A recent study conducted by Basis and Unilever reveals that 93% of Generation Z (Gen Z) consumers globally have encountered stereotypes on social media. The survey highlights that women, body image, the LGBTQ+ community, and ethnicity are the most common subjects of these stereotypes. The impact on young people is concerning, with 40% questioning their body image and 38% questioning their identity within the LGBTQ+ community. Furthermore, Gen Zers feel that the world is becoming more divided (73%) and less tolerant and inclusive (51%), due to these skewed representations. More than half (57%) of Gen Zers report feeling frustrated, while anxiety, sadness, and anger are common emotional responses. Unilever, known for brands like Dove and Ben & Jerry’s, aims to combat stereotypes in influencer content by expanding its ‘Act 2 Unstereotype’ initiative. They have released a guide called ’10 Ways to Unstereotype Influencer Brand Content,’ created with input from influencers worldwide. Unilever will also incorporate guidelines on stereotypes into influencer contracts across all their brands. Gen Zers believe that brands and influencers have a responsibility to eliminate stereotypes (61%), and there is a demand for more checks to prevent the promotion of stereotypes on social media (70%). The initiative has received support from leaders in the diversity, equity, and inclusion space. Unilever’s efforts not only benefit consumers but also drive better engagement and business results.

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