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Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
Our most recent CultureRate:Brand study shows how young multicultural segments rank Rihanna’s Fenty Beauty, which accumulated nearly $570 million in revenue within 15 months of launching in late 2017. Now worth $17 billion, Fenty Beauty reigns as one of the most gender and skin-tone inclusive makeup brands on the market.
The table below shows the percent of each segment that agrees with each of the six components (Relevance and Trust, for example) of our Brand Cultural Fluency Quotient (B-CFQ). We see trends both across segment lines (rows) and across specific components (columns). Acculturated, bicultural, and Black consumers over-index on five of the six components, while White consumers under-index on four of six components.
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Brands that receive a high-ranking B-CFQ scorecard are considered to be culturally fluent, and are more likely than other brands to sustain continuous market growth. Low-ranking B-CFQ scorecards reveal new opportunities for brands to strengthen resonance with young multicultural consumers.
If you’re interested in measuring the cultural fluency of your brand, please fill out the contact form below.
Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group
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