June is here, which means queer folks are preparing themselves for what is to come in Pride Month. (And no, I’m not talking about upping their workout routines for that #SummerBod.) Every year, hordes of major brands, everything from Target to high price-tag luxury brands like Gucci will throw their hats in the ring for the queer (and straight) dollar—releasing collections, initiatives, and statements about how much they love and support queer people. However, in my opinion, the queer community is failed time and time again by brands who inauthentically attempt to engage with us during this month.

What does Pride Month inauthenticity look like?

From throwing rainbows, #YasQueen, or “Ally” on everything from accessories to even dog sweaters, queer Gen Zers like myself would rather start off a conversation this month with how companies internally treat queer employees. Is corporate allowing policies, associates, or their partners to actively disempower those whose wallets they are supposedly targeting? Is there queer leadership present in their Pride representation?

Don’t get me wrong—do I have multiple pairs of previous Pride collection shoes, a windbreaker, and even a few t-shirts sitting in my closet right now? You bet I do! But when it seems like brands don’t actually care about the queer community, inclusion, or equity for all, releasing Pride collections, statements, or even partnerships is not only tone-deaf, but actively harmful.

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We are being tricked into the story of rainbow capitalism, being sold “we love you and support you”, when in boardrooms and shareholder meetings, that is not the discussion whatsoever. And Gen Z is more than ready to call out rainbow-washing.

rainbow washing before june are we?

— ᴅᴀʀᴋ ᴇɴᴛʀɪᴇs (@darkentries) May 24, 2021

I’m sorry, but who thought it would be a good idea for a company like Capital One to throw rainbows on their bank windows this year when the banking and lending industries still actively discriminate against queer people?

How can companies authentically show up for the queer community?

I would personally love to see a company that spent millions of dollars to sponsor a Pride march float and get their employees merch redirect and redistribute that money. Whether it went to LGBTQIAP+ community centers, HIV/AIDS testing support, or queer housing initiatives for LGBTQIAP+ youth, who make up almost half of all homeless youth, it would be money better spent. Or, if they were so set on releasing a Pride month collection, why not donate a major portion of those proceeds back to the communities they’re profiting from while also ensuring queer representation in everything from high level decision making to marketing? This is not even step one.

Brands and companies, before they commit to any external work, need to clean up their acts in-house. How do they handle discrimination against their queer employees? Do they partner with other corporations that haven’t cleaned up their shops? What does support look like for “non-traditional” parental leave, whether adoption or surrogacy? Do they even ask associates to include their pronouns in email signatures? It is small things like this that matter a hell of a lot more to queer people than being able to buy a backpack with a rainbow on it.

What does the future of the queer community look like?

These demands are not going anywhere. With 1 in 6 Gen Z adults identifying under the queer umbrella, it is not long before these ideas will enter the mainstream (which, in some part, they already have). I do not think it is radical to ask for companies and brands to put their money or their policies where their mouth is – because some brands already have, and are even founded upon these principles. The PHLUID Project, a genderless fashion brand, partnered with us to launch the #QueerAnd campaign, where we were able to uplift diverse, queer, young people’s voices in an actually authentic and impactful way for the world to see. It is never too late to learn about and pay homage to Pride’s roots, in celebrating intersectionality, direct action, and abolition.

@itszuose

I am #QueerAnd API 🏳️‍🌈🇵🇭✨ #PhluidPartner #LegallyBlonde #tiktokfashion

♬ Legally blond video essay – Finley Murray

So, for all you shoppers out there this month, I ask you: please be intentional, do your research, and be an active ally. It’s unrealistic for me (and for all of us) to think that we should never splurge on that cute tank top we need for Hot They/Them Summer. But, if we support brands and companies that have a record of caring for the queer community authentically, we can show brands that don’t that equity, diversity, inclusion, and belonging (EDI&B) are not just preferences when we are selecting brands that will get our coin, they are necessities.

Week of Oct 18th

We’re sharing the biggest trends in Gen Z’s world this week. Want these trends sent directly to your inbox? Sign up for The Screenshot, our weekly Gen Z insights newsletter.

⏫ Red flags everywhere!

If you’ve been anywhere near the internet this week, you must’ve seen it awash with these red flags. People have been sharing the red flags that make them do a double-take – from the serious and toxic to the light-hearted and fun. What’s your biggest red flag?

⏫ The meme pick-up line everyone’s laughing about

In their joint British GQ interview, Machine Gun Kelly revealed what he said to Megan Fox when they first met. Fox recalled she said he was ‘smelling of weed’ and the rapper responded by saying ‘I am Weed’. The weird encounter has spawned many memes and even has people DM-ing their fave celebs with ‘I am Weed’. Stranger things have happened!

⏫ Netflix confirms $$$quid game raking it in

Squid Game really hasn’t been out of the headlines since the show exploded in popularity a few weeks ago. Netflix has already said that the show is its biggest international hit, now confirming that it will drive up to $1 billion worth of value. 

⏬ Little Messy Blackfishing controversy

Last Friday, Jesy Nelson formerly of Little Mix released her debut solo single Boyz with a feature from Nicki Minaj. It wasn’t the song that caught people’s attention, rather it was allegations of her blackfishing. Blackfishing is when white people appear Black by enhancing certain features like an unusual level of tanning. Nelson was backed by Minaj who went on Instagram live to blast Nelson’s former bandmates who raised the issue with her. Little messy.

⏬ TikTok bans its biggest star Addison Rae

TikTok briefly banned Addison Rae, one of the platform’s biggest US stars, this week. The TikToker was kicked off for repeatedly breaking community guidelines, but her account was back up and running in no time.

⏬ Viral video gets Hooters uniform changed

Hooters has revamped their server uniforms, the bottoms uncomfortably left little to imagination. After a video went viral on TikTok, hitting 31m views, the company said that the outfit would be voluntary and servers could wear the less revealing uniforms. TikTok wins!

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JUV Consulting is a Gen Z collective that works with companies to create purpose-driven and authentic marketing campaigns that engage young audiences. Contact us at info@juvconsulting.com if you would like to learn how to reach Gen Z, or sign up for our weekly newsletter, The Screenshot, to get Gen Z insights straight to your inbox.

Gen Z is angry, and ready for change. 

The Internet’s top Gen Z icons are at the forefront of this digital movement within the business world and our society as a whole. Digital organization founders, like Sophie Beren with The Conversationalist, and social media activists such as Brea Baker, have all come together with one motive in mind: to create change jumpstarted by Gen Z.

“Not only are we hungry for change, but Gen Z is also angry, and rightfully so,” Beren said at JUV’s Coming of Rage Summit on September 29th. 

Gen Z uses this anger to create activism movements that define the future through empowerment and policy change. 

On Leading Movements

Gen Z doesn’t just talk about change; they lead change. And it’s not just the white men or women. Change comes from people of color who work every day to make life worth living for the next generations.

“When you think of the civil rights movement, you think of men. When you think of the women’s suffrage movement, you think of white women,” Chelsea Miller said. “Black women have always led movements. Black women have always been here. We show up and we don’t ask permission.” 

Miller would know. Her and Nialah Edari are the co-founders of Freedom March NYC, a youth-led civil rights organization.

The generation has defined and will continue to define what activism will look like. There is so much left to be done, especially in terms of societal stigmas and less tangible issues.

“One of the biggest cognitive dissonances that exist between older gens and Gen Z [is that] when it comes to talking about LGBTQ+ issues and equality, it’s not so much about laws. It’s also about social equality, stigmas, and so on,” queer rights advocate Matt Bernstein said. “It’s hard to convey the importance of that stuff to those who saw marriage equality as the end all be all. There’s equality on paper and then there is fair treatment of practice, and we don’t have the latter.”

Bernstein runs the highly successful Instagram account, @mattxiv. What was once their personal page now turned social media infographic icon, his posts advocating for dismantling systematic offenses to the queer community have been both publicly praised and scrutinized. Matt has made it a big point to call out businesses for rainbow-washing, or only advocating for LGBTQ+ rights during Pride Month. But like many other Gen Zers, we expect more of businesses than just blatant attempts to pander.

So, what does Gen Z want out of businesses?

On What Businesses Can Do

Businesses are a large part of society and have the ability to make an impact beyond the scope of any individual activist. Many Gen Zers have worked towards urging businesses to become more sustainable and incorporate social justice goals in their values, as well as provide a voice for Gen Zers striving to make a societal impact.

“There’s just so many incredible practices that a lot of us are now being exposed to and excited about continuing to reinvent and introduce them to a new generation,” sustainability advocate Niha Elety said.

“Corporations need to understand that Gen Z is very well-equipped to speak about these topics. There’s a lot more to sustainability than just numbers — there are a lot of multifaceted responsibilities.” 

Gen Z believes that sustainable business is one of the issues at the forefront of the critical impact to be made. Gen Z changemakers encourage Gen Zers wishing to get involved to focus on policy.

“If we want to see change in the world, we need to keep on lobbying our elective officials, keep on voting and registering people,” Plus1 Vote co-founder Saad Amer said. “The second we lose sight of politicians making the reality of our futures, the second it goes off the rails.”

Using Rage for Positive Impact

Making an impact on society is an important value for Gen Zers. However, at the same time, these Gen Z thought leaders advise to manage the rage in a controllable method and to use the anger to spread positivity for future generations.

As Maia Regman, a JUV team member, put it: “Create change so you can create opportunities.”

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JUV Consulting is a Gen Z collective that works with companies to create purpose-driven and authentic marketing campaigns that engage young audiences. Contact us at info@juvconsulting.com if you would like to learn how to reach Gen Z, or sign up for our weekly newsletter, The Screenshot, to get Gen Z insights straight to your inbox.

Week of Oct 11th

We’re sharing the biggest trends in Gen Z’s world this week. Want these trends sent directly to your inbox? Sign up for The Screenshot, our weekly Gen Z insights newsletter.

⏫ Adele is here for ‘Call-in Culture’!

Last August, Adele was called out for appropriating Jamaican Buntu braids when attending the famous Notting Hill Carnival, now she’s endorsed call-in culture. In her recent Vogue interview, she said she didn’t “read the room”, acknowledging that she needed to take accountability for not being aware of the cultural history and impact. New music, new lessons – we’re ready for her return.

⏫ We’re Wonka for this Chalamet look

Timothee Chalamet posted a picture on Instagram giving us a first look at the Willy Wonka prequel. We’re suddenly in love with the Wonka purple and that top hat!

⏫ How far does Squid Game’s cultural capital go?

Squid Game has taken over Netflix… and its impact has been huge. From TikTok cookie cutting trends to sold out Vans, the merch is now on its way. Check out this alarm clock inspired by the ‘Red Light Green Light’ game – it’s sure to get you up in the morning.

⏬ Gen Z educational divide wider than ever…

The educational gap between young girls and boys has widened to the biggest it’s ever been, and Gen Z boys are losing out. Cutting across all races and backgrounds, Gen Z men are 19% behind their female counterparts in college applications, with two women having a degree to every male if the trend doesn’t reverse. 

⏬ Netflix in Pinkwashing scandal

Netflix has found itself in a bit of pink hot water. Dave Chapelle released his final Netflix special where the comedian called himself part of Team ‘TERF’ – standing for Trans Exclusionary Radical Feminists, a movement that advocates for a reduction in trans rights. With trans lives at risk, Netflix has refused to take out the part. Matt Berstein, a LGBTQ+ activist pointed out the hypocrisy of corporations painting rainbows during Pride month and then not standing by the community when it means the most.

⏬ Anti-vax whispers on a Marvel set!

Antivax rumors have been floating around on the set of the new Black Panther film. Letitia Wright, who plays Shuri, was criticized last year for sharing an anti-vax video on social media, but it seems she’s still passing on the misinformation. Ouch!

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JUV Consulting is a Gen Z collective that works with companies to create purpose-driven and authentic marketing campaigns that engage young audiences. Contact us at info@juvconsulting.com if you would like to learn how to reach Gen Z, or sign up for our weekly newsletter, The Screenshot, to get Gen Z insights straight to your inbox.

Week of Oct 3rd

We’re sharing the biggest trends in Gen Z’s world this week. Want these trends sent directly to your inbox? Sign up for The Screenshot, our weekly Gen Z insights newsletter.

⏫ Squid Game has us gripped

The Squid Game is the TV show on everyone’s lips. The show is commonly perceived to be a critique of capitalism – a game (life) with illusory fairness (opportunities) where the winners and losers are based on luck (nepotism, connections etc). You know we’re living for all the symbolism!

⏫ TikTok getting into NFTs

NFTs have become all the rage this year. Now, TikTok has made a major push into monetizing its collection of viral digital moments. I know which one I’m getting!

⏫ Anti-vaxxers officially banned

Anti-vaxxers have been banned from YouTube. In a push to tackle misinformation, the platform will be banning creators who spread untruths about the vaccine. This reflects Gen Zers’ lack of appetite for indulging anti-vax with one-third of Gen Z cutting ties with a friend or family member who wouldn’t get the vaccine. 

⏬ Bond: No Time to Meme

Daniel Craig appeared on SNL in March 2020 where he had the task of introducing The Weeknd as the musical act saying “Ladies and gentlemen, the Weeknd”. A Twitter account has been posting a clip of that religiously every Friday ever since giving it meme status – The Weeknd even tweeted about it. However, the Bond actor only became aware of it this week. Guess he really has no time to meme!

⏬ The “Is her in love with her?” video

The hottest debate on TikTok has been over this clip of a girl surprise visiting her long-distance boyfriend, the comment section is convinced that he doesn’t love her and it’s spawned many videos on the reasons why they believe it. Madness!

⏬ Senator Finsta

This week, Senator Richard Blumenthal asked a Facebook exec to close the option of creating a ‘finsta’, convinced it was something that the company offered. Facepalm… he really should read the Screenshot more often!

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JUV Consulting is a Gen Z collective that works with companies to create purpose-driven and authentic marketing campaigns that engage young audiences. Contact us at info@juvconsulting.com if you would like to learn how to reach Gen Z, or sign up for our weekly newsletter, The Screenshot, to get Gen Z insights straight to your inbox.