The Persuadables: America’s Key to Unlocking Support for Black Reparations

Liberation Ventures
5 min readOct 8, 2024

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In the increasingly polarized landscape of American politics, one might think that every significant issue has already found its champions and detractors, leaving little room for nuance or persuasion. But on the topic of Black reparations — a subject fraught with historical weight and moral complexity — there exists a crucial segment of the population that remains persuadable.

Roughly 27% of Americans fall into this category. These individuals are not outright opponents of reparations; rather, they sit on the fence, either neutral or leaning slightly against the idea. Understanding and engaging with this group could be the key to transforming the reparations movement from a divisive issue into one with broader, more robust support.

At the highest level, “reparations” is the process of the state making amends for harm. While most people think of reparations simply as compensation, a wider variety of material and symbolic benefits to victims and their families are involved. As defined by the United Nations, reparations refers to measures by the government to repair violations of human rights by providing a range of material and symbolic benefits to victims or their families as well as affected communities. Reparations for Black Americans applies the UN reparations framework to the human rights violations of slavery and its legacies, including racial violence, Jim Crow, and discrimination. This application includes Reckoning, Acknowledgement, Accountability/Cessation, and Redress.

So, who are these persuadables?

A Demographic Snapshot

First, it’s essential to recognize the demographic distinctions between persuadables and those who already support reparations. The newly released 2024 Reparations Beliefs and Sentiments Poll found that supporters of reparations tend to be younger; 48% of them are under the age of 35. By contrast, only 32% of persuadables fall within this younger demographic. This age gap suggests that younger Americans, perhaps more attuned to social justice movements, are more inclined to back reparations.

Politically, supporters are also overwhelmingly Democrats. The persuadable group, however, is more evenly split among Democrats, Independents, and Republicans. This political diversity implies that any successful effort to sway this group will need to transcend partisan lines.

One of the most striking findings of the 2024 Reparations Beliefs and Sentiments Poll is that persuadables and supporters have nearly identical education and income profiles. This similarity suggests that the potential for expanding support for reparations is not limited by economic or educational status. Instead, it indicates that persuadables are a cross-section of America, spread across all corners of society.

The Underlying Support

Despite their hesitancy on reparations as a whole, persuadables express significant support for specific elements of reparations policy, remembering the UN’s 5 conditions for reparations (restitution, compensation, rehabilitation, satisfaction and cessation). For instance, 60% of persuadables favor education about slavery and criminal justice reform, while 58% support targeted investments in Black communities. These figures reveal a willingness to endorse reparations-related initiatives, even if the broader concept of reparations remains contentious.

There is also noteworthy backing among persuadables for symbolic actions, such as a formal apology and the establishment of a commission to study reparations. These findings indicate that persuadables are not averse to addressing historical injustices; they simply need to be engaged in the right way.

The Barriers to Support

Understanding why persuadables are not yet full-fledged supporters of reparations is crucial. Their opposition largely stems from three core beliefs:

  1. “Other people have been harmed too.” A majority (55%) of persuadables feel that reparations are unfair to other minorities who have also faced discrimination. This perspective reflects a zero-sum mindset, where redress for one group is seen as a loss for others.
  2. “Unfair to taxpayers.” Another 52% of persuadables oppose reparations because they believe it is unjust to burden today’s taxpayers, who they argue bear no direct responsibility for historical wrongs. This view hinges on a narrow understanding of justice, focused more on individual culpability than collective accountability.
  3. “Not important.” Half of the persuadables rank reparations among the least important of 19 issues commonly polled in political science research.

These reasons are interconnected, all rooted in a belief that the harm is primarily a question of the past and that moving forward requires leaving it behind. This belief allows people to rationalize their opposition: if the harm is distant, then redress seems less necessary, personal responsibility fades, and the issue becomes less pressing. Demonstrating to persuadables that harm is impacting people presently may be a critical path forward to building support. It also suggests that reparations policies focused on redressing more recent harm, such as discrimination against Black veterans and communities harmed by redlining and segregation might garner more support, which could help establish precedent and build momentum toward redressing older harms.

Moving Forward: A Call for Thoughtful Engagement

If the reparations movement is to gain traction among persuadables, advocates must address these concerns head-on. This will require a nuanced, research-driven approach that acknowledges the complexities of public opinion while also challenging the narrative roadblocks that keep persuadables from fully supporting reparations.

The persuadable population represents a significant opportunity for growth in the reparations movement. But to turn this opportunity into reality, proponents must craft messages that resonate across political lines, appeal to shared values, and, crucially, make the case that reparations are not just about addressing past wrongs — they are about shaping a more just and equitable future for everyone.

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Liberation Ventures

Liberation Ventures accelerates the Black-led movement for racial repair.