With the advent of the new year comes the renewal of month-long celebrations, such as Black History Month in February and Women’s History Month in March. Some brands regularly carry out marketing campaigns for these monthly observances, while others typically refrain from doing so, going back to the question of how aligning with social causes resonates with consumers.

While ‘social causes’ constitute a broad category, a closer look at brand support for these national celebration months is key. New CivicScience data find that the public is split on brand support, but leans more positive than negative – 39% of U.S. adults are in favor of brands celebrating events such as Black History Month, Women’s History Month, Pride Month, and Asian American Heritage Month. In contrast, 30% are against the idea, while 31% are neutral.

As expected, younger consumers are significantly more likely to support brands that align with national celebration months. Favorability is about 20 percentage points higher among Gen Z adults and Millennials than Gen X and Baby Boomers.

Join the Conversation: Is Black History Month recognized in some way at your workplace?

With February being Black History Month, how do consumers think brands should participate?

There are certain ways that consumers feel brands should participate in a celebration like Black History Month. Among those in favor of brands celebrating Black History Month, respondents are the most likely to believe that taking action to address diversity and inclusion within their company is the primary way that brands can authentically participate.

Collaborating with black-owned businesses or creators, and adopting a year-round content strategy for black consumers beyond Black History Month, are also seen as key to enhancing brands’ authenticity during this period.

To learn how your brand can access more insights on topics like these through the lens of your audiences, get in touch.