Understanding Black Consumer Passion Points: Music, Fashion and Religion

Understanding Black Consumer Passion Points: Music, Fashion and Religion

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.

The research covers Hispanic, Black, Asian and White consumers as part of our Multicultural program, and expands into generation, sexuality and gender in the Generations and LGBTQ+ & Gender Programs.

Passion Points help brands:

• Build authentic creative to ensure messaging campaigns speak to consumer’s lived experiences.
• Evaluate cross-segment opportunities to extend reach through shared passion points.
• Identify opportunities to seamlessly engage consumer passion points, and find a logical fit to connect more deeply with specific consumer segments.

Diving deeper into Black consumer passion points, we identify three of the eight areas (overall) that are uniquely of interest to this segment: music, fashion and religion. Read on for more details and fill out the form for a larger sample of the research.


Black consumers have distinct tastes for R&B, hip-hop and gospel music when compared to consumers of other races/ethnicities. In particular, seven in ten Black consumers listen to R&B, which marks a truly statistically significant difference when it comes to multicultural consumer music preferences.

Further, Black American consumers enjoy talking about their favorite music the most, with nearly seven out of ten respondents expressing a passion in this area.


Clothing that is unique and comfortable is the preference for Black American consumers. Further, all multicultural consumers want clothing that makes them feel confident.

And, nearly 50 percent of Black consumers consider themselves to be stylish or fashionable, with a focus in hair/beard, shoes, jewelry, eyeglasses and makeup.


Black Americans are most likely to routinely practice religion, and religious and spiritual beliefs influence music choices for more than one in four Black consumers.

Further, nearly half of Black and Hispanic Americans are actively involved in a religious community, ranking higher than Asian (46%) and White (37%) consumers. 

Beyond these top-line findings, Collage Group members have access to insights on why Black Americans, and other segments, over- or under-index on Passion Points, and the nuances brands should be aware of as they activate on these trends.

To learn more, you can download the excerpt above or contact us by filling out the form below.

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Consumer Spotlight: LGBTQ+ and Women Passion Points

Consumer Spotlight: LGBTQ+ & Women Passion Points

Collage Group’s LGBTQ+ & Gender research equips members with a “cultural toolbox” that provides deep insight into consumer segments, enabling brands to authentically engage and communicate with their audience.

One pillar of this cultural research is called Essentials, which gives a 360-degree view of the LGBTQ+ & Women consumer landscape, spread across two different types of content: Cultural Traits and Passion Points. The Cultural Traits are designed to provide you with high level Cultural Attributes and more specific Group Traits to understand critical personality characteristics for a given segment or generational cohort, sexuality, or gender.

The research below is from Passion Points, a study that focuses on the activities that Americans like doing and the interests and enthusiasms they have. If Cultural Traits are the drivers behind decision-making, Passion Points are what Consumers spend their time deciding on. Or as we say, Passion Points are “concrete expressions of culture.”


Nearly half of the LGBTQ+ segment consider themselves to be a “film buff.” That’s significantly higher than Non—LGBTQ+ by 14 percentage points.

This signifies a deep level of fandom and confidence in their knowledge base about films—focus on films as a serious hobby. This particular attitude may be driven by their passion for representation in storytelling.

When we asked people if they think of themselves as experts or movie buffs, women were significantly less likely to agree. Only one in three women consider themselves movie buffs, while four of ten men agree. This could have something to do with societal pressures on women to be less self-endorsing. They are less likely claim that they’re an expert, but this doesn’t mean that women are less passionate about movies and shows than men are.


Since LGBTQ+ Americans are more likely to enjoy staying connected with celebrity news, they’re also more likely to receive their food inspiration from social media. 

In fact, 58% of LGBTQ+ say they get food inspiration from social media and follow food influencers like chefs or other people for recipes.

One interesting way that women’s interest in food differs from that of men is their interest in seasonal foods and drinks. Two thirds of women say their tastes changes throughout the seasons, significantly more than men. Whether this is looking for soups and hearty stews in the cold winter, or trying a special at a restaurant that features fresh summer vegetables, women are flexible and adventurous in their taste. This means that they’re often looking for new recipes, new foods and drinks to try. 

Keep your brand on the cusp of consumer intel with Collage Group's LGBTQ+ & Gender research. Fill out the form below to start a conversation about the benefits of membership.

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