Connect with America’s Diverse Parents

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Connect with America’s Diverse Parents
Are you effectively engaging the 62 million parents currently living in the US with kids under 18? To win in a rapidly diversifying America, it’s crucial to understand these individuals and how they’re raising their children. Keeping reading to learn more about how Collage Group can help you better connect with parents and kids in America.

April 28, 2022
Bryan Miller – Director, Syndicated and Solutions

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There are currently more than 62 million American parents living with children under 18. These individuals constitute an outsized opportunity for brands as they’re making spending decisions for both themselves and their kids. To fully capture parental attention, organizations must understand and address these individuals as parents. But as America continues to diversify, it’s becoming harder to know how to authentically connect with parents of different cultural backgrounds.

Read on and fill out the form for an excerpt from our Parents and Kids : Connect with America’s Diverse Parents presentation.

Collage Group’s Parents & Kids Program offers organizations the insights they need to fully understand parents and how they differ across race, ethnicity, and generation on important issues and topics, at both the consumer and category level. The program also provides primary research on young kids to ensure organizations appreciate the full picture of the current American family. The program’s inaugural webinar series consists of 5 presentations, listed below.

The first presentation is attached here as both a downloadable pdf document and a webinar replay. It offers brands three recommendations to better connect with parents, as well as a warehouse of insights to help brands activate on the recommendations.  The recommendations are:

    1. Speak to the stresses and challenges many parents face
    2. Position your brand as a tool to help parents move their kids closer to their goals
    3. Help parents educate their kids around core culture and identity issues

Several key findings and next steps from this presentation include:

    1. Younger parents, especially Gen Z, are less likely to think that having kids should completely change their lives. Embrace younger parents’ desire to have it all by acknowledging this sentiment and how it shapes their reality.
    2. Multicultural parents place a higher emphasis on their children achieving financial success. Position the desire for their kids’ financial success within the context of persevering through challenges, children realizing the fruits of their parents’ labors, and having the means to take care of loved ones.
    3. Moms are more likely than dads to teach or plan to teach their kids about other identities, including other races, other cultural groups, LGBTQ+ identities, and differently abled people. Prioritize communicating with moms when offering tools to parents that want to teach their kids about these identities.
    4. Around two-thirds of Hispanic and Asian American parents are raising their kids to be bicultural—i.e., actively and fully embracing both being American and of another culture. Consider light-lift social media activations around culturally-specific holidays to drive resonance within the segment, and educate those outside of it.
    5. Almost half of all parents—and 3 in 5 black parents—believe that girls will have a harder time achieving success because of their gender. Acknowledge the gender-related challenges many moms have faced in their own lives, while clarify the steps you’re currently taking to reduce sexism.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.

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Bryan Miller

Bryan Miller
Director, Syndicated and Solutions

As Director of Content, Bryan leads the content team that produces all of Collage Group’s syndicated research and oversees the AdRate and BrandRate ratings products. Bryan holds a Master of Arts from Georgia State University’s Philosophy and Brains & Behavior Program, a Master of Science in Applied Economics from the University of North Dakota, and a Doctor of Philosophy from Johns Hopkins University in the Philosophy of Science, the Philosophy of Psychology and Bioethics. Outside of work, Bryan is a passionate film buff and lover of great food.

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Essentials of Gen Z Consumers

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Essentials of Gen Z Consumers
Collage Group’s Essentials of Gen Z Consumers presentation explores three areas of our consumer fundamentals research: demographics and segment context, identity, and Group Traits.

April 22, 2022
Giana Damianos – Senior Analyst, Syndicated Research

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Gen Z is America’s most diverse generation to date. About half of the segment is multicultural, and a quarter identify as LGBTQ+. Gen Zers today range in age from 10 to 25 – born between 1997 and 2012, making them the first digitally native generation. In their short lifetimes, they’ve witnessed rapid change and turbulent political, economic, and social crises – including coming of age in the unprecedented COVID-19 era. Their worldview has been distinctly shaped by all of these factors.

Read on and fill out the form for an excerpt from our Essentials of Gen Z Consumers presentation.

Gen Z is a complex, multifaceted consumer group that’s often misunderstood. In fact, over half of Gen Z consumers are not satisfied with how people of their generation are portrayed in advertising.

Representation alone is not enough to prove that your brand cares about Gen Z consumers. Brands today must understand Gen Z on a multitude of levels—from their demographics, to how they identify, and even what they value—to effectively understand and engage them.

Collage Group’s Essentials of Gen Z Consumers explores three areas of our consumer fundamentals research: demographicsidentity, and Group Traits to help your brand authentically connect with Gen Z.

Download the attached presentation for more. In the meantime, take a look at a few key insights and action steps:

Key Takeaway #1: Demographics & Segment Context

Gen Z has the highest intrinsic diversity of any American generation. They’re about 50% multicultural, and about a quarter identify as LGBTQ+.

A Deeper Look:

Every succeeding generation in America has trended towards increased diversity. For Gen Z, this means that diversity is their “norm”, which gives them a unique perspective and worldview from what previous generations experienced.

Action Step:

Make sure that your advertising includes diverse representation and accurately reflects who Gen Z is. Recognize that for Gen Z, gen pop is diverse led.

Key Takeaway #2: Identity

As they continue to come of age, Gen Z is increasingly focused on expressions of Gender, Sexuality, and Race.

A Deeper Look:

Diversity is the norm to Gen Z, and they think about all the things that make themselves and their peers unique – not just race – with increasing attention. Gen Z takes an intersectional approach to identity and expects brands to do the same.

Action Step:

Take a multifaceted approach to portrayals of Gen Z’s diversity – giving unique identity to one individual beats showing many who are only differentiated on a single dimension.

Key Takeaway #3: Gen Z Group Trait – Individuality

Gen Z is highly expressive and proud of what makes them unique.

A Deeper Look:

Gen Z is the most inherently diverse American generation—both in terms of race/ethnicity as well as sexuality. This diverse upbringing has shaped their perspective to be more accepting of differences and individuality, therefore making them feel more comfortable “being themselves”.

Action Step:

Communicate to Gen Z that your brand is a proponent of their individuality.
Give Gen Z the tools they need to be creative and help them show it off.

Key Takeaway #4: Gen Z Group Trait – Game-Changing

Gen Z is laser focused on the future. It’s their top-ranking attitude, and it significantly differentiates them from all other generations.

A Deeper Look:

It’s a natural life-stage occurrence for younger people to think about the future more than older people do. But for Gen Z, they’re not just thinking about it – they are innovating the future as an antidote to the harsh realities of coming of age in a turbulent world of economic, political, environmental, and social crises.

Action Step:

Appeal to Gen Z change-makers by showing them how your brand is intentionally thinking about the future and what action steps you’re taking now to be socially and politically engaged.

Key Takeaway #5: Gen Z Group Trait – Pressured

Gen Z faces intense pressure – ranging from academic to social and even career pressures.

A Deeper Look:

These pressures may seem typical for young adulthood, but they are compounded for Gen Z by the social media highlight reel they face on a daily basis.

Action Step:

Gen Z wants help forging connection and combating loneliness – offline and on. Provide them with the tools to connect with others who share their common interests and attitudes.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.

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Other Recent Gen Z Research Articles & Insights from Collage Group

Giana Damianos
Senior Analyst, Syndicated Research

Giana joined Collage in 2019 from Indiana University, where she studied economics, political science and psychology. In her spare time, Giana is getting to know Washington DC and its historic architecture.

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Engage Small Business Owners in America

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Engage Small Business Owners in America
Small businesses drive the American economy and their owners reflect the diverse cultures and perspectives of Americans. Read on for more information about how to connect with small business owners by understanding how they see themselves, their goals, challenges, and motivations for partnering with larger companies.

April 15, 2022
Jack Mackinnon – Director, Product and Content

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Nearly all private businesses in the U.S. are small businesses and 6 million of those companies have at least one paid employee. At the helm of all that economic heft is an owner who tends to be highly engaged in the day-to-day decisions of the business. As a result, small business owners make up an important segment with whom marketers and larger businesses should engage and build partnerships. In our recent Small Business Owners Study we look at small business owners’ identity (collective and by sub-segment), future outlook, operations, and relationship with larger companies. Read below for highlights of the study and download the deck for the full picture.

Read on and fill out the form for an excerpt from our Engage Small Business Owners in America presentation.

Key Insight #1: Identity

Small business owners, especially Hispanic, Black, and Asian American small business owners, describe themselves as being innovative, driven, and community-oriented. There is also a sense of shared culture among minority small business owners and a strong connection between Black small business owners and the communities where their businesses operate.

Implication:

Small Business Owners see themselves as innovative, driven, and community-oriented, so focus in on those attributes in your communication with the segment.

Key Insight #2: Outlook

Small business owners are confident that their business prospects are going to continue to improve over the next year. Hispanic and Black owners are especially optimistic about how their businesses are performing compared to last year and will perform into the next.

Implication:

Harness the positivity! Even though this hasn’t been an easy year, recognize Multicultural Small Business Owners’ positive sentiment and match it in your communications.

Key Insight #3: Operations

Small Business Owners are hands-on leaders that play a significant— if not complete role— when making operational decisions including benefits, finance, technology, etc.

Implication:

Address marketing communication directly to small business owners, themselves. Despite their busy and varied schedules, owners are usually at the heart of their company’s day-to-day decisions.

Key Insight #4: Support and Partnerships

Small Business Owners, especially multicultural owners, are looking for specific expertise in the areas of marketing, networking, and financing.

Implication:

Provide Small Business Owners assistance in marketing, networking, and finance via digital tools.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.

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Other Recent Multicultural Research Articles & Insights from Collage Group

Jack McKinnon

Jack Mackinnon
Director, Product and Content

Jack Mackinnon is a new addition to the Collage Group syndicated research team. He brings consumer insight expertise across Multicultural, Generations, and LGBTQ+ segments.

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Insights for Authentic LGBTQ+ Representation in Media

Insights for Authentic LGBTQ+ Representation in Media
The LGBTQ+ segment is large and growing. An important part of connecting with the segment is understanding LGBTQ+ consumers’ preferences around advertising and media content. Read on for more information on how your brand can build a stronger connection with LGBTQ+ people through your advertising.

As the LGBTQ+ community grows in both size and visibility, LGBTQ+ people consider their sexuality to be more important to their identity than ever before. As a result, the segment expects more authentic representation in advertising and media.

Download the attached presentation and take a look at a few key insights and implications below:

Advertising

Including LGBTQ+ representation in advertising and showing support for the LGBTQ+ community matters to these consumers. LGBTQ+ Americans are more likely to buy from brands that show support for LGBTQ+ people (60%) and feature LGBTQ+ people in their advertising (45%). LGBTQ+ consumers want to be seen as everyday consumers, just like everyone else, which is why it’s important for brands to normalize LGBTQ+ representation across all of their advertising campaigns, not just those for Pride Month.

Brands can also show support by addressing LGBTQ+ pain points specific to your product or service area, which can then be turned into an advertising campaign. An example of a brand excecuting this is Mastercard in their “True Card” ad campaign. In the ad, Mastercard details how True Name credit and debit cards help members of the LGBTQ+ community, particularly transgender and non-binary people, by allowing them to have financial products with their self-identified chosen first name.

Getting Involved

LGBTQ+-focused advertising campaigns should also be accompanied by social and political action. LGBTQ+ Americans, especially those who are younger, believe companies have an obligation to help make political and social change. Almost half of young LGBTQ+ respondents agreed that brands and companies should focus on social and political issues even if they don’t directly relate to their products or services. Overall, most LGBTQ+ respondents prefer brands to get involved by educating consumers about LGBTQ+ rights and discrimination. However, young LGBTQ+ people would also like to see brands hire more LGBTQ+ individuals in leadership positions and donate to LGBTQ+ causes.

Media

LGBTQ+ Americans are largely unimpressed with the current state of representation in movies and TV.  Almost half of the segment says most LGBTQ+ stories in films and TV are inauthentic and stereotypical.

Representation

LGBTQ+ Americans want to see more LGBTQ+ performers and LGBTQ+ creatives involved in the creative direction of LGBTQ+ stories, not only because representation is important but because it’s needed to create authentic stories.  LGBTQ+ people were most interested in seeing a more diverse range of LGBTQ+ people in entertainment media. This is especially important to those who are underrepresented today, like transgender and non-binary people. A quarter of LGBTQ+ Americans say they would like to see more stories of diverse groups of LGBTQ+ people, and this grows to 30% of transgender and non-binary people.

LGBTQ+ Americans Want Happy Stories

According to the data, almost half of the community feels that LGBTQ+ stories in entertainment focus too much on the hardships of the LGBTQ+ experience. Many LGBTQ+ people told us they want to see more content featuring LGBTQ+ people living happy lives that does not include homophobia.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.

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