How Multicultural Consumers Want Brands to Support Change: Consumer Response to Racism & Current Events
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Entering the conversation on race can be an intimidating step for your brand, but in this day and age, it’s imperative. Our latest research on current events helps you unpack this topic and provides the guidance you need to take action. Fill out the form to download a sample of the study.

“Unprecedented times:” a label the world has become well-acquainted with since the beginning of the COVID-19 pandemic. But over the past several weeks, public outcry over heinous deaths in the Black community has given new meaning to this phrase. From George Floyd, to Breonna Taylor, to Ahmaud Arbery, and more – Black lives lost at the hands of an inherently racist system have awakened America to the reality of its dark past and broken present.

To help brands understand how Americans are responding to current events and what they can do to support the drive for racial equality, we conducted a survey-based study in June 2020. Below are a few high-level insights and implications from this research. An excerpt of the study is available for download to the right.

Four things you need to know about consumers’ views on racism and related brand actions

  1. Most Americans, but especially Black and Gen Z Americans, recognize the seriousness and pervasiveness of racism in the country

The majority of each segment considers racism to be a very serious problem with Hispanic and Black Americans over-indexing. Additionally, multicultural Americans and Gen Z across segments are more likely to recognize that race impacts how people experience life in the U.S. This is evidence these segments are more in tune with the existence of implicit and systemic racism in the country.

  1. Most Americans recognize the need for significant change to address systemic racism.

Hispanic and Black Americans are more likely than White and Asian Americans to think significant change is needed to achieve racial equality across core institutions like criminal justice, politics, education, health care, and financial systems. These segments are also more likely to think diverse areas of life such as the news, beauty standards, and sports leagues need to change significantly to better reflect the needs, wants, and preferences of non-White Americans.

  1. There is now more risk in remaining silent than taking a stand.

Most consumers expect and demand that brands take a stand. In fact, more than half of all Americans, and roughly two-thirds of Black Americans, think that companies that do not take a stand against racial inequality are part of the problem. Multicultural and Gen Z consumers are more likely to purchase products from companies that make statements about and donate money to causes and organizations they care about.

  1. This time is different: You must take concrete steps beyond statements of support.

Young consumer segments that tend to skew multicultural have well-tuned bullsh*t detectors. They see right through empty promises and virtue-signaling remarks. Brands need to back up their statements of support with concrete actions that show they are serious about driving change.

For more tips on how to be a positive agent of change and details on consumer attitudes and behaviors related to racial justice and current events, download an excerpt of the study above. Contact us for more details.

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