We are at a tipping point.
American communities are advocating for change in large numbers and with resounding energy. Is your brand ready to take on the change needed to support America’s multicultural consumers? As you evaluate and prepare to take on this challenge, we suggest you ask your team these four questions:
1. Do we understand the multicultural population in America?
An intrinsically diverse youth segment (ages 18-39) has emerged in the U.S. These Gen Z and Millennial consumers, referred to as the New Wave, are highly invested in their beliefs and passions, and orient toward inclusion and diversity not seen in older generations. Evaluating how well your brand(s) and advertising resonate is critical to growth.
Powerful traits like exceptionalism and anxiety influence how consumer segments perceive and engage with brands. Improving your understanding of these traits among multicultural consumers can help you recognize, anticipate and influence consumer decision-making in your category. From there, you can develop a framework and a plan to effectively build deep, authentic connections.
4. Are we successfully embedding Cultural Fluency throughout your organization?
Collage Group was founded more than 10 years ago with the mission to help companies develop the cultural fluency required to understand and serve diverse America.
We currently partner with more than 200 brands across 15 industries, including Coca-Cola, Clorox, Disney, Heineken, Hulu, Google, McDonalds, Nestle, Proctor & Gamble, U.S. Bank and many more.
Please contact us to find out more about how we can support you on your journey to Cultural Fluency.
Discover More Insights
At the TMRE @ Home conference we were honored to present an excerpt of our analysis of 100 ads, gathered across the last 12 months, that identified key lessons from those that are Culturally Fluent among the New Wave of Americans aged 18-39.
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.
Collage Group’s Multicultural Passion Points research includes the latest insights on the topics and activities where multicultural consumers invest their time, money, and enthusiasm.
How do Women and LGBTQ+ consumers feel about movies and food? Our latest Passion Points research provides a multi-dimensional view.