Ahead of Black History Month 2022, we explored 16-24 year olds’ exposure to Black History in school, with a specific focus on the importance of it being taught accurately, proportionately, and not through the white-lens.
4Youth feel that the education system is not working hard enough to teach children about Black History which is leaving them unconfident in their Black History knowledge – only 1 in 5 feel confident about their Black History knowledge.
“I don’t remember learning a lot about Black History, even during Black History Month. I wish I had because I’m a minority myself and I wish there was more than just White History in school curriculums” F, Asian, 20
“If Black History is built authentically into school curriculums, then it would encourage people to udnerstand the historical foundations of epistemic justice. Greater understanding could lead to increased empathy, and in the long run hopefully less racial discrimination” F, White, 23
While brands have began to make strides with increasing representation in marcomms, 16-24 year olds feel it is not convincing enough on its own. In terms of authentic representation, 89% of 16-24 year olds would be more likely to consider the brand in future and 76% would be likely to purchase from the brand itself, if done effectively.
88% agree that brands have a responsibility to work towards ethnic equality…
“Brands need to represent their consumers, who are multicultural, come from diverse backgrounds and consume their products” F, White, 22