How to Win the American Consumer with Culture At the Center
October 9th, 2019 | Co-Hosted by Walt Disney Company, Los Angeles
December 11th, 2019 | Co-Hosted by Univision, New York City
The American consumer continues to transform before our very eyes, as demographic, political and technological upheavals ripple through the once-stable foundations of the general market. At Collage Group, our mission is to closely track this cultural transformation and to provide members with the clarifying insights and actionable recommendations about how the power of culture can unleash brand growth. Our 2019 Executive Roundtables will build on our 2018 roundtables to decipher the changing profiles of Americans and how best to serve the fastest-growing consumers: Hispanic, African American, Asian, Millennial and Gen-Z.
The Roundtable Experience
Session 1: America Now: The Changing Emotional Landscape of the American Consumer
In this research, we provide the second year of research into the changing emotional profiles of the American consumer. Powered by latent class analysis of thousands of consumers, our revamped methodology will allow for longitudinal tracking of this cultural dynamic through what can only be a volatile future. We will focus on new cases and best practices that address key emotional and attitudinal traits, such as the Anxiety experienced by Gen-Z or the Wariness experienced by African Americans.
Session 2: Maximizing the Total Market Return on Advertising – an AdRate study.
Building on our ever-increasing database of ads from our AdRate database, we will identify the executional best practices for developing the kind of creative that simultaneously captures the general population while appealing to the distinct cultural cues of the multicultural audience. We combine facial tracking or emotions, sentiment data, survey data, a proprietary ad taxonomy, and a machine learning approach to decipher the elements that drive ad effectiveness. We will identify the tactical and creative decisions your brand can make to maximize the power of culture.
Session 3: Segmentations that Win
Gleaned from scores of interviews from across the membership, the insights from this research will illuminate the management best practice of segmentation models. What categories of segmentations are now in use? How are these changing? What is the role of culture in segmentation, especially through the lens of ethnicity and generation? Our research will identify specific best practices members can immediately adapt and use in their own organizations.
