Tag Archive for: Family

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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How Multicultural Americans (Moms, Dads, and Non-Parents) Celebrate Mother’s Day and El Día de las Madres
Mother’s Day is an important holiday for Americans of all backgrounds, but Multicultural segments—especially moms and dads versus non-parents—have nuanced attitudes and celebration styles. Read on for insights curated from our Holidays and Occasions research.

Mother’s Day is one of Americans’ most beloved holidays. It’s a day dedicated to Moms (and maternal figures), honoring their important role in the family. 85% of Americans celebrate it, with an especially strong emphasis from Hispanic Americans (91%). Mother’s Day has the fourth highest average per-person spending of any holiday or occasion according to the National Retail Federation. Mother’s Day occurs every second Sunday of May, which means this year (2022), it will be on May 8th.

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

However, it’s important to note that while motherhood is celebrated all over the world, it doesn’t always occur on the same date as it does in the United States. For instance, some Latin American countries such as Mexico, El Salvador, and Guatemala celebrate Mother’s Day (El Día de las Madres) on May 10th every year. Many Hispanic-American consumers with heritage from these countries, especially Bicultural and Unacculturated, may prefer to uphold the tradition on the day from their country of origin instead of—or in addition to—the date Mother’s Day is celebrated in the United States. So, this is an important nuance not to be overlooked when activating on multicultural consumers. Plus, it offers an additional day to connect with your brand’s target consumer groups!

As your brand strategizes on how best to resonate with multicultural consumers, take note of the key similarities and differences in how each racial and ethnic segment (as well as differences among Parents and Non-Parents of each demographic) perceives of and celebrates Mother’s Day. Download the attached presentation and read on for key insights and takeaways.

Key Insight #1:

Hispanic Americans are highly involved on Mother’s Day, and this is true for both Parents and Non-Parents. They have higher celebration rates compared to other segments and are usually more likely to participate in celebration activities like hosting a barbecue/cookout, giving cards, and buying gifts.

A Deeper Look:

For Hispanic Americans, Mother’s Day is a family affair. Everyone comes together to honor the matriarch of the family. “It’s important to celebrate mothers because they are the building blocks of the family and they are the teachers,” says Maria Miranda, assistant director of the Arizona Latino Arts and Culture Center. Typical celebrations include extended family gatherings with plenty of food, music, and flowers.

Collage Group’s research on Family Connection underscores the importance of family relationships for Hispanic Americans. Mother’s Day is a natural extension of the segment’s love and appreciation for close family bonds and festive gatherings.

Action Step:

Acknowledge Hispanic Americans’ culturally-dual Mother’s Day celebrations, including the difference in celebration dates, through your marketing efforts. Incorporate the nuances that Hispanic Americans consider meaningful aspects of the holiday, such as large family gatherings with food and music.

Key Insight #2:

Black and Asian parents (both Moms and Dads) feel especially strongly about celebrating ALL the women in their life for Mother’s Day.

A Deeper Look:

Our research on Cultural Traits has showed us that these two segments are highly community-oriented, which likely explains their stronger association with Mother’s Day as a holiday honoring all women. Parents of these segments are particularly attuned to the role that other women in their communities play in raising their children, such as sisters, aunts, cousins, Godmothers, and friends.

For the Black segment, celebrating all women may be driven by the community’s history of adversity and the necessity to create a strong network of support for one another. It’s possible that as many Black Americans become parents themselves, they reflect even more strongly on the role that many women in their community had played in helping to raise them. 

For the Asian segment, celebrating all women may be driven by the segment’s cultural emphasis on respect and humility. Many Asian countries are more collectivist, meaning that social norms prioritize the community over the individual. This may help explain why Asian Parents would be more likely to want to recognize the contributions of all women on Mother’s Day. 

Action Step:

Create cross-cultural appeal by expanding your brand’s Mother’s Day marketing efforts to be inclusive of all women that play an important maternal or supporting role in the family. Connection with others is a theme that consumers across backgrounds resonate with universally. Be sure to infuse authentic cultural cues and segment-specific nuances to connect deeply both within segments, as well as across segments.

Contact us via the form below to learn more about how you can access deeper insights on our cultural intelligence platform.

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

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

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

Why focus on Parents & Kids?

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

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

Household with Children Under 18 Present Average Household Size
40% Hispanic
3.4 Hispanic
34% Asian
3.0 Asian
27% Black
2.6 Black
23% White
2.4 White

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

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

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

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

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

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

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

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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Friendsgiving 2021: How Should My Brand Celebrate?

It’s not too late to activate! With over 30% of Americans (and 40% of Gen Z and Millennials) celebrating “Friendsgiving,” brands will want to make their mark on this growing tradition. Keep reading to learn what consumers expect from brands like yours this Friendsgiving.

“Friendsgiving” is a holiday tradition adjacent to Thanksgiving. It’s an opportunity for friends to gather with friends in addition to, or instead of, with family. While Friendsgiving may sound like the latest fad or a “cutesy” holiday, it’s a legitimate way younger generations celebrate—and it’s likely to stick around.

Read on for key facts about the holiday, insights on how younger American consumers celebrate the Thanksgiving season, and ideas for how your brand can get involved.

What is ​Friendsgiving?

Friendsgiving is an informal bonus holiday that started gaining traction in 2013. The origin is unclear, but the term caught on via social media and it’s surged in popularity with younger Americans in recent years. Nowadays, Friendsgiving is a seasonal staple with about four in ten Gen Z and Millennials celebrating.

Holiday Stress Chart

Friendsgiving celebrations often take place sometime before Thanksgiving, as a precursor to the big day. But for many young adults who live far away from home and family, Friendsgiving acts as a substitute to the more formal family feast. It’s also a reflection of shifting family dynamics. Young adults today are delaying marriage and parenthood at greater rates than previous generations. This factors into their emphasis on friends, neighbors, and coworkers as a “chosen” family.

Moreover, almost half of Gen Z and Millennials cite amily as a source of stress around holidays. It’s no wonder, then, that many turn to their friends for comfort and joy.

Friendsgiving Celebrations

Since Friendsgiving is such a new way to celebrate Thanksgiving, it isn’t confined to the well-established traditions of Turkey Day. Rather, it’s open to interpretation—which may be just what individualistic younger generations find appealing about it. Many Friendsgiving celebrants incorporate a mix of classic Thanksgiving elements and personal flair. This means that brands have ample room to play in connecting with younger generations for Friendsgiving.

One way that Gen Z and Millennials are evolving Thanksgiving-season celebrations is by including non-traditional foods. Two-thirds of younger Americans do this, likely driven by the generations’ inherent diversity as well as their desire for novelty. Friendsgiving, free of socially imposed “rules,” offers the perfect opportunity to try out new and exciting flavors, experiment with recipes, or to share one’s culture through food.

Graph illustrating groups that have more than Thanksgiving dishes

Brand Activation

Two brands that have developed an excellent Friendsgiving campaign that appeals to Gen Z and Millennials are Amazon and S.Pellegrino. These brands partnered together in 2020 to create a virtual, shoppable “Guide to Friendsgiving.” The online storefront features videos and recipes by Kristen Kish, an LGBTQ+ Korean-American culinary expert and Top Chef championIn this pandemic-friendly activation, Kish connects with her friends via video chat to recreate their favorite recipes with a twist. From the site, shoppers can download recipes and purchase ingredients to be delivered by Amazon Fresh.

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Diwali 2021: What Should My Brand Do?

It’s not too late to activate! With two thirds of Indian Americans celebrating Diwali, brands will want to make their mark on this important holiday. Keep reading to learn what Asian consumers expect from brands like yours on this festival of lights.

Diwali is one of the major festivals celebrated among Hindus, Jains, Sikhs, and many Buddhists. The holiday lasts five days, and it coincides with the Hindu New Year according to their lunisolar calendar. Though it falls on November 4 this year, Diwali has some similarities to other winter and New Year’s celebrations, and comes with distinct cultural traditions.

Read on for key facts about the holiday, insights on how Asian American consumers celebrate, and ideas for how your brand can get involved.

What is Diwali?

Diwali honors the conclusion of the Ramayana, a key Hindu text and one of two major Sanskrit epics of ancient India. It celebrates the triumphant return of Prince Rama after a 14-year exile, the rescue of his wife Sita, and his coronation as king. Rejoicing in Rama’s victories, Diwali celebrants honor light itself amidst the darkness of coming winter.  And for many Asian Americans, Diwali is an explicitly religious holiday, with the Goddess Lakshmi – symbolizing wealth and purity – a key focus.

Traditions of Diwali​

    • Candles and firecrackers are popular in Diwali celebrations, with diya oil lamps one of the more traditional means of proving light in the darkness
    • Rangoli is an art form common in Diwali preparations, where colored sand, flower petals, rocks, and powdered stone are arranged in colorful, patterned designs on a flat surface
    • Sweet foods are a traditional component of Diwali celebrations, with many preparing malpua pancakes, laddu balls, and other fare to eat and share
    • Puja is a worship ritual common among Hindus, Buddhists, and Jains. On Diwali, offerings of light, flowers, sustenance, or song accompany these rituals, largely directed towards the Goddess Lakshmi

Among Indian Americans, having special food and drink is the most common way to celebrate Diwali. Eating and gifting sweets is therefore a key component of American Diwali, but many other customs – including fireworks, clothing, decorations, and religious ceremonies – are also popular.

Key Consumer Insights

According to Collage Group’s 2021 Holidays and Occasions study, 13% of the Asian American population celebrates Diwali, with 67% of Indian Americans making up the bulk of celebrants. Diwali therefore has a niche, but dedicated market.

Which means many brands may be wondering if they have permission to play.

Among Indian Americans, brands largely have a green light to focus on education. Most Indian Americans say brands should use their Diwali activations to explain what the holiday is and why it’s important, given that half of Americans – and 42% of Asian Americans – are not familiar with the festival at all. And Many Indian Americans also support brands sharing stories of people observing the holiday, as well as showing others what they can do to help celebrate.

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How LGBTQ+ Americans Engage With Family

All Americans value family, but that doesn’t mean it’s one-size-fits-all. Read on to understand the nuances within LGBTQ+ people’s family lives to improve authentic representation and effective connection on the path towards Cultural Fluency.

Human beings are social by nature – this is universally true. No matter our background, we all crave connection. We value family and anchor our lives to our loved ones. Our research confirms that family matters to everyone but is experienced and expressed differently across segments and cultural backgrounds. Read below for several key insights on how LGBTQ+ people engage with family and then download the research for the full picture.

1. There are more LGBTQ+ families than ever before. In just the three years between 2016 and 2019, the number of married same-sex couple households in the United States increased by 61%, and same-sex unmarried partner households increased by 18%. More and more same-sex couples are also raising children.

2. LGBTQ+ people highly value representation of themselves and their families in media and advertising. Two thirds of LGBTQ+ Americans—significantly more than others— say it is important to them that advertisements represent families that look like theirs. And more than 40% of LGBTQ+ Americans want to see more non-traditional family structures represented in marketing content.

3. Every family has its struggles. Sadly, for LGBTQ+ people these struggles can stem from a lack of acceptance from their Non-LGBTQ+ family members. LGBTQ+ people are also significantly more likely to report that arguing about politics is an issue in their families, as well as not supporting each other’s interests and spending too much time distracted by technology.

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Mom Knows Best: Understanding the Key Decision-Makers of the Family, with Special Attention to Hispanic Moms
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Moms are essential to running their families, as well as driving brand growth. Dive into our research for strategic insights on how you can capture spending from moms across segments, as well as specifically resonate with Hispanic moms.

We all know moms play an important role in the family, but they’re also a crucial consumer group! They overwhelmingly steer their family’s purchases as they research products, do the shopping, and make countless decisions when it comes to budgeting and spending. However, many moms feel misunderstood by the very brands and companies they’re pouring themselves into as consumers. This means that moms merit specific attention.

It’s also important to recognize that not all moms are alike. After all, racial and ethnic background often shape the way mothers raise children and navigate the challenges of motherhood. Hispanic moms are an especially important group to focus on given the Hispanic segment’s current and projected population and spending growth. Brands that capture Hispanic moms today not only win the moms—they’re also taking steps to capture their children’s attention down the road.

To help you better understand who moms are and how they act as consumers, we’ve compiled data from 2019 Collage Group syndicated research initiatives. We’ve broken the data down by moms vs. non-moms, and further by Hispanicity.

We start off by providing Cultural Attribute Profiles for each group. These profiles reveal how each group scores on important characteristics including: anxiety, cultural rootedness, exceptionalism, independence, adventurousness, and compliance. Then, we cover relationships and family dynamics. Afterwards, we take a deep dive on moms’ path to purchase, including social media influence, product reviews, word-of-mouth, and shopping behaviors. Lastly, our study concludes with a section on what holidays and nightlife are like for moms.

Our insights will help you execute campaigns that will win across the board with moms, and also ways that you can take a targeted approach to resonate with Hispanic moms.

Strategic takeaways from our research include:

  1. Moms are heavy social media users. They use it as a tool to gather product information, as well as to share their own experiences. Brands should have a strong social media presence and make product information accessible. This is also an opportunity to tap into the power of mom influencers to bolster brand awareness.
  2. Preserving culture is a point of concern for Hispanic Moms. They want to ensure their children appreciate their roots. Tap into cultural identity and family themes simultaneously. This intersection is where heritage is top-of-mind for Hispanic Moms.
  3. Moms are the primary drivers of planning, organizing, and spending for special occasions. They love celebrating holidays and making them special for their kids. Holiday activations should be targeted at moms. Highlight your product’s ability to support their holiday celebrations.
Motherhood in the Age of Social Media

While consumers of all ages and backgrounds engage in social media, Millennial and Gen X moms participate in specific social media behaviors that marketers and insights professionals need to understand.

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FOR many moms, social media provides community and social interaction during a hectic and isolating season of life. It’s a place where they can turn to friends and strangers alike for crucial parenting advice, life hacks, and tried-and-true product recommendations as they navigate motherhood. Many even seek out information directly from brands on social media such as product details, promotions, and sales. In fact, Millennial and Gen X moms (those with children aged 14 or younger)


actually use social media at higher rates than their non-mom female counterparts
to obtain product and brand information.

As the graph below shows, about two-thirds of all moms (of children 14 or younger) “like” or “follow” products or brands on social media. This is especially the case for non-Hispanic moms, who are about twice as likely to do so as non-Hispanic non-moms: 66% versus 33% respectively. 

This indicates that moms are leaning on social media as a trusted source for product information beyond traditional media advertising and brands’ e-commerce sites. Brands that lack an accessible and descriptive social media page that showcases their offerings will be behind the curve with the many moms who rely on this source of product information.

More so than non-moms, most moms across segments like sharing their experiences and opinions about products and brands on social media. This is especially true for non-Hispanic moms, who again, are about twice as likely to engage in this way than non-Hispanic non-moms (63% versus 32%). Their difference with Hispanic moms (50%) is also statistically significant. If your brand wants to facilitate dialogue and shared experience on social media, then you should target those most inclined to participate: non-Hispanic moms followed by Hispanics moms.

You may be wondering which non-Hispanic segment(s) is driving the non-Hispanic mom over-index. We are too! So we’re going to be conducting research and digging deeper into the non-Hispanic moms group in 2020.

Both of the above data points align with trends we’re seeing on social media today. A growing number of moms are stepping into influencer roles to capitalize on the community and wealth of product recommendations they’ve accumulated through experience. For example, Claudia Felix-Garay (@thelatinamom), a Hispanic mom influencer with over 80k followers, Naomi Davis (@taza), a non-Hispanic White mom influencer with 463k followers, and Jennifer Borget (@jenniferborget), a Black mom influencer with over 90k followers all run accounts that evolved out of successful blogs. They write about their lives as mothers while also inviting readers to adopt aspects of their lifestyle by sharing what products they use and places they like to go. Brands that are interested in partnering with powerful social media influencers should consider moms!

As you head into the end of the year and prepare for your next social media push, remember to keep these stats (and moms!) in mind.  And keep an eye out for upcoming blogs on moms and our moms study coming out in 2020.

In Taking a Stance: Examining millennial and gen-Z political issue positions, we established that despite being more likely than millennials to self-identify as conservative, gen-Z is decidedly progressive in its political leanings. It is possible, however, that gen-Z’s flavor of conservatism is distinct from that of millennials, and it will be important for brands to understand the nuances of gen-Z’s social divides.

Collage Group has sought to explain these differential outcomes, making them a core focus of our Ad Rating Survey. As part of the survey, we asked respondents to take an unambiguous stance on 13 selected social trends, in four categories:

After analyzing the results for both generations and race and ethnicity we found several interesting takeaways:

Rather than featuring a strict divide between liberals and conservatives, the generational ideological battleground has three categories.

The largest group is Social Liberal (44% of the population), which tends to approve of trends across all four categories, followed by Social Conservative, with 29% of the population tending to disapprove of all the mentioned trends. A third group, however, responded positively to trends regarding race, youth, and activism, but negatively on non-traditional family trends.

gen-Z consumers are substantially more likely to feature Family Values than Social Conservatism

While gen-Z is more comfortable with same-sex parents and interracial couples than millennials, they are more wary towards single mothers, stay-at-home dads, and unmarried partners. This implies that for gen-Z, Family Values is more concerned with family structure than family membership.

Women are at the center of youth Social Liberalism

Given the salience of the 2016 Women’s March, the 2017 #MeToo movement, and the surge of women running for political office in 2018, the importance of gender in discussions of social ideology cannot be ignored. Among gen-Z and millennial panelists, a strong majority of women are Social Liberal (58%), while only 45% of men fall into that category. Millennial and gen-Z women are more united in their liberal social leanings than men of the same age.

Understanding how Family Values shapes generational social views is essential for marketing to these fast growing and influential consumer segments. To learn more about how you can leverage these preferences to produce valuable brand outcomes, please complete the form below.

African American power and influence in the cultural arena is on the rise, and many brands recognize the segment as a major opportunity. To help clients improve their outreach efforts to these consumers, we developed a three-part learning series. We partnered with Google for the initial session to explore beauty habits and trends for African American women. In the second part, we turn to connecting via cultural content.

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