As companies are quietly rolling back DEI initiatives, Gen Z is taking notice of those who still want to market diversity. Young people on TikTok and Instagram are calling out brands doing performative activism like creating products for Black History month after backpedaling on DEI at large. Target, for example, is facing backlash for publicly celebrating Black History Month while simultaneously pulling back meaningful support for Black communities, with some activists calling to #BoycottTarget. This isn’t new—Gen Z has seen brands champion marginalized groups during commemorative months only to neglect them the rest of the year, and they’ve called it out before. To win Gen Z’s trust, companies have to align their statements and aesthetics with real action, values, and purpose driven initiatives. (PR Week)
📊 YPulse data: 76% of 13-39-year-olds agree, “I can tell when a brand is doing social good for publicity instead of believing in the cause”
