CLUSTERS
Black voters are not a monolith. Differences across values, identity, faith, and other factors impact how individuals engage in civic action. Understanding these values beyond simple demographics is the only way to meet Black voters where they are and achieve a power shift that results in material progress for Black communities.
- The Black Values 2024 cluster analysis is based on a survey of registered and unregistered eligible Black voters.
- In addition to typical issue priorities and demographics, it includes a range of measures on identity, values, religiosity, and political efficacy.
- Religion and faith (or lack thereof) are important factors for two of the clusters—NextGen Traditionalists and Secular Progressives.
- There is a large segment of Black adults who identify as independents across three clusters—NextGen Traditionalists, Rightfully Cynical, and Race-Neutral Conservatives. However, some important factors that differentiate these three clusters are ideology, religion, and Black identity.
2024
2,034 registered Black voters; 918 unregistered eligible Black voters. The survey was fielded in March 2024. The margin of error is +/-1.84%
Legacy civil rights
- Oldest Cohort; Has the Most Boomers
- Vote Power: 7-10 (Highest Vote power)
- Strong Black Identity
- Strong Democrats
- High Vote Likelihood (Highest)
- Majority Women
- Vote Motivations: To Protect or Defend Democracy and Civic Duty
2024 Top Issue: Racism and Discrimination
SECULAR PROGRESSIVES
- Largely Gen X & Millennials
- Vote Power: 6-10
- Most Educated
- Majority Women
- Strong Black Identity
- Democrats
- High Vote Likelihood
- Believes Systemic Racism Is a Barrier for Black People
- Values Equality & Fairness
2024 Top Issue: Healthcare
NEXTGEN TRADITIONALIST
- Largely young people (millennials & Gen Z)
- Vote Power: 6-10
- Strong Black identity
- Lowest income
- Lowest education
- Independent, lean Democrat
- Low vote likelihood
- High religiosity
2024 Top Issue: Healthcare
RIGHTFULLY CYNICAL
- Youngest Cohort; the Most Gen Z
- Vote Power: 5-10
- Majority Men
- Independent
- Disapprove of Democrats and Republicans
- Lowest Vote Likelihood
- Low Social Trust
2024 Top Issue: Inflation and Cost of Living
RACE-NEUTRAL CONSERVATIVE
- Mostly Gen X and Millennials
- Vote Power: 4-10 (Lowest Vote Power)
- Majority Men
- Low Black Identity
- Independents, Lean Republican
- Highest Income
2024 Top Issue: Inflation and Cost of Living
