Race, Ethnicity is the Most Important Part of Identity for Multicultural Consumers
Understanding consumer identity is key to building authentic connections. Read on for actionable insights.
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Replay our webinar featuring these findings, “New Insights for Authentic Multicultural American Connections.”

Consumers are expecting more of brands as cultural transformation accelerates in the U.S., with multicultural consumers now representing more than 100 percent of population growth.

As their expectations increase, understanding how consumers define themselves is key to building authentic connections. In our recent research, we found that nearly 3 in 4 multicultural consumers say race and ethnicity is an important part of their identity, outweighing all other factors including personality, being American, gender and more. For Hispanics, this is especially high for unacculturated consumers.

Digging deeper into consumer identity, we asked consumers to select the three aspects they would most likely use to describe themselves.

Race and/or heritage ranks at the top of the list for most multicultural consumers, with the exception of acculturated Hispanics (ranked at 4). Personality and being American are also key factors for identity across all consumer segments.

Given the importance of consumer identity through the lens of race and ethnicity, opportunities are rapidly increasing for brands to deepen cultural connections.

We asked consumers about the actions brands would need to take for them to go out of their way to buy from that brand or company. The top answer across all multicultural consumers: they are most willing to reward brands that support people of their own race or ethnicity. 

What are brands to do to take action on these insights? Multicultural consumers told us a variety of things. Topping the list: more transparent business practices, diverse representation in advertising, diverse stories in ads and authentic stories of diverse people in ads. 

At Collage Group, we have built a framework to help brands understand your consumers, identify how they connect and relate to your brand, and take the steps needed to improve your brand and ad performance. We call this our Cultural Fluency Roadmap. Contact us to get started.

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