Five Consumer Insights for Cinco de Mayo

Five Consumer Insights for Cinco de Mayo

Cinco de Mayo is annual celebration that commemorates the date the Mexican Army was victorious over the French Empire at the Battle of Puebla on May 5, 1862. It is not Mexico’s Independence Day—a common misconception, which is celebrated in Mexico on September 16th.

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In the U.S., Cinco de Mayo is a day of celebration in honor of Mexican culture and heritage.

1. Who celebrates Cinco de Mayo?

Cinco de Mayo is a Mexican holiday popular among bicultural Hispanics. In fact, 40% of Hispanic consumers celebrate Cinco de Mayo, compared to 13% or fewer for consumers of other races. 

2. Among Hispanic consumers, Gen Z describes the Cinco de Mayo celebration as “traditional”, while Boomers are more likely to describe it as “festive.”

For most celebrants, Cinco de Mayo is not just about tequila and partying.

In fact, hispanic consumers are the least likely to rate their Cinco de Mayo celebrations as lively, rowdy, or over-the-top. However, the polarity in generational attitudes toward describing it confirms  what we already know about Gen Z: they respond to authenticity, making them more likely to appreciate traditional approaches to celebrating Cinco De Mayo. 

3. Nearly half of Hispanic consumers (46%) believe American celebrations of Cinco de Mayo misrepresent Hispanic culture. Authenticity is key when engaging Hispanic consumers on this holiday.

In recognition that Avocados from Mexico has an authentic connection with Cinco de Mayo, the brand launched an experiential and social media campaign called “Guac It,” which asks consumers to share their Cinco de Mayo guacamole recipes.

The brand also partnered with three food trucks located in New York City to give out free food made with avocados.

In order to win over the hispanic segment, brands must make it clear that they know the importance and relevance of the holiday. 

4. Hispanic consumers overwhelmingly choose beer as their drink of choice on Cinco de Mayo.

In 2018, beer giant Corona became the Official Import Beer of the Kentucky Derbyaptly scheduled on Cinco De Mayo the following two years.

During this activation, attendees of the Kentucky Derby could join the Corona de Mayo fiesta”, designed to “remind consumers that Cinco de Mayo is the first fiesta of the year and the official start of summer.”  

Corona’s move to partner with the Kentucky Derby shows how important it is to connect with the Hispanic segment by celebrating their culture.

5. 1 in 4 Hispanic consumers says they always drink tequila to celebrate the holiday.

This year, Jose Cuervo launched #CincoToGo, a social media driven campaign geared toward supporting the small restaurants impacted by Covid. In exchange for a free meal, covered by Jose Cuervo, “customers must dine at Mexican restaurants that have 10 outlets or less, keeping the contest focused on patronizing small businesses.” 

This is a great example of how brands can connect with the hispanic segment and enable giving back to their community. 

Interested in learning more about how to authentically engage Hispanic consumers? Fill out the form to download an excerpt from, “Essentials of Hispanic Marketing.”

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Fundamentals of Generational Marketing: Passion Points

Fundamentals of Generational Marketing: Passion Points

Passion Points are the activities and areas of life people are deeply interested in.

They are the “things” that people prioritize when spending their time, money, and attention. They are concrete expressions of culture. This research offers brands and marketers important insights to win over consumers from all generational cohorts.

Learn more in this download from our “Engage Gen Z and Millennial Passion Points” presentation.

Engage Gen Z and Millennial Passion Points

What matters most to Boomers, Gen X, Millennials and Gen Z?

Our topline results show that consumers generally opt for TV and Movies, Music, and Food. Boomers and Gen Z consumers tend to have more fluctuations in their passions with higher peaks and lower valleys than Gen X and Millennials. Boomers are more likely to say they are interested in religion, while Gen Z over-indexes in music and games. Gen Xers often find themselves between Millennials and Boomers, such as their passion for traveling. 

Millennials, known for their love of new experiences, are significantly more interested in staying active than the older two generations.

Beyond these top-line results, we have much insight as to which generational cohorts over or under-index on various topics such as movies & tv shows, music, food and travel.

Here are four important data points from the study:

1. Movies & TV Shows

On the left, you see the favorite movie genres for the total population. Comedy and Action/Adventure are the overall winners. On the right, though, we see the responses of each generational cohort.

Gen Z and Millennials are more likely to prefer genres like horror (Gen Z), fantasy, and animation, including anime. Gen X and Boomers, however, are more likely to choose a drama, thriller, or science fiction option.

2. Music & Audio

Looking through the chart, you’ll see that the generations have distinct tastes in music genres – at least between older and younger generations. For the total population, Rock is most popular, with 42 percent of consumers saying it is in their top three music genres. But both younger generations under-index on rock music. Especially Gen Z, where only 25 percent say they choose rock. Gen Z and Millennials over-index on liking Hip-Hop and R&B and are more open to K-pop as well.

This is aligned with what we know about younger generations generally – they’re more racially and ethnically diverse, and this is reflected in their diverse music tastes as well.

3. Food

When it comes to food, one big question is whether American consumers consider themselves “foodies,” who prioritize taste and experiential eating, or “health nuts,” who prioritize nutrition and diets. 

Here, we see that more Americans consider themselves “Foodies” than “Health Nuts.”

We also see some interesting generational variation here.

On the left, we see that about half of Americans consider themselves “Foodies,” and that Millennials – at 61 percent – is more likely than all other generations to believe this.  And on the right, we see that less than a third of the total population considers themselves “health nuts.” Gen Z and Gen X consumers hold to that average, but the big differences lie between Millennials and Boomers. 

So far, we’ve seen a lot of trends hold to a younger vs older dichotomy, but when it comes to food-related identity, Millennials really stand out as being food-focused. Boomers are not as focused on considering themselves a foodie or a health nut. While most Americans call themselves “foodies,” Millennial Americans lead the “health nut” trend.

4. Travel

For many people, the main tossup is between domestic versus international travel.

On average at the total population level, consumers are pretty split between the two, but preference for domestic taking a slight lead.

However when we break the data down by generation, we see a pretty clear pattern amongst consumers. 

Younger people have a distinctly stronger desire to travel abroad – especially Gen Z, at 61%, they are significantly more likely than all other generations. Millennials are an even split. Older generations are where we see a stronger preference for domestic travel. Boomers are the most likely generation to prefer traveling within the US over traveling abroad – about three in four. Perhaps driven by a desire to stay closer to home.

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Case Study By Industry | Alcoholic Beverages

Case Study By Industry | Alcoholic Beverages

Amplifying Multicultural Voices with the Science of Culture

CHALLENGE

A leading global portfolio of top alcoholic beverage brands needed to deepen their understanding of culture.

Their North America operation launched an initiative in 2019 to future-proof their brands through a comprehensive “Cultural Fluency” audit of 20 brands including select competitors.

The brand’s goal was to build the organizational capacity to understand younger, intrinsically diverse LDA consumers, a segment Collage Group defines as the New Wave.  The mission was to drive brand growth while providing a platform for motivating internal change.

Primary Research Objectives:

• Understand key cultural traits of the New Wave Americans, aged 21– 40, and validate them for the alcoholic beverage category.

• Identify where traits and values resonate across diverse segments as well as where they diverge.

• Build a framework and set of principles that can be applied to creative executions across the company’s portfolio.

Learn more about Collage Group’s consumer insights in our Category Essentials for Alcoholic Beverages and fill out the form to download a sample of the research.

Category Essentials - Alcohol

SOLUTION

Collage Group developed a Cultural Fluency Roadmap to guide the brand in achieving their business objectives. This included:

  1. Quantifying the Cultural Traits of target consumers for their spirit categories. Building in additional layers to understand nuances across age, gender, ethnicity and shared experiences.
  2. Mapping the Cultural Traits of each target consumer segment to key brand equities, to identify growth opportunities and help to prioritize which segments brands should work to address and in what way.
  3. Providing deep creative evaluation of ~20 executions from the brand’s portfolio and competitors, to better understand the “why” behind how these Ads performed across diverse segments, while establishing key metrics for success.

RESULT

Through this intentional approach to becoming more culturally fluent, our client achieved success in two areas, including:

  1. Deeper cultural understanding of how to drive resonance among growth consumer segments, in particular Hispanic and Black consumers.

  2. Key lessons for creating culturally fluent creative and evidence to validate the power of integrating nuanced multicultural insights in authentic stories, that will resonate across a broad audience.

Through Collage Group’s superb client communication and Ad testing, Collage was able to identify key intersections in the Cultural Traits shared by both Hispanic and Black consumers. These included values around generosity, optimism, and community – that were all highlighted within the execution. 

Their ad’s tight storyline and clear messaging over-indexed among consumers across all races and ethnicities, as measured by Collage Group’s CultureRate product, and performed especially well with Hispanics.

These insights enabled the brand to learn exactly why their campaign was a success.  Most importantly, the analysis revealed a key set of cultural principles that could be applied to future executions to make other brands more successful in expanding their consumer base as well.

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Principles for Engaging Younger, More Diverse Consumers: Deep Dive into Gen Z

Principles for Engaging Younger, More Diverse Consumers: Deep Dive into Gen Z
Understanding America’s Diverse Consumers

Gen Z, the generation born from 1997 to 2012, is one of America’s most influential consumer segments.

One in five Americans are part of this generation and it is the second largest: at 75.6 million people, Gen Z is only slightly smaller than the Millennial generation at 75.8 million. These younger consumers, now 8-to-23 years old, are highly invested in their beliefs and passions, and orient toward inclusion and diversity not seen in older generations.

How can you capture the growing influence and expenditure of this influential, younger consumer segment and earn their loyalty for years to come?

Understanding the unique characteristics of Gen Z Americans – from trends and experiences to expression and entertainment – can help you authentically engage. In April 2021, Collage Group’s Chief Product Officer David Evans explored key areas of our consumer fundamentals for Gen Z in this deep dive presentation hosted by the Insights Association.

Fill out the form to watch the full presentation and download an excerpt of the deck.

In the full presentation you’ll find a deep dive into Gen Z demographics and economic opportunity, identity-related marketing expectations, cultural traits and passion points. Read below for a five key insights into Gen Z consumers.

1. Gen Z is coming of age in an intrinsically diverse society, with multicultural consumers representing nearly half of all Gen Z Americans.

This generation is among the first in American history to be defined by the multicultural experience, and 27% of Gen Z are first- or second-generation Americans. You cannot appeal to Gen Z Americans without respecting their complex set of identities.

2. Younger generations, specifically Gen Z, are increasingly likely to identify as LGBTQ+.

This is an interesting phenomenon we identified in our research on consumer identity, which suggests that as society is more accepting of the LGBTQ+ community, and people discover the myriad possible identities out there, young people are more willing to embrace their LGBTQ+ identities.

3. Gen Z is on track to be the most educated generation, but this comes at the steepest price in history.

Those entering collage now face approximately $37,650 in tuition and fees for attending a private, nonprofit four-year university.

The confluence of high levels of education, at a high cost, and the difficult economic and social realities of our current climate play into the cultural traits we’ve identified for Gen Z, specifically “pressured” and “skeptical”.

4. Gen Z has grown up in a period of unprecedented uncertainty, adding even more layers to the stresses of adolescence and young adulthood.

Most recently, amid pandemic, economic recession, political polarization and social justice movements, Gen Z has had a lot to bear within a very short span of time. Unsurprisingly, Gen Z is struggling to find balance between meeting others’ expectations and living their desired lives – and much more so than other generations.

5. Gen Z Americans see many challenges standing in the way of their futures that society has failed to address.

These young consumers tend not to trust many institutions and believe brands and corporations should play a role in addressing the problems they face.

Are you interested in learning more about Gen Z consumers and how to apply these insights to your campaigns?

Collage Group’s consumer research database now contains insights from hundreds of studies, thousands of questions and millions of data points on American consumers across ethnicity, generation, sexuality and gender. With more than 35 original studies released each year, you can dive deeper into the cultural traits, identity, passion points and more of Gen Z Americans, as well as other high-grow diverse consumers.

Through our Generations consumer research platform you can access to the insights you need to understand and engage the attitudes, behaviors and values of all generational segments: Gen Z, Millennial, Gen X and Boomer. Contact us to learn more.

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Fundamentals of Multicultural Marketing: Passion Points

Fundamentals of Multicultural Marketing: Passion Points

What matters most to American consumers across racial and ethnic segments? Collage Group's latest study covers major Multicultural Passion Points your brand can act on immediately.

What are Passion Points?

Passion Points are the activities and areas of life people are deeply interested in. They are the “things” that people prioritize when spending their time, money, and attention. They are concrete expressions of culture.

Collage’s Passion Point research offers deep insight into 8 Passion Points we know Americans care deeply about. This work offers brands and marketers important tools to win multicultural consumer segments.

To get you started, let’s look at some topline findings about the things that matter most across both segments and the Passion Points themselves.

1. Multicultural Consumers Want More Experiential Movie-watching

When we asked people if they like watching movies in theaters more than at home, and if they prefer “enhanced” movie experiences, like IMAX or 3D, less than half of the total population agreed. But it’s the Non-Hispanic White segment which is driving this low agreement. Multicultural segments were more likely to say they prefer watching movies in theaters, and that they prefer IMAX and 3D movie experiences.

When we double click into acculturation, we see that bicultural and unacculturated Hispanics are the ones really driving the Hispanic desire for theaters and enhanced movie experiences.  Acculturated Hispanic consumers are less likely to enjoy watching movies in theaters (42%H ; Bi: 54% ; Un: 63%H), or having an “enhanced” movie experience (41%H ; Bi: 56% ; Un: 56%).

2. Multicultural Consumers Have Distinct Tastes for Music Genres

Which genres are most popular across multicultural segments?

For the total population, Rock is most popular, with 42 percent of consumers saying it is in their top three music genres. But all three multicultural segments under-index on rock music. Especially the Black segment, where only 11 percent say they choose rock! What do these consumers listen to instead? 

For Black Americans, the answer is R&B – seven in ten Black consumers choose R&B over other genres. Black consumers are also most likely to listen to Hip-Hop, Jazz, Blues, Soul, and Gospel music.

For Asian Americans, the answer is Pop music – half of Asian consumers say they choose Pop over other genres. Asian consumers are also most likely to choose electronic and K-Pop music.

And for Hispanic Americans, the most popular music genre is Latin Pop, including Reggaeton. About a third of Hispanic consumers say they choose this genre over other options.

3. More Americans Consider Themselves “Foodies” Rather than “Health Nuts”

About half of Americans consider themselves “Foodies,” and the Black segment – at 56 percent – is more likely than non-Hispanic White consumers believe this.

We also see that while less than a third of the total population considers themselves “health nuts,” all multicultural segments are more likely than non-Hispanic White consumers to do so.

While only a quarter of White consumers are “health nuts,” over a third of Asian, Black, and Hispanic consumers are. With Unacculturated Hispanic consumers being the most likely, at 48 percent, compared to the other Hispanic Acculturation segments.

And while most Americans call themselves “foodies,” Multicultural Americans lead the “health nut” trend. 

4. Bicultural and Unacculturated Hispanic and Asian Americans Prefer to Travel Internationally

When we asked consumers to choose between traveling domestically or internationally, most of the Hispanic and Asian segments chose international travel. As you can see on the chart, only 48 percent – about half – of Hispanic consumers chose domestic travel, and even fewer – 38 percent – of Asian respondents opted for the U.S. option. Within the Hispanic segment, bicultural and unacculturated Hispanic Americans are more likely than their acculturated peers to prefer international travel.

The Black and Non-Hispanic White consumer segments, on the other hand, prefer domestic over international travel.

1. Multicultural Consumers Want More Experiential Movie-watching

Collage Group Passion Points Survey, January 2021 (18-75 population)

% agree

* Indicates statistically significant difference (p > 0.95) from all other racial/ethnic segments

W Indicates statistically significant difference (p > 0.95) from Non-Hispanic White respondents

H Indicates statistically significant difference (p > .95) from all other Hispanic Acculturation segments

2. Multicultural Consumers Have Distinct Tastes for Music Genres

Collage Group Passion Points Survey, January 2021 (18-75 population)

Multiselect, Max. 3

* Indicates statistically significant difference (p > 0.95) from all other racial/ethnic segments

W Indicates statistically significant difference (p > 0.95) from Non-Hispanic White respondents

H Indicates statistically significant difference (p > .95) from all other Hispanic Acculturation segments

3. More Americans Consider Themselves “Foodies” Rather than “Health Nuts”

Collage Group Passion Points Survey, January 2021 (18-75 population)

% agree

* Indicates statistically significant difference (p > 0.95) from all other racial/ethnic segments

W Indicates statistically significant difference (p > 0.95) from Non-Hispanic White respondents

H Indicates statistically significant difference (p > 0.95) from all other Hispanic Acculturation segments

4. Bicultural and Unacculturated Hispanic and Asian Americans Prefer to Travel Internationally

Collage Group Passion Points Survey, January 2021 (18-75 population)

Forced choice

* Indicates statistically significant difference (p > 0.95) from all other racial/ethnic segments

W Indicates statistically significant difference (p > 0.95) from Non-Hispanic White respondents

H Indicates statistically significant difference (p > 0.95) from all other Hispanic Acculturation segments

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Case Study By Industry | Food

Case Study By Industry | Food

Finding Growth Opportunities Among a Multicultural Segment

CHALLENGE

A prominent U.S.-based food company had been carefully curating a positioning strategy for a multicultural segment to explicitly match what they were hearing from consumers through their research.

But sales was reporting a different story: competitors were stealing market share.

The challenge: they needed to go beyond the surface to capture what consumers weren’t telling them.

SOLUTION

To get deeper, faster – Collage Group had a head start. By leveraging our existing consumer research database of more than 70 million data points, we quickly moved to address the brand’s specific issues.

1. Our depth of research and best practices in our syndicated database illuminated attitudes and behaviors of the segment, including trends in home cooking.

2. Collage Group’s custom solutions team conducted qualitative interviews in key metro areas and honed in on perceptions of the product in relation to competitors, as well as cooking habits and sources for inspiration. Our in-situation observational approach brought the consumer’s relationship with the category to life and allowed us to explore beyond reported answers.

3. To vet and prioritize findings from the qualitative work, we launched a quantitative survey to ~1,000 multicultural consumers in this segment.

RESULT

While the brand’s positioning worked in theory, we found that it overlooked how key multicultural consumers use the product(s). Going behind the scenes enabled us to explore how this consumer segment actually connects to the brand through a unique lens.

Based on our findings, we delivered:

• A new creative brief leading with a deep understanding of how to execute with cultural fluency top-of-mind, preventing the brand from executing a strategy that generates backlash.

A renewed strategic focus on the right channels to reach this multicultural consumer segment – and the content to highlight in campaigns.

A distribution strategy and pricing schemes to build awareness and loyalty.

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Case Study By Industry | Health Insurance

Case Study | Health Insurance

Activating Hispanic and Black Consumers

CHALLENGE

A prominent health insurance company consistently struggled to enroll members of the multicultural population in a specific state.

Open Enrollment represented the perfect opportunity to reach Hispanic and Black consumers, traditionally among the most underserved communities in the state.
The company’s primary goal was to enroll more Hispanic and Black consumers in three key markets. The secondary objectives were to understand the barriers to entry in health care for these segments and utilize grassroots marketing to grow awareness and trust among these segments.

SOLUTION

Collage Group quickly delivered relevant members-only insights to get the marketing team up to speed on multicultural strategies.

1.Syndicated research uncovered how these consumers viewed the U.S. health care system, including areas of skepticism and understanding  of how the provider/payer system works. 

2.Collage Group surfaced data regarding how key health care decisions are made, such as how family plays a key role in the decision-making process for both segments and how important Spanish-language information is to Hispanics.

3.Partnering with our Client Services team, the member developed strategies using some of our recommendations for finding and activating multicultural influencers, following multicultural consumers’ digital leads, and activating locally.

RESULT

Multicultural enrollment was a key objective in the campaign. In the two years since the company began this initiative, they reached their target goals for both Hispanic and Black enrollment. The initial results that got them there included:

• Renewed strategic focus on the right channels to reach Hispanic and Black consumers – and the content to highlight in campaigns (i.e. mobile unit trucks, more mobile campaigns, partnering with local influencers).

• More strategic and enhanced local activation campaigns designed to reach consumers where they are.

• Marketing budget pivots: Due to insights gathered, the company altered their D&I marketing budget to invest more in mobile marketing campaigns and local promotions.

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Case Study By Industry | Health Care Retailer

Case Study | Health Care Retailer

The Journey to Cultural Fluency:
Using Culture to Connect Effectively and Efficiently Across Consumer Segments

CHALLENGE

Like many businesses, a national health care retailer recognized the dynamic transformation underway in American culture.

In 2020, the combination of the social justice movement and the COVID pandemic hit home especially hard, with so many of the retailer’s staff on the front lines. Across the enterprise, they took action, reflecting a deeper commitment to honoring America’s culturally diverse voices.

For the health care retailer’s Enterprise Insights team, they recognized a one-time investment in a research project or consultant was not enough. As the needs of the organization and of the consumer change too quickly, the company needed the support of a long-term partner.

Objectives:

• Align around best practice multicultural research standards and ensure Culturally Fluent research is practiced across the enterprise.

• Socialize culturally sensitive approaches to multicultural insights, to enable diversity, inclusion and marketing performance.

• Stay nimble to the organization’s emerging educational needs, and quickly hone-in on high-impact research opportunities as they emerge.

SOLUTION

Collage Group designed a partnership solution for the health care retailer, leveraging a suite of research products and nimble service models, which included:

  1.  Access to the Multicultural consumer research platform, for regular outputs of research on trends across culture into Hispanic, Black and Asian consumers.
  2.  Expert support via “SME-Hours”, which includes access to in-cultural subject matter experts, seasoned marketing consultants, and research professionals to address ad hoc needs.
  3.  Custom Research & Consulting Credits applied to “Black American Learning Series” for the staff, to educate and elevate the experience and voices of Black Americans specifically.

RESULT

Insights gleaned from the health care retailer's partnership with Collage are now applied across the company, including in events sponsored by Chief Diversity Officer and Senior Vice President of Workforce Strategies, its diversity team, in ads produced by its marketing team, and via in-store initiatives to ensure the company's customers and staff are treated fairly and equitably.

Through the approach, the health care retailer made progress in five areas. These included:

1. Achievement of a higher return from the partnership than from comparable alternatives.

Collage Group enables the health care retailer to stay tapped into needed, timely cultural insights into all major segments. According to the company, the partnership far exceeds returns from hiring a temporary in-house research lead or from returns on a single custom project (which might be perceived as one-time “check-the-box” approach that ultimately implies little commitment to lasting change).

2.  Improvement in advertising effectiveness.

The healthcare retailer applied a CultureRate:Ad report included as part of membership to evaluate the Cultural Fluency Quotient of a recent Spanish-language pharmacy execution. According to the company, The CultureRate:Ad reporting provided deep insight into the drivers of Cultural Fluency across racial/ethnic groups. The learnings helped the retailer understand cultural nuances so they could take the action needed to produce more inclusive advertising.

3.  Increased empathy with Black consumers across the entire Marketing organization.

The health care retailer hosted a Black Immersion Day with a variety of speakers to more deeply educate and energize their team. The Session featured Zekeera Belton, a Collage Group executive and Black Consumer SME, to both keynote and close the session. Zekeera layered in her personal experience to bring to life Collage Group’s rigorous data on the Cultural Traits of Black Consumers. As the main event during Immersion Day, the company reports that Zekeera’s presentation also motivated deeper use of insights recently provided by Collage Group’s Custom Solutions team a few weeks prior to the event.

4.  Update to all internal research methodologies and processes to ensure Cultural Fluency.

With over 10+ years of experience conducting research among diverse and hard-to-reach consumer segments, Collage Group has developed a robust array of Multicultural Research Best Practices. In close collaboration with the health care retailer, Collage Group SMEs outlined and presented key learnings in conducting Multicultural Research to research groups across the enterprise. The company has adopted learnings from these presentations and continues to push thought-leadership in emerging research methodologies and best practices to ensure culturally inclusive learnings across all engagements.

5.  Improvement in customer experience in retail operations. the company indicates that their leaders are now talking more regularly with colleagues in stores through a “colleague advisor panel” that connects leadership to frontline staff.

The company has now elevated a discussion of discrimination, where in-store staff see it most, and how issues appear in call-center operations. A new company “Bill of Rights” will now be posted in stores on how staff and customers should be treated.

Snapshot of American Women: Engage Women’s Cultural Traits

Snapshot of American Women: Engage Women’s Cultural Traits

Our new Women Cultural Traits research provides powerful new insights into this critically important demographic.

American women account for 165 million consumers— half of the entire U.S. population.

As a result, women’s buying power in the U.S. was more than $6 trillion in 2019 and are estimated to control 75% of discretionary spending worldwide by 2028. Focusing on such a large consumer segment requires a complex understanding of internal diversity, societal context, and emerging trends. To capture recent segment shifts and the influence of these consumers, brands and marketers must deepen their understanding of the entire American women consumer segment.

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

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