The Essentials of Multicultural Marketing

In order to maintain and grow market share, every brand needs to activate the right consumers. Packed with in-depth data and insights, the Essentials series helps our members understand these consumers through a cultural lens. The complete version of our Essentials series, outlined below, is available exclusively to our Collage Group members.

For more information on our methodology and views on culture, check out our introductory blog to the Essentials.

Every Essentials study covers the following:

1. Breakdown of the segment’s population demographics, household demographics, economic opportunity, and, when relevant, information about language usage
2. Details related to how the segment scores on our six cultural attributes and an exploration of several relevant group traits
3. Overview of the segment’s passion points—i.e., their interests in music, movies and television, travel, fashion, food, and sports
4. Overview of the segment’s media habits and preferences

Are you interested in seeing this methodology applied to Gen Z and Millennials?