Entries by Collage Group

Is What You Think of Trump’s Fan Base Fake News?

Election results are rolling in as we go to print, but in all likelihood you are reading this in the wake of the historic midterm election results. Our stock in trade is Multicultural, Gen Z and Millennial research, but in this post we take a Total Market view to anticipate the election results, with a […]

2017 American Community Survey: First Look

The U.S. Census Bureau recently released preliminary estimates from the 2017 American Community Survey. We’ve been digging through the data to identify and analyze demographic changes likely to impact your markets, and uncovered a few interesting nuggets. Key takeaways include: • The US population grew by 2.6 million people in 2017 • Asians and Hispanics […]

Deciphering the emotional states transforming America: key marketing implications

The date when the United States becomes a minority-majority country may seem distant, but the underlying shifts in population are already dramatic.   Our proprietary population model indicates that multicultural America will grow by 22 million in 10 years while white America shrinks by 2 million. Awareness of this pivotal process is increasing every day.  Whether in advertising, in customer service or media, high […]

, ,

gen-Z “Family Values” offers new ground for marketers tapping into cultural themes

In Taking a Stance: Examining millennial and gen-Z political issue positions, we established that despite being more likely than millennials to self-identify as conservative, gen-Z is decidedly progressive in its political leanings. It is possible, however, that gen-Z’s flavor of conservatism is distinct from that of millennials, and it will be important for brands to […]

, , , ,

Marketers Need to Rethink How to Mix Multicultural Themes and American Cues in Advertising

As advertising approaches a tipping point in the need to appeal across multiple demographics, marketers are asking “what really works across the wide spectrum of identity that is America today?” Our analysis of ads unpacks the conundrum and reveals some startling insights. Despite increasing political polarization and the risk of misfires, more and more advertising […]

, , ,

“Family Values” allows marketers to better target multicultural consumers

It’s a common assumption in messaging research that multicultural consumers are liberal, but when brands and advertisements try to put this idea into practice, their efforts often fall flat. It is therefore important to investigate the appeal of specific messages on individual cultural segments. Collage Group has sought to explain these differential outcomes, making them a […]