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Essentials of Hispanic Consumers

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

September 12, 2022
Sudipti Kumar – Associate Director

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Hispanic Americans are a large and 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 Hispanic Consumers  presentation.

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

Key Insight #1

Hispanic Americans are a growing force in America, and their population will nearly double by 2060.

Asian population is expected to double by 2060

Implication:

Recognize the cultural and economic power of the Hispanic segment today. As their population and purchasing power grows, they will increasingly influence the national culture.

Key Insight #2

Hispanic Americans are not a monolith. Heritage and country of origin matter to their identity, particularly for the Unacculturated and Bicultural segments.

Unacculturated Hispanic Americans identify deeply with their heritage

Implication:

Highlight the rich heritage and contributions of Hispanic Americans in this country. Include messages that speak to the segment’s different cultural backgrounds.

Key Insight #3

Hispanic Americans are increasingly interested in supporting brands that support their race and ethnicity.

Hispanic Americans are incresingly interested in supporting brands that support them

Implication:

Hispanic Americans notice when brands take action to support them. Develop a clear strategy to support Hispanic Americans (through representation, financial commitments, or other methods) and communicate efforts to the community in advertising and public relations.

Key Insight #4:

There are four unique Group Traits important to understanding Hispanic Americans: Culture-focused, Positivity, Warmth, and Engaged.

Hispanic American Group Traits

Implication:

Utilize the Group Traits as ways to connect with Hispanic Americans authentically. For example, to activate on positivity, offer optimism even in uncertain times by communicating uplifting themes in marketing that speak to resilience and overcoming adversity.

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 Hispanic Research Articles and 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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5 Key Findings on American Parents

5 Key Findings on American Parents

Learn how American parents differ from their non-parent peers with respect to key cultural values such as community-seeking, optimism, and being culture-focused. The presentation uses both a gender and race/ethnicity lens to unearth in-depth insights about both moms and dads.

August 1, 2022
Bryan Miller – Director, Syndicated and Solutions

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America’s leading brands know that a key strategy for maintaining and growing market share is to connect with parents. The reasoning behind this is twofold. First, it allows brands to capture mind and wallet share of individuals (parents) that are often making decisions for multiple people at once (themselves and their kids). Second, it allows brands to begin building a relationship with kids through their parents–the payoff here is the kids’ loyalty in the future.

Read on and fill out the form for an excerpt from our
Activate American Parents Through Culture:2  presentation.

Collage group’s newest research within the Parents & Kids program provides insights brands can use to execute on this family-focused strategy. We provide data-driven insights and action steps brands can use to deepen their connection with American parents and the children they are raising.  This current study reveals how American parents differ from their non-parent peers with respect to key cultural values such as community-seeking, optimism, and being culture-focused. The presentation uses both a gender and race/ethnicity lens to unearth in-depth insights about both moms and dads.

Below are 3 key findings and action steps from this study you can use to drive better connection with these key decision-makers. 

    1. Parents are inherently optimistic about the future, including achieving success. Recognize parents’ optimism by leaning on themes that speak to bright days ahead, while being careful not to discount current worries and hardships. Appeal to parents’ desire to achieve their goals, particularly in the context of having a family and multiple obligations, by showing how your products will help them find the time to do everything they need—and want—to do.
    2. Parents, especially multicultural parents, prioritize cultural heritage and stewardship. Celebrate the importance of cultural heritage and passing on traditions in families, while reminding consumers how your products can support this.
    3. Dads are more likely than men without kids to open up about their emotions. Highlight dads’ emotional, less reserved, and caring side in your marketing efforts. Recognize and validate in communications that dads also go through changes once they have children, which are often not as visible.

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 Parents & Kids Research Articles and 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.

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Essentials of Black Consumers

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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.

Get In Touch.

There's a world of Data Insight Opportunity just for you

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Parents & Kids: Category Essentials

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

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

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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.

Many Factors Impact Parenting Style and Values, but Generation and Race and Ethnicity Have an Oversized Impact

    • Race and Ethnicity transmit and proxy for religious and country of origin elements that impact parenting style and values
    • Generation transmits the powerful social norms the parent grew up in

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.

Multicultural Parents, Especially Hispanic and Asian American Parents, Want Their Children to Enjoy Cultural Foods

% of parents that think it’s very or extremely important their children eat food from their family’s cultural background

Hispanic
53%
Black
46%
Asian
59%
White
30%

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.

Most Parents Have Handed off Decision Making about Personal Care Products by the Time Their Kids Become Teenagers

I let my teenager(s) choose their own personal care products like shampoo, soap, lotion, etc.

Hispanic
71%
Black
68%
Asian
73%
White
76%

Travel Decisions Are a Collaborative Process Between Kids and Parents – Older Parents Who Are More Likely to Have Older Kids Over-Index Seeking Their Children’s Input

How much influence does your child(ren) have on where you go for family vacations? 

Hispanic Black Asian White
A lot - I plan vacations on where my child(ren) says they want to go
28%
27%
22%
24%
Some - I provide my child(ren) with options for where we can go and get their input
56%
56%
63%
58%
None - I plan where we go for vacations without my child(ren)'s input
15%
17%
16%
18%

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.

Across Multicultural Segments, Parents Are Making an Effort to Ensure Their Children See Themselves in the Characters They Watch

I make an effort to have my child(ren) watch shows that have main characters that are: 

Black Hispanic Asian White
Black
41%

77% ▲

36% ▼

46%
Hispanic

63% ▲

36%
34%
43%
Asian
35%
33%

61% ▲

42%

Almost Half of Hispanic and a Third of Asian American Parents Think It’s Important Their Children Watch Shows and Movies in Their Family’s Language

0 %
of Hispanic parents say it's important that their children watch shows and movies in Spanish
0 %
of Asian parents say it's important that their children watch shows and movies in their family's native language

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.

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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.

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Essentials of Asian American Consumers

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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

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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.

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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.

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There's a world of Data Insight Opportunity just for you

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