One of my favorite things about Morning Consult’s high-frequency survey research is just how granular we can get with our insights.
This month, in observance of Black History Month, I want to use that granularity to explore the attitudes of Black consumers — and the results remind leaders that consumers put more value into leadership diversity than they do in a Black Lives Matter tweet. (Indeed, our survey research shows that consumers are dubious of the intention behind such public gestures.)
Black adults look more favorably on companies that put in the work to build a diverse staff, as opposed to publishing a statement on #BLM. (These two actions are not mutually exclusive, of course.) That said, brands won't solely earn the trust of Black Gen Z consumers for making an effort to hire inclusively — that group expects to see the returns on those investments.
Black women and baby boomers are the most likely to boycott a company they already buy from if they lose faith in that brand’s level of diversity and inclusion in its leadership team, although brands risk losing loyalty across the board from Black consumers if diversity is not up to par.
Comments