Informed Skeptics were familiar with issues of racial equity and justice, but most believed they are only somewhat important, or even somewhat unimportant. They thought about these issues sometimes or rarely.

A majority of Informed Skeptics became at least somewhat more familiar with issues of racial equity and justice over the last two years. These issues also became more important for nearly half of this group, but stayed the same for the rest.

Half agreed that opportunity isn’t equal in the United States—but they didn’t feel as strongly about it as other groups.

They were open to, but not in strong agreement with, definitions of racial equity and justice that orient toward outcomes. Similar to other audiences, they were likely to define equity and justice as fairness or equality. However, they were more likely than Budding Activists and Uninformed Skeptics to mention race or racism when asked what comes to mind when they think about the words equity or justice.

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Communicating with Informed Skeptics

Informed Skeptics have a foundational understanding of racial equity and justice issues, but the themes were not as likely to be top of mind, and they didn’t have strong feelings about them.

Communications need to elevate the importance of these issues by helping Informed Skeptics understand how issues of racial equity and justice are relevant to their own lives, values, and aspirations. Communicate the values they understand, such as equality and fairness, when talking about racial equity and justice—and highlight the shared benefits of achieving racial justice and equity.

UNDERSTAND YOUR AUDIENCE

Demographics

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