Posts

Parents & Kids: Category Essentials

,
Activate Parents & Kids Within Categories
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. Keeping reading to learn more about how Collage Group can help you better connect with parents and kids in America.

May 20, 2022
Natalie Griffith – Director, Product & Content

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

Collage Group’s Parents and Kids Category research explores dynamics of parents and kids by ethnicity within key categories: food, beverage and QSR, personal care and beauty, infant care, media, toys and games, and travel.

Read on and fill out the form for an excerpt from our 
Activate Parents & Kids Within Categories presentation.

Part of understanding parents and kids is appreciating how and who makes decisions in specific categories. It’s also crucial to understand how parenting styles vary based on key characteristics such as race, ethnicity, generation, and gender. In this presentation, we explore usage, drivers, and channels for specific categories that are top of mind for parents and kids, including:

    • Food, beverage and QSR
    • Personal care and beauty
    • Infant care
    • Media
    • Toys and games
    • Travel

Key Finding #1: Consider the multiple factors impacting parenting style and values

Parents today are overwhelmed with information and influence – from competing information sources, to competing  parenting styles, it can be hard to make decisions in any category.

Action Step:

 Understand the specific factors that drive purchases in your category, as well as how they differ by ethnic segment.

Key Finding #2: Mealtime is an opportunity for familial and cultural connection

Mealtime is an important connection point for families, especially for multicultural parents who seek to introduce their culture to their children through native cuisine.

Action Step:

Message not just around the importance of mealtime, but around the cultural connection it enables. Also consider providing parents with accessible ways to introduce native foods to their children.

​Key Finding #3: Today’s parents give let kids share in family decision making

From mealtime and personal care to travel, parents today are involving their kids in decision making processes, big and small.

Action Step:

Recognize that there are two key decision makers when messaging to the families of today, and make sure you are communicating benefits that appeal to both parents and kids.

Key Finding #4: Use media to enable cultural connections 

Media is an important cultural connector for families today. Asian and Hispanic parents seek out shows and movies in their native language, and Black parents feel it is important for their kids to see characters that look like them.

Action Step:

Provide representation in ways that are culturally specific, and enable the learning experiences parents hope to provide – whether that is through language or representation.

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.

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

Other Recent Parents Research Articles & Insights from Collage Group

Natalie Griffith
Director, Product & Content

Natalie has over 10 years of experience in consumer insights and brand strategy, including 3+ years as lead researcher in Gartner Iconoculture’s Gen Z practice. Natalie has managed research projects across industries, including extensive work in financial services, media, technology, and food and beverage. Natalie holds a B.S. in Psychology from Tulane University.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Aligning Multicultural Marketing to the Evolution of the American Consumer

, , ,
Aligning Multicultural Marketing to the Evolution of the American Consumer
Collage Group Joins Ad Age for a Conversation About Multicultural Marketing.

May 17, 2022
Zekeera Belton– Vice President of Client Services

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

An incredible cultural transformation of the American consumer is now fully underway. Brand after brand sees the massive growth opportunity that 140 million multicultural consumers represent. These consumers–particularly prevalent among younger generations–are fueling more than 100% of U.S. population growth and are remaking the consumer landscape.

Fill out the form below to watch the replay and hear how brand leaders responded.

As the U.S. consumer landscape evolves, there’s a need for brands and agencies to improve their understanding of culture–across race, ethnicity, generation, sexuality, family relationships and more–and, in turn, evolve marketing strategies for authentic engagement. Understanding culture is grounded in the journey to Cultural Fluency, the ability to tap into shared experiences and intersectional expressions to truly activate and engage today’s diverse consumers.

Representation alone is not enough to prove that your brand cares about consumers across culture. Does your brand truly understand America’s diverse consumers? And, are you effective in authentically engaging across consumer segments?

In a recent collaboration with Ad Age, “Ad Age Next: Multicultural Marketing,” Collage Group had the pleasure of joining other leading brands, including Unilever, Twitter, BET Networks and PepsiCo, to dig deeper into multicultural consumer engagement strategies. The conversation of the panel I joined centered on the term “multicultural,” and the state of multicultural marketing–how it is evolving, best practices and lessons learned.

I was pleased to share key insights that brands need to keep top of mind to continue to be relevant and drive growth across diverse segments.

What we’re seeing across segments is that satisfaction levels of portrayals in advertising have dropped. There is a rising increase in importance of race, but also a backlash in inauthentic portrayals in advertising. Clearly, there is more work to do.

Recent Collage Group research shows multicultural Americans are increasingly interested in supporting brands that support them.

However, they are becoming less satisfied with how they’re portrayed.

With insights like this in mind, Collage Group has developed a range of solutions to help brands succeed. Our shared-cost syndicated research model embedded into our world class Cultural Intelligence Platform, gives brands access to more than 10 years of diverse consumers insights with new reports weekly. Our members also have access to our CultureRate reports that assess the Cultural Fluency of brands and ads–our database is the largest of its kind, growing annually by more than 200,000 responses. And we offer SO much more.

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.

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

Other Recent Research Articles & Insights from Collage Group

Zekeera Belton

Zekeera Belton
Vice President of Client Services

Zekeera Belton is the Vice President of Client Services at Collage Group. Zekeera’s oversees the team that acts as an extension of member organization by fostering deep relationships and leveraging the full set of Collage capabilities—strategies, insights, analytics, data, peer solutions and commercial collaboration—to plan and craft specific solutions that meet member challenges. Zekeera is a results-driven marketing and communications executive with 20 years of proven performance executing private and public (government) sector B2B, B2C, and G2M campaigns and programs. She has expertise in all aspects of marketing, from strategy to execution with real world know-how of the national, regional, and grassroots strategies needed to reach niche markets, such as multicultural Americans, women, LGBT, and people with disabilities. Prior to joining Collage Group, Zekeera served as a Marketing Director for Penn, Good & Associates, a marketing services consulting firm located in Washington, DC. Zekeera holds a Bachelor of Science in Business Administration, with a double concentration in Finance and Management, from Georgetown University’s McDonough School of Business, Washington DC.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Essentials of Asian American Consumers

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

May 4, 2022
Jenny Wolski – Analyst

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

Asian Americans are a rapidly growing U.S. consumer segment both in terms of population and economic power. Brands must better understand this influential consumer group to effectively engage with them through their marketing and advertising.

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

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

Download the attached presentation for more information. In the meantime, take a look at a few key insights and action steps.

Key Takeaway #1: Demographics & Segment Context

Asian American purchasing power is growing faster than any other segment, and far outpaces their population size.

Implication

Acknowledge Asian Americans’ economic power today. As their population and purchasing power grows, they will increasingly influence the national culture.

Key Insight #2

Asian Americans are not a monolith. They are a diverse community whose race and country of origin matter to their identity.

Implication

Highlight the rich heritage and contributions of Asian Americans in this country. Include messages that speak to the segment’s different countries of origin and the challenges the segment has faced.

Key Insight #3

Asian Americans’ satisfaction with their portrayal in advertising is poor and worse than a year ago.

Implication

Support the Asian American community by portraying them accurately and authentically in your advertising. Showcase Asian Americans in all the different roles they assume – as family members, workers, love interests, etc. – and in the unique moments of their everyday lives.

Key Insight #4

There are three unique Group Traits important to understanding Asian Americans: Culture-focused, Prudent, and Inquisitive.

Implication

Utilize the Group Traits as ways to connect with Asian Americans authentically. For example, to activate on prudent, demonstrate how thoughtful you are and continue to be in developing products and services that perfectly suit your customers’ needs.

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.

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

Other Recent Multicultural Research Articles & 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.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Connect with America’s Diverse Parents

,
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. Keeping reading to learn more about how Collage Group can help you better connect with parents and kids in America.

April 28, 2022
Bryan Miller – Director, Syndicated and Solutions

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

There are currently more than 62 million American parents living with children under 18. These individuals constitute an outsized opportunity for brands as they’re making spending decisions for both themselves and their kids. To fully capture parental attention, organizations must understand and address these individuals as parents. But as America continues to diversify, it’s becoming harder to know how to authentically connect with parents of different cultural backgrounds.

Read on and fill out the form for an excerpt from our Parents and Kids : Connect with America’s Diverse Parents presentation.

Collage Group’s Parents & Kids Program offers organizations the insights they need to fully understand parents and how they differ across race, ethnicity, and generation on important issues and topics, at both the consumer and category level. The program also provides primary research on young kids to ensure organizations appreciate the full picture of the current American family. The program’s inaugural webinar series consists of 5 presentations, listed below.

The first presentation is attached here as both a downloadable pdf document and a webinar replay. It offers brands three recommendations to better connect with parents, as well as a warehouse of insights to help brands activate on the recommendations.  The recommendations are:

    1. Speak to the stresses and challenges many parents face
    2. Position your brand as a tool to help parents move their kids closer to their goals
    3. Help parents educate their kids around core culture and identity issues

Several key findings and next steps from this presentation include:

    1. Younger parents, especially Gen Z, are less likely to think that having kids should completely change their lives. Embrace younger parents’ desire to have it all by acknowledging this sentiment and how it shapes their reality.
    2. Multicultural parents place a higher emphasis on their children achieving financial success. Position the desire for their kids’ financial success within the context of persevering through challenges, children realizing the fruits of their parents’ labors, and having the means to take care of loved ones.
    3. Moms are more likely than dads to teach or plan to teach their kids about other identities, including other races, other cultural groups, LGBTQ+ identities, and differently abled people. Prioritize communicating with moms when offering tools to parents that want to teach their kids about these identities.
    4. Around two-thirds of Hispanic and Asian American parents are raising their kids to be bicultural—i.e., actively and fully embracing both being American and of another culture. Consider light-lift social media activations around culturally-specific holidays to drive resonance within the segment, and educate those outside of it.
    5. Almost half of all parents—and 3 in 5 black parents—believe that girls will have a harder time achieving success because of their gender. Acknowledge the gender-related challenges many moms have faced in their own lives, while clarify the steps you’re currently taking to reduce sexism.

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.

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

Other Recent Parents Research Articles & Insights from Collage Group

Bryan Miller

Bryan Miller
Director, Syndicated and Solutions

As Director of Content, Bryan leads the content team that produces all of Collage Group’s syndicated research and oversees the AdRate and BrandRate ratings products. Bryan holds a Master of Arts from Georgia State University’s Philosophy and Brains & Behavior Program, a Master of Science in Applied Economics from the University of North Dakota, and a Doctor of Philosophy from Johns Hopkins University in the Philosophy of Science, the Philosophy of Psychology and Bioethics. Outside of work, Bryan is a passionate film buff and lover of great food.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Essentials of Gen Z Consumers

,
Essentials of Gen Z Consumers
Collage Group’s Essentials of Gen Z Consumers presentation explores three areas of our consumer fundamentals research: demographics and segment context, identity, and Group Traits.

April 22, 2022
Giana Damianos – Senior Analyst, Syndicated Research

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

Gen Z is America’s most diverse generation to date. About half of the segment is multicultural, and a quarter identify as LGBTQ+. Gen Zers today range in age from 10 to 25 – born between 1997 and 2012, making them the first digitally native generation. In their short lifetimes, they’ve witnessed rapid change and turbulent political, economic, and social crises – including coming of age in the unprecedented COVID-19 era. Their worldview has been distinctly shaped by all of these factors.

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

Gen Z is a complex, multifaceted consumer group that’s often misunderstood. In fact, over half of Gen Z consumers are not satisfied with how people of their generation are portrayed in advertising.

Representation alone is not enough to prove that your brand cares about Gen Z consumers. Brands today must understand Gen Z on a multitude of levels—from their demographics, to how they identify, and even what they value—to effectively understand and engage them.

Collage Group’s Essentials of Gen Z Consumers explores three areas of our consumer fundamentals research: demographicsidentity, and Group Traits to help your brand authentically connect with Gen Z.

Download the attached presentation for more. In the meantime, take a look at a few key insights and action steps:

Key Takeaway #1: Demographics & Segment Context

Gen Z has the highest intrinsic diversity of any American generation. They’re about 50% multicultural, and about a quarter identify as LGBTQ+.

A Deeper Look:

Every succeeding generation in America has trended towards increased diversity. For Gen Z, this means that diversity is their “norm”, which gives them a unique perspective and worldview from what previous generations experienced.

Action Step:

Make sure that your advertising includes diverse representation and accurately reflects who Gen Z is. Recognize that for Gen Z, gen pop is diverse led.

Key Takeaway #2: Identity

As they continue to come of age, Gen Z is increasingly focused on expressions of Gender, Sexuality, and Race.

A Deeper Look:

Diversity is the norm to Gen Z, and they think about all the things that make themselves and their peers unique – not just race – with increasing attention. Gen Z takes an intersectional approach to identity and expects brands to do the same.

Action Step:

Take a multifaceted approach to portrayals of Gen Z’s diversity – giving unique identity to one individual beats showing many who are only differentiated on a single dimension.

Key Takeaway #3: Gen Z Group Trait – Individuality

Gen Z is highly expressive and proud of what makes them unique.

A Deeper Look:

Gen Z is the most inherently diverse American generation—both in terms of race/ethnicity as well as sexuality. This diverse upbringing has shaped their perspective to be more accepting of differences and individuality, therefore making them feel more comfortable “being themselves”.

Action Step:

Communicate to Gen Z that your brand is a proponent of their individuality.
Give Gen Z the tools they need to be creative and help them show it off.

Key Takeaway #4: Gen Z Group Trait – Game-Changing

Gen Z is laser focused on the future. It’s their top-ranking attitude, and it significantly differentiates them from all other generations.

A Deeper Look:

It’s a natural life-stage occurrence for younger people to think about the future more than older people do. But for Gen Z, they’re not just thinking about it – they are innovating the future as an antidote to the harsh realities of coming of age in a turbulent world of economic, political, environmental, and social crises.

Action Step:

Appeal to Gen Z change-makers by showing them how your brand is intentionally thinking about the future and what action steps you’re taking now to be socially and politically engaged.

Key Takeaway #5: Gen Z Group Trait – Pressured

Gen Z faces intense pressure – ranging from academic to social and even career pressures.

A Deeper Look:

These pressures may seem typical for young adulthood, but they are compounded for Gen Z by the social media highlight reel they face on a daily basis.

Action Step:

Gen Z wants help forging connection and combating loneliness – offline and on. Provide them with the tools to connect with others who share their common interests and attitudes.

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.

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

Other Recent Gen Z Research Articles & Insights from Collage Group

Giana Damianos
Senior Analyst, Syndicated Research

Giana joined Collage in 2019 from Indiana University, where she studied economics, political science and psychology. In her spare time, Giana is getting to know Washington DC and its historic architecture.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

America Now: Economic Inequality

,
America Now: Economic Inequality

This research is part of a series that expands on our 2021 Roundtable Presentation, America Now. Read on to learn how Americans feel about income inequality in the United States today.

Income inequality is a significant issue in the United States today, especially for many non-White Americans. Data from the Federal Reserve shows that the top 10 percent of earners in the country hold almost 70 percent of the nation’s wealth. And findings from the 2019 Survey of Consumer Finances reveal that White families’ median wealth ($188,200) is almost eight times that of Black families ($24,100) and five times that of Hispanic ($36,100) families. Brands and companies have an opportunity to connect with diverse America by understanding their perceptions on income inequality and taking steps to address the gap.

In a recent survey, we asked Americans how serious of a problem they feel economic inequality to be in the country today. While almost half of all Americans believe it’s a “serious problem”, Black and Hispanic Americans were much more likely to hold this belief. Non-Hispanic White respondents are clearly divided on this issue based on party affiliation – with 60% of White Democrats viewing it as a serious problem compared to only 26% of Republicans.

Multicultural Americans Are More Likely To See Economic Inequality

Further, when asked what political and societal issues were most important to them in today’s climate, 27% of Black Americans named reducing economic inequality followed closely by Asian Americans (24%) and Hispanic Americans (22%). For White Americans, the percentage who listed reducing economic inequality as a top three priority issue, was far lower. However, far more White Democratic Americans listed it as a top issue.

And it is not just that multicultural Americans are more sensitive to income inequality—they’re also more willing to reward brands that take active steps to reduce it. In fact, 40% of Asian Americans, 39% of Black Americans, and 34% of Hispanic Americans share this sentiment, compared to just 27% of White Americans. Again, White Democrats are more closely aligned to the multicultural segment – 43% of White Democrats are more likely to buy from brands who support reducing income inequality, compared to only 15% of White Republicans.

Now you may be thinking, what can my brand do to address a systemic issue as challenging as income inequality? The answer: quite a lot! Below are some examples of what brands and companies are doing.
    • Costco, among other retailers, recently raised their minimum wage way above state and federal mandates. The move resulted in significant media attention.
    • Mastercard has launched the Center for Inclusive Growth ; their twitter page (@CNTR4growth), provides daily updates and insights for the public.
    • Noodles & Co teamed up with the app Even to offer instant pay options to their employees as well as a suite of financial wellness tools that include budgeting and organizational guidance.
Sources:
    • Federal Reserve Data. “Distribution of Household Wealth in the U.S. Since 1989.” October 2021.
    • Federal Reserve Data. “Disparities in Wealth by Race and Ethnicity in the 2019 Survey of Consumer Finances.” Sept 28, 2020.
    • ABC News. “Costco raises minimum wage to $17 an hour as businesses hike pay to retain workers.” October 28, 2021.
    • Mastercard Center for Inclusive Growth. Mastercardcenter.org
    • Payments Dive. “Noodles & Co. teams with Even.com on financial wellness benefits.” September 16, 2019.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

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

, , ,
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.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Start 2022 Strong with New Diverse Consumer Insights

, , , ,
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. 

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Most Americans (58%) Want Businesses to Engage in Social and Political Issues

,
Most Americans (58%) Want Businesses to Engage in Social and Political Issues

One in Four Gen Z Consumers Will Stop Buying from Brands That Do Not Take a Stance on an Important Issue

November 10th, 2021
Mollie Turner – Senior Director of Marketing

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

American consumers are experiencing a second year of unprecedented change, giving 2020 solid competition for an emerging set of challenges for U.S. businesses. Political polarization, COVID-19, race relations, immigration, LGBTQ+ rights and climate change have been top of mind for consumers this year–leading to shifts in consumer expectations of businesses.

“Most Americans want brands to engage in social and political issues,” says David Wellisch, Collage Group CEO and Co-Founder. “The numbers are even more striking when we look by specific issues. For example, 85% of Americans want brands to play a role in ending the COVID-19 pandemic and alleviating its impact. And, then there’s the stick—we see younger Americans, bicultural Hispanics, and Black Americans are much more willing to penalize brands for non-action on issues they see as important.”

These are just a few of the many datapoints on shifts in American consumer behaviors since 2020 available in Collage Group’s America Now: How We Have Changed Since 2020 report. Research led by Chief Product Officer David Evans, Senior Director of Product & Content Bryan Miller, PhD, and Director of Product & Content Jack Mackinnon, unveils changes to diverse consumer attitudes at a key juncture in American history. The results come from a survey fielded in September 2021 of 3,785 Americans, representing Americans across race, ethnicity, generation, sexuality and gender.

Fill out the form to view a recording and download a sample from our research presentation, Multicultural America Now.

Multicultural America Now

Key insights illuminated in the research include:

  1. Most Americans (58%) Want Brands to Engage in Social and Political Issues
      • Stopping COVID-19, improving race relations and halting climate change are the top three social and political issues consumers want brands to support.
      • The majority (85%) of Americans want brands to play a role in ending the COVID-19 pandemic and alleviating its impact.
      • The majority (59%) of Americans believe corporations bear the responsibility of fighting climate change – not individuals.
      • The majority (55%) of consumers across all generations acknowledge the urgency of taking action on climate change.
  2. Race and Ethnicity is the #1 Way Multicultural Americans Self-Identify, Regardless of Race, Ethnicity, Gender, or Sexuality­
      • Race and Hispanic ethnicity are the most common self-descriptors for multicultural Americans, ranking higher than personality, age/life stage, country of origin, being American, sexuality, gender and more.
      • Multicultural Americans report an increased interest in buying from brands that support people of their racial and ethnic background—an ~11% increase on average in 2021 comes on top of a 2020 baseline of ~52% of consumers.
  3. Empathetic Gen Z Support Black and LGBTQ+ Americans Much More Than Older Generations (+15%)
      • The majority of Gen Z consumers wants brands to support women (56%) and Black Americans (55%).
      • Inaction is risky for brands with younger consumers, as 26% of Gen Z would stop using or buying a brand if it did not take a stance on an important issue.
  4. COVID-19 Worries Remain for Two-Thirds of Americans, and Their Concern Is Tied Primarily to Economic Factors (64%)
      • Nearly two-thirds of Americans are still concerned about COVID-19, with Asian Americans feeling the most concern at 72%, up 4% since 2020.
      • Most Americans (64%) are concerned they may not have enough money to keep up with monthly expenses; Hispanic Americans are the most concerned with 3 in 4 (74%) citing the concern.
  5. Many Multicultural Americans Have Reprioritized What Matters Most to Them vs. One Year Ago
      • Multicultural Americans say being happy and healthy (41%), saving money (33%) and supporting family and community (27%) are now their top priorities.
      • The majority (54%) of Hispanic Americans say being healthy and happy is much more important to them today than it was one year ago.

“Engaging authentically with an increasingly diverse America can be hard, and missteps are easy,” says David Wellisch. “But our research illustrates that not engaging is not an option, especially during challenging times. This is consumer expectation.”

Share on linkedin
LinkedIn
Share on twitter
Twitter
Share on facebook
Facebook
Share on email
Email

Other Recent Gen Z Research Articles & Insights from Collage Group

Mollie Turner

Mollie Turner
Senior Director of Marketing

Mollie Turner is the Senior Director of Marketing at Collage Group where she leads growth, engagement and brand initiatives. She is a seasoned marketing and communications executive, with 20 years of experience spanning B2B, non-profit and agency roles across various industries.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Close 2021 Strong with New Diverse Consumer Insights

, , , ,
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. 

Get In Touch.

There's a world of just for you

collage-transparent-white-156px