Author: Elizabeth Jackson

Elizabeth Jackson

Chief Marketing Officer

Elizabeth is the Chief Marketing Officer of Collage. Previously, she served as CMO for public and private companies, as well as VC-backed start-ups. Elizabeth champions the voice of customer and is excited to help bring all the incredible insights and actionable expertise of Collage to its customers.

Pulse Check: Who’s Buying OTC Health & Wellness Products in the U.S.

Elizabeth Jackson

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

Elizabeth Jackson

Discover how cultural fluency drives brand growth by connecting with diverse audiences authentically and effectively.

The Future Is Multicultural: Why Brands Must Adapt Now

Elizabeth Jackson

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

Elizabeth Jackson

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

Elizabeth Jackson

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

Elizabeth Jackson

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

Elizabeth Jackson

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, […]