From the Black Lives Matter protests in the US and worldwide, to the arrival of Pride Month, June has begun with conversation firmly focused on what we can do to support marginalised communities. We’re seeing unprecedented numbers of brands taking a stand on social media, openly declaring their allegiance to these movements, and urging followers to take meaningful action.
For the past few years, experts have been urging brands to show consumers what they believe in. This is especially important for those marketing to the younger generation, who are reliant on us to make a better world for them as they reach adulthood. Our research consistently shows that Gen Z are more loyal to brands that share their own values.
However, these smart young consumers see through any transparent attempt to jump on a bandwagon. They want to see brands taking action year-round, not just during Blackout Tuesday or Pride Month, and they want proof that these purported brand values are more than just a marketing campaign. Here are our recommendations for how brands can meaningfully support young people from marginalised groups throughout the year.