“The Urban Hustler is driven by the need to succeed, they’ve got that 'go-getter' mentality and they expect to achieve a certain status among their peers. The study suggests that there exists an enormous population of young people shaping current trends and placing a high premium on fashioning themselves in a way that reflects a lifestyle they feel they’ve achieved or aspire to be a part of. There is considerable opportunity for brands to become a part of that world,” commented Tru Pettigrew, President of Alloy Access, in a press release.

Pettigrew added, “Although this group’s importance has been evident for some time now, a quantitative picture of their influence has not been available. The study finally defines who these 'hustlers' are, where they are, and what’s motivating them. The data will be incredibly valuable to marketers looking to solidify a beneficial relationship with this influential consumer.”

As trendsetters, this cohort is obsessed with the latest in fashion, technology, and entertainment, and are responsible for an astonishing $90 billion in annual discretionary spending in these areas. Urban hustlers comprise one-fifth of their age demographic (12 to 34 years); their spending makes up one-third of total expenditure across their age group.

What do they spend all that money on? They spend 45%more on clothing, accessories and shoes than non-urban consumers each month. They spend 2.5 times more per month on sneakers than those outside their demographic, and spend an average of $393 per month on discretionary spending per month, $100 more than non-urban consumers. Urban hustler purchases of clothing, shoes, and accessories accounts for totals $17.4 billion annually (or one-fifth of the aforementioned $90 billion).

Last month, two-thirds of urban hustlers purchased an item to keep with fashion trends, such as new clothes or accessories. Nearly 40% of urban hustlers spend money on sneakers each month, versus 17% of non-urban consumers.

Urban hustlers also spend money staying socially connected and entertained. More than half (54%) own a laptop, more than the overall average, and are more likely than non-urban consumers to use their cell phones frequently. As a group, urban hustlers spend more than $9 billion annually on movies, concerts, and club hopping.

While Jennifer Lopez and Oprah Winfrey are certainly admired by many within this demographic, the white, unhustler Bill Gates garners more respect and admiration than P Diddy. Twenty-two percent of urban hustlers aspire to be like Bill Gates versus a mere six percent who would like to be like P Diddy.

Top career goals among this demographic are entertainer (24%) or mogul (16%). Urban hustler fascination with hip-hop, entertainment, technology, and trends have removed traditionally venerated service professions like doctor and lawyer, and have replaced them with entertainment mogul and performer.

Ali Muhammad, Founder of 21st Century Hustle and former Vibe Magazine executive, stated in the press release, “Our brand was founded on the [principles] of Urban Hustle. What’s really exciting about the study is the quantification of this consumer’s clout in the marketplace and their motivations behind reinforcing their 'self-brand.' It will be increasingly necessary for marketers to position themselves across their spaces and seek ways to be invited to their exclusive world.”

“Urban Hustlers’ tremendous impact on national consumer trends has been reinforced by these findings. By forging an alliance with this consumer, brands can reap the rewards, but first you have to capture their attention. Social, driven, and always on the move, becoming a relevant player in their world requires that you understand their dreams, desires, and what inspires them and that your message reflects their mindset,” continued Pettigrew.

“By infusing your brand into their spaces in a way that further enhances their lifestyle, Urban Hustler’s wide influence can have [a] staggering effect on a marketer’s bottom line.”