Gen Z is the most diverse generation in the US, 48% are racially non-White. What they’ve noticed is not diversity, but the lack of it.

They’ve seen a Black president elected, yet the phasing out of DACA. They see more representation on the silver screen, yet racial violence on their phone screens. 

The struggle with race is not new, but for the first time, the “face” of America is changing. By 2045, America will be a majority-minority country and this generation will have shaped new definitions, expectations, and attitudes from workplaces to relationships to consumerism. In this report, our hope is to highlight their voices and bring the needs and opinions of those traditionally on the fringe to the forefront. 

In this report, we combined interviews with Gen Z BIPOC and youth thought leaders, alongside case studies of brands taking actions.

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