Many people within this group were hesitant to say that they were familiar or unfamiliar with racial equity or justice. When asked about their familiarity with racial equity, more than half (57%) said they weren’t sure. Around two-thirds (67%) expressed the same uncertainty when asked about their familiarity with racial justice.

Despite their reservations to say they were familiar with the terms, Budding Activists knew they should think and care about issues of racial equity and justice. More than two-thirds of Budding Activists noted they thought about issues of racial equity and justice at least sometimes, and found these issues to be at least somewhat important. Also, two-thirds found that equity issues became more important over the last two years, and half found issues of racial justice more important.

When asked about opportunity in the United States, more than half agreed that opportunity isn’t equal. They also supported definitions of racial equity and justice that orient toward outcomes.

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Communicating with Budding Activists

Budding Activists care about issues of racial equity and justice in theory, but they need to clearly see what it means and looks like in practice. Because they were more likely to be unfamiliar with the definitions of racial equity and justice, they might be turned off by content that begins with those terms. Instead, it’s important to craft communications using language they understand—such as equal opportunity, fairness, and equal outcomes—and help them feel confident talking about racial equity and justice in their own authentic way.

In communications, include specific, straightforward examples that define racial equity and justice. Tell stories that paint a picture of what racial equity and justice look like in people’s lives—and show them when and where racial equity and justice are achieved.

UNDERSTAND YOUR AUDIENCE

Demographics

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