IPA survey reveals desire to see brands support Black History Month

A new IPA report reveals that 76% of young ethnic minority Brits want to see brands openly show support for Black History Month, while just 2% do not.

According to the survey of 100 UK 16-35-year-olds from ethnic minority backgrounds, this desire for brands to openly show support for Black History Month is greater among women (83%) than men (64%). It is also highest among British Asians at (90%), followed by young black Brits at 74%.

The research, carried out by Word on the Curb in November 2020, also shows how 25% of respondents are currently boycotting a brand for offending their personal beliefs and/or culture, while another 39% had done so in the past. This is highest amongst those from mixed ethnicity backgrounds (87% are currently boycotting brands or had done in the past) and among British Asians (84%), while it is lowest among black Brits (57%).

The IPA’s Black History Month Survey Chart Pack also reveals how young Brits want to see brands support Black History Month, with an overwhelming majority looking for brands to use Black History Month to speak on issues black people face (93%) and to celebrate black culture (87%). They also wish to see brands work with black creatives to design and execute campaign briefs (91%) and use normal people in campaigns rather than influencers (90%).

Says Leila Siddiqi, Associate Director – Diversity, IPA: “While some brands are keen to support key issues, they can be reticent to know whether their consumers want this, how best to do this, and fear the backlash of getting it wrong. This research reveals, when it comes to Black Lives Matter, young consumers do want brands to get behind it but they must do so in a way that is authentic and non-stereotypical.

For us as an industry this means it is important to have teams that are diverse in order to create work that doesn’t merely reflect society, but that actively influences and moves society ahead in a progressive way.

Says Ndubuisi Uchea, Co-Founder & Head of Partnerships, Word on the Curb: “For me, what’s clear about the results of the research and speaking to our community at length, is that brands and businesses have a duty to speak up but not just pay lip service. There is a level of transparency in consumer sentiment when it comes to brand messaging and therefore, whilst there is a general desire to see businesses support Black History Month and other causes, this needs to be well thought through, long-lasting and true to the central ethos of the organisation.”

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