Gen Z and diversity—how women of color reward brands that invest in DE&I

March rolls out a red carpet for the women who are creating monumental impact. Looking back, 2023 in many ways was the year of the woman. From sold-out shows of bracelet-clad Swifties ($1 billion) and the silver-sequined BeyHive ($579 million) to moviegoers cloaked in Barbie ($1.36 billion) pink, women held up the economy by the tips of our chromed-out pinkies. Alas, this Barbie still has to work twice as hard for a fraction of space. As a Gen Z Black woman, I am acutely aware of this disheartening dichotomy where we’ve used February and March to celebrate and uplift my communities, yet simultaneously witnessed a halt in progress toward genuine diversity and inclusion efforts. Gen Zers in particular can smell performative brand activism from a mile away and we are actively demanding more than surface-level investment using mindful consumerism as our tool. The great diversity divest The year 2020 catalyzed a rebirth of civil rights with passion and reaction we hadn’t really seen before. Brands threw up black squares on a Tuesday, and showcased shiny new diversity officers, yet, unsurprisingly, the change on the surface went only so deep. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here Last year’s ads aimed for diversity but often fell short, focusing more on profit than genuine inclusivity. Even the seemingly diverse Super Bowl ads (featuring the likes of Jenna Ortega and Ice Spice) had a different story behind the scenes. The lackluster resonance of these ads, leaves us consumers wondering who’s behind these decisions and do they reflect the audience they’re trying to reach? This answer lies in the data. ANA reports that ethnic diversity among marketing teams dropped from 32.3% in 2022 to 30.8% in 2023, below the 42.2% diversity of the general population. What does ‘Gen She’ think? Gen Z, the generation dubbed equal parts hopeful and cynical of change, is already sick of the cycle of overpromising and underdelivering. We want deep-rooted change, but know, ultimately, we’re going to have to be the ones to make it happen. By mindfully investing our dollars or attention, Mediahub’s 2024 Scout Baseline shows how we’ve exercised conscious consumerism: Nielsen’s 2022 report is a testament to this. Women, particularly women of color, actively seek out media that reflects their realities and avoid those that directly conflict. We reward genuine DE&I commitments through our loyalty and purchasing power. The message is clear: PDA, or performative displays of activism, simply don’t pay. So, what’s the takeaway? Well, this growing group of powerfully conscious consumers is a force to be reckoned with and should act as a sounding alarm for brands to establish sustainable, authentic roots of diversity and equitable inclusion or risk falling irrelevant to the better part of a generation. This looks like: Conducting internal audits Supporting diverse creators and projects Committing to long-term partnerships Media teams have a crucial role to play, too, by: See all of Ad Age’s 2024 Creativity Award winners here Admittedly, this seems challenging given the number of blunders witnessed this past year, but there are in fact brands that are getting it right. Dove, for instance, partnered with LinkedIn for its #BlackHairIsProfessional campaign, shedding light on workplace discrimination against Black women’s natural hair, a pervasive issue that resonates in the hearts of so many women with kinky or coily hair. Instead of simply placing a Black woman in an ad, these companies commissioned the 2023 CROWN Research Study and offered free equity courses on LinkedIn, empowering individuals and organizations to effect real change. Similarly, Bumble’s Make Your Move campaign used its platform to donate to impactful causes with every woman-initiated conversation. Supporting initiatives such as the National Domestic Violence Hotline and Vital Voices’ entrepreneurship program, Bumble demonstrated a commitment to tangible social impact. These efforts transcend profit-driven motives, showcasing genuine dedication to making a difference in the lives of the women it’s trying to reach. People like me recognize we have the power to create change, but by working together, we can transform the media landscape from a place of performative gestures to a vibrant ecosystem that reflects the richness and diversity of our world. Let us celebrate these integral communities not just with hashtags, but with concrete actions that pave the way for everlasting impact. Check out the latest Ad Age events and award programs

Gen Z and diversity—how women of color reward brands that invest in DE&I

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