Gen Woke

Last week, we reported on the youth’s desire to have more family-friendly Hip Hop. Turns out the same fans are also wanting more music that addresses prevalent social justice issues affecting them and their communities.

While conscious rap has always been a defining element of Hip Hop (think N.W.A., Public Enemy, Common, and Talib Kweli), today’s rappers, living in Trump’s America, are using the power of their music and its charged lyricism to take a political stance against the institutionalized racism, mass incarceration, and police brutality that still threatens the Black community. Recent projects like Jay-Z’s 4:44, Kendrick Lamar’s Damn, and Joey Bada$$’ All-Amerikkkan Bada$$ have become the soundtracks to, and springboards for, a larger movement invigorating our American youth to stand up, #StayWoke, and REVOLT.

For brands, publicly expressing an opinion on an issue may seem like a big risk, however, outspokenness ultimately generates a greater loyalty amongst those who agree. With Gen Z’s current $44 billion dollars in spending power, “the woke generation wants to buy from woke stores,” supporting purpose-driven brands and products that are ethically produced. This extends to marketing that is authentically diverse and inclusive, which we can look to beauty brands for inspiration from, as “beauty, more than any other industry — embodies a diverse, inclusive, nimble, and empowered space.” Just look at the success of Glossier, “the Millennial’s Estée Lauder,” which, by focusing on “transparency,” a real customer “voice,” and creating products that are universally flattering, tripled their revenue last year.

How can your brand embrace its own awokening?