The Woke Generation’s Problem

Jess Watts
6 min readJun 17, 2019

Queerbaiting, Blackfishing and the strategic identity

Photo by Jhonis Martins from Pexels

For over a year, I co-lead a massive national research project studying the identity of the generation after Millennials, Generation Z. Roughly ages 10–24 — and of a size around 65 million — they are an influential group that many of us are still trying to wrap our heads around. Like their Millennials siblings before them, this generation is also being swept…

Jess Watts

Where culture & consumerism meet. Advertising Strategy Director, Business Insider’s Rising Stars of Madison Ave | Stalk me here: