A Black Gen Zer’s message to brands: Cutting DEI policies comes at a cost

When I was a teenager growing up in Texas, walking through Target’s aisles felt like walking into a future that included me. I saw brands celebrating my culture, featuring Black models with my hair texture, and offering products made for people like me. Today, that same store feels like a reminder that inclusion was temporary, a fleeting trend abandoned for political appeasement. For Black Gen Zers, the rollback of diversity, equity and inclusion initiatives by major corporations isn’t just a business decision. It’s personal, and it’s a mistake from which these brands may never recover. Marketing professionals know the 18-34 demographic is crucial for business success. This group, which includes the older members of Gen Z, wields significant spending power and shapes trends across all age groups. What sets them apart is their diversity: Over half of Gen Z identifies as nonwhite, making them the most racially and ethnically diverse generation in American history. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here This diversity informs how Gen Z engages with the world and brands. A 2018 McKinsey study found that Gen Z is deeply value-driven, gravitating toward companies that are ethical and champion causes that we care about. Brands such as e.l.f. Beauty and Costco have reaffirmed their commitment to diversity, earning loyalty from young consumers. In contrast, companies including Target, Meta and Walmart risk alienating this generation by retreating from DEI initiatives. Consider Target. When the company announced its decision to scale back diversity efforts, TikTok erupted with posts of disappointment. For many, Target wasn’t just a store; it represented inclusion and belonging. Now, that loyalty has been replaced by a sense of betrayal. The brand, once a trusted ally, faces a disillusioned audience, a blow it may struggle to recover from for decades. The emotional ripple effect is profound. Will we, as future parents, choose Target for our children’s back-to-school shopping? Will we buy holiday gifts from a company that no longer reflects our values? For Gen Z, this isn’t just a decision; it’s a reckoning. These corporations seem to envision a future that excludes us, a deeply unsettling realization. If your business depends on Gen Z’s wallets, why alienate such a vital and value-driven generation? For Black Gen Zers, the abandonment of diversity initiatives is yet another chapter in a long history of exclusion. These rollbacks feel like personal rejections. Growing up in the South and helping lead on issues such as the CROWN Act in Texas, I’ve seen firsthand how representation matters. The movement to “create a respectful and open world for natural hair” in many ways, represented to many consumers, especially Black Gen Zers, that the retailer had made a deliberate commitment to ensure diverse hair and beauty products. Now, with Target ending its diversity efforts, including product sourcing, we question if it ever truly meant it. Watching corporations abandon these commitments sends a clear message: Inclusivity was only ever a marketing ploy. This shift comes as Black Gen Zers navigate a landscape of erased Black history, attacks on voting rights and threats to bodily autonomy. The betrayal will shape our political views, brand loyalties and economic decisions for years to come. The decision to abandon DEI isn’t just morally questionable; it’s a strategic blunder. Companies such as Target, Amazon and McDonald’s are risking more than bad viral social media posts. They’re jeopardizing their long-term viability by alienating the very demographic that will define the future of the market. Here’s what these brands stand to lose: Lifelong loyalty: Gen Z has a long memory. Decisions made today will influence our relationship with brands for decades. Abandoning DEI signals that these companies don’t value their most diverse consumers. Cultural relevance: In a world where social media drives cultural trends, Gen Z wields outsized influence. Brands that fail to align with our values risk becoming irrelevant. Innovation opportunities: Diversity isn’t just a moral imperative; it’s a driver of innovation. Companies that embrace diverse perspectives are better positioned to create products and campaigns that resonate with a global audience. Gen Z Career Forum Get practical advice on launching your career and excelling in the industry Register today In contrast, brands such as e.l.f. Beauty and Pinterest have demonstrated that doubling down on DEI can be a winning strategy. These companies understand that diversity isn’t a checkbox, it’s a cornerstone of their success. To the CMOs, agency leaders, and tech innovators reading this: It’s not too late to get this right. Here are three steps you can take to rebuild trust and secure your brand’s future: Reaffirm your commitments publicly Silence speaks volumes. Make it clear where your company stands on diversity, and back up your words with action. Integrate diversity into core strategies DEI isn’t a side project; it’s a business imperative. Ensure that inclusivity is woven into every aspect of your operations, from hiring practices to marketing campaigns. Partner authentically with Black creators The creator economy offers a unique opportunity to build genuine connections with diverse audiences. Invest in relationships with Black creators and influencers who can amplify your brand’s message authentically. For me, this isn’t just a marketing issue; it’s a matter of respect, humanity and hope. Black Gen Z isn’t asking for brands to solve every societal issue, but we are asking you to see us, hear us, and value us. The question isn’t whether we’ll remember which companies stood by us. The question is whether you can afford for us to forget you. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today

A Black Gen Zer’s message to brands: Cutting DEI policies comes at a cost

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