Juneteenth National Independence Day on June 19 provides an opportune moment to consider what’s at stake for Black Americans in the looming Presidential election. Horowitz Research has created an infographic outlining the top sociopolitical concerns for young Black people.
Civic engagement is among the top priorities for Black Gen Zers of voting age. In fact, almost half (48%) of older Black Gen Zers (18-26 years old) believe it’s important to vote in national and/or local elections, according to the FOCUS Black Volume 3: Consumer Engagement report. Young Black people also say it’s critical to volunteer time and money for causes they believe in (57%) and to be actively involved in social and/or political change (47%).
End of Affirmative Action
The end of affirmative action in college admissions and the changing landscape of diversity, equity, and inclusion in the workplace are impacting the professional opportunities available for marginalized communities, and young Black consumers are paying attention to companies’ sociopolitical stances on these issues. For instance, 48% of older Black Gen Zers say it has a positive impact on their buying decisions when a company has internal diversity and equity initiatives to ensure that women, BIPOC, LGBTQIA+, and other groups have an equal opportunity for advancement in their careers.
Supporting Women’s Rights, the Environment
For more than half of older Black Gen Zers, supporting women’s rights (63%), protecting the environment (56%), and buying from local businesses (53%) are among the top important sociopolitical issues. Young Black Americans are also more likely to patronize businesses that publicly support the causes that matter to them.
The full FOCUS Black Volume 3: Consumer Engagement report explores different segments of Black consumers and their attitudes towards hot-button topics to help media companies, advertisers, advertising/marketing agencies, and PR companies make smart decisions about Black marketing and outreach. The survey was conducted in Q3 2023 among 555 Black adults 18+. Data have been weighted to ensure results are representative of the overall U.S. Black population. The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.
CONTACT
For more information about the FOCUS Black Volume 3: Consumer Engagement report, visit: https://www.horowitzresearch.com/syndicated-research/focus-black/. To purchase the report, schedule an interview with an analyst, or to request specific data, please contact Adriana Waterston: adrianaw@horowitzresearch.com, 914-325-4516.
ABOUT HOROWITZ RESEARCH, A DIVISION OF M/A/R/C RESEARCH
Horowitz Research is a leading provider of consumer market research specializing in consumers and their relationships to media, content, and technology with a particular expertise in cultural insights among America’s Black, Latinx, Asian, LGBTQIA+, and Gen Z and Gen Alpha audiences. The company offers a full suite of à la carte syndicated reports as well as custom quantitative and qualitative consumer research for companies ranging from small start-ups to Fortune 500. Horowitz Research was recently acquired by M/A/R/C Research, a Texas-based research and insights firm. For more information, visit www.horowitzresearch.com.
Photo by Heather Mount on Unsplash
