Race is at the forefront of marketers and consumers’ minds as the need for social justice and a focus on anti-racism enter daily conversations. Race strongly influences consumer behavior (Pitts et al. 1989; Sexton 1972) . And, consumers are increasingly engaging in various forms of protest which attempt to shape markets and organizations within them (Bradford 2020; Kates and Belk 2001; Klein, Smith, and John 2004; Kozinets, Belz, and McDonagh 2012; Kozinets and Handelman 2004; Scaraboto and Fischer 2013; Sen, Gurhan-Canli, and Morwitz 2001) . Though research has established strong links between race and consumer behavior, there remains an opportunity to examine how race influences consumer behaviors that seek to contest the marketplace. This study utilizes a framework to examine the extent to which an individual’s perception of racially stereotypical advertisements may lead to forms of activism (i.e., signing a petition, participating in a protest, etc.). In a 2 (message characteristics: stereotypical vs. non-stereotypical) x 2 (model characteristics: Black vs. White) between-subjects designed study, the findings reveal that individuals who view racially stereotypical advertisements are likely to participate in monetary (i.e., raising money to support a cause) and protest activism, despite racial differences. We can conclude that the effect of stereotypes for minority or majority cultures inspire different forms of activism and activist intentions.