LGBTQ+ & Gender Program Launch: Spotlight on Women

LGBTQ+ & Gender Program Launch: Spotlight on Women

The LGBTQ+ & Gender consumer research program is the latest offering from Collage Group. Watch a replay of the webinar and view the data from our most recent study on women consumers.

Watch a replay of the webinar.

Beginning in 2021, we will be exploring consumer trends across the LGBTQ+ community and deepening our insight into gender with a dedicated focus on women consumers, while covering transgender, non-binary and other segments where applicable.  

As always, our research reflects a total market perspective, meaning that we will compare these segments to non-LGTBQ+ and men where applicable and relevant. In this special webinar presentation available to members and non-members alike, we reviewed our recent research on multicultural moms, as an indication of the content we will be generating on Women. 

Women are largely responsible for purchasing consumer staples, drive over 80% of consumer purchasing in general, effectively amounting to $7 trillion in expenditure, according to some estimates.

We have already generated ~150 pages of content covering insights on women as consumers for nine major industries, as well as unique cuts of data on social and political change, the importance of identity for women, and their expectations of brands. We have generated a similar amount of content for the LGBTQ+ community. 

In this presentation we highlight one analysis from our recent analysis of moms. 

We highlighted the power of our cultural traits modeling to “double click” into demographics to get a deeper understanding of cultural drivers.  Consider first this overarching comparison between women and men, noting that women are notably different in a few areas: higher on anxiety, lower on Exceptionalism and lower on adventurousness.

But before concluding gender identity is the driver, lets double click into Millennial and Gen X, comparing Moms and Non-Moms. 

Immediately we see that age must be factor as Millennial and Gen X women are notably higher on Exceptionalism than all women in general, whether Moms or Non-Moms

And motherhood must also be a factor as Millennial and Gen X Non-Moms are much lower on Compliance than their peers who are moms, and also all women in general.

Finally, we note that Hispanicity has significant effect on the profile as well.

Hispanic Moms are notablely lower in Anxiety and higher in Rootedness than any of other segments shown, including Hispanic Non-Moms.  This sequence of insights enables marketer to transcend stereotyping to identifying the meaningful variations and what might be driving them.

These charts provide a clear example of the power of our methods for measuring cultural variation, providing marketers with insights into ways that build authentic connection through culture.

In the coming months we will be publishing new findings on the Passion Points and Cultural Traits of this community.

Members of Collage Group’s LGBTQ+ & Gender program gain access to:

• Ten or more NEW reports released throughout 2021 (1 – 2 times/month).

• Research and insights covered by our comprehensive Essentials of LGBTQ+ Consumers and Essentials of Women Consumers, comprising demographics and expenditure, cultural traits, passion points and media habits.

Our research will provide useful answers to brand questions, including:

Which ad themes and strategies resonate among these segments and why?

How do I engage the modern American woman?

What are the primary passion points for LGBTQ+ and women consumers?

How do LGBTQ+ and women consumers engage across consumer industries?

What are the latest socio-political trends among these segments?

How are Americans across gender and sexuality using social media and streaming platforms?

What are the latest health and wellness trends for women and LGBTQ+ consumers?

What has been the impact of COVID on consumer attitudes within these segments?

Learn more about Collage Group's multicultural, generational and LGBTQ+ research by filling out the form below.

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Measuring the Cultural Fluency of Ads: Subaru

Measuring the Cultural Fluency of Ads: Subaru

CultureRate:Ad and CultureRate:Brand are major initiatives that provide a research solution to brands’ mounting need for comprehensive, ongoing analysis of the cultural fluency of branding and advertising.

Download an excerpt of the study.

In this CultureRate:Ad study we had the opportunity to test a recent ad by Subaru called “Girls’ Trip,” released in September 2020.

In this video, a granddaughter and her grandmother hit the road in their Subaru  for  a “girls’ trip.” They enjoy the journey together and have fun along the way by dancing in the car and stopping for milkshakes. Grandma even gets the number from a cute guy at the gas station for her granddaughter. Once they arrive back home, the video shows Grandma’s “old school” Subaru parked in the driveway, a nod to the brand’s reliability. Grandma remarks with pride how her granddaughter has taken after her by getting her own (newer) Subaru.

This ad struck a joyful, relatable, and authentic tone, making it a hit with consumers.

This ad was also one of the highest-performing auto ads of the set, ranking within the top two for each racial/ethnic consumer segment. The ad resonated with three out of four consumer segments – Hispanic, Black, and White. This means that the ad had an A-CFQ (Ad Cultural Fluency Quotient) score of 75 or higher for each of those segments. Even more, the A-CFQ score was just on the cusp of the resonance threshold for the Asian consumer segment.

According to consumers, the top performing features of this ad were its characters and story.

The two women in the ad had a close, heartwarming bond. They look and act authentically and viewers responded positively. Plus, their relationship helps convey the brand’s tagline: “Love is what makes Subaru, Subaru.”

The ad’s heartwarming tone resulted in high rates of positive emotions across segments, like happiness, excitement, and pride. In particular, Subaru’s ad outperforms most auto ads in evoking happiness. 56% of viewers said the Subaru’s ad made them feel happy, compared to the automotive ad norm of just 34%.

Reach your target consumers with the help of Collage Group's proprietary ad and brand testing methodologies. Fill out the form to start a conversation.

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Insights for Authentic Black Representation: Panel Discussion

Insights for Authentic Black Representation: Panel Discussion

Collage Group hosted a panel discussion on authentic representation of Black consumers in marketing. Attended by over 200 professionals, our panel of five leaders in Insights, Marketing and Diversity & Inclusion provided extraordinary insight into the opportunity for brands to better serve this pivotal segment.

Watch a recording of our webinar, “Insights for Authentic Black Representationby filling out the form below.

This webinar includes a panel discussion with diversity, insights, marketing and research leaders from CVS Health, McCormick & Company, U.S. Bank, TVOne and Diageo about Black identity and authentic representation in marketing.

At the start of Black History Month in 2021, Collage Group hosted a panel discussion with diversity, marketing and research leaders from CVS Health, McCormick & Company, U.S. Bank, TVOne and Diageo for a conversation about Black identity and authentic representation in marketing. We are confident this discussion will help brands amplify and support Black voices and accelerate your journey to Cultural Fluency.

The session began with a presentation from Collage Vice President of Client Services Zekeera Belton and Collage Chief Product Officer David Evans, who presented recent research into the mindset of Black Americans today and what brands need to know.  Zekeera then facilitated discussion on the importance of authentic Black representation, the risk that misrepresentation can shine a negative light on the community, and the need to show Black Americans without reliance on stale stereotypes that now pose major risks for brands.  They discussed what brands are learning in this pivotal hour of American history and how brands should better serve Black consumers.

Panelists included leaders from America’s top brands, right.

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Measuring the Cultural Fluency of Ads: Dunkin’

Measuring the Cultural Fluency of Quick Service Restaurant Ads: Dunkin'

In this CultureRate:Ad study we had the opportunity to test a recent ad by Dunkin’ called “Welcome to Dunkin’” and released in September 2020. In this video, the national coffee chain reveals how their brand offers consumers a sense of normalcy—and happiness—amidst the pandemic. Dunkin’ conveys a comforting message to their customers: “Even when everything feels like it’s changing, there are some things that’ll always stay the same. We’ll keep making the coffee, and you keep running.”

The ad isn’t just cheerful and relatable, it’s also a hit with multicultural consumers. This was one of the highest-performing QSR ads of the set, ranking within the top two for each racial/ethnic consumer segment. Dunkin’s ad joins an elite group of ads that resonate with all four consumer segments – Hispanic, Black, Asian, and White – with an A-CFQ (Ad-Cultural Fluency Quotient) score of 75 or higher for each group.

It’s not often that we see this kind of balance among ad features. This indicates that all of the elements of the ad play into each other nicely, creating an appealing sense of harmony.  Achieving cohesion among ad elements is an important step in guarding against viewer confusion, an emotional response that can harm an ad’s performance.

Why does Dunkin's ad perform so well among multicultural consumers?

Dunkin’s “Welcome to Dunkin’” ad builds emotional resonance by leaning into COVID-themes, like showing employees in masks and customers enjoying their coffee by themselves in the car. But they keep it lighthearted by using upbeat music, bright colors, and happy gestures like smiling, dancing, waving, and high-fiving.

The ad’s playful tone resulted in high rates of positive emotions across segments, like happiness, excitement, and pride.

CultureRate:Ad and CultureRate:Brand are major initiatives that provide a research solution to members’ mounting need for comprehensive, ongoing analysis of the cultural fluency of branding and advertising. If you’d like to explore how Collage Group can help your brand with competitive analysis, ad testing or brand testing, fill out the form below.

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Four Group Traits That Characterize Black Consumers

Four Group Traits That Characterize Black Consumers

The Black consumer segment continues to grow steadily, both in absolute numbers and as a share of the total U.S. population.

By 2060, Collage projects Black consumers to represent 55 million consumers, or 14 percent of the total U.S. population. To capture the growth and influence of these consumers, brands and marketers must deepen their understanding of the Black consumer segment.  Originally, released in the Fall of 2020, this page now includes the webinar replay presented January 27, 2021.​

Fill out the form to download an excerpt from the study.

Essentials of Black Consumers

Which Group Traits best characterize Black Consumers?

The four Group Traits which best characterize the Black segment are Perseverance, Ambition, Realness, and Self-Expression.

1. Perseverance

People sharing the Group Trait of Perseverance are deeply motivated to carry on in their personal pursuits despite whatever struggles and setbacks they face.

These individuals are less likely to give up what they put their minds to and more likely to take obstacles as motivation to work even harder.

Black resilience, determination, and tenacity stem from a history of adversity and oppression. Black Americans are acutely aware of the challenges they face, and they know that achieving their own success often requires more hard work than it does for others. Individual drive and hope for a better tomorrow motivate Black Americans to overcome the barriers they face in pursuit of their goals.

It is important to remember, though, that this spirit of perseverance is forward-looking and closely linked to the segment’s Optimism. As the data below shows, a large majority of Black consumers are confident that their lives will continue to get better and that things will work out for them in the end. Black consumer substantially over-index on these sentiments compared to their non-Black counterparts.

2. Ambition

People sharing the Group Trait of Ambition are driven to succeed and to focus on the necessary steps to achieve their goals.

These individuals are sensitive to barriers to success and attuned to the way that today’s choices can impact future goals.

Nobody knows what the future holds, but Black Americans already have a plan for it. They’re hyper-focused on their own futures and have record-breaking and history-making in sight, for both themselves and their communities. Giving back to the community and paying it forward so that future generations can reach for even greater heights is itself a powerful goal of many Black consumers.

Black consumers have high standards for their own individual accomplishments. They’re the most likely segment to say they’re “always trying to be the best and make it to the top.” The segment is also much more likely to say they will do important things in life than the White segment.

3. Realness

People sharing the Group Trait of Realness emphasize being true to themselves over any attempt to “put on a mask” in the presence of others.

These individuals are more likely to “live their truth, even if this means sacrificing relationships with those who may not accept them.

Black consumers are self-assured and take pride in themselves. From Black bodies to Black lived experience, Black Americans emphasize the importance of individuals living their truth and embracing the maxim “if you can’t be anyone but yourself, you might as well be the best possible version.”

Put simply, Black consumers are less likely to “filter” themselves based on expectations of how other people might react. One implication of this Group Trait is the expectation for content which reflects Black lived experiences as they truly are. Black consumers want to see representations of people who not only look like them, but also go through experiences which they can relate to. There is great demand for authentic and nuanced portrayals of Black life, and much power in getting those portrayals right.

4. Self-Expression

People sharing the Group Trait of Self-Expression have talent and creative potential they can’t wait to share with the world.

These individuals know they have something special to offer and are more likely to take whatever opportunities they can find to broadcast their craft and artistry.

Black Americans know what makes them special and want to share it with the world. From high fashion and artistic excellence to everyday expertise and influence, Black voices have undeniable power. And Black consumers know that their uniqueness leads to opportunities for excellence and exceptionalism.

The importance of Self-expression in the Black segment positions these consumers as major drivers of influence. In addition to the high value they place on sharing their talents, Black Americans are also more likely than other segments to see themselves as valuable sources of expertise and recommendation with opinions others need to hear. And they often seek out opportunities for spreading their voices and influencing others.

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