Perspective: NinetyEight LA on GenZ, Activism, and Authenticity

GenZ, Activism, and Authenticity

Should brands be participating in activism? 🗣️

As we see social activism on the rise again across the country, it’s easy to compare this moment in US culture to 2020. In 2020, brands jumped on the social activism bandwagon to support causes they felt aligned with their brand values (or that they wanted to be publicly perceived as having).

This is all fine and dandy, however, as time went on, we saw these same brands that made a commitment to upholding social progress go very, very quiet and in some cases make changes in direct opposition to their previous stance. This has caused public trust in brand activism to dwindle with folks beginning to question just how many of a brand’s values are performative.

A strong example of this is Target, which used to feature a robust LGBTQIA+ collection during Pride month, with this collection now being significantly reduced. In most recent news, Target also rolled back their DE&I initiatives, causing a boycott.

On the other hand, you have brands like Ben & Jerry's (a Gen Z fave), which has been committed to their brand values since at least 2009 when they changed the name of one of their ice cream flavors from Chubby Hubby to Hubby Hubby in support of same-sex marriage. Since then, Ben & Jerry’s has made clear, actionable choices that position themselves as pioneers in how to do brand activism right. They’ve donated thousands of dollars to causes they support, made official statements, and even organized protests.

The palpable difference between Target and Ben & Jerry’s? Ben & Jerry’s has never wavered. Not in the face of any administration, or whether or not it was a pop culture trend to engage in activism. Since their inception, Ben & Jerry’s has been committed to their values.

If a brand is going to engage in brand activism, all Gen Z asks is that you commit to the bit.

Learn more about GenZ's perspectives from the brilliant people at member agency NinetyEight LA.