Brands
Report: How Gen Z Is Responding to the Black Lives Matter Protests and the Implications for Brands
Report summary
This report results from three waves of research Morning Consult has conducted with Gen Z to understand the impact of COVID-19, Black Lives Matter, and other recent events on this generation.
Key Takeaways
- Members of Gen Z (Americans age 13-23) have a growing sense that the world isn’t fair and their optimism about the country’s future is falling in the context of a global pandemic and national unrest.
- Gen Z now sees the Black Lives Matter movement as the second most impactful event of their lifetimes, behind only the coronavirus outbreak.
- The vast majority of Gen Z supports the protest movement, and many have taken concrete actions in support of it.
- Two-thirds of Gen Z says that how businesses react and express themselves regarding Black Lives Matter will permanently affect their decision to buy from them in the future.
Methodology
This report results from three waves of research Morning Consult has conducted with Gen Z to understand the impact of COVID-19, Black Lives Matter, and other recent events on this generation:
April 9-12, 2020 among 1,000 U.S. members of Gen Z (ages 13-23) with a +/-3 percentage point margin of error and April 9-11, 2020 among 2,200 U.S. adults with a +/-2 percentage point margin of error.
May 1-3, 2020 among 1,000 U.S. members of Gen Z (ages 13-23)with a +/-3 percentage point margin of error and 2,200 U.S. adults with a +/-2 percentage point margin of error.
June 12-15, 2020 among 1,000 U.S. members of Gen Z (ages 13-23) with a +/-3 percentage point margin of error and 2,200 U.S. adults with a +/-2 percentage point margin of error.
