Representation in Action Trend Report

An in-depth look at a major shift being fueled by Gen Z and Millennials, and what it means for brands.

Gen Z and Millennials are the most diverse generations in history, with half of these groups identifying as BIPOC. For brands, understanding representation and inclusion can be the deciding factor in successfully reaching young people today—and having a lasting future with them. The majority of 13-39-year-olds say that it’s important to talk about representation, and while strides have been made to improve inclusion in media and marketing over the last decade, these generations are looking for more. From the impact of inclusivity on young people’s buying and viewing behaviors to the steps they want brands to take next, YPulse’s Representation in Action research explores everything brands need to know about this vital issue.

Download the full report for insights on: 

  • How calls for diversity and inclusion have evolved throughout the past few years
  • Whether or not a brand’s diversity efforts—or lack of—has a direct impact on young consumer behaviors
  • How young consumers feel when older, established brands take on racial representation
  • The industries young consumers say should be reflecting diversity and inclusion, and how they would rate their efforts so far
  • The actions brands should be taking to reflect diversity and be inclusive, according to BIPOC consumers

Report length: 40 pages

Based on a survey of 1000 13-39-year-olds in the U.S., fielded April 2021

Additional survey content for Pro users: Attitudes towards society and race, media characters they’re a fan of, positive or negative feelings towards brand marketing strategies. 

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