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From Ford To Lowe’s, These 7 Brands Reversed Their Big DEI Promises This Year
With hot-button issues like reproductive rights and affirmative action at the center of ever more heated debates on TV and online, many brands are pulling back from initiatives that didn’t feel so risky two years ago. “We know historically that brands lockdown for major potentially polarizing events like elections,” said David Evans, chief insights officer […]
What Marketers Get Most Wrong About Consumers
There’s some data from Collage Group which shows the reasons why U.S. LGBTQ+ adults feel that LGBTQ+-focused ads seem insincere. This is from last year, the number one reason was, “Only happens during or around Pride Month.”
Hispanic Heritage Month— Brands Need Engagement Strategies, Not Celebrations
Evaluate your current strategies for reaching and engaging Hispanic consumers. Are your efforts authentic, inclusive and relevant? Should you do some original research? Sure, if you have the time and money. But there are great secondary sources. Have you spoken to bespoke multicultural researchers such as Collage Group? Have you spoken to people close to […]
Only 4% of Latinos Use the Term ‘Latinx’ but Awareness has Almost Doubled in the Last Five Years
A study by Collage Group provided insights into the major trends concerning how people with Latin American heritage feel about the various terms used to identify them. According to the survey, conducted exclusively with people of Spanish-speaking Latin American origin for this portion, the preferred term was “Hispanic” (35%) over “Latino” (21%).
YouTube, WhatsApp Power Multicultural Media Use
Multicultural audiences engage with media somewhat differently, and new research from Collage uncovers some connection powerhouses. Black and Asian audiences spend more time on YouTube than any other channel, at 45% and 48%, respectively, and say it is gaining trust more quickly than other platforms.