Collage Group 2020: Putting Brands & Ads at the Center of Membership

Three factors are leading us to change our research model to put your category, brands and ads at the center of everything we do.

Learn more about our 2020 research agenda and how our syndicated research platform can help you save money and time.

Factor 1. Every Brand Now Faces Three Moments of Truth with Multicultural America

When it comes to high likelihood that your next consumer is multicultural, ask yourself these questions.

Do you really understand this consumer? Do you understand her category-specific motivations, behaviors and needs? And finally, are you activating with culturally fluent brand equities that drive cross-over appeal?

Factor 2: The Rise of the “New Wave,” The First Generation That is Intrinsically Diverse

We recognize that the evolving population dynamic in America has now firmly placed multicultural at the center of all marketing. It’s not just that Multicultural is big, it’s that Multicultural influences all other demographics.

This is especially true for the generation of Americans between 18-39, which we call the “New Wave.” This generation is the first to grow up in what we call an intrinsically diverse environment. While far more diverse, the New Wave share an orientation toward inclusion and diversity not seen in older generations.

And they are now rapidly increasing their spend.

Factor 3: The Cultural Fluency Imperative

Our mission is to help our members increase Cultural Fluency, not just better target specific ethnic segments. Cultural Fluency is the ability to use culture to connect effectively and efficiently across segments.

We have therefore now invested heavily to offer three new research initiatives that place category, brands, and ads at the center of everything we do.

The Category Essentials: Insights into How Diverse America Views Your Category

With our sharp understanding of cultural variation at the category level, we can reveal distinctive behaviors, motivations, and usage patterns that arise due to culture.

We will extend the reach of our cultural attributes and group traits methodology to help brands better understand the efficiencies and opportunities that stem from putting culture at the center.

“CultureRate:Ad and CultureRate:Brand:” Measuring the Cultural Fluency of Your Ads and Brands

Our vision is to build a database that measures the Cultural Fluency of both our member’s brands, their advertising and their category peers.

By building a database on the Cultural Fluency of America’s leading brands and ads we hope to motivate more inclusive advertising that drives up Cultural Fluency across every category. Using CultureRate:Ad and CultureRate:Brand to measure performance is a critical first step to Cultural Fluency.

Cultural Fluency Solutions

Finally we recognize that even this new level of detail about your categories, brands and ads will not answer all your questions, nor should it. For this reason, we are upgrading our entire suite of custom engagements to put cultural fluency at the center, to extend the authenticity and impact of all your marketing.

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