Tag Archive for: women

Consumer Spotlight: LGBTQ+ & Women Passion Points

Collage Group’s LGBTQ+ & Gender research equips members with a “cultural toolbox” that provides deep insight into consumer segments, enabling brands to authentically engage and communicate with their audience.

One pillar of this cultural research is called Essentials, which gives a 360-degree view of the LGBTQ+ & Women consumer landscape, spread across two different types of content: Cultural Traits and Passion Points. The Cultural Traits are designed to provide you with high level Cultural Attributes and more specific Group Traits to understand critical personality characteristics for a given segment or generational cohort, sexuality, or gender.

The research below is from Passion Points, a study that focuses on the activities that Americans like doing and the interests and enthusiasms they have. If Cultural Traits are the drivers behind decision-making, Passion Points are what Consumers spend their time deciding on. Or as we say, Passion Points are “concrete expressions of culture.”


Nearly half of the LGBTQ+ segment consider themselves to be a “film buff.” That’s significantly higher than Non—LGBTQ+ by 14 percentage points.

This signifies a deep level of fandom and confidence in their knowledge base about films—focus on films as a serious hobby. This particular attitude may be driven by their passion for representation in storytelling.

When we asked people if they think of themselves as experts or movie buffs, women were significantly less likely to agree. Only one in three women consider themselves movie buffs, while four of ten men agree. This could have something to do with societal pressures on women to be less self-endorsing. They are less likely claim that they’re an expert, but this doesn’t mean that women are less passionate about movies and shows than men are.


Since LGBTQ+ Americans are more likely to enjoy staying connected with celebrity news, they’re also more likely to receive their food inspiration from social media. 

In fact, 58% of LGBTQ+ say they get food inspiration from social media and follow food influencers like chefs or other people for recipes.

One interesting way that women’s interest in food differs from that of men is their interest in seasonal foods and drinks. Two thirds of women say their tastes changes throughout the seasons, significantly more than men. Whether this is looking for soups and hearty stews in the cold winter, or trying a special at a restaurant that features fresh summer vegetables, women are flexible and adventurous in their taste. This means that they’re often looking for new recipes, new foods and drinks to try. 

Keep your brand on the cusp of consumer intel with Collage Group's LGBTQ+ & Gender research. Fill out the form below to start a conversation about the benefits of membership.

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Snapshot of American Women: Engage Women’s Cultural Traits

Our new Women Cultural Traits research provides powerful new insights into this critically important demographic.

American women account for 165 million consumers— half of the entire U.S. population.

As a result, women’s buying power in the U.S. was more than $6 trillion in 2019 and are estimated to control 75% of discretionary spending worldwide by 2028. Focusing on such a large consumer segment requires a complex understanding of internal diversity, societal context, and emerging trends. To capture recent segment shifts and the influence of these consumers, brands and marketers must deepen their understanding of the entire American women consumer segment.

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

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LGBTQ+ & Gender Program Launch: Spotlight on Women

The LGBTQ+ & Gender consumer research program is the latest offering from Collage Group. Watch a replay of the webinar and view the data from our most recent study on women consumers.

Watch a replay of the webinar.

Beginning in 2021, we will be exploring consumer trends across the LGBTQ+ community and deepening our insight into gender with a dedicated focus on women consumers, while covering transgender, non-binary and other segments where applicable.  

As always, our research reflects a total market perspective, meaning that we will compare these segments to non-LGTBQ+ and men where applicable and relevant. In this special webinar presentation available to members and non-members alike, we reviewed our recent research on multicultural moms, as an indication of the content we will be generating on Women. 

Women are largely responsible for purchasing consumer staples, drive over 80% of consumer purchasing in general, effectively amounting to $7 trillion in expenditure, according to some estimates.

We have already generated ~150 pages of content covering insights on women as consumers for nine major industries, as well as unique cuts of data on social and political change, the importance of identity for women, and their expectations of brands. We have generated a similar amount of content for the LGBTQ+ community. 

In this presentation we highlight one analysis from our recent analysis of moms. 

We highlighted the power of our cultural traits modeling to “double click” into demographics to get a deeper understanding of cultural drivers.  Consider first this overarching comparison between women and men, noting that women are notably different in a few areas: higher on anxiety, lower on Exceptionalism and lower on adventurousness.

But before concluding gender identity is the driver, lets double click into Millennial and Gen X, comparing Moms and Non-Moms. 

Immediately we see that age must be factor as Millennial and Gen X women are notably higher on Exceptionalism than all women in general, whether Moms or Non-Moms

And motherhood must also be a factor as Millennial and Gen X Non-Moms are much lower on Compliance than their peers who are moms, and also all women in general.

Finally, we note that Hispanicity has significant effect on the profile as well.

Hispanic Moms are notablely lower in Anxiety and higher in Rootedness than any of other segments shown, including Hispanic Non-Moms.  This sequence of insights enables marketer to transcend stereotyping to identifying the meaningful variations and what might be driving them.

These charts provide a clear example of the power of our methods for measuring cultural variation, providing marketers with insights into ways that build authentic connection through culture.

In the coming months we will be publishing new findings on the Passion Points and Cultural Traits of this community.

Members of Collage Group’s LGBTQ+ & Gender program gain access to:

• Ten or more NEW reports released throughout 2021 (1 – 2 times/month).

• Research and insights covered by our comprehensive Essentials of LGBTQ+ Consumers and Essentials of Women Consumers, comprising demographics and expenditure, cultural traits, passion points and media habits.

Our research will provide useful answers to brand questions, including:

Which ad themes and strategies resonate among these segments and why?

How do I engage the modern American woman?

What are the primary passion points for LGBTQ+ and women consumers?

How do LGBTQ+ and women consumers engage across consumer industries?

What are the latest socio-political trends among these segments?

How are Americans across gender and sexuality using social media and streaming platforms?

What are the latest health and wellness trends for women and LGBTQ+ consumers?

What has been the impact of COVID on consumer attitudes within these segments?

Learn more about Collage Group's multicultural, generational and LGBTQ+ research by filling out the form below.

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Superbowl LIV Halftime Proves Brands Can Use Hispanic Culture to Win the General Market

Our post-Superbowl survey on the halftime show found that Hispanic, Black, and White consumers in the “New Wave” (ages 18-39) are receptive to Hispanic culture and messaging. This data further supports our claim that brands can win across this segment with a multicultural message.

Learn how these insights can be applied to your brand.

“I don’t know what [NFL commissioner] Goodell was thinking,” confided a colleague after reflecting on the Superbowl LIV halftime extravaganza featuring Jennifer Lopez and Shakira. “Frankly, I’m shocked he signed off on that thing.”

Google “super bowl halftime controversy 2020” and you’ll get over six million results.  It seems a lot of people shared my friend’s view that Roger Goodell’s decision to feature the Latina superstars was suspect. But many more would likely champion the decision based on the massive positive press around JLo’s celebration of Puerto Rico, Shakira’s nod to her middle eastern heritage, and of course the spike in both artists’ record sales and online streams.

But anecdotal evidence only provides limited insight. To really understand what consumers thought about this culturally charged event, brands need data. So, we fielded a survey to 284 Hispanic, Black, and White consumers age 18-39.  We call this segment the “New Wave,” defined by an experience of growing up in an intrinsically diverse America. The findings from this survey and what they mean for brands are below.

First, and most importantly, the New Wave was exceptionally positive about the halftime show. In fact, almost 80% or more of each segment said they enjoyed the show.

When asked what they liked most, respondents repeatedly mentioned Latinas and Latin culture, as you see in the quotes below.  If Goodell’s intent was to ensure the NFL’s relevance to the 25 million Hispanic NFL fans who are part of America’s fastest growing demographic, then his decision to celebrate Hispanic culture and its growing influence on America was a no-brainer.

Second, almost 70% of women surveyed thought the halftime show empowered women. 23% of White women felt the show objectified women, while less than half that percentage of Hispanic and Black women felt the same. One caveat: Unacculturated Hispanics were slightly more likely (21%) to think the show objectified women.


Third, over 80% of Hispanics thought the show represented Hispanic culture well. And 60% of these individuals also agreed that it represented American culture well. What’s really interesting is that non-Hispanic segments were even more likely to hold this view. Over 80% of the Black respondents and 62% of the White respondents who thought the show represented Hispanic culture well also thought the show represented American culture well. These data reveal that a majority of people can view something as both strongly Hispanic and strongly American – these are not trade-offs.  And you don’t even have to be Hispanic to hold that view.

Our data indicate that the vast majority of the New Wave—18-39 year old Americans—did not find the show particularly controversial and were thrilled about the inclusion of superstar Latinas. This finding is further evidence that brands looking to take the next big step in marketing, which is to lead with multicultural, will be well-positioned to win with the New Wave. Your brand should follow the evidence and lean into the multicultural space to ensure you capture your share of this segment’s attention and loyalty.

The IPO of Pinterest last week could only be described as good news for its shareholders, making its co-founder and CEO Ben Silbermann an overnight billionaire.  If you don’t know Pinterest that well, you might think of it as the ad sales platform dominated by female users, as aptly described in the company’s IPO filinghere and elsewhere. On most platforms, ads are interspersed with user content, essentially competing for user attention.  But in Pinterest, ads are described in their filing documents as “native content,” whose imagery is associated with content collected by Pinterest users (Pinners) on their boards.  Additionally Pinners build community around the positive inspiration that arises from imagery, and in this respect the platform is notably free of the polarizing content and negative emotion that can place brands in the cross-fire.

In other words, Pinterest appeals to a collectivist mindset, building community around shared inspiration that is notably free from a shared “dislike” of something “other.”  Given that collectivism is a dominant trait of multicultural, younger-skewing audiences, how does Pinterest user adoption look in these segments?   And furthermore, do we see any evidence that Pinterest can appeal to men?

Our 2018 research into the social media usage produced for both our genYZ and Latinum platforms offers some interesting insights to marketers thinking of advertising on the Pinterest platform. Our research incorporated a representative sample of 2782 consumers across both race and ethnicity, and generation.  Firstly, let’s take a look at the following chart showing consumers’ top three platforms, by gender and by Gen Z and Millennial.   Overall, the data show how platform preference can vary significantly when it comes to gender and generation.  Zooming into Pinterest, note that the percentage of Millennial Males (dark gray) including Pinterest in their top three is about the same as for Reddit, Whatsapp and even Twitch – that bastion of video game-obsessed Gen Z men.

The second chart below shows the percentage of respondents saying Pinterest was their favorite platform overall.  We like this chart because it reveals early adoption patterns that may imply opportunities to grow adoption for certain segments.  Overall, we can indeed see how female dominate Pinterest is across every single segment.   But there are some interesting opportunities for Pinterest to expand within each generation that in turn reveal opportunities and risks for advertisers.  Let’s go through them by generation:

Gen Z: Pinterest’s most obvious opportunity is to increase the appeal of the platform to Gen Z males for every demographic. The immediate question might be to ask what lessons can be learned from Twitch. If so, perhaps we should think laterally: it may not be the obvious opportunity to, for example, foster the collection of video snippets of gamers, but rather to connect to the resurgent interest in Dungeons and Dragons or MCU collectibles.   For advertisers set on reaching Gen Z males, the second tier priority (after Snapchat and Instagram) remains Twitch, but keep your ear to the ground.

Millennials: Where are Asian Millennials?  Penetration is notably weak for Asian Millennial females and non-existent for males. While this is certainly a red flag for advertisers (and an opportunity for Pinterest), take note also of interest among African American Millennial males despite lower interest among African American Millennial females.

Gen X:  No news here among females: women across race & ethnicity are confirmed as the core of Pinterest’s user base, but there are interesting variations.  Note the disparity between African American vs Hispanic women.  As revealed in our Essentials research, these two demographics drive significant influence across the social media universe in general. But advertisers should not conflate the two groups as they are respectively the demographics that Pinterest has most and least penetrated. By contrast, take a look at Gen X White males and then look across to Boomer males.  Does adoption of Pinterest among Boomer+ African American and Hispanic males imply that the Gen X adoption by White males could be broadened?  Advertisers take note of the opportunity to reach older males across all race/ethnicity segments.

Boomer+:  Newsflash: Boomer+ Multicultural women show surprisingly weak interest in Pinterest, while Boomer+ White women are the single most dominant segment.  Pinterest has a “just do it” opportunity to expand here, but advertisers looking to appeal to older Multicultural women using Pinterest may wish to ask for more evidence of adoption from Pinterest sales reps.  The Boomer+ Asian segment is also surprisingly weak.

Use these insights to optimize digital channels strategy for select segments.

  • Lead with older-resonant content when advertising on Pinterest, focusing on women across race and ethnicity.
  • While Gen X White men are the dominant male segment, the data suggest you consider advertising to attract older African American  and Hispanic men.
  • Find another platform to reach your Asian consumers.

To place these insights into context, be sure to attend our upcoming webinar on the Essentials of Gen Z and Millennial Marketing or review our recent work on the Essentials of Multicultural Marketing. Contact your Client Services representative to learn more about how Collage Group can help you better appeal to Multicultural and Generational segments by  using our CultureRate:Ad technology, participating in our benchmarking initiative and commissions custom engagements.