Morning Consult’s ongoing tracking poll of Gen Z attitudes and behaviors released today some findings regarding Black Lives Matter: Gen Z are more likely to have spoken to friends or family about racial equality, and to have supported Black Lives Matter protests than members of other generations. 64% of Gen Z respondents reporting speaking to friends or family members about racial inequality since the start of the George Floyd protests; 46% said they have learned about actions they can take support the cause of equity.
Gen Z largely sees Black Lives Matter as the most significant movement of their lives thus far, but this is not necessarily impacting their financial decisions: while 47% of Gen Zers reported being “more likely” to shop at a black-owned business as a result of the movement, only 1 in 5 have actually followed through and done so. And while 82% of Gen Zers “appreciate it when companies and business leaders make a public statement” in support of Black Lives Matter, the vast majority are skeptical of such companies, viewing such statements as largely for publicity if not accompanied by action.
Supporting black business owners, especially small businesses, is a crucial facet of supporting black lives. While social media posts raising awareness are valuable (which 41% of Gen Z have posted), voting with one’s wallet has immeasurably more impact. Going to a small black-owned cafe will have a direct impact on more black lives than any angry tweet directed at “@Starbucks”. Going to a small black-owned clothing store will likely impact more black lives than taking pictures with BLM gear for Instagram. And marching in a protest impacts a racist less than a strategic boycott.
Assisting black organizations, volunteerism in black communities, any number of things can be as valuable as a social media post. An hour spent helping a day care center or soup kitchen may prove more efficacious than an hour long conversation with a racist relative. While the value of “change in hearts and minds” that results from a heartfelt conversation is immeasurable, a black life can also immediately benefit from the tangible benefit of being helped to pay rent, or to become an entrepreneur. A Gen Zer may not have excess disposable income – millennials were slightly more likely to have donated to a BLM-related cause than Gen Zers – but even an essential purchase can be purchased from an alternate vendor.
Supporting small black business and volunteerism in black communities have a direct measurable impact on black lives in a way that even the most viral Facebook post does not.