Winning with Diverse and Young Consumers as America Transforms
When: December 12, 2018
Where: 605 3rd Ave
New York, NY 10158
Main Event: 8:00AM – 4:30PM
Happy Hour: 4:30PM – 5:30PM
Book your stay at The Tuscany Hotel. (please enter code COLLAGE under corporate/promotion code)
Marketers today are asked to move quickly in an environment where consumers and technology seem to transform overnight. To stay ahead, they not only need to understand the changes, but really embrace them. The fast moving trends, shifting cultural norms, and polarization of America cannot be ignored.
The 2018 Executive Roundtable series will equip attendees with the powerful insights and tools needed to better engage with America’s fastest-growing consumers in this climate of change and transformation.
Session 1: America in 2018
Our “America in 2018” initiative unveils our latest findings around who America is today. Building on our Cultural Fluency framework, we examine macro trends from tribalism to conscious consumption, in a climate of rapidly shifting values. Powered by latent class analysis, we uncover new insights that break through prevailing myths and decipher the unique emotional profile of multicultural consumers and generational segments. Presenting robust portraits of these valuable consumers will equip marketers to tailor their messaging and campaigns more effectively.
Session 2: Increase Ad Effectiveness in a Diverse America
In our innovative Ad Rating Initiative, we will explore the impact of cultural advertising in powering engagement across the total market. We built a unique dataset combining an ad taxonomy, facial tracking data, survey responses and machine learning to decipher what works and what does not across four major advertising strategies – Hispanic cues, transcultural/inclusion messaging, American themes, and standard/functional ads. Learn how everything from casting to tone to music are received by different races, ethnicities. This powerful new approach offers marketers a way to Identify the tactical and creative decisions your brand can make to understand how to increase brand favorability while minimizing backlash.