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
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.