
Iconic American Brands Connect with Black Consumers Using Culture, Partnerships
McCormick, Walmart, and Sprite, among top 10 brands to resonate with Black Americans.
The coronavirus crisis has now emerged as a once-a-century transformation in the global economy, with radical impacts on trade-flows, consumer behavior, and spending across every industry. Collage Group members are now in the throes of intensive investigation into consumer response across every category.
Cultural backgrounds significantly influence the neuroloigical “defaults” in human behavior, especially when it comes to health. Consider the progress of COVID-19 in South Korea vs Italy, both democracies in which multigenerational households are common. The differences could not be starker. Indeed, the difference in outcomes could not explained without recourse to an understanding of differences in culture.
Multicultural consumers will continue to drive the majority of spending growth through this crisis. Indeed, the multicultural contribution to growth has historically increased when the economy shrinks. Indeed, all our projections indicate the contribution can only increase in the future. As you can see from the chart below extracted from our Big Shift research, multicultural response is even more important at this time than in periods of economic strength.
Our main survey goes deep into culture factors that are critical to differences in consumer behavior. We incorporate cultural attitudes that impact health and response to risks to health, such as social proximity conventions, multigenerational contact, fatalism, compliance with authority and other factors. The difference between the Italian and Korean situation cited above is probably due to these factors in no small part
We will look at a variety of questions including:
2. Tracking Survey
Our tracker goes beyond top-line reporting. We will look at levels of concern in multiple areas (financial, health, etc) as well as with government and media response. We will also track behavior adoption change which can be used by brands to encourage consumers to “do the right thing” and which may be predictive
We will updating our Annual Population and Expenditure analysis. We will look at a variety of questions including:
Questions we are currently address on behalf of members include:
We’d love to hear from you! Talk to us about the benefits of Collage Group’s methodologies.
Dive into More Insights
McCormick, Walmart, and Sprite, among top 10 brands to resonate with Black Americans.
Read below and download our report to see the top 10 culturally fluent brands among Black consumers.
Collage Group is excited to carry out our most ambitious plans yet for expanding the depth of our cultural intelligence to America’s diverse consumers in 2023–all centered on helping you thrive in this transformational environment.
Build trust with LGBTQ+ consumers by demonstrating a nuanced understanding of their general health and wellness perceptions, barriers that prevent them from achieving their best health, and the support and improvements that they need.
Build trust with women by demonstrating a nuanced understanding of their general health and wellness perceptions, barriers preventing them from achieving their best health, and the support and improvements they need.
International Luxury Auto Brand called on Collage Group to help it gain a better understanding of what multicultural consumers desire in terms of the luxury auto space.
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
Insights for Black Consumer Engagement
Black Americans represent a unique, influential audience who are projected to contribute to 16% of population growth through 2025 and skew slightly younger than the general U.S. population.
As brands across every category recognize the importance of engaging and supporting Black Americans, do you know the right cultural nuance and tone to establish resonance and connection?
Join us to accelerate your journey to Cultural Fluency, learn how your brand can amplify and support Black voices, and celebrate Black History Month.