Our Audiences - Market Research

Access consumer insights on diverse Americans: Hispanic, Black, Asian, Millennial, Gen Z, LGBTQ+ & Gender, and Parents & Kids.

Through our consumer insights, data, tools and best practices, Collage Group works with marketing and consumer insights professionals to help them more effectively and efficiently understand, reach and engage diverse consumers: Hispanic, Black, Asian, Millennial, Gen Z, LGBTQ+ & Gender, and Parents & Kids. Our work centers on helping brands achieve Cultural Fluency — the organizational ability to use culture to activate consumers across race, ethnicity, generation, gender and sexual identity.

Multicultural

six multicultural men and women hugging outdoors

The U.S. demographic landscape is transforming, with more than 140 million multicultural consumers representing 40% of the total population and exerting significant influence on the remaining 60% of Americans.  Multicultural consumers now drive more than 100% of U.S. population growth, more than 75% of expenditure growth, and are projected to continue to drive growth for the foreseeable future.

Generations

More than 160 million Gen Z and Millennial consumers represent almost half the total U.S. population and drive more than 100% of U.S. population growth. Gen Z is by far the largest generation in American history and will be the last generation to be majority white (and only by 1-2%). The youngest generation, Gen Alpha, is emerging as the first majority-minority generation, with only 48% of the segment identifying as non-Hispanic White. 

LGBTQ+ & Gender

The growth of multicultural America has acted as an engine to drive increased inclusion across all diverse segments.  Coincident with this change has been an increase in inclusion of LBGTQ+ people and a convergence with efforts to better represent and empower women and girls in all aspects of society.

Parents & Kids

There are currently more than 62 million American parents living with children under 18, representing an outsized opportunity for brands as they’re making spending decisions for both themselves and their children. To capture parental attention, organizations must understand and address these individuals as parents.

The Latest in Diverse Consumer Trends

The Top Ads for Black Consumers: Analysis from CultureRate:Ad

Reading Time: < 1 minute Culturally fluent ads use culture to efficiently and effectively connect across segments. In this report, we share the topmost culturally fluent ads for Parents through our CultureRate:Ad methodology. CultureRate:Ad provides a one-stop solution for our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of their ads.

The Top Ads for Parents: How to Alter the Path to Purchase

Reading Time: 3 minutes. Culturally fluent ads use culture to efficiently and effectively connect across segments. In this report, we share the topmost culturally fluent ads for Parents through our CultureRate:Ad methodology. CultureRate:Ad provides a one-stop solution for our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of their ads.

Man holding a remote control in front of a television

Beyond Halftime: Super Bowl Ads Culturally Deconstructed

Reading Time: 9 minutes. From Beyoncé’s powerhouse presence to e.l.f. Cosmetics’ courtroom quips, the Super Bowl ads of 2024 offered a rollercoaster of emotions and innovation. Dive into our panel’s breakdown, uncovering the hits, misses, and the game-changing moments that define the future of advertising.

Black family hugging and smiling in their kitchen

Black History Month 2024: Insights for Authentic Engagement & Empowerment

Reading Time: 3 minutes. Black History Month, February 1—29, 2024, is a key opportunity for brands to celebrate Black achievements and contributions to American culture. Black cultural holidays are booming in the United States, and Black Americans don’t shy away from acknowledging the hard realities of Black history, even as they celebrate.

Young Hispanic couple looking at a cell phone together

Leverage Hispanic Media Insights for Brand Impact

Reading Time: 4 minutes. Multicultural Americans spend an enormous amount of time and attention in the digital media space. Hispanic Americans especially are super users: they spend their time across many platforms, social media and otherwise, especially those that support Hispanics and allow them to stay connected to family and friends.

Products & Services

Use culture to connect efficiently and effectively across segments

Assess the cultural fluency of your ads and brands with CultureRate:Ad & CultureRate:Brand.

Tailored solutions delivered by our full-service, bilingual Qualitative and Quantitative research teams.

Get In Touch

There's a world of Data Insight Opportunity just for you

Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today! 

Skip to content