Three Steps to Connect with Young Multicultural Americans on Racial Equality

Young Multicultural Americans are committed to racial equality in the U.S. today and are demanding brands do their part by speaking out and supporting people who look like them. Read on to learn three ways your brand can engage younger Multicultural Americans on this key issue.

Americans’ Awareness about racism and race-relations in the U.S. is at an all-time high. The racial reckoning of 2020, the rise in anti-Asian hate crimes, and the heightened awareness around Hispanic immigration to America has disproportionately affected Multicultural Americans who call the U.S. home.

Fill out the form for more details on the research and read on for key insights and implications:

Three Steps to Connect with Young Multicultural Americans on Racial Equality

In our recent America Now study, we looked at the total population and their perceptions around racism and other major issues happening in America today.

Younger Americans (aged 18-40 years old at the end of 2021) tend to be more Multicultural and they embrace diversity in their professional, personal and even consumer lives. Given their distinct profile we wanted to better understand younger Multicultural Americans’ perspectives towards combatting racial injustice. This is an issue brands can take a stand on, and it turns out, that is what Multicultural Americans want.

Our study found that young Multicultural Americans see their race and ethnicity as an increasingly important part of their identity. Many also believe that negative stereotypes exist simply because of what they look like, and that the media often mispresents Americans of their race and ethnicity, which can propagate negative stereotypes.

To address negative stereotypes and misrepresentation in the media, younger Multicultural Americans believe brands need to take bold action. They want them to speak out against racism.

2 in 5 younger Americans want brands to take a stance against racism

And they want brands to actively support people who match their own race and ethnicity.

Multicultural consumers like to support people who share similar backgrounds

Our research shows us there are three key steps brands can take when it comes to engaging the younger Multicultural consumer in the fight for racial equality.

1) Ensure authentic representation

Ensuring authentic representation goes beyond including Multicultural people in ads. Younger Multicultural Americans want authentic portrayals that include what their families and communities are like as well as accurate portrayals of their life values. They also want brands to help break down the negative stereotypes they have experienced too often.

Multicultural generations want to break down stereotypes

2) Pick a side

Picking a side includes, but is not limited to, making public statements in the fight for racial justice. It means that in addition to statements, brands will act, whether through financial donations or putting pressure on the government to enact local or national change that supports the cause.

Younger Multicultural generations want brands to support laws that support them

3) Lead from within

Lastly, younger Multicultural Americans want brands to lead from within their own organizations by diversifying internally, committing to a more diverse leadership pipeline, and providing better training to address racial bias. Walking the walk means something to these Americans.

Build diverse leadership to address racial bias

So what can you do to help your brand showcase your commitment to racial justice in America?

Some important next steps:

  1. Go beyond one-dimensional representation in your advertising to capture the totality of Multicultural consumers.
  2. Share efforts your brand or company has taken in the fight for racial equality widely with your audience.
  3. Conduct an internal audit to understand the company’s strengths and weaknesses in the areas of diversity and inclusion. Share positive results widely as well as an improvement plan.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.

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