Pulse Check on Multicultural Health & Wellness
Health and wellness are a major aspect of consumers’ daily lives. Americans spend a significant amount of time—and money—tending to their health. All brands, both within and outside of the health and wellness space, must understand consumers’ attitudes and behaviors in this key area of their lives.
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Collage Group’s Multicultural Health and Wellness pulse check provides insights across race and ethnicity on:
- Perceptions of health and wellness: Definitions, satisfaction, health habits, caregiving, and more.
- Barriers to achieving health: Pain points, negative doctor experiences, reasons for delaying or avoiding care, and more.
- Support and improvements that will help move the needle towards achieving health: Sources of trust, the role of technology, and more.
Key Multicultural Health Finding: Perceptions of Health
Hispanic and Asian Americans are most likely to be proactive about their health by focusing on diet and exercise.
Context:
Food and exercise are two passions that Hispanic and Asian Americans particularly enjoy and highlight in their daily lives. As a result, these passions are also top-of-mind when it comes to health, as well.
Action Step:
Align your brand’s messaging with practical, action-oriented steps towards improving health and wellness, especially regarding diet and exercise.
Key Multicultural Health Finding: Barriers
Black consumers have a strong desire for doctors that understand them personally, including their racial and ethnic identity and the health risks associated with it.
Context:
Multicultural Americans, particularly Black Americans, suffer from a lack of culturally competent healthcare and representation within the system. So, their needs related to their racial and ethnic background are often unmet, which creates a greater desire for this service.
Action Steps:
- Offer trainings in culturally competent care to your providers to ensure that they excel in creating strong relationships with Multicultural patients
- Invest in internal diversity hiring practices to enhance representation, which can lead to greater empathy into the future.
Key Multicultural Health Finding: Support & Improvements
While Hispanic and Black Americans trust health institutions and professionals, they also lean into online communities, influencers, and celebrities for health advice.
Context:
Multicultural Americans, particularly Hispanic and Black Americans, are most likely to follow influencers and celebrities on social media across a variety of categories and passions.
Action Step:
- Partner with influencers and celebrities to communicate your brand’s health focus and commitments to consumers.
Contact us to learn how you can gain access to the full research and more in our world-class Cultural Intelligence Engine.