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  Understand the intersection of shopper, experience and retail to identify opportunities that grow your brand.
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Improve your brand’s cultural fluency and leverage the Halo effect to grow revenue.
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  Use your Brand Cultural Fluency Quotient (B-CFQ) to act on key drivers that improve trust, fit and resonance.
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  Leverage strengths to grow your brand, and address weaknesses with your competitive points of difference.
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Give your brand the competitive advantage in your industry through cultural fluency.
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Platform
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- Careers
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Insights Scoop

Top Brands for Gen Z Consumers: Learnings, Activations and More

David Evans — Chief Insights Officer

CultureRate:Brand measures brands on Cultural Fluency among different consumer segments.

CultureRate:Brand provides a one-stop solution for our members’ mounting need for a comprehensive, ongoing analysis of the Cultural Fluency of their brands. Cultural Fluency is crucial to future growth as American consumers, especially the younger generations, become more responsive to multicultural themes, representation, and stories.

Fill out the form to download the report to see the Top 10 Culturally Fluent Brands for Gen Z consumers.

Gen Z is an important and dynamic U.S. consumer cohort. Their population is aging up into careers and their economic power is growing. So, brands must step up their engagement of this influential (and not-so-young-anymore) consumer group to grow with them into adulthood. Discover additional insights in our latest Gen Z consumer research, available now.

At Collage, we measure Cultural Fluency by gauging consumer sentiment across 6 key dimensions: Relevance, Fit, Trust, Memories, 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, as well as where to focus strategies on improvement.

In this report, we analyzed a total of 278 brands tested in 2022 and reported the top 10 most Culturally Fluent brands by their average B-CFQ scores among Gen Z consumers. A select list of top-ranking brands that resonate well with these young consumers provided the foundation for four case studies from YouTube, Walmart, Disney and Visa to showcase how to best connect with younger generations.

Members can use this report as a benchmark to compare to and learn from top performing brands for Gen Z and Millennials. Contact us today to learn how you can gain access to the full research and more in our world-class Cultural Intelligence Platform.

David serves as the Chief Insights Officer responsible for all syndicated content and thought leadership. He is passionate about leading the teams that reveal insights into consumers that can transform the fortunes of our members, make these actionable in our products and experience, and build great places to work. Before joining Collage Group in 2018, David served in a variety of senior roles in data, analytics and syndicated research organizations, including Cushman & Wakefield as Strategic Advisor, CoStar Group as Vice President of Research, and the White House where he founded the Office of Executive Councils in 2011. From 1998 to 2009, he worked at the Corporate Executive Board (now Gartner), serving ultimately as Chief Researcher for a $100 million division covering eight major business units. David holds a Diploma (M.Arch equivalent) from the Architectural Association in London and an M.B.A. from Georgetown University’s McDonough School of Business. Before pursuing a business career, David worked as an architect in the UK, France and Germany, and published and exhibited widely. David was born in London to American and Canadian parents. He lives in Bethesda with his wife Juliette Searight and younger Generation Alpha daughter, while avidly following his older Generation Z daughter’s journey into adulthood in Halifax, Nova Scotia.

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