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Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
Using our CultureRate database, we analyzed over 500 brands and 100 ads gathered across the last 12 months to establish a set of lessons that help marketers better connect with today’s “New Wave” consumers between 18 and 41, across race and ethnicity.
June 7, 2022
David Evans – Chief Insights Officer
Read on and fill out the form for an excerpt from our CultureRate:Brand – Better Target Your Brand While Driving Halo Effects presentation.
As shown in research accompanying this initiative, marketing and insights leaders face increasing pressure to translate the rapid cultural transformation underway in the U.S. marketplace into clear action steps for brands. From 2020 to 2021, we witnessed an astonishing 10 percentage point-plus increase in the already-high importance of race and ethnicity for multicultural consumers, even as satisfaction of portrayals fell by an average of 8 percentage points.
One thing is for certain: the increase in multicultural consciousness that arose in the wake of COVID-19 lockdowns and George Floyd’s murder has not reverted to norm. Cultural Fluency is emerging as a new mandate for marketing as a whole, and can no longer be understood as a sideshow to the main act of mainstream marketing. Cultural Fluency demands that brands use culture to connect effectively and authentically within and across segments.
To address these issues, we launched CultureRate in 2018, a brand and creative evaluation methodology that is now providing our members with powerful new insights into brand and ad performance across cultural groups.
CultureRate is different from any anything on the market today, in four distinct ways:
The methodology introduces two important new metrics: the Brand Cultural Fluency Quotient (B-CFQ) and the Ad Cultural Fluency Quotient (A-CFQ), composed of six and four subcomponent metrics respectively, both of which were designed to optimally predict favorability and purchase intent. A-CFQ is also complemented by Backlash, which takes conventional brand favorability a step further by quantifying the degree to which an ad can “flip” perception from positive to negative or vice versa. Combining A-CFQ and Backlash metrics for target segments reveal the dynamics that make ads successful.
Our research into ad performance revealed that:
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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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