This is Black Gen Z Research Project 2022

On a mission to understand the Black Gen-Z talent experience when it comes to working in the UK


Did you know that 34% of black students are left unemployed after they graduate?

Did you know that 34% of black students are left unemployed after they graduate? With so much talent struggling to find work, it is hard to understand why so many companies are failing to attract and retain diverse Gen Z talent – and there is little to no research on it.

We wanted to find out why this gap existed, and how employers could reform their workspaces in order to better recruit and retain black talent in the UK – We want to understand what motivates Black Gen-Z talent to apply, drives them to perform and what makes them stay with an employer.
THe Solution
We must first seek to understand those among us in order to create and foster workplace cultures of inclusion where talent from all backgrounds can thrive.

Therefore in order to gather recommendations, we decided to launch a massive research project that surveyed and interviewed black gen z and asked them questions about their experiences working in the UK, what they would want employers to do differently and how they wanted to feel in their workspaces.

We launched a survey, promoted through a dedicated social campaign as well as boosted engagement with it through the use of influencers. We used a mix of organic influencer content alongside a paid social strategy to target an incredibly niche group of ethnically diverse individuals. Through a mix of value-add content alongside some incentivised ads we were able to acquire over 2000 participants to complete a 7 minute survey in a very short space of time. We also held interviews with a smaller batch of these survey participants in order to get deeper insights into their questions.

To launch the research report, we held an event in Manchester on the 13th of July 2022. This was to mark the public release of the research, as well as allow employers and black gen z to come together to discuss the findings. As the primary focus of this report and event was to raise the awareness of employers, and begin the conversation that would lead to change, we again used social channels to do both.

We released a series of blogs and short videos that were released on a dedicated Instagram, as well as through our company LinkedIn – this campaign was running for two months prior to the event, encouraging sign ups for the event and creating excitement, as well as after the event to encourage people to download the report, and summarise the success of the event day itself.
The Impact
The response was incredible and proved that investigation into this area was needed. This is Black Gen Z report is currently the largest research into black talent that has been conducted in the UK. Our targeted social and influencer strategy proved highly successful in getting the word out about the survey and the project, as we got
Play Video

In total, 5,828 people from 133 countries completed our survey

Gen Z respondents based in the UK

Respondents who identify as Black Gen Z in the UK
People downloaded the report itself


We had a total number of 200 people sign up

With 192 tickets sold for the event once they were released. This was an event split between employers and Black Gen Z. Furthermore, 240 people downloaded the report itself.

We’ve also received several requests from employers to be involved with the project going forward as it is now planned to be an annual event, and we have plans to expand it into the United States.

To learn more about this project, you can visit #ThisIsBlackGenZ website, or download the report.



Social Media Management AND Influencer Marketing that resonates with GenZ