Tag Archive for: black trait

Understand and Embrace Black Consumer Passion Points
Learn how Black American consumers engage with Passion Points, including food, sports and fitness, travel, fashion, games, and home and garden.

September 9, 2022
Jenny Wolski – Analyst

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

Read on and fill out the form for an excerpt from our
Black Consumer Passion Points  presentation.

Collage Group’s coverage of Passion Points includes in-depth analysis across eight key areas of American consumers’ lives. This is the stuff Americans get fired up about and the places in which they invest their time and money. So, it’s an effective place for brands to both extend reach and deepen connection with America’s multicultural consumers. These activations can vary, from authentic creative and brand positioning to partnerships and sponsorships. In all cases, Passion Points provide critical insights for understanding which activations will be most successful.

Key Finding #1: Powerful Memories Are Made in the Kitchen

Black Americans feel at home cooking and baking in their kitchens.

Context:

Many Black Americans grew up in the kitchen learning how to cook from older family members. They see preparing a meal as time to spend with family, create memories, and express love and care for others through food.

Action Step:

Portray cooking and baking as a full family (plus friends) activity and emphasize the real motivator for Black Americans’ enjoyment making food at home: relationships.

Key Finding #2: Black Travelers Welcome Discomfort

Black Americans are more likely than others to travel to get out of their comfort zone, but they prefer to do so domestically in the U.S.

Context:

Historically, prejudice followed Black Americans along with them on trips. But now, the Greenbook has evolved into influencers and Black consumers’ Group Traits of Determined, Real, Believing, and Forward-thinking merge to make this segment uniquely optimistic and adventurous travelers.

Action Step:

Boost Black Americans’ excitement for U.S. locations and weave local interests into your travel messaging.

Key Finding #3: Black Athletes Are Leaders In and Out of Their Sport

Black Americans are dedicated sports fans who follow their favorite teams, as well as the careers of specific athletes.

Context:

Black athletes have served as American heroes for Black sports fans (and all sports fans) for decades. As a result of that earned trust and influence, Black athletes have often refused to “stick to sports” and have weighed in on important social and politics issues that matter to the Black community. Since 2020, this trend has only ramped up with athletes like Lebron James, Serena Williams, Colin Kaepernick, Maya Moore, and others speaking up for equality.

Action Step:

Recognize the influence and social/political clout of Black athletes and partner with them on marketing efforts.

Key Finding #4: Fashion is a Vehicle for Black Self-Expression

Black Americans are uniquely passionate about fashion. They consider themselves trendsetters and enjoy expressing their personalities with style.

Context:

Self expression is an essential element of Black Americans’ lives. In fact, they are more likely to see themselves as unique, unabashed, and authentic than others. For many Black Americans, individuality is something to be celebrated across all aspects of life.

Action Step:

When you’re engaging Black consumers, de-emphasize uniformity and function in favor of fashion’s fun and uncommon side.

Key Finding #5: Black Americans Embrace the “Gamer” Identity

Black Americans love to play video games and even are self-proclaimed “gamers.”

Context:

For Black Americans, video games are a vehicle for some of the things they value most: connecting with their friends and family, self-expression, and personal achievement.

Action Step:

Resist the urge to see video games as just a “game.” Instead, emphasize the bigger motivators for why Black Americans love them: social connection, individuality, and skill-building.

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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Other Recent Black Research Articles and Insights from Collage Group

Jenny Wolski

Jenny Wolski
Analyst

Jenny is an Analyst on Collage Group’s Product & Content team. She is a 2021 graduate from The George Washington University where she studied Statistics and Sociology. In her spare time, Jenny is often on a hike enjoying nature.

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New Diverse Consumer Insights for Q3 2022

More than 250 of America’s top brands have access to the deep cultural insights needed to engage America’s diverse consumers. Do you? 

June 27, 2022
David Evans – Chief Insights Officer

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Here’s an overview of the new reports we’re releasing in Q3 2022 and beyond that you’re missing out on. 

Read on and fill out the form to contact us today to learn how you can gain access:

Passion Points

Discover each segment’s core passion points: the activities and areas of life of deep interest to consumers. These are the “things” that consumers prioritize when spending their time, money, and attention. Our research helps you engage diverse consumer groups based on their interests in food, fashion, sports, fitness, music, movies, TV shows, games, home improvement, and travel.

Understand & Embrace Multicultural Terminology – Update

Engage culture with a deep understanding of the words that define it. In this newly updated report, we cover diverse consumer perceptions of traditional terminology (Black, Hispanic, Latino, Asian American), cross-segment terminology (People of Color), and novel terms such as BIPOC and LatinX. Dig deeper into the labels and/or identifiers each consumer segment prefers and double-click by age, gender and more.

Activate American Parents through Culture: 2

Build connections with American parents with these consumer insights that differentiate parents from their non-parent peers along two dimensions: 1) their cultural values and related attitudes, and 2) their media habits. This presentation unveils in-depth profiles of both moms and dads through the lenses of both gender and race/ethnicity.

The Next Frontier: Young Gen Z and Older Gen Alpha

Learn more about America’s next frontier of consumers with this deep dive into kids between the ages of 9 and 17. This research applies the lenses of both gender and race/ethnicity to create cultural profiles that reveal similarities and differences among these young Americans. Join us and explore their attitudes and behaviors across key categories.

Media Habits and Channels

Build deeper connections with Americans through media with a deep dive into diverse consumer attitudes and behaviors across visual, social and audio channels. This research supports engagement and targeting with data including core locations of media consumption, the role of influencers, the Metaverse, potential disruptors, and key changes from 2021.

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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Other Recent Research Articles & Insights from Collage Group

David Evans
Chief Insights Officer

David serves as the Chief Insights Officer responsible for content, data science and innovation. He is passionate about creating the critical insights that can transform the fortunes of our members, informing how we create an unparalleled member experience with our products, and build great places to work.

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Essentials of Black Consumers
Collage Group’s Essentials of Black Consumers presentation explores three areas of our consumer fundamentals research: demographics and economic opportunity, identity, and Group Traits.

June 17, 2022
Sudipti Kumar – Associate Director

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Black Americans are an important U.S. consumer segment, and their population and economic power are growing. Brands must better understand this influential consumer group to effectively engage with them through their marketing and advertising.

Collage Group’s Essentials of Black Consumers explores three areas of our consumer fundamentals research: demographics, identity, and Group Traits to help your brand authentically connect with Black Americans.

Read on and fill out the form for an excerpt from our Essentials of Black Consumers presentation.

Key Insight #1

Black Americans are a a large, diverse, and economically powerful segment.

Implication

Recognize and celebrate the diversity of the Black segment in America by including Multiracial, Afro-Latino, and Non-Hispanic Black Americans in your marketing.

Key Insight #2

The history of Black Americans in this country, including systemic and institutional racism and race-related violence that continues today, results in Black Americans identifying with their race stronger than any other segment.

Black Americans identify stronger with their race than other Americans

Implication

Understand the historical context for Black Americans in this country and develop a clear strategy to holistically and authentically support the Black community over the long term.

Key Insight #3

Black Americans’ are increasingly unsatisfied with how they are portrayed in advertising.

Most Black Americans are not satisfied with their portrayals in advertising.

Implication

When portraying Black Americans, showcase their daily lives authentically and in ways that are culturally relevant and relatable. Actively pursue diverse marketing teams to provide more accurate portrayals of Black consumers’ lives.

Key Insight #4

There are four unique Group Traits important to understanding Black Americans: Determined, Real, Believing, and Forward-Thinking.

2022 Black American Group Traits

Implication

Utilize the Group Traits as ways to connect with Black Americans authentically. For example, to activate on determined, demonstrate how your brand can help Black Americans reach their goals by staying on track and getting to the finish line.

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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Other Recent Black Research Articles & Insights from Collage Group

Sudipti Kumar
Associate Director

Sudipti is an Associate Director on Collage Group’s Product and Content team. She is a graduate from NYU’s Stern School of Business where she studied finance and marketing, and Columbia University’s School of International and Public Affairs where she received her Masters in Public Administration. In her spare time, Sudipti enjoys reading, cooking, and learning to crochet.

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Four Group Traits That Characterize Black Consumers

The Black consumer segment continues to grow steadily, both in absolute numbers and as a share of the total U.S. population.

By 2060, Collage projects Black consumers to represent 55 million consumers, or 14 percent of the total U.S. population. To capture the growth and influence of these consumers, brands and marketers must deepen their understanding of the Black consumer segment.  Originally, released in the Fall of 2020, this page now includes the webinar replay presented January 27, 2021.​

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

Essentials of Black Consumers

Which Group Traits best characterize Black Consumers?

The four Group Traits which best characterize the Black segment are Perseverance, Ambition, Realness, and Self-Expression.

1. Perseverance

People sharing the Group Trait of Perseverance are deeply motivated to carry on in their personal pursuits despite whatever struggles and setbacks they face.

These individuals are less likely to give up what they put their minds to and more likely to take obstacles as motivation to work even harder.

Black resilience, determination, and tenacity stem from a history of adversity and oppression. Black Americans are acutely aware of the challenges they face, and they know that achieving their own success often requires more hard work than it does for others. Individual drive and hope for a better tomorrow motivate Black Americans to overcome the barriers they face in pursuit of their goals.

It is important to remember, though, that this spirit of perseverance is forward-looking and closely linked to the segment’s Optimism. As the data below shows, a large majority of Black consumers are confident that their lives will continue to get better and that things will work out for them in the end. Black consumer substantially over-index on these sentiments compared to their non-Black counterparts.

2. Ambition

People sharing the Group Trait of Ambition are driven to succeed and to focus on the necessary steps to achieve their goals.

These individuals are sensitive to barriers to success and attuned to the way that today’s choices can impact future goals.

Nobody knows what the future holds, but Black Americans already have a plan for it. They’re hyper-focused on their own futures and have record-breaking and history-making in sight, for both themselves and their communities. Giving back to the community and paying it forward so that future generations can reach for even greater heights is itself a powerful goal of many Black consumers.

Black consumers have high standards for their own individual accomplishments. They’re the most likely segment to say they’re “always trying to be the best and make it to the top.” The segment is also much more likely to say they will do important things in life than the White segment.

3. Realness

People sharing the Group Trait of Realness emphasize being true to themselves over any attempt to “put on a mask” in the presence of others.

These individuals are more likely to “live their truth, even if this means sacrificing relationships with those who may not accept them.

Black consumers are self-assured and take pride in themselves. From Black bodies to Black lived experience, Black Americans emphasize the importance of individuals living their truth and embracing the maxim “if you can’t be anyone but yourself, you might as well be the best possible version.”

Put simply, Black consumers are less likely to “filter” themselves based on expectations of how other people might react. One implication of this Group Trait is the expectation for content which reflects Black lived experiences as they truly are. Black consumers want to see representations of people who not only look like them, but also go through experiences which they can relate to. There is great demand for authentic and nuanced portrayals of Black life, and much power in getting those portrayals right.

4. Self-Expression

People sharing the Group Trait of Self-Expression have talent and creative potential they can’t wait to share with the world.

These individuals know they have something special to offer and are more likely to take whatever opportunities they can find to broadcast their craft and artistry.

Black Americans know what makes them special and want to share it with the world. From high fashion and artistic excellence to everyday expertise and influence, Black voices have undeniable power. And Black consumers know that their uniqueness leads to opportunities for excellence and exceptionalism.

The importance of Self-expression in the Black segment positions these consumers as major drivers of influence. In addition to the high value they place on sharing their talents, Black Americans are also more likely than other segments to see themselves as valuable sources of expertise and recommendation with opinions others need to hear. And they often seek out opportunities for spreading their voices and influencing others.

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