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.


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.


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

Two black Gen Z women laughing

Engage Black Gen Z with Intersectional Group Traits

Reading Time: 3 minutes. Discover Black Gen Z consumers’ unique intersectional Group Traits, including their joyful, spiritually-inspired ambition and an elevated awareness of themselves and the world around them.

Black woman cooking in kitchen

Pulse Check on Multicultural Health & Wellness

Reading Time: 3 minutes. Learn how Americans across race and ethnicity engage with health and wellness, including their perceptions of health and wellness, barriers that prevent Americans from achieving their best health, and the support and improvements that they demand.

Black couple smiling and laughing

Juneteenth 2023: What Should My Brand Do?

Reading Time: 2 minutes. It’s not too late to activate! With over half of Black Americans celebrating Juneteenth, brands will want to make their mark on this important holiday. Keep reading to learn what consumers expect from brands like yours this Juneteenth.

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.

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

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