It's not "woketivism," it's good business

While the fear of cultural and demographic change may be driving Republican politics off a cliff, most Americans aren’t as freaked out as GOP primary voters. Google, which knows as much or more about consumers than any other American company, found that most Americans feel positively about diversity and inclusion when it comes to advertising. Their 2019 survey revealed 64 percent “said they took some sort of action after seeing an ad that they considered to be diverse or inclusive.” The numbers improved with key demographic groups, especially younger consumers. Danielle Austen, CEO of Fluent 360, a multicultural advertising firm based in Chicago, told me “Gen Z and millennials have an expectation of the brands and companies they do business with and it drives their business decisions.” Marketing research data back her up. These consumers aren’t being passive. They also have the ability to strike back when a brand or company doesn’t live up to the commitments they’ve made. Austen says, “Gen Z needs and wants to have their voices heard,” and they have the platforms to do it. Young people are making diversity and inclusion a priority in choosing their workplaces too.