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Brief Published: 27 Jul 2020

New Survey Reveals Unexpected BLM Champions Across the Globe

Extra

A new survey exploring global consumer responses to the Black Lives Matter (BLM) movement shows that the US ranks among the countries with the lowest levels of engagement, whereas China leads on consumer motivation (GlobalWebIndex, 2020). This reveals an opportunity for brands to action their allyship and encourage momentum.

  • China leads BLM Growth: Published in July, the survey from UK-based market research company GlobalWebIndex reports that consumers worldwide say the movement has made tackling racism a more important issue for them. Leading this shift are those in China (65%), the Philippines and India (both 46%), Brazil (34%), and South Africa (31%). The survey suggests traction in these countries is due to their non-white demographic make-up, which heightens their empathy.
  • The US Disengage: Alternatively, the US appears in the list of least-engaged global markets when it comes to the BLM movement. The survey finds US consumers are less likely to say it’s emboldened them to tackle racial injustice, with only 19% of Americans saying BLM has made racism an important issue to them. However, as we discussed in a recent brief, BLM support in the US is growing – and can be encouraged. See Active Allyship: How Brands can Meet the BLM Movement.
  • US Gen Zers & Millennials Tune In: While 24% of US Gen Zers and millennials say that the movement has made tackling racism a more important issue for them, only 13% of boomers say the same. We discuss this demographic divide further in a recent post on The Brief. For ways in which brands can engage with racism-conscious youth, read our coverage of the growth of BLM digital activism.
  • Consumers Demand Accountability: Consumers are increasing the pressure on brands to support the BLM movement, both internally in their employment strategies and by publicly speaking out against racism. Nearly 90% of consumers outside the US believe that brands have a duty to respond to the movement. Yet in the US, almost a third feel that brands don’t need to respond in any way.

To see how brands can meet the BLM movement, read our reports Active Allyship and Nurturing Black Talent.

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