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The healthcare landscape in the United States is undergoing a monumental shift. By 2045, Black, Hispanic, and Asian consumers—groups historically underserved by the healthcare system—will collectively become the majority of the country’s population.

As these demographic changes accelerate, so do the opportunities and responsibilities for healthcare marketers and brands. The 2025 eMarketer report , “Black, Hispanic, and Asian Consumers’ Healthcare Attitudes and Behaviors,” offers a detailed look into these groups’ unique experiences, preferences, and digital-first behaviors, providing crucial insights for anyone seeking to engage and serve these communities effectively.

One of the report’s most significant findings is the deep-rooted distrust that Black, Hispanic, and Asian consu

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