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February 7, 2022
Elizandra Granillo – Analyst
Culturally fluent brands are able to use culture efficiently and effectively to connect across segments. In this report, we share the top ten most culturally fluent brands for Black consumers.
Our list is based off our analysis of 320 brands tested in 2022 through our CultureRate:Brand process. CultureRate:Brand provides a one-stop solution for our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of their brands.
At Collage, we measure cultural fluency by gauging consumer sentiment across 6 key dimensions: Relevance, Fit, Memories, Trust, Advocacy and Values. These dimensions are weighed and combined to create the Brand Cultural Fluency Quotient (B-CFQ) score. The B-CFQ score gives members crucial insights into their brand’s resonance across different consumer segments and where to focus strategies for improvement. From all of the brands we’ve tested in 2022, we’ve identified the top brands for Black consumers through their average B-CFQ score and compare it against the outgroup.
Our list of top brands includes some that are universally appealing across segments (e.g., Walmart and Visa) and some that are uniquely popular among Black consumers (e.g., Sprite and McCormick).
Top Strategies from Uniquely High-Performing Brands:
Top Strategies from Shared High-Performing Brands:
Walmart and Visa boost their brands’ Halo Effects with Black consumers by having cross-segment appeal. Their efforts to educate, support, and provide spaces for Black Americans to thrive make them winners across race and ethnicity.
Elizandra is an Analyst on Collage Group’s Product & Content team. She is a 2020 graduate from San Diego State University where she studied Anthropology. Her previous experience includes ethnographic research across the Tijuana-San Diego Border Region.
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4550 Montgomery Avenue
Bethesda, Maryland, 20814
(240) 482-8260
Collage Group is a certified Minority Business Enterprise (MBE)
Understand & Embrace LGBTQ+ Terminology: A Pride Month Celebration
Authentically engaging and supporting the LGBTQ+ community is about more than saying the right word to refer to the right person, it’s about dignity and empathy.
Terminology is really a matter of respect: saying I see you, and I affirm your identity.
After attending this webinar, you will walk away with enhanced vocabulary and insights for cultural resonance beyond specific groups to Cultural Fluency across many. Happy Pride!