Data methodology

'Searching for an end to racial injustice' is a film rooted in Google Trends data that surfaces the unprecedented degree to which America is questioning and challenging racial injustice. Notably, the data is showing a very recent mainstream awakening to race issues at large, meaning that many of these queries were not highly searched over time. That in itself is an important insight to capture, and it is the message at the heart of the film; the world is waking up to the many underlying systemic issues and manifestations of racism in our country. The film features Search insights that were breakout1 terms or hit an all-time high in the last 30 days (22 May – 22 June 2020). Additionally – using Google’s proprietary internal tools – each query was required to meet a minimum threshold of search interest in the last 30 days to qualify for the film.

The film features 29 Google Trends insights2:

  1. US search interest in 'why do people say all lives matter' reached an all-time high in June of 2020 (2004 –June 2020).
  2. US search interest in 'why are people racist' reached an all-time high in June of 2020 (2004 – June 2020).
  3. US search interest in 'how to stop racism' reached an all-time high in June of 2020 (2004 – June 2020).
  4. US search interest in 'why are people protesting' reached an all-time high in May of 2020 (2004 – May 2020).
  5. US search interest in 'end police brutality' reached an all-time high in June of 2020 (2004 – June 2020).
  6. US search interest in 'jogging while black' increased over 5,000% in June of 2020 (2004 – June 2020).
  7. US search interest in 'driving while black' increased over 5,000% in June of 2020 (2004 –June 2020).
  8. US search interest in 'birding while black' increased over 5,000% in June of 2020 (2004 –June 2020).
  9. US search interest in 'working while black' increased over 5,000% in June of 2020 (2004 –June 2020).
  10. US search interest in 'travelling while black' increased over 5,000% in June of 2020 (2004 –June 2020).
  11. US search interest in 'living while black' increased +5,000% in June in 2020 (2004 –June 2020).
  12. US search interest in 'racial trauma' reached an all-time high in June of 2020 (2004 – June 2020).
  13. US search interest in 'systemic oppression' reached an all-time high in June of 2020 (2004 –June 2020).
  14. US search interest in 'what are my rights' reached an all-time high in June of 2020 (2004 –June 2020).
  15. US search interest in 'police killing black people' reached an all-time high in June of 2020 (2004 – June 2020).
  16. US search interest in 'what is systemic racism' reached an all-time high in May of 2020 (2004 –May 2020).
  17. US search interest in 'how to be an ally' reached an all-time high in May of 2020 (2004 – May 2020).
  18. US search interest in 'where to donate for racial justice' reached an all-time high in May of 2020 (2004 – May 2020).
  19. US search interest in 'black-owned businesses near me' reached an all-time high in May of 2020 (2004 – May 2020).
  20. US search interest in 'how to talk to children about racism' reached an all-time high in May of 2020 (2004 – May 2020).
  21. US search interest in 'police brutality' reached an all-time high in June of 2020 (2004 – June 2020).
  22. US search interest in 'black mental health matters' reached an all-time high in June of 2020 (2004 – May 2020).
  23. US search interest in 'black trans lives matter' reached an all-time high in June of 2020 (2004 – May 2020).
  24. US search interest in 'black lives matter' reached an all-time high in June of 2020 (2004 –May 2020).
  25. US search interest in 'asians for black lives matter' reached an all-time high in June of 2020 (2004 – May 2020).
  26. US search interest in 'am i racist' reached an all-time high in June of 2020 (2004 – May 2020).
  27. US search interest in 'lgbtq for black lives matter' reached an all-time high in June of 2020 (2004 – May 2020).
  28. US search interest in 'latinos for black lives matter' reached an all-time high in June of 2020 (2004 – May 2020).
  29. US search interest in 'white people for black lives matter' reached an all-time high in June of 2020 (2004 – May 2020).

1'Breakout' means that the search term grew by more than 5,000%.

2Data was validated on 22 June 2020 by Google News Lab using Google’s internal proprietary tools. Unless otherwise stated, all insights reflect Searches from May until June 2020.

Each of the queries listed in the 'trending searches' section reached an all-time high in 2020 (2004 – June 2020). These queries reflect the sudden and dramatic shifts in how people are searching in response to this moment, both for people impacted by racial discrimination, and by people who are searching to better understand racism and support the movement toward racial equity.

Spanish translation of data is based on US, English-language insights.

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