Author: Elizabeth Jackson
Elizabeth Jackson
Chief Marketing Officer
Not All Toy Shoppers Are the Same
Did you catch our Holiday Shopping webinar? Here’s one key takeaway: Toy shoppers are far from one-size-fits-all. When comparing Building & Construction Toy Shoppers to Doll, Plush, and Figure Toy Shoppers, their motivations and purchase journeys look quite different. At Collage, our audience insights go beyond demographics. We reveal the deeper passion points, cultural traits, […]
Ask Collage is Live: Redefining How Brands Discover Growth
Today, we officially launch Ask Collage, a groundbreaking advancement in our mission to redefine how brands discover new growth opportunities.
Pulse Check: Who’s Buying OTC Health & Wellness Products in the U.S.
Over-the-counter (OTC) Health & Wellness products are an everyday staple for millions of Americans. But who exactly is driving this massive category? Collage’s latest OTC Shopper Audience pulse check reveals not just the demographics, but also the values, cultural traits, and passions shaping purchase behaviors among 145.8 million U.S. consumers. Age & Gender Dynamics Gen X leads the OTC category, with a median age of 47, with Boomers and older adults closely following. But Gen Z significantly under-indexes, signaling limited engagement among the youngest shoppers. Men and Hispanic consumers over-index in this category as well. Cultural Values & Wellness Practices Collage’s recent Health & Wellness report highlights insights on how multicultural groups approach OTC wellness. For example: Hispanics embrace dual health strategies, with 31% using home remedies (vs. 27% total population) and 23% turning to herbal remedies (vs. 15%). Black consumers emphasize inclusivity and resilience in their wellness routines. Asian American shoppers lean toward holistic, intentional health solutions. Culturally, OTC shoppers often identify as socially anxious, deferential to elders and authority, and nostalgic. Their passions and fandom also influence how they interact with OTC brands. Media Habits & Engagement Media strategies also matter. OTC shoppers are most engaged on Facebook, with Amazon Freevee leading in streaming. Traditional Network TV remains relevant, and YouTube Music is their top audio choice. Geographic concentration also reveals key opportunities for marketers. Access the Full OTC Shopper Audience Now Download the OTC Shopper Audience to uncover the data and complete picture of who’s buying OTC Health & Wellness products in the U.S., and how to engage them effectively.
Cultural Fluency: The Strategic Growth Currency for Today’s Marketers
Discover how cultural fluency drives brand growth by connecting with diverse audiences authentically and effectively.
The Future Is Multicultural: Why Brands Must Adapt Now
The multicultural marketplace is not just expanding – it’s transforming the very core of consumer behavior in the U.S. Today, multicultural Americans make up 43% of the population and are projected to become the majority by 2050. With Hispanic buying power alone expected to soar to $2.8 trillion by 2026, and Gen Z – over […]
Discover What’s Driving Cultural Change in America Today
Fill out the form to download your free copy now and uncover the data-backed strategies to meet the moment—and define the future.
Shifting Hispanic Priorities: Why Trust Is Built on Safety, Belonging, and Cultural Relevance
Explore how Hispanic consumers value trust, safety, and cultural relevance, and why brands must adapt to shifting priorities in 2025.
The Loyalty Opportunity: Why Authenticity Always Wins in Uncertain Times
In tough times, cutting marketing budgets and authenticity may seem wise—but that reflex can cause lasting damage to brand trust and growth.
Cultural Cocktails: A Night of Insight, Connection, and Cultural Fluency
In a rapidly changing marketplace, understanding the cultural shifts shaping consumer behavior is no longer optional—it’s essential. That’s why Collage hosted Cultural Cocktails, an exclusive evening bringing together a vibrant community of industry professionals who are passionate about cultural insight and inclusive marketing. Attendees connected over drinks, shared experiences, and explored new ideas in an intimate, […]
Learn How the World’s Leading Brands Are Elevating Their Voice with Cultural Intelligence
By embracing cultural intelligence, leading brands are building a stronger, more inclusive future—one authentic connection at a time.