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Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
At Collage Group, our business is to celebrate the diversity that is transforming America.
June 6, 2023
David Evans – Chief Insights Officer
Collage Group stands with the LGBTQ+ community in celebration of their many contributions to our culture in solidarity with their many allies and the brands that support them–during Pride Month and year round.
Today, most consumers want brands to celebrate Pride, and there are some key questions to consider when framing strategy in the current environment.
Check out my latest video to learn more.
In our proprietary research of almost 4000 consumers from May this year, just one month ago, we asked consumers:
If you know about Pride Month, how do you feel about brands/companies celebrating or including Pride Month in their marketing or advertising?
In fact, only a tiny minority of LGBTQ+ consumers say brands should not celebrate Pride. And, almost 88% of consumers outside of the LGBTQ+ community, are positive or neutral about Pride Month activations.
Of course, there are a lot of hard questions to answer:
In short: it’s complicated. But the overall message is clear, and hundreds of brands using our data are discovering an important truth: Being inclusive is not an excuse to create another monolithic mainstream.
So, what are the best brands doing to solve this problem? They are building Cultural Fluency – the ability to use cultural intelligence to efficiently and effectively connect across different segments. The first thing the best brands do is redefine the mainstream with diverse consumers at the center.
However, this is just the beginning. Being inclusive is not a free for all – every brand begins their journey to cultural fluency from a different place. Ask yourself these four questions:
Each brand needs a unique roadmap toward Cultural Fluency. Embracing America’s cultural transformation is challenging, but it is essential for growth.
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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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4550 Montgomery Avenue
Bethesda, Maryland, 20814
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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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