Insights You Need to Engage and Activate Parents and Kids Across Race and Ethnicity

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Insights You Need to Engage and Activate Parents and Kids Across Race and Ethnicity
Collage Group Launches Parents & Kids Cultural Intelligence Program

American consumer attitudes continue to evolve, and to help you keep pace, Collage Group is incredibly excited to announce our new Parents & Kids Program as part of our leading Cultural Intelligence Platform. This new offering, created with input from nearly a dozen Collage members, is designed to cover the insights marketing and consumer insights professionals need to engage and activate parents and kids across race and ethnicity. Based on our scoping, there is no other syndicated resource available that offers full coverage of parents and kids with race and ethnicity overlays.

Read on and fill out the form below to register for our Parents & Kids: American Parents
webinar on April 27, 2022.

Photo of a multicultural family

Why focus on Parents & Kids?

Demographic change amplifies the need to effectively resonate with America’s diverse parents and their children. In fact, the generations most likely to have children are between 5 and 12 percent more racially and ethnically diverse than older generations.

And, multicultural Americans are 10% more likely to have children under 18 living in their households.

For many brands, the age of kids is also especially important given the development of decision-making processes–our research will dig deeper into this area. From birth to age 3 children are largely dependent on parental decision-making. As children age, they develop more capacity to make their own decisions.

What’s included in the Parents & Kids Cultural Intelligence Program?

Starting this spring, our new Parents & Kids Program will unveil how culture impacts the roles that moms and dads play in their children’s lives, with insights including:

    • the parenting style(s) they embrace
    • the values they prioritize instilling in their kids
    • how they navigate the impact of the changing media landscape and shifting social norms on their children

The Program also provides insight into how the culture, age and gender of the child impacts parental attitudes and behaviors, including:

    • how they respond to their children’s preferences and desires
    • how they select products and services for their kids across category
    • when and how they “hand-off” decision-making to their kids across category

Collage Group is committed to conducting specific research on both parents and kids to provide unparalleled insights, as many brands have a significant gap in their understanding of the way culture impacts parenting and the parent-child decision-making process. We hope you’ll find value in this new research.

Fill out the form below for more details on the new program, including reporting breakouts and content.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.

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Healthcare Across Race and Ethnicity

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Health & Wellness Across Race & Ethnicity
Multicultural Americans have unique perspectives, needs, and experiences related to health care that brands must understand. Keep reading for key insights that will help your brand or organization better understand and connect with these segments.

A rapidly growing multicultural population and the emerging consumer mindset are changing consumer demands on healthcare. To win in this constantly evolving space, brands and organizations need to understand multicultural Americans’ unique health-related perspectives, needs, and experiences and how these impact their engagement with health insurers and providers.

Download the attached presentation and take a look at a few key insights and implications below:

Collage Group’s 2021/2022 Health & Wellness Study leverages data captured from more than 3,500 Americans to help brands understand how health-related attitudes and behaviors differ by racial and ethnic segments. Our research reveals how the emerging consumer mindset affects Americans in both the health insurance and health care provider space. We explore barriers to insurance coverage, drivers of and barriers to trust and satisfaction, provider preferences, willingness to follow provider advice, and more.

Here are a few key insights and implications:

#1. There is room for growth in overall satisfaction with medical care across all multicultural segments and age groups. To improve satisfaction, focus on building trust and humanizing the health care experience.

Over half of Americans are satisfied with their health care

Pfizer’s ad (shown below) seeks to gain trust with Black Americans by first acknowledging that the segment’s distrust in the health care system is understandable given the discrimination and injustice they have experienced. The spot then notes that this lack of participation means Black Americans may not be getting the best care they could, and that greater representation in research will ultimately lead to better care. It ends with a call to action to have more Black Americans participate in clinical trials.

#2: Multicultural consumers want doctors who take the time to understand their cultural backgrounds. Prioritize culturally competent care through services in multiple languages, training on different cultural norms and preferences, and ensuring there is staff who look like them.

Multicultural segments more likely to value doctors

Kaiser Permanente has made a name for itself as a leader in culturally competent care. Marketing messaging highlights the translation services the system offers in over 100 languages, the fact that over 60% of their staff are multicultural, and the training  staff receive on culturally appropriate etiquette and care.

Kaiser Permanente Prioritizes Culturally Competent Care

#3: Family is important to Multicultural consumers during their health care journey, especially Hispanic Americans. Make sure that the health care process is focused on both the patient themselves and the family members.

3 in 10 have a friend or family member with them when receiving care

Marketers should highlight the ways their organizations support family engagement. Below are several things that can signal your organization is family-friendly and keen to provide support beyond the patient.

Health Care Providers Catering to Family Need

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How Americans Feel About the Olympic Games

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How Americans Feel About the Olympic Games
People around the world will soon be captivated by the spectacle of the 2022 Winter Olympics. Read on for Insights on how multicultural Americans experience and follow the Olympics curated from our 2021 Holidays and Occasions research.
 

On February 4th the 2022 Winter Olympics will officially begin in Beijing, China. While these Olympics will look different than past competitions due to the ongoing COVID-19 pandemic and a diplomatic boycott by countries including the United States, Australia, Britain, and Canada, millions of people around the world will still tune in to see their nations’ best athletes compete in skiing, skating, and more.

American’s attitudes and habits surrounding the Olympics often differ by race and ethnicity. For example, almost two-thirds of Black, Asian, and White Americans say that watching the Olympics makes them feel proud to be American, but this figure is closer to half of Hispanic Americans. When investigating deeper into acculturation-level data, we see that only about 4 in 10 Unacculturated Hispanic Americans feel a sense of patriotism during the Olympics, while Acculturated Hispanic Americans are closer to the other segments at 62%. Since Unacculturated Hispanic Americans are more likely to be immigrants to the United States, they may have an additional rooting interest in their home countries during the Olympics.

Most Americans Say the Olympic Games Give Sense of Pride

Cultural duality is at the forefront of many Hispanic Americans’ identities and manifests elsewhere in their feelings about the Olympics. Hispanic Americans are the most likely of any racial or ethnic segment to see the Olympics as a great occasion to build unity among different countries. And these attitudes make them more likely to consume Olympics content as well. Sixty-eight percent of Hispanic Americans say they watch sports during the Olympics they otherwise wouldn’t watch, which is higher than all other groups and significantly higher than White Americans.

Hispanic Audiences View More Sports Only During Olympic Games

Understanding the Hispanic community’s love of the Olympics and desire to have content in Spanish, NBC and its subsidiary Telemundo aired over 300 hours of Spanish-language events during the 2020 Summer Olympics, specifically featuring soccer, basketball, baseball, and volleyball. They also sent famous Hispanic sports figures to the Olympics in Tokyo to provide live commentary.

Multicultural Audiences and the Olympic Games

Advertising around the Olympics can be tricky due to the International Olympic Committee’s strict rules around using their copyrighted logos and trademarks. It’s even trickier this time around, as China is being accused of human rights abuses that have led to several diplomatic boycotts and calls for existing advertisers to drop out as well. Regardless of the host country, the Olympics are a chance for athletes who have worked their entire lives on their sports to show off their skills. Focusing on them and their incredible achievements could be a great way to invoke the sense of American pride and unity that many report feeling during the Games.

Contact us at the form below to learn more about how you can gain access to diverse consumer insights in our cultural intelligence platform.

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How Americans Are Celebrating Black History Month

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How Americans Are Celebrating Black History Month
Learn how American consumers across racial and ethnic segments prepare for and celebrate Black History Month. Read on for insights curated from our 2021 Holidays and Occasions research.

January 14th, 2021
Alonzo Bailey – Data Analyst

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Black History Month is an annual celebration of achievements by African Americans and a time for recognizing their central role in U.S. history. Also known as African American History Month, the event grew out of “Negro History Week,” the brainchild of noted historian Carter G. Woodson and other prominent African Americans. The month of February was officially recognized as Black History Month in 1976, as a part of the country’s Bicentennial celebration.

Fill out the form to view a sample from our research on consumer attitudes and behaviors around Black History Month.

Today, over three-fourths of Black Americans celebrate Black History Month, compared to one in four Americans across all racial and ethnic segments.

The most common way Americans participate in Black History Month is by supporting black-owned businesses. Overall, about one in five of Americans do this, with half of all Black Americans likely to do so. Education about Black history and culture and the challenges facing Black Americans today, is also a common way many celebrate the month especially for Black Americans. Multicultural segments overall are more likely to participate in all the methods of celebration of Black History Month than White Americans.

In 2021, Barbie celebrated Black History Month by adding a new doll honoring Dr. Maya Angelou to their “Inspiring Women” collection. Started in 2018, the line celebrates real-life role models which includes other Black Women such as Rosa Parks and Ella Fitzgerald. Barbie also pledged “that more than 50% of future Role Models honored will be Black, indigenous, or women of color,” and has committed to supporting Black-focused non-profits.

Fill out the form below to contact us to learn more about our Black Consumer and Holidays & Occasions research.

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Other Recent Black Research Articles & Insights from Collage Group

Alonzo Bailey

Alonzo Bailey
Data Analyst

Alonzo is an Analyst on Collage Group’s Product & Content team. He is a 2019 graduate of Morehouse College. His previous experience includes business and psychological research at Johns Hopkins University – Carey Business School, Columbia Business School, and the University of Maryland.

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CultureRate: Better Target Your Brand While Driving Halo Effects in Ads

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CultureRate: Better Target Your Brand While Driving Halo Effects in Ads

Using our CultureRate database, we analyzed over 500 brands and 100 ads gathered across the last 12 months to establish a set of lessons that help marketers better connect with today’s “New Wave” consumers between 18 and 41, across race and ethnicity.

Brands Are Challenged by Rising Cultural Diversity and Polarization

As shown in research accompanying this initiative, marketing and insights leaders face increasing pressure to translate the rapid cultural transformation underway in the U.S. marketplace into clear action steps for brands. From 2020 to 2021, we witnessed an astonishing 10 percentage point-plus increase in the already-high importance of race and ethnicity for multicultural consumers, even as satisfaction of portrayals fell by an average of 8 percentage points.

Multicultural American support brands that support them

One thing is for certain: the increase in multicultural consciousness that arose in the wake of COVID-19 lockdowns and George Floyd’s murder has not reverted to norm. Cultural Fluency is emerging as a new mandate for marketing as a whole, and can no longer be understood as a sideshow to the main act of mainstream marketing. Cultural Fluency demands that brands use culture to connect effectively and authentically within and across segments.

How CultureRate:Ad Reveals Powerful New Insights

To address these issues, we launched CultureRate in 2018, a brand and creative evaluation methodology that is now providing our members with powerful new insights into brand and ad performance across cultural groups.

CultureRate is different from any anything on the market today, in four distinct ways:

    • Culture is Intrinsic to the Entire Approach: CultureRate positions culture as the primary lens through which to understand diverse segments.
    • CultureRate is Grounded in Science of Group Emotion and Rationality: Our approach is based on long-ignored research into the psychology of group emotion and emerging insights from evolutionary psychology into the role of rationality as a mechanism for signaling group affiliation. CultureRate breaks new ground by fully recognizing that consumers not only make decisions to buy products on a path toward optimization of personal net benefits and self-actualization, but also make decisions as a member of group. We have learned nothing since 2016, if not the importance of this phenomenon and the degree to which it completely reframes our understanding of human behavior.
    • Rigorously Validated Metrics: We undertook an exhaustive process to identify metrics that matter, identifying the six most critical component metrics for CultureRate:Brand through an exhaustive review of 20 candidate metrics to derive the critical six that optimally reflected cultural dimensions while predicting brand favorability.
    • Linkage to Cultural Traits of Consumers: methodology is integrated within Collage Group’s Cultural Traits system, a rigorously proven method for measuring cultural variation, that enables marketing professions to link how using cultural insights into specific segments improve ad and brand effectiveness. Explore how Cultural Trait analysis works when applied to Black consumers

Unrivaled Rigor and Database Depth

The methodology introduces two important new metrics: the Brand Cultural Fluency Quotient (B-CFQ) and the Ad Cultural Fluency Quotient (A-CFQ), composed of six and four subcomponent metrics respectively, both of which were designed to optimally predict favorability and purchase intent. A-CFQ is also complemented by Backlash, which takes conventional brand favorability a step further by quantifying the degree to which an ad can “flip” perception from positive to negative or vice versa. Combining A-CFQ and Backlash metrics for target segments reveal the dynamics that make ads successful.

Top Lessons for More Inclusive Marketing

For this research we filtered our database to derive a high-quality sample of around 250,000 consumer responses to over 300 brands and 100 ads for the population of 18-41 year old Americans we dub the “New Wave.”  We focus on this younger segment because it is the first in American history to grow up in a culturally and intrinsically diverse environment and thereby redefining the future of values and respect for diversity that will make or break brands in the next years. Our research into brand performance revealed that:
    • Brands need to appreciate the different reasons multicultural Americans love brands.
    • Multicultural consumers are much more likely to appreciate brands when they specifically see that the brand is for “people like me.” Gain an edge: go to extremes to show how your brand is for multicultural Americans. 
    • Trust is a game changer for Black Americans. Lean into opportunities to show how your brand has supported the segment, how your brand embodies values core to the segment, and/or connects to the Black Group Trait of Perseverance.
    • Hispanic Americans’ uniquely express their affiliation for a brand through their willingness to advocate for the brand to others. Leverage Hispanic Group Traits of Warmth and being Tuned-In to prime them to be a trend-setter on your behalf. Give Hispanic consumers a reason to talk about your brand and they will reward you with mentions, word of mouth and other opportunities to drive earned media attention.

Our research into ad performance revealed that:

    • Halo effects are much more common than you think, even as targeted ads remain important, especially for Black and Hispanic consumers
2021 Top 20 Ads: Black Halo Effects
    • Brands can drive inclusivity by showing how consumers are part of a spectrum of shared experience. Associate Black or Hispanic agency with the Passion Points of other groups.
    • Cross-generational familial bonds provide immense power for storytelling: The extended family relationships of younger consumers are your unsung opportunity.
    • Black consumers will punish you for poor representational choices, especially on themes that are universal. Ensure any “vignette” approach to a universal experience includes Black people.
    • Culturally-specific humor may not halo well. Increase the reliability of halo effects by appealing to universal themes of Connection (family, friends, and community).
    • Social justice messages that address multicultural issues work well when the consumers see the direct benefit of an investment in opportunity for real people.
    • The preferences of White consumers may be a poor guide for the general market appeal.

Collage Group members receive one free evaluation of a brand and of an ad of your choice. Members frequently combine CultureRate:Brand and CultureRate:Ad analyses to track how changes in advertising performance impact brand performance over time. Contact us at the form below to learn more.

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Holidays and Occasions: Christmas, Hanukkah, Kwanzaa, and New Year’s

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Holidays and Occasions: Christmas, Hanukkah, Kwanzaa, and New Year’s

Learn how American consumers across racial and ethnic segments prepare for and celebrate the winter holidays of Christmas, Hanukkah, Kwanzaa, and New Year’s.

The beginning of winter brings a multitude of holidays for Americans to celebrate. While revelers will still have to cope with COVID-19 protocols during the 2021 festivities, vaccines and experience may better equip Americans to celebrate more openly this year than last. With an eye toward shifts in consumer behavior we bring you our updated findings from the 2021 Holidays & Occasions study to help your brand understand consumers’ changing expectations and how they plan to celebrate during this holiday season.

Fill out the form to view a sample from our research presentation,  Multicultural Holidays & Occasions.

Christmas is one of the most beloved and widely celebrated holidays in America. Over three-quarters of each racial and ethnic segment celebrate it, with its highest popularity among Hispanic and Non-Hispanic White Americans. Consumers from many backgrounds celebrate the holiday by enjoying seasonal food, listening to Christmas music, and putting up festive decorations.

However, multicultural consumers say that their Christmas celebrations often differ from typical depictions. Cultural nuance at Christmas is key information for brands producing traditional Christmas marketing content as it may land as unrelatable to some Americans consumers. often Over a quarter of Hispanic and Asian consumers agreed that their versions of Christmas celebrations split from a standard “American Christmas.” This is often the case because of the inclusion of cultural celebrations.

Christmas celebration traditions

Hispanics often celebrate Christmas through several holidays such as Noche Buena (Christmas Eve), Three Kings Day (January 6th), Las Posadas (the 9 nights leading up to Christmas), and Tamaladas (a Christmastime tamale-making party). Highlighting these holidays activities during the winter months is a great way to connect with Hispanic consumers.

Hanukkah is the Jewish eight-day holiday observed on the 25th day of Kislev (typically in December). Also known as the festival of lights, this holiday is celebrated with a nightly menorah lighting, special prayers, and fried foods. Though fewer than one in ten Americans celebrate the holiday, over a third of all consumers actively welcome brands to celebrate it through advertising and marketing efforts.

American retailer Target was able to successfully do this in their most recent holiday ad campaign “The Holidays Are Meant To Be Shared” which features a family celebrating Hanukkah by lighting the menorah, among several other different holiday activities.

Kwanzaa, a seven-night holiday observed from Dec. 26 to Jan. 1, is a holiday to honor African American and Pan-African culture and traditions and celebrates African American unity. Though not widely popular with the total population, the holiday holds great importance for many Black Americans. According to our study, 18% of Black Americans celebrate Kwanzaa. This is also a holiday for brands to consider celebrating. About 30% of Black consumers agreed that all brands should celebrate Kwanzaa in their advertising. This provides the opportunity for brands to highlight Kwanzaa and its traditions to educate Americans unfamiliar with the holiday and connect with Black consumers.

Finally, New Year’s also provides brands an opportunity to be the life of the party. New Year’s is celebrated by most Americans across all ethnic groups, though Hispanics are particularly likely to enjoy the festivities. Although sparkling wine is typically a toasting drink to usher in the new year, other alcoholic beverages play a prominent role in the celebration. Hispanic consumers are most likely to drink beer and hard cider during their celebrations, while Black consumers are most likely to drink liquor/spirits.

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Start 2022 Strong with New Diverse Consumer Insights

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Start 2022 Strong with New Diverse Consumer Insights

More than 200 of America’s top brands have access to the deep cultural insights needed to engage America’s diverse consumers. Do you? Here’s an overview of the new reports we’re releasing in Q1 2022 and beyond that you’re missing out on. Contact us today for access:

​Health and Wellness

Explore how consumer attitudes and behaviors toward health and wellness are evolving across diverse segments, including barriers to access, provider preferences, and more.

Small Business Owners in America

Learn how to connect authentically with America’s small business owners. This research gives you a look into the attitudes and behaviors of culturally diverse owners and includes action items to integrate marketing best practices for effective engagement.

LGBTQ+ Terminology​

Engage the LGBTQ+ community with a deeper understanding of changing expectations and trends in self-identification. Understand the meaning and preferences for terms like non-binary and intersex, and the nuances of personal pronouns. Dig deeper into the labels and/or identifiers each segment prefers and double-click by age, race/ethnicity, and gender when relevant.

CultureRate:Brand & Ad

Assess the Cultural Fluency of your brand and ads and explore how you stack up vs. your competitors. Members of our consumer research platforms have access to a dedicated report on a brand and ad.

New Launches in 2022

Also rolling out in 2022 are the launch of a new program and add-on module. More details on timing and content of these releases are coming soon.

Parents & Kids

In 2022, Collage Group will continue to expand our research into new territories. This includes a new research program exploring cultural variations in the attitudes and behaviors of parents and kids.

Medical Conditions

This add-on module for members who have a current demographic subscription will cover health care-related attitudes and behaviors of consumers with various medical diagnoses. The conditions and intersections covered will be released in February, but will likely include conditions such as chronic pain, depression, diabetes and more across race and ethnicity.  

Collage Group members have access to more than 10 years of consumer insights in over 300 studies with new data unveiled 3-to-4 times a month. As a member, you also get to the full reports recently released, including: Holidays & Occasions, Passion Points, Cultural Traits, Digital & Media and Category Essentials. Contact us to learn more about membership. 

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Change is Now: A Special Video Presentation

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Change is Now: A Special Video Presentation

For years, multicultural Americans have driven all the country’s population growth and have added trillions of dollars to the U.S. economy. These changes can be seen everywhere from food and media to healthcare and financial services, and so much more.

Cultural Fluency is the key to authentically connect with American consumers across race and ethnicity. But, engaging multicultural consumers is only the starting point. Cultures evolve through generational change and forces encompassing how we identify ourselves, including gender, sexuality, family structures and much more.

Navigating these changes can be challenging, even for the most seasoned and culturally aware brands. In fact, no single marketer can speak well to every segment without understanding the incredible transformation of the American consumer.

For more than a decade, Collage Group has helped 200+ iconic American brands engage, support, and champion the voices of America’s diverse consumers. Explore our new video series to learn how you too can unleash the power of culture to drive brand growth.

Fill out the form below to connect with our Sales team learn how you can get started on your path to Cultural Fluency.

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Media Consumption Across Gender

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Media Consumption Across Gender

Media is a major aspect of American life. Whether it’s social media, visual entertainment, or audio content, Americans spend a significant amount of time and attention in the media sphere. American’s focus on media presents an awesome opportunity for brands to connect with consumers. But to do this efficiently and effectively, brands need to understand where people are going to consume media content, and why they’re going there.

  • Are they following specific topics?
  • Are they following influencers?
  • Are they looking for products to purchase?
  • Are they just killing time?
  • Is it device dependent?
  • Does it depend on the race, ethnicity, sexuality, gender of the characters or hosts?

Collage Group’s 2021 Media Study answers these questions. Our research reveals the specific platforms media users go to by gender, and what they’re using them for. This research also dives deep into content and platform drivers, including topics of interest and what consumers value in the personalities (e.g., influencers, podcast hosts, characters) they interact with across social, visual, and audio media.

Below are a several key insights we unearthed about media consumption by gender.

Fill out the form to view a sample from our research on attitudes and behaviors around Media Consumption by Gender.

Media Consumption by Gender

Social Media

Key Insight: Women visit social media sites to keep up with friends and family significantly more than men. However, women’s platform preferences vary by age.

About 9 in 10 women who use social media do so to keep in touch with family and friends. Overall, Facebook is the most popular platform for women staying in touch with people they know, but there are significant differences in platform preference between younger women (18-40) and older women (41-75). While 78% of older women primarily use Facebook as their main platform to stay connected with others, younger women use a more varied line up of platforms with their 2nd (Instagram) and 3rd (Snapchat) choices garnering substantially higher usage rates than older women’s respective preferences.

Women are More Likely to use Social Media than Men

​Visual Media

Key Insight: Compared to other consumers, younger women watch cable TV the least and stream video content the most.

While almost a third of older men and women still subscribe to cable and satellite TV, only about a quarter of younger women now pay for traditional TV services. While all groups are likely to use multiple visual streaming platforms to access the content their favorite content, younger women subscribe to more streaming platforms per person than both men their age and older consumers of any gender.

Younger Women are Using the Most Streaming Services

Audio Media

Key Insight: When choosing podcasts and radio shows, women prioritize relaxing content.

Over one third of women say they prefer podcasts that help them relax and forget about their worries. When it comes to choosing radio shows, even more women (43%) say that relaxation and providing a reprieve from worry is a primary consideration. In both cases, women are significantly more likely to use these criteria than men when selecting podcasts and radio shows.

Women Prioritize Podcast and Radio Shows that are Relaxing

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Close 2021 Strong with New Diverse Consumer Insights

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Close 2021 Strong with New Diverse Consumer Insights

More than 200 of America’s top brands have access to the deep cultural insights needed to engage America’s diverse consumers. Do you? Here’s a sampling of our latest reports that you’re missing out on. Contact us today for access:

America Now

Transform change into opportunity. This deep dive report explores changes to diverse consumer attitudes at a key transformational moment. Learn where there is no going back and build strategy for the future.

​Health and Wellness

Explore how consumer attitudes and behaviors toward health and wellness are evolving across diverse segments, from conceptions and wellbeing, barriers to access, provider preferences, and more.

Digital Media Consumption

Discover how Americans are consuming media / social media content and the evolution across consumer segments. These reports explore use of streaming services, non-English languages, and much more. Learn more in samples of our Digital & Media reports on race/ethnicity, generation and sexuality.

CultureRate:Brand & Ad

Assess the Cultural Fluency of your brand and ads and explore how you stack up vs. your competitors. Members of our consumer research platforms have access to a dedicated report on a brand or ad, which includes recommendations for a path forward to improve the rankings.

Category Essentials

Access semi-annual reports to keep up with America’s diverse consumers across race/ethnicity, age, sexuality and gender. These reports evaluate consumer attitudes and behaviors across 12 different consumer goods industries. New reports will be released that dig deeper into apparel and travel and hospitality.

Collage Group members have access to more than 10 years of consumer insights in over 300 studies with new data unveiled 3-to-4 times a month. As a member, you also get to the full reports recently released, including: Holidays & Occasions, Passion Points, and Cultural Traits. Contact us to learn more about membership. 

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