With the arrival of a new year comes monthly celebrations, including Black History Month in February and Women's History Month in March. While some brands regularly run marketing campaigns to coincide with these monthly observances, others typically focus on how aligning with a social cause resonates with consumers. , and usually refrains from implementing it.
While 'social causes' constitute a broad category, it's important to take a closer look at your brand's support during this national month of celebration. New data from CivicScience finds that while the public is divided about their support for brands, they are more likely to be positive than negative. 39% of U.S. adults support brands that celebrate events such as Black History Month, Women's History Month, Pride Month, and Asian American Heritage Month. In contrast, 30% disagree with the idea and 31% are neutral.
As expected, younger consumers are significantly more likely to support brands that align with national celebration months. Gen Z adults and Millennials have a likeability rating about 20 percentage points higher than Gen X and Baby Boomers.
Join the conversation: Is Black History Month recognized in some way in your workplace?
February is Black History Month, how do consumers think brands should participate in Black History Month?
There are several reasons why consumers feel brands should participate in celebrations like Black History Month. Among those who support brands celebrating Black History Month, respondents are more likely to believe that taking action to address diversity and inclusion within their companies is the primary way brands can truly participate. It has the highest gender.
Collaborating with Black-owned businesses and creators and adopting a year-round content strategy for Black consumers beyond Black History Month are also seen as key to boosting brand credibility during this time.
If you would like to learn how your brand can access more insights on topics like this from your audience's perspective, please contact us.
