Issues of racial equity and justice were top of mind for nearly all Frontline Activists. This highly aware group was also geared toward learning and evolving: Three in four said they’ve become more familiar with issues of racial equity and justice over the last two years, and even more said the issues have become more important.

Two-thirds agreed that opportunity isn’t equal in the United States—and most strongly agreed.

This group was more likely to think about equity as it applies to the experiences and treatment of people of different races and ethnicities in America. They were the most likely to explicitly mention race or racism compared to other audiences when asked, “What comes to mind when you think about the word equity?” They were also the only group to mention Black Lives Matter in relation to equity. Like other groups, many defined equity as equal opportunity but were more likely to use language such as justice or anti-racism.

They agreed with definitions about racial equity and justice geared toward outcomes—though they were more likely to strongly align with the stated definition of racial justice.

START A CONVERSATION

Communicating with Frontline Activists

Frontline Activists are allies and fellow champions in racial equity and justice work. They are confident communicators who want to learn, grow, and bring others along with them.

They can pave the way for fairer policies and practices by raising issues, questions, and pushing for inclusive, forward-looking language.

Their definitions of racial equity and justice are nuanced, so these terms may mean different things to Frontline Activists. Be clear and explicit about what racial equity and racial justice are, and point out the systems that need to change.

UNDERSTAND YOUR AUDIENCE

Demographics

While every person and conversation is unique, several demographic trends for Frontline Activists have emerged. Frontline Activists are more likely to be: