This year, Gen Z and Millennials enrolled in a different kind of summer school—The School of Unlearning. Following the death of George Floyd, they took to the streets and their social feeds to protest racial injustice in America. They wanted their voices heard, and their actions to speak louder, so they purchased from Black-owned brands, distributed and signed petitions, donated to organizations, called government officials, and had hard conversations with family and friends.
As we mark the three month anniversary of George Floyd’s death, the social chatter around the Black Lives Matter movement has declined by 75% in July* and fewer protestors remain on the streets, but the revolution continues at home. Gen Z and Millennials are doubling down to confront racial injustice and activating their secret weapon: self-education. Since late May 2020, there have been 6M social posts attributed to the sentiment of “educate yourself” and “educating myself” on race-related issues, indicating a 6,421% increase since 2019.** From Rosewood to Tulsa, from systemic racism to microaggressions, Gen Z and Millennials are arming themselves with education to fight against racial inequity.
More than eight in ten 18-37-year-olds agree they are responsible for educating themselves when it comes to race-related issues—a statement that is true across all races and ethnicities: Black (86%), Asian (84%), white (82%), and Hispanic (81%).***
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WELCOME TO THE SCHOOL OF UNLEARNING: AN INTRO TO HOW BLM GREW FROM A SOCIAL MOVEMENT INTO AN EDUCATION MOVEMENT
Welcome to the School of Unlearning: An Intro to How BLM Grew From a Social Movement into an Education Movement is part of Fullscreen’s feature Culture Hot Takes from the Cultural Forecasting team, where we look at trends at the intersection of culture, entertainment, and brand intelligence, giving brands a glimpse of what’s new and next and how to capitalize on these key shifts.
The Fullscreen Culture Report takes an even deeper look at trends among young consumers and how brands can engage with them.
For more information about Fullscreen’s Cultural Forecasting capability please contact email@example.com.
* Netbase BLM Social Listening (June vs July 2020)
** Netbase BLM + Self-education Social Listening (2019 vs 2020)
*** Fullscreen TBH BLM Survey (N=530, 18-37-year-olds, July 2020)