Our latest COVID-19 initiative takes an expansive look at consumer preferences and shopping behaviors during our time of crisis. The analysis uncovers how attitudes and spending patterns are shifting among the major racial and ethnic segments at a general and category-specific level. These insights will help you understand how to connect with consumers right now and in the near future.
You’ll find category-specific decks ready for download on this page, covering alcohol, mobile and electronics, entertainment and media, financial services, food and beverage, home care, and personal care. But before diving in, take note of these key insights…
1. The majority of consumers in each segment are being more mindful of their spending habits, especially Hispanic consumers. This means that the bar is raised for which brands and products make the cut. You’ll need to pay close attention to how behaviors and preferences are changing right now to stay relevant across segments.
2. 4 in 5 Americans expect brands to take positive action in response to the pandemic. This is not the time for your marketing efforts to go dark. Stay relevant by taking action and speaking out in ways consumers find valuable, like educating the public about social distancing, a strong want from multicultural consumers, especially Hispanics.
3. Changes in specific shopping behaviors are more pronounced for multicultural consumers. Hispanic and Black consumers have increased their shopping at both big box stores and drugstores. Take a look in our category-specific decks for a deep dive on changes in buying patterns within each industry.
4. Where consumers are making trade-offs is also noteworthy. Black consumers are notably less likely to cut spending on makeup and cosmetics. Hispanics by contrast will defend spending in groceries, personal care and home care, but expect to cut spending in that category as well as toys and games, electronics and at home entertainment.
Discover More Insights
The LGBTQ+ community in America is young, fast-growing, and diverse. And it should be part of every brand’s growth strategy! Dive into our research for strategic insights on what makes this group unique and how you can connect with them to drive brand growth.
Our latest BrandRate study measures the cultural fluency of Apple Music. Read more to see how this brand resonates with multicultural consumers.
In our latest AdRate study, we measured the Cultural Fluency of Heineken’s responsive advertisement, “Connections”.
Is your brand effectively appealing to the culinary and dining preferences and passions of Hispanic consumers? Food plays an important role in cultural identity among Hispanics. It combines historic flavors with current trends, creating a source of cultural pride and connection.
In this BrandRate study for personal care brands, we had the opportunity to test Fenty Beauty, a makeup line started by music superstar Rihanna in 2017.
American consumers are experiencing a cultural transformation of unprecedented scope and scale. The pressure is on to rethink marketing with a focus on authentic connections that tap into culture, identity and emotion. This rapidly evolving landscape requires a new approach to assessing and building brands, centered on what we refer to as Cultural Fluency.
Unleashing culture to drive brand growth
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