Key Consumer Insights on Black History Month

Key Consumer Insights on Black History Month

Learn how American consumers prepare for and celebrate Black History Month.

Holidays and occasions are focal points for many Americans. These events afford people the opportunity to express their cultural traditions and individual preferences through decorations, food and beverage, entertainment, and activities.

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

Heritage months are also important for brands and organizations as they present an opportunity to deepen connection with consumer segments. Black History Month is one occasion brands need to understand to fully capture diverse America’s attention. 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 Black History Month. These insights allow for more efficient and effective activations that capture greater mind and market share.

America’s leading brands leverage Collage Group’s research on Black Consumers to authentically engage and connect with their audience. Explore more tools that help you connect with this segment. 

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Essentials of Millennial Consumers

Essentials of Millennial Consumers

Want to better connect with Millennials? Read on for five things your brand needs to know to authentically connect with the Millennial generational cohort.

Collage Group’s Essentials of Millennial consumers explores three areas of our consumer fundamentals research: demographics, identity, and Cultural Traits. Read below for several key insights and then download the sample research deck to dive deeper into our Millennial Cultural Traits.

1. It is clear: Younger American generations are more diverse than older generations.

The country is projected to reach Majority Minority status (where the white population dips below 50%) in about 30 years, but that demographic shift is being driven by young Americans now. Gen Xers saw the biggest increase in diversity from older generations, but Millennials saw even larger levels of diversity. Millennial’s intrinsic diversity means also that they have higher expectations for brands to go beyond simple inclusive representation in their marketing efforts to demonstrate true cultural nuance and understanding.

2. Due to shifts in society, including financial constraints, Millennials have delayed many life milestones. When it comes to marriage, Millennials have waited much longer than older generations to tie the knot.

 Compared to older Boomers, Millennials are now getting married nearly eight years later in life. Millennial women who marry are doing so around 28 years old (compared to Boomer women at just 21 years old) and Millennial men tend to be nearly 31 years old (compared to Boomer men at 23 years old) when they walk down the aisle.

3. Millennials are more likely than all other generations to say that their racial/ethnic identities feel more important today than ever.

This is even higher than the more diverse Gen Z generation. Gen X Americans share this sentiment with Millennials making this issue less about old vs. young and more about generational context. Boomers may not be reflecting on race in the same way as other generations due to their limited internal diversity. Gen Z may be more focused on intersections of race, sexuality, age, and class bypassing more generic demographic categories like race. Millennials and Gen X are more diverse than Boomers and have experienced a major shifting in how society views and engages with race and ethnicity. The result is a generation more focused on their own racial/ethnic identities.

 Millennials score the highest of all generations in the Cultural Attributes of Adventurousness and Exceptionalism. Millennials also part ways with Gen Z by scoring significantly higher in Independence. Millennials’ Cultural Attributes highlight a generation that values new experiences, sees their worldview as unique, and are more likely than Gen Z to act independently from those around them.

5. Brands can better connect with Millennials by leveraging the cohort’s Group Traits.

Four key Group Traits for better engaging with Millennials include: Ambition, Go-with-the-Flow, Cosmopolitan, and Tuned-in. These traits can be used to create more authentic advertising, connect across cohorts through shared traits, and identify opportunities to better position your brand.

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Consumer Holidays Trends: Thanksgiving 2021

Consumer Holidays Trends: Thanksgiving 2021

How will Americans prepare for and celebrate Thanksgiving this year?

In a not-so-post-pandemic era, it’s essential for brands to keep an eye on the behaviors and attitudes surrounding special occasions. Insights from Collage Group’s Holidays & Occasions research enables you to communicate with your audience authentically and effectively. Fill out the form below to download a sample of the study. 

The mass majority of Americans celebrate Thanksgiving. In our most recent round of surveys fielded in May 2021, respondents gave us fascinating insights around the following topics: 

• What traditional and non-traditional foods get included in Thanksgiving celebrations

• How certain segments react to stress during the holidays 

• Which segment is most likely to have a “friendsgiving”

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 Thanksgiving. These insights allow for more efficient and effective activations that capture greater mind and market share.

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What Brands Need To Know About Hispanic Heritage Month 2021

What Brands Need To Know About Hispanic Heritage Month 2021

Learn how American consumers prepare for and celebrate Hispanic Heritage Month.

Holidays and occasions are focal points for many Americans. These events afford people the opportunity to express their cultural traditions and individual preferences through decorations, food and beverage, entertainment, and activities.

Heritage months are also important for brands and organizations as they present an opportunity to deepen connection with consumer segments. Hispanic Heritage Month is one occasion brands need to understand to fully capture diverse America’s attention.

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 Hispanic Heritage Month. These insights allow for more efficient and effective activations that capture greater mind and market share.

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Case Study By Industry | Automotive

Case Study By Industry | Automotive
Divisional U.S. Revenue: $800 Million
Global Corporate Revenue: $100 Billion

Insight in Action: Leveraging Cultural and Emotional Factors to Engage Black Consumers

Learn how the world’s leading brands are applying Collage Group’s cultural insights to drive enhancements in advertising that improve cultural resonance.

Challenge

The SUV division of a major global automotive OEM was struggling to activate higher-income Black consumers. The Director of Insights wanted category-specific attitude and purchase behavior data to weave a consumer-centric story and inform the creative brief for their ad agency.

Solution

Using Collage Group’s proprietary cultural intelligence platform, the automaker infused the creative brief with key insights on the Cultural Traits of the Black segment that linked to category specific behaviors and details. The Director developed a powerful brief that grounded high-value product attributes in “the why” of underlying cultural and emotional factors, enabling the agency to produce Culturally Fluent content.

TYING KEY OBJECTIVES TO INSIGHTS

Collage Group’s cultural intelligence proved critical to improving the brand’s advertising. Collage data and tools enabled the Director to ground category insights in an understanding of the cultural traits of the target consumer. Specific steps included:

Category-level detail is a useful, practical starting point for engaging key demographics.

OBJECTIVE

Anchor strategy on Black consumer preferences for specific vehicle features.

COLLAGE RESOURCES, DATA & TOOLS

Category Essentials-Automotive provided a range of useful insights into attitudes and product trade-offs, revealing unique preferences for engine performance, styling, entertainment features, GPS, and WiFi.

CONNECTING THE DOTS

Collage’s deep dive into cultural insights allowed brand leaders to interpret the category-level detail into a broader strategy and application of the insights.

Deep cultural insights allowed brand leaders to interpret category-level detail into a broader strategy and application.

OBJECTIVE

  1. Evaluate the cultural resonance the automotive brand and recent ads with Black consumers.

COLLAGE RESOURCES, DATA & TOOLS

CultureRate Analyses of the brand and recent ads revealed major weakness in brand appeal to Black consumers. These consumers were not attaching to the brand’s legacy appeal to Millennial and Gen X White consumers passionate about the great outdoors.

2. Map the geography of Black experience.

Custom Market Profiler identified the geographies associated with higher-income Black consumers.

These locations inform the selection of scenes more likely to be familiar to the Black segment

3. Immerse in Black cultural experience

Webinars and presentations on Black Cultural Traits helped build empathy toward the segment with the Director’s team including key execs.

The team applied these insights to formulate useful hypotheses about feature preferences.

4. Lean into Passion Points that reveal where how Black culture comes to life. 

Webinars and Presentations on Black Passion Points revealed specific activities including sports, travel and fashion preferences that would inform creative decision-making.

RESULT

Putting Insights Into Action

The Director was able to develop a powerful creative brief.

Instead of relying on a litany of disconnected insights into vehicle feature preferences of Black consumers, she developed a framework for a clean narrative with the following elements:

– Build messaging around Ambition and Self-Expression themes instead of Adventure and Freedom.
– Use sleek cityscapes instead of wild landscapes.
– Associate vehicle use with specific sports, like weight training, instead of outdoor adventure like hiking.
– Reframe “premium craftsmanship” as “style and luxury” to connect with the Self-Expression trait.
– Appropriate Americana in ways that clearly highlight the leadership and contribution of Black people to American history, per the Ambition trait, and to the brand.
– Cast Black Xennials (Gen Y/ Gen X) with multiculturally oriented friend groups, and drop empty nesters.

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Case Study By Industry | FinTech

Case Study By Industry | FinTech
Global Corporate Revenue: $7 Billion

Insight in Action: Improving Online Experiences to Win Hispanic Consumers

Learn how the world’s leading brands are applying Collage Group’s cultural insights to drive enhancements in the online financial experience that improve cultural resonance.

Challenge

Believing Hispanic consumers preferred in-person and in-language tax preparation and advice, an online tax preparation company’s Senior Marketing Manager was eager to deepen the company’s understanding of this rapidly growing consumer segment.

Solution

As part of Collage Group’s Work to manage the complex digital experience in financial services, the Manager provided strong hypotheses to inform the project scope. The Collage Group team synthesized these insights with other member inputs to evaluate the strength of the language hypothesis and place it in the context of new consumer insights on privacy concerns and institutional trust.

As a result of identifying areas of shared value across the data and insights among membership, the Manager was able to combine these insights with other Collage resources to enhance the product experience.

TYING KEY OBJECTIVES TO INSIGHTS

Collage Group provided information and insights critical to improving the consumer journey to better link highly tactical issues specific to tax preparation with broader group traits among Hispanic consumers. 

Collage Group insights improved the online customer experience by linking tax preparation issues to Hispanic group traits.
Category-level detail asked for by the client was a useful, practical starting point for connecting with specific demographics.

OBJECTIVE

More deeply understand Hispanic preferences for in-language and in-person tax advice.

COLLAGE RESOURCES, DATA & TOOLS

Syndicated cultural intelligence research on how to manage the complex digital experience in financial services provided the foundation for member hypothesis testing that could be connected to a larger understanding of Hispanic consumers.

CONNECTING THE DOTS

Collage’s deep dive into cultural insights allows brand leaders to interpret the category-level detail into broader strategy and application of the insights.

OBJECTIVE

Immerse in Hispanic cultural experience

COLLAGE RESOURCES, DATA & TOOLS

Webinars and presentations on Hispanic Cultural Traits revealed how the cultural traits of Warmth and being Tuned-In could serve as a roadmap. This helped enhance the company’s strategy to motivate changes in category-specific preferences in the context of understanding and engaging the overall segment.

RESULT

Putting Insights Into Action

Instead of being satisfied with shallow insights into the Hispanic segment that equated “in-person” and “in-language,” the Manager found that two factors could be leveraged to improve the Hispanic online experience, including: (a) a tendency to trust institutions more than other demographics, and (b) the fear of not making mistakes when preparing taxes in English.

To activate more effectively, the Manager integrated these category specific findings with Collage insights into the Group Traits of Hispanics, particularly the Warmth and being Tuned-In traits.

The Manager realized that Hispanic adoption of an online financial experience would depend on clearly showing that fully bilingual online representatives and audit support could reduce fear of making mistakes. Further, these offerings could be positioned at key phases of the product experience to drive upsell of audit services.

In addition, the Manager recognized that these services needed to be positioned in ways that appealed to the Warmth group trait, which aids in connecting respect for institutional authority with the desire for friendly interaction.

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Case Study By Industry | Wine & Spirits

Case Study By Industry | Wine & Spirits
Global Corporate Revenue: $5 Billion

Insight in Action: Establishing Brand Positioning by Engaging Black Cultural Traits

Learn how the world’s leading brands are applying Collage Group’s consumer insights to drive cultural resonance in advertising.

Challenge

The CMO of a major alcoholic beverage company tasked a team with surfacing the mega-trends shaping the multicultural audience. The CMO wanted the team to refine or rethink brand positioning for the entire portfolio of wine and spirits brands based on these insights.

Solution

Using Collage Group’s proprietary data into the cultural traits of Black consumers, the task force recognized that category-specific insights about the attitudes and behaviors of Black wine consumers did not conflict with those of its Black spirits consumers as long as those insights were grounded in an understanding of Black cultural traits overall.

TYING KEY OBJECTIVES TO INSIGHTS

Collage Group provided category-level detail to deepen appreciation for Black consumers across the entire portfolio of alcohol brands.

OBJECTIVE

Understand Black consumer attitudes to wine drinking and resolve why these differ from attitudes to spirits drinking.

COLLAGE RESOURCES, DATA & TOOLS

Category Essentials-Alcoholic Beverages revealed a range of distinct insights into Black consumer attitudes to wine drinking and, in particular, toward developing Connoisseurship and Expertise.

CONNECTING THE DOTS

To connect the dots, Collage’s deep dive into cultural insights allowed brand leaders to interpret the category-level detail into a broader strategy and application of the insights.

OBJECTIVE

  1. Immerse in the Black cultural experience.

COLLAGE RESOURCES, DATA & TOOLS

1. Webinars and presentations on Black Cultural Traits provided deep insight into the Realness, Self-Expression, Perseverance and Ambition traits that were used to inform how category-specific insights from spirits and wine could be unified.

2. Understand how Black consumers project influence.

2. Webinars and presentations on Cultural Influence outlined how the Cue-taking, Expertise and Trendsetting traits manifest differently across segments.

RESULT

With a deep understanding of Black Cultural Traits, the team was able to establish a foundation for understanding Black consumer wine attitudes and preferences.

PUTTING INSIGHTS IN ACTION

Armed with Collage Group insights, the multicultural task force team members found a way to unify seemingly disparate category consumption insights about Black consumers that had emerged separately from the wine and spirits divisions. The team was able to combine a deeper understanding of the Black cultural trait of Realness with the Black consumer orientation toward Expertise and Trendsetting to establish a foundation for understanding Black consumer wine attitudes and preferences. Furthermore, the team was able to see that these behaviors activated on different facets of the same underlying set of insights into Black consumers that informed Black spirit consumption.

As a result, the entire wine portfolio is now being positioned to activate Black consumers through connoisseurship, as distinct from how the spirits division activates Black consumers through a different set of group traits. 

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Essentials of Gen X Consumers

Essentials of Gen X Consumers

Collage Group’s Essentials of Gen X consumers presentation explores three areas of our consumer fundamentals research: demographics and economic opportunity, identity related marketing expectations, and Cultural Traits.

Read below for several key insights and then download the presentation and recorded webinar to go deeper into our Gen X Cultural Traits.

Collage Group’s Essentials of Gen X consumers presentation explores three areas of our consumer fundamentals research: demographics and economic opportunity, identity related marketing expectations, and Cultural Traits. Read below for several key insights and then download the presentation and recorded webinar to go deeper into our Gen X Cultural Traits.

1. Gen X (aged between 42-56 years old in 2021) are less diverse than Millennials and Gen Z, but they’re significantly more diverse than the Baby Boomer cohort.

40% of the generation are people of color, much more than the 29% of Boomers. In fact, the rate of change in diversity between Baby Boomers and Gen X is much higher than from Gen X to Millennials or Millennials to Gen Z, showing how Gen X has led the way into the era of intrinsic generational diversity that exists today.

2. Despite being the smallest generation by population size, in 2019 Gen X was both the highest-earning and highest-spending generation of them all.

Due to their current life stage, Xers have reached the peak of their income potential in high-powered career positions and incur high costs for things like taking care of family and paying steep tuition prices for their college-bound kids. The Millennial and Gen X Segments Are Most Likely to Hold this View.

3. Gen Xers are most likely to go out of their way to support brands that are inclusive of people with physical disabilities, perhaps because they came of age during the fight for disability rights and the passing of the Americans with Disabilities Act in 1990.

 Uniquely, Gen X was the only generation that included looking for brands that support Christians in their top five priorities, although this statistic was driven by white Gen Xers and is less prominent for multicultural Gen Xers.

4. As a smaller generation positioned between two larger cohorts, Gen X often finds themselves bridging gaps in society.

Growing up, they bridged the divide between analog and digital, and transitioned into the post-Cold War world. Gen X often feels caught in the middle and has been called the “sandwich” generation.

5. Brands can better connect with Gen X by leveraging the cohort’s Cultural Traits. Four important traits are: Self-Reliance, Enterprising, Optimism, and Traditional.

These traits can be used to create more authentic advertising, identify efficiencies to connect across cohorts through shared traits, and identify how to best position your brand.

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How Consumers Across Generations Celebrate Halloween

How Consumers Across Generations Celebrate Halloween

Learn how consumers across generational segments interact with and celebrate Halloween.

Our latest Holidays & Occasions research covers major attitudes and behaviors of Gen Z, Millennials, Gen X and Boomers around Halloween. Read on for a few insights from this year’s study. The full report is available to members of Collage Group’s Generations program. 

1. Halloween is most highly celebrated by Gen Z and becomes less popular with age.

71% of Americans celebrate Halloween.

2. Most Americans likely have self-expression in mind when preparing for and celebrating halloween.

The Millennial and Gen X Segments Are Most Likely to Hold this View.

3. Younger Halloween celebrants are more likely to associate the holiday with a party atmosphere.

4. Millennial Americans are most likely to carve pumpkins as part of their Halloween celebration.

Almost Half of Gen Z and Millennials Go to Haunted Houses during the Halloween Season.

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Become Culturally Fluent & Future-Proof Your Brand for Growth | IDEA Forum Panel

Become Culturally Fluent & Future-Proof Your Brand for Growth | IDEA Forum Panel

At the 2021 IDEA Forum, hosted by the Insights Association, we were honored to host two special sessions centered on helping brands continue their journey to cultural fluency.

Explore an excerpt of the Multicultural Terminology report. This is a selection of a much larger, deep dive available to members of the Multicultural consumer research platform.

Attendees heard directly from Collage Group members during “Become Culturally Fluent and Future-Proof Your Brand for Growth.” In a panel hosted by Collage Group CEO and Co-Founder David Wellisch, brand leaders shared how they are seizing this moment to embrace cultural fluency as the foundation of their work.

A special thank you to our esteemed panelists:

Lisa Frison, Enterprise Strategic Diverse Initiatives Leader at Wells Fargo & Company. In her role, Lisa leads cross-functional teams responsible for strategies and initiatives that identify, attract, and retain new and existing relationships for diverse customers.

Daniel Ramos, Director of Nickelodeon Digital Consumer Insights at ViacomCBS. In his role, Daniel tracks digital trends among families, provides user-centered research support, and conducts landscape studies on education, gaming, apps, podcasts, smart speakers and more. His most important and impactful work to date is a 2-year-long study on kids and race/ethnicity titled “Shades of Us.”

Aaron Steele, Senior Director of Analytics & Insights at Procter & Gamble. As part of his role, Aaron co-leads some of the total company equality and inclusion efforts. He has spent 15 years at P&G, dedicating his work to nine iconic brands, including Tide, Bounty, Head & Shoulders, Pantene, Herbal Essences, Febreze, Dawn and Cascade.

Watch the replay to hear panelist answers to key questions, including:

• Do corporations have a responsibility to support consumers across race and ethnicity, generation, sexual orientation, and gender? Can brands afford to remain on the sidelines?

• What steps you are taking to authentically engage and support America’s diverse consumers, amplify their voices, and drive change?

• What is the current relationship between Diversity and Inclusion and Diverse Segment Marketing – and do you think that will change in the future?

• What do you think diverse consumer segments – and the majority of Americans – are looking for from brands?

• How do we maintain this momentum for change?

Collage Group leaders dove deeper in a second session, “Understanding & Embracing Multicultural Terminology,” where attendees learned how to engage culture with a deep understanding of the words that define it.

Presenters, Zekeera Belton, Vice President of Client Services and Diverse Segment Strategist and Bryan Miller, PhD, Senior Director of Product and Content, shared insights into consumer reaction to terms like Latinx and BIPOC, the nuances of Hispanic vs. Latino and Black vs. African American. They also explored the labels and/or identifiers each consumer segment prefers and double-click by age, gender and more. Attendees walked away with enhanced vocabulary and insights for cultural resonance beyond specific groups to cultural fluency across many diverse consumer audiences.

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