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Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
July 11, 2023
Bryan Miller – Director, Syndicated and Solutions
Getting language and labels right is a key component of authentically engaging across America’s diverse consumer segments. Unfortunately, it’s not easy to know which terminology to use given shifting consumer priorities and the challenges this creates for brands.
Read on and fill out the form for an excerpt from our
Understanding & Embracing Multicultural Terminology presentation.
To help our members navigate these tricky linguistic waters, we fielded a survey to 4,497 respondents between the ages of 18 and 76 in June 2022. The aim of this survey was to understand the racial and ethnic terminology that Hispanic, Black, and Asian Americans prefer so brands can make data-driven decisions when selecting what terms to use. This study reports our findings, focusing on the nuances of segment-specific terms and consumer preferences towards terms like Hispanic, Latino, Latina, Latinx, Black, African American, Asian, and Asian American.
Insights and marketing professionals can use these findings to craft outreach and messaging that respects consumer preferences and signals empathy and understanding. Additionally, the double clicks we offer by acculturation level, generation, and country of origin, when relevant, allow brands to better understand and speak to sub-segments that may have diverging preferences. Below are five key findings and action steps to keep in mind as you craft your strategy to achieve greater connection with diverse America.
Five Key Findings and Action Steps
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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Stay Informed
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group
Embrace Multicultural Terminology: Showing Empathy and Driving Empowerment
Understanding and embracing Multicultural terminology is key to connecting with diverse America. Do you know how to apply insights and action steps to signal empathy, understanding, and respect for Multicultural consumers?
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