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…
Toxic behavior that affects morale and retention
I came across an article in Fast Company (LINK) by Melinda Briana Epler, the author of How to Be an Ally: Actions You Can Take for a Stronger, Happier, Workplace. Melinda makes many excellent points about microaggressions and non-verbal bullying. She writes about the...
Wait, was that a microaggression?
I just discovered a new online encyclopedia of microaggressions. It lists specific examples of microaggressions and debriefs why they are harmful. Check out Micropedia here. I found it to be very interesting and useful. Micropedia lists microaggressions pertaining to...
Joel interviewed on the Learning UNLOCKED podcast
As a director, I’m most comfortable behind the camera. I enjoy interviewing people, asking questions and drawing out their stories. So, it was with a good deal of anxiety that I accepted the invitation to be interviewed on the Learning Unlocked podcast, sponsored by...
25 Stories About Racial Microaggressions At School
BuzzFeed asked its readers to share stories of racial microaggressions when they were in school. The response is published in the article, People Of Color Are Sharing Their Experiences With Racial Microaggressions In School, And Honestly, None Of These Stories Should...
Training is a Terrible Word
The other day I was speaking with a client about the training courses that SunShower offers. I heard myself say, “but training is just a terrible word, isn’t it?” She laughed and agreed. We joked that training is for dogs and maybe some cats. It was funny, and, as I...
Colin in Black and White
If you’re like me, you’re always on the lookout for the next great show. Well, look no further than Colin in Black and White, the Netflix limited series. Ava DuVernay has woven together the inspiring and emotional story of how young Colin Kaepernick not only became a...
Book Review – Americanah
In our work with organizations and especially in our Workshops Via Zoom, we always suggest strategies, skills and concrete actions that people can use to counter any automatic judgments or biases that come up. Because of how our brains categorize people and...
Ava DuVernay on Microaggressions
Netflix is out with a new show on Colin Kaepernick’s early life, produced and directed by award-winning filmmaker Ava DuVernay. She explains what motivated her to do a story about a famous person, which is, in her own words, “not my thing”. She discusses how she got...
Shrill
You don’t have to be a keen observer of culture to notice that certain words and descriptions have become code-words to criticize and marginalize women and dismiss their ideas. To monitor how your own unconscious biases may be at play in your communications, you’ll...
“I congratulate you and your people”
In a Congressional hearing to confirm President Biden’s nominee to the 9th US Circuit of Appeals, US Senator Grassley welcomed the Honorable Lucy H. Koh by saying, “If I’ve learned anything from Korean people, it’s a hard work ethic. And how you can make a lot out of...