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Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
Survive and thrive in economic downturn by appealing to the new center of American culture.
January 5, 2023
David Wellisch – CEO and Co-Founder
In this climate of high economic uncertainty, brands are scrambling to update budgets, forcing hard calls about where to spend and what to cut. Collage Group represents a crucial investment that helps brands protect share among the diverse consumers responsible for driving overall growth, many of whom will reward brands with stronger than expected spend and loyalty.
As in years past, we enter the new year facing many unknowns. Given these blind spots, companies across every industry face the pressure to play it safe and pull back on spending. For marketing departments in consumer products and services, it’s an especially confusing time; combining low unemployment with high inflation is playing havoc with our forecasts for consumer spending.
But one thing is certain: CFOs and CMO are asking organizations to do more with less, demanding teams find more efficient ways to reach as many consumers as possible with limited resources.
However, this cost-cutting mandate can lead to unfortunate consequences. Brands can oversimplify messaging at precisely the time when consumers are demanding that brands authentically reflect the cultural preferences of the many diverse identities that now define the mainstream.
As a result, brands sacrificing insights into diverse consumers are likely to lose share to savvier competitors who have placed the diverse consumer at the center of marketing.
These savvy brands are delivering superior marketing performance by organizing around three fundamental realities:
While an increasing number of brands recognize these realities, organizing around them is what differentiates winners from losers. At the very least, it seems intuitively more expensive, requiring brands to target multiple cultural groups in distinctly different ways. How can winners achieve success while avoiding cost increases?
The secret to their outperformance lies in the use of high-ROI Culturally Fluent strategies. These combine authentic cultural references with universal human themes to connect with the entirety of our new, diverse mainstream. Indeed, they are winning precisely because the way they deepen connection to culturally distinctive groups appeals to all segments within the mainstream.
These Culturally Fluent brands recognize that engaging diverse consumers not only is essential to driving positive outcomes in 2023 but also will enable them to leap-frog competitors when the economy improves.
Collage Group is the vendor of choice for leading brands seeking to win in today’s uncertain times. Founded in the Great Recession when budgets were tight, our shared-cost membership-based model offers a cost-effective, proven alternative to custom relationships that helps the world’s leading marketing organizations build the Cultural Fluency needed to access, engage and win the diverse consumers defining the mainstream.
Five factors predict the superior performance of our members:
We pride ourselves on being the provider most trusted by the world’s top brands for insights into the new American mainstream of diverse consumers.
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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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