Measuring the Cultural Fluency of Brands and Ads: Alcoholic Beverages Brands and Personal Care Ads
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Collage Group is ranking ads and brands on our all-new, proprietary cultural fluency metric. Fill out the form to download a sample of the study where you will learn more about our process and find out how top brands rank.
CultureRate:Ad and CultureRate:Brand are major new initiatives that provide a solution to our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of branding and advertising. This is especially for the “New Wave” of younger Americans who regardless of race or ethnicity are highly responsive to multicultural themes, representation and stories.
CultureRate:Ad and CultureRate:Brand are part of a larger initiative to place every member’s brands and ads at the center of what we do. In the last two weeks, we begin our 2020 CultureRate:Ad and CultureRate:Brand initiative with the release of rankings in alcoholic beverages and personal care.
Our rating system is built on two years of research into how best to measure cultural fluency. Our 2020 initiative is the first step toward realizing a vision of a comprehensive and transparent database that reveals what works and what doesn’t. CultureRate:Ad is based on over 120,000 responses to approximately 150 ads in 8 categories, with deep multicultural, Millennial and Gen Z oversample. We piloted CultureRate:Brand with four investigations testing over 100 brands with 6000 consumer responses.
For each investigation we are testing ads and brands with approximately 450-500 consumers between 18-39 (21-39 for alcoholic beverages) equally divided across three levels of Hispanic acculturation, Black, Asian and White. Except for personal care and beauty categories, the sample is equally divided across gender. We also capture respondents’ cultural attribute profile and other demographics factors. This can enable detailed assessment and lookalike identification of high frequency, high affinity or culturally similar consumers.
We hope that access to this database will motivate more inclusive advertising to drive up Cultural Fluency across every category. It’s time to raise the bar for everyone.
Collage Group is delighted to have hosted more than 100 consumer insights professionals for a conversation with diversity, marketing and research leaders from Google, AARP, E. & J. Gallo Winery and U.S. Bank.