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Uncovering the truth around how Gen Z feel and talk about diversity and inclusion and which brands are particularly resonating with them within this space.

The Challenge

Our clients’ brands have been negatively mentioned in relation to recent conversations and movements around BLM and other diversity and inclusion topics, which could have a negative impact on the business in the long term. As such, the business needed a deep understanding of consumer perceptions and attitudes towards the business to understand how they could improve communication and overall perception.

Our Solution

Looking into google search, news coverage, social media and CEC data (consumer complaints), we captured every single mention that could impact the business negatively and outlined the implications for our client and how they could improve comms.

The Impact

Our recommendations were shared as guidelines with the brand managers so that they could be more sensitive around these topics by adapting their choice of language, tone and imagery, avoiding fuelling additional negative conversations around their brand. Further monitoring indicated that these improvements have resulted in higher positive brand engagement.