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Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
Fill out the form to instantly access a recording of the webinar from August 5th, 2020.
Cultural fluency is the ability to use culture to efficiently and effectively connect across consumer segments. Culturally fluent brands:
Acculturated Hispanic: More likely to use English across language contexts, and to identify as American over Hispanic
Bicultural Hispanic: More likely to use a mix of English and Spanish across language contexts, and to identify as both American and Hispanic
Unacculturated Hispanic: More likely to use Spanish across language contexts, and to identify as Hispanic over American
Based on more than 10 years of research into multicultural America, Collage Group has developed a unique way to measure the cultural fluency of brands through our proprietary CultureRate:Brand metric. We begin by ranking brands on our Brand Cultural Fluency Quotient (B-CFQ), and then decomposing the metric to explore how key features drive B-CFQ. The metric assesses cultural resonance along six dimensions selected from a process of pilot studies where we tested more than 20 measures.
Since our launch of CultureRate:Brand this spring during the onset of the COVID-19 pandemic, we’ve surveyed more than 10,000 consumers to evaluate about 300 brands. Our demographic focus is on the New Wave, 18-to-39-year-old consumers across all race and ethnicities. This segment of consumers includes Millennials and older Gen Zs who were the first generation to be diverse, and whose experiences led them to expect diversity in their friendships, daily interactions, education, media and marketing.
During the past four months, we’ve evaluated brands across more than seven industries including: alcoholic beverage, food, home care, personal care, automotive, retail, quick service restaurants (QSR), and select apparel, financial services and technology “reference” brands. More will be added across the rest of the year.
To help marketers and brand managers set aspirations, we’re pleased to share our first snapshot, including the top seven most culturally fluent brands, as well as two additional brands.
Two powerful observations from this initial analysis:
Our rankings thus far reveal where top brands derive their strengths and offer evidence for the success of recent campaigns and strategies. Our members are now using CultureRate:Brand data on their own brands to identify learning gaps they can close with insights from existing syndicated research or from commissioning custom research projects.
The Top 7 Most Culturally Fluent Brands of 2020:
When considering your multicultural marketing strategy, you may be asking yourself, “Is there a particular demographic that can take my brand to the next level? A segment that could be a standout for brand loyalty and advocacy?”
The answer: Strength with one or more multicultural demographics is more typical of high performing brands than strength with White consumers. Indeed, our research has shown that tailoring marketing to Black and Hispanic consumers has significant crossover effects to White and Asian consumers.
We look forward to continuing our research and providing actionable insights for brands based on our B-CFQ findings. Our CultureRate:Brand meta-analysis planned for release this fall will take these findings to the next level, and we look forward to sharing them with you. Watch the webinar replay at the form above and contact us for more details.
Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
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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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