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YPulse Trend Report: PC Police

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Young consumers today are being called too-sensitive, and a debate has been raging about whether political correctness has gone “too far.” There is no doubt that Millennials and teens have grown up in the era of PC culture, and words like “trigger warnings” have been introduced as they have come of age—and it has made an impact. Over six in ten 13-33-year-olds say they try to be politically correct, and even more tell us that if they hear or see something offensive, they speak up about it. They feel it’s their responsibility to take a stand against behavior and speech they see as hurtful, and while previous generations might bemoan the PC status quo, the majority of Millennials and teens think it’s a good thing. But what exactly is their definition of political correctness and how is it impacting what they expect from brands? We explored the issue to find out how young consumers view their role as the PC police.

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