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…

Reclaiming the Water

Reclaiming the Water

Why I’m in awe of the Howard University swimming and diving team By Gina Miller When we follow threads back through history, appalling origins or explanations for certain contemporary social issues / racial matters are often discovered.  This was my experience when I...

read more
Chances are your hiring process is riddled with bias

Chances are your hiring process is riddled with bias

Inclusive hiring is the practice of minimizing bias and creating an equitable recruitment, application, interview, selection and offer process for a diverse set of candidates.  It’s critical for attracting and retaining a diverse, engaged and innovative talent pool....

read more
DEI Leaders are Burning Out

DEI Leaders are Burning Out

A recent article in Human Resources Director highlights something that we’ve been hearing a lot about - diversity fatigue. It’s a term from the 90s, but it’s back now and the reasons require serious consideration.  In the aftermath of George Floyd’s murder, there was...

read more
The Day the National Guard Raided an HBCU Dorm

The Day the National Guard Raided an HBCU Dorm

A portion of the bullet-ridden, exterior wall of Smith Hall still stands in commemoration at North Carolina Agricultural and Technical State University.  Khadejeh Nikouyeh/News & ObserverThis is why Black history needs to be taught By Gina Miller, contributing...

read more
Embodying Ethical Leadership

Embodying Ethical Leadership

In an age when faith in our institutions—academic, corporate and government—is at an all-time low, it behooves leaders to “do the right thing.” Paraphrasing Charlamagne, “Right action is better than knowledge, but in order to do what is right, we must know what is...

read more
Right Where She Belongs

Right Where She Belongs

How Lisette Martinez creates an inclusive culture and a world of opportunity as Jefferson Health’s Executive Vice President and Chief Diversity Officer By Gina Miller The innate desire to belong The year was 1984 in Ypsilanti, Michigan when the world fractured in...

read more
The Accessibility Journey

The Accessibility Journey

Accessibility is typically about providing the ability to access a building, a vehicle or a service. In our world of online eLearning courses, accessibility means enabling all learners to engage with a course in the way they need and prefer in order to gain the...

read more