Millennials value unity more than diversity, study finds
Nearly nine in 10 millennials like when a brand appeals to more than one person.
This is really interesting research reported by Lindsay Stein. It echoes our experience that the next step in D&I work has to focus on inclusion and inclusivity as a leadership skill.
“Millennials – often referred to as the “me” generation – should actually be referred to as the “we” generation, according to a new Fuse Media study that reveals how much this cohort values inclusivity.
The 2019 Fuse Multicultural Insider research, commissioned by Fuse and conducted by NRG, found that millennials (18 to 35 years old) view the notion of “unity” as two times more valuable than diversity, and 55% of millennials believe diversity isn’t inclusive enough. Insights for the research came from 1,500 millennials and 500 Gen Xers between 36 and 49 years old.
“This study amplified the idea that this subset of adults is passionately seeking unity – and what brings us together – while defining diversity as couched in what sets us apart. This is something we have observed both with our audience and the millennial and younger colleagues, talent and partners with whom we work every day,” said Mark McIntire, head of marketing, Fuse Media.
Nearly nine out of 10 millennials (88 percent) said they like when a brand appeals to more than one person, while 85 percent agree that a brand should be something everyone can enjoy, according to the research.
The study also revealed that 85 percent of millennials think brands should market to people based on interests and passions rather than physical traits, and 81 percent like when brands give underrepresented groups a platform and voice.
Most millennials (77 percent) said their favorite brands value inclusivity, with 79 percent saying they want ads to showcase diversity and 78 saying it’s important for ads to be “representative of me.”
Outside of diversity and inclusion, millennials in the study said they find brands more trustworthy than social media influencers or celebrities and more influential than the government.”
More From Our Blog…
The Deafening Silence of DEI Allies: A Call to Action in Troubled Times
As we commemorate the legacy of Rev. Dr. Martin Luther King Jr., his poignant words echo through the corridors of history, reminding us of the profound impact of silence in the face of injustice.” In the end, we will remember not the words of our enemies, but the...
DEI LEAP: Empowering Leaders Through Turbulent Times
DEI LEAP: Empowering Leaders Through Turbulent Times As we all know, 2024 has brought a wave of attacks against DEI. A handful of outspoken critics, such as Elon Musk, are misrepresenting DEI and attacking the strategies and practices that are creating more equitable...
The Colorblindness Trap
Read. This. Article. It's important. The Color Blindness Trap: How a civil rights ideal got hijacked Nikole Hannah-Jones is a domestic correspondent for The New York Times Magazine focusing on racial injustice. Her extensive reporting in both print and radio has...
The Unbearable Lightness of the “I’m Sorry if You Were Offended” Apology
Have you ever come across that non-apology apology? You know, the one that goes, "I’m sorry if you were offended," or its close cousin, "I’m sorry that you…" These non-apologies aren't just weak; they can actually inflict more harm and exacerbate hurt feelings. They...
The Power of Diversity: McKinsey’s Latest Report Reinforces the Business Case for Inclusive Leadership
In an era where corporate social responsibility is no longer just a buzzword but a fundamental aspect of successful business strategies, McKinsey's latest report, "Diversity Matters Even More: The Case for Holistic Impact," underscores the undeniable link...
“Laying Low” Is the Wrong DEI Strategy
“The ultimate measure of a man is not where he stands in moments of comfort and convenience, but where he stands at times of challenge and controversy.”- Martin Luther King, Jr. In an era marred by politicized attacks on diversity, equity and inclusion (DEI), Shaun...
The Evolution of DEI: A Turning Point for Positive Transformation
“Human progress is neither automatic nor inevitable... Every step toward the goal of justice requires sacrifice, suffering and struggle; the tireless exertions and passionate concern of dedicated individuals.”- The Reverend Dr. Martin Luther King As you scroll through...
Elon Musk’s Unfounded and Dangerous Attack on DEI Initiatives
In his recent social media post on X, Elon Musk didn't mince words when he lambasted diversity, equity and inclusion (DEI) initiatives as "propaganda words for racism, sexism, and other -isms." We get his schtick, the whole provocateur thing. After all, that behavior...
Painful Stories: Unconscious Bias in Health Care
Many Black women express a sense of being ignored or dismissed by healthcare professionals. The repercussions of such experiences can be life-threatening for both mothers and babies. The New York Times has published a new article that takes a closer look at this...
Navigating Thanksgiving – Speak Up or Stay Silent?
Tis the day before Thanksgiving and all through the land, people are anxious. Amidst the joy of the holiday—cherishing togetherness, celebrating with family and friends, and expressing gratitude— there's a potential for discomfort as opinions are shared and points of...