What matters most to American consumers across racial and ethnic segments? Collage Group’s latest study covers major Multicultural Passion Points your brand can act on immediately.
The New Year’s holiday offers brands a wide range of opportunities to activate Multicultural Americans. Read the research to deepen understanding of how these diverse consumers celebrate the holiday and how best to activate them. Check out the free, digital version by filling out the form.
As we begin this year’s holiday season, it’s important to keep in mind that opportunities to activate consumers continues right through the New Year! New Year’s Eve provides brands an opportunity to be a part of the party, while New Year’s resolutions are a chance to help consumers meet their newly-stated goals in the months to come. To maximize the value of New Year’s marketing campaigns, check out our New Year’s multicultural insights deck and the three high-level takeaways below.
- New Year’s is celebrated by most Americans across all ethnic groups, though Hispanics are particularly likely to enjoy the festivities. Americans 65 and over are less likely than younger generations to celebrate.
2. Although sparkling wine is typically a toasting drink to usher in the new year, other alcoholic beverages play a prominent role in the celebration. Hispanic consumers are most likely to drink beer during their celebrations, while Black consumers are most likely to drink liquor/spirits.
3. When it comes to New Year’s Resolutions, multicultural Americans are much more likely to set goals for their new year. Those resolutions are more likely to be related to relationships and finances than the resolutions of their White peers.
Read More Multicultural Content
Want to better connect with Hispanic Americans? Read on for 5 takeaways and a presentation centered on enhancing your brand’s ability to authentically connect with the U.S. Hispanic segment.
Collage Group’s latest consumer report on Asian Cultural Traits provides powerful new insights into this critically important demographic.
Collage Group hosted a panel discussion on authentic representation of Black consumers in marketing. Catch up on the conversation that covers authentic black representation and the risk of misrepresentation.
By 2060, Collage projects Black consumers to represent 55 million consumers, or 14 percent of the total U.S. population.
By 2060, Collage projects Hispanic consumers to represent 28 percent of the total U.S. population.
Family is a commonly shared value across diverse segments, but that doesn’t mean it’s one-size-fits-all. Read on to understand the nuances within multicultural family life for authentic representation and effective connection on the path towards Cultural Fluency.
Collage research identifies community as a powerful space where all consumer segments engage with the universal Group Trait of Connection. Here’s what brands and marketers need to know about community across race and ethnicity.