Red, White and Blue: Politics of Hair

There is a continued history of Black women being policed on their hair, which AA women still feel the impact of today; two-thirds believe women of color in the US are still expected to conform to white hair standards. This has encouraged the black hair movement to work towards growing acceptance of different hairstyles and textures, with a growing feeling that women of color have more freedom to wear their hair how they choose.

Across generational differences, older women are more likely to believe there is greater freedom in how women can wear their hair. This may come down to lived experience where younger women are less aware of past movements. However, younger AA women are more likely to report negative attention toward their hair – so perhaps progress has not gone as far, or as quickly, as older generations believe.

Brand trust among consumers remains high in this politically charged climate - Just 16% state that they trust brands less – with 77% stating their trust in brands is the same regardless of the current social and political backdrop.

This optimistic view toward brands continues regarding the actions AA women believe brands will take. AA women are more likely to believe brands will uphold diversity programs rather than scale back or eliminate these under the Trump administration.

However, there is a heightened sensitivity toward ensuring brands align with personal values, with over half stating they are less likely to shop for brands that do not align with their values. Further, a third state they would immediately boycott a brand that openly supports a leader and/or stance that they oppose.