As Black History Month comes to close, here’s a look at what Gen Z’s expectations are for brands moving forward. 

As Black History Month comes to close, here’s a look at what Gen Z’s expectations are for brands moving forward. Like we’ve said before with greenwashing and rainbow-washing, Gen Z can see right through brands’ performative actions. YPulse data shows that in 2023, racism continues to be a top social issue young people are most passionate about—and during Black History Month, young consumers are expecting brands to hold up to the promises they made in 2020 when the Black Lives Matter cause was at its peak following several tragedies in Black communities. As the most diverse generation in history, Gen Z wants to see brands commemorating Black History Month, but also show a commitment to Black consumers throughout the year. According to an Edelmen report, “62% of Gen Z look to brands to use their extensive resources to support and influence change on a national scale.” (PR Week)