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.
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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.