Consumer Attitudes Towards the Olympics

Consumer Attitudes Towards the Olympics

Collage Group helps marketers and insights leaders connect around this occasion by providing insights that clarify the similarities and differences in how American consumers across diverse segments prepare for and experience the Olympics.

The world’s most unifying sporting event is right around the corner. The Olympics, taking place in Tokyo this year, are one occasion brands need to understand to fully capture diverse America’s attention.

One of this year’s most moving campaigns comes from consumer giant Proctor & Gamble, whose #LeadWithLove campaign hits every cultural mark. Their latest commercial, Love Leads to Good, brings awareness around the Olympic games through inclusive casting and thoughtful storytelling. 

The following consumer insights belong to a series of Collage Group reports on holidays and occasions. This targeted research allows for more efficient and effective brand activations that capture greater mind and market share.

1. Hispanic Americans Are More Likely to Believe the Olympics Brings Unity across Different Countries.

According to our most recent study, 76% of Americans believe the Olympics are a great way to bring unity across different countries.

2. Most Americans Take Advantage of the Olympics to Watch Sports outside Their Typical Viewing Habits.

However, Gen Z is notably less likely to expand their viewership to new sports.

3. Three in Four Multicultural Americans Agree that the Olympics Are a Great Way to Celebrate Diversity.

The Olympics are a great way to celebrate diversity.

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Juneteenth: What Should My Brand Do?

Juneteenth: What Should My Brand Do?

It’s not too late to activate! With almost half of Black Americans celebrating Juneteenth, brands will want to make their mark on this important holiday. Keep reading to learn what consumers expect from brands like yours this Juneteenth.

Juneteenth commemorates the final enforcement of the Emancipation Proclamation on June 19th, 1865, which marked the official abolition of Slavery in the United States.

According to a recent Collage survey, 42 percent of Black Americans, and roughly 10 percent of the total U.S. population, report celebrating this holiday.  Black Americans often celebrate with barbecues and cookouts, with many younger members of the segment also listening to music, dressing up, and setting off fireworks. But do they approve of brands including Juneteenth in their marketing and advertising?

Generally, yes. A plurality of Black Americans – 38 percent – say that all brands and companies should celebrate Juneteenth. Across segments, only 6 percent of Americans say brands should never activate on Juneteenth. Many more Americans simply don’t care or are still unfamiliar with the holiday.

Familiarity of Juneteenth is especially low among Hispanic Americans, but over a third of the total population says they are not familiar with the holiday.

In fact, almost one in five Black Americans are unfamiliar with Juneteenth as well. Together, these numbers suggest there is room for brands and organizations to educate Americans on the history and significance of the holiday.

And such messaging is exactly what most Black Americans want from brands activating on Juneteenth. Older Black Americans especially want brands and companies to help explain the holiday’s meaning and importance. Many within the segment also want brands to address issues facing Black Americans today and to show consumers how they can support the Black community. Include these other considerations alongside your main educational message to help your Juneteenth messaging stand out from the crowd.

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How LGBTQ+ Americans Engage With Family

How LGBTQ+ Americans Engage With Family

All Americans value family, but that doesn’t mean it’s one-size-fits-all. Read on to understand the nuances within LGBTQ+ people’s family lives to improve authentic representation and effective connection on the path towards Cultural Fluency.

Human beings are social by nature – this is universally true. No matter our background, we all crave connection. We value family and anchor our lives to our loved ones. Our research confirms that family matters to everyone but is experienced and expressed differently across segments and cultural backgrounds. Read below for several key insights on how LGBTQ+ people engage with family and then download the research for the full picture.

1. There are more LGBTQ+ families than ever before. In just the three years between 2016 and 2019, the number of married same-sex couple households in the United States increased by 61%, and same-sex unmarried partner households increased by 18%. More and more same-sex couples are also raising children.

2. LGBTQ+ people highly value representation of themselves and their families in media and advertising. Two thirds of LGBTQ+ Americans—significantly more than others— say it is important to them that advertisements represent families that look like theirs. And more than 40% of LGBTQ+ Americans want to see more non-traditional family structures represented in marketing content.

3. Every family has its struggles. Sadly, for LGBTQ+ people these struggles can stem from a lack of acceptance from their Non-LGBTQ+ family members. LGBTQ+ people are also significantly more likely to report that arguing about politics is an issue in their families, as well as not supporting each other’s interests and spending too much time distracted by technology.

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Five Lessons from Culturally Fluent Ads | TMRE Presentation

Five Lessons from Culturally Fluent Ads | TMRE Presentation

In this analysis of data from our CultureRate:Ad database, we focus on ads that cross the Cultural Fluency threshold for all four major demographic groups to identify key lessons that can improve creative performance.

Learn more about our CultureRate database 

Our top findings include the following:

1. Obey the Basics: Stay Attuned to Your “Right to Play” to Avoid Confusion and Boredom​

2. Create Texture with Realistic Vignettes of Multicultural Segments

3. Show Firmness and Values About What’s Happening Now

4. Authentically Show the “Human Truth” of Connection to Resonate with All Segments

5. Activate on the “Cultural Truths” of Specific Segments to Drive Deeper Resonance

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

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LGBTQ+ Pride Panel: How Great Brands Are Supporting the LGBTQ+ Community

LGBTQ+ Pride Panel: How Great Brands Are Supporting the LGBTQ+ Community

Collage Group is delighted to have hosted more than 100 consumer insights professionals for a conversation with diversity, marketing and research leaders from Google, AARP, E. & J. Gallo Winery and U.S. Bank.

These brand leaders discussed how they are supporting the rights of and improving the lives of LGBTQ+ Americans. Esteemed panelists included:

• Zach Overton, Google, Director of US Marketing, Devices & Services, Head of U.S. Go-to-Market
• Nii-Quartelai Quartey, EdD, AARP, Multicultural Engagement Lead, COVID-19 Vaccine Education Campaign
• Dan Vu, E. & J. Gallo Winery, Lead of Barefoot Diversity & Inclusion Team
• Steve D. Ducòs, U.S. Bank, Asst Vice President, LGBTQ+ Segment Strategy Leader, Diverse Segments Strategy Team
• Zekeera Belton, Collage Group, Vice President of Client Services

Fill out the form to watch the replay of the panel discussion and learn more in the Collage Group insights presentation for engaging the LGBTQ+ community.

Panelists addressed questions, including:

• What do you think are Corporations’ responsibilities toward LGBTQ+ Americans? 

• Tell us about the steps you, and your company, are taking to authentically engage and support LGBTQ+ community, amplify their voices and drive change.

• What response to gay rights issues have you seen from your company during the past six months?

• What is the current relationship between Diversity and Inclusion and Diverse Segment Marketing – have you seen it change? What do you think the future will hold?

• What do you think the LGBTQ+ community – and the majority of Americans – are looking for from brands?

The all-new Collage Group insights, presented by Vice President of Client Services Zekeera Belton and Chief Product Officer David Evans, include results from a recent survey on the LGBTQ+ community’s lived experiences, demographic profile, and attitudes and behaviors specific to Pride Month.

The insights presented were created as part of our newest member research program, LGBTQ+ & Gender, launched in January 2021. As the leading source of consumer insights about diverse America, Collage Group is thrilled to share this expansion into sexuality and gender identity.

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