Parents & Kids Cultural Intelligence Program

Get the insights you need to engage and activate parents and kids across race and ethnicity.  Explore how culture impacts the roles that moms and dads play in their children’s lives. 

Many brands say they have a significant gap in their understanding of the way culture impacts parenting and the parent-child decision-making process. Collage Group’s Parents & Kids cultural intelligence program was created to offer brands the insights they need to connect with parents through their advertising and marketing efforts.

Key Elements of our Parents & Kids Program

    • Consumer Essentials – Uncover insights and effective executions with data-driven measures of cultural variation.
    • Passion Points – Explore music, food, sports, media and other passions.
    • Category Insights – Spotlight timely, emerging parents and kids trends by industry.​
    • Brand & Ad Testing – Assess the cultural fluency of brands and ads.
    • Strategic Frameworks – Apply strategic frameworks to prioritize the steps required to drive growth and market share.

Fill out the form to download the latest insights on Parents from our Parents & Kids program.

Parents Market Research

Engaging effectively with kids is an opportunity for brands to create life-long relationships with consumers. Demographic change amplifies the need to effectively resonate with America’s diverse children and their parents. In fact, the generations most likely to have children are between 5 and 12 percent more racially and ethnically diverse than older generations. 

Kids Market Research

Engaging and activating parents enables brands to also connect with their children–creating a potential lifetime of brand loyalty. In fact, multicultural Americans are 10% more likely to have children under 18 living in their households. Race and ethnicity often shape the way parents raise children and navigate the challenges of parenthood.

The Latest in Parents & Kids Consumer Trends

5 Key Findings on American Parents

Learn how American parents differ from their non-parent peers with respect to key cultural values such as community-seeking, optimism, and being culture-focused.

Parents & Kids: Category Essentials

Part of understanding parents and kids is appreciating how decisions are made in specific categories. Explore usage, drivers, and channels for specific categories that are top of mind for parents and kids, as well as additional insights brands need to fully understand parents and how they differ across diverse segments.

Connect with America’s Diverse Parents

Are you effectively engaging the 62 million parents currently living in the US with kids under 18? To win in a rapidly diversifying America, it’s crucial to understand these individuals and how they’re raising their children.