How a Technology Brand Accelerated Market Share Growth with Hispanic Consumers at Retail
The Challenge
A national technology brand had already seen strong sales in multicultural markets and was outperforming expectations with Hispanic consumers – particularly Gen Z and family-oriented shoppers. However, the brand lacked a clear understanding of what was driving its resonance, making it difficult to amplify those effects intentionally or scale them through the Halo Effect across additional consumer segments.
The Approach
The brand partnered with Collage to decode the behaviors and values driving Hispanic consumer engagement. Diving into the deep cultural traits and consumer insights of Bicultural Hispanic Gen Z and tech adopters audiences, Collage identified key dimensions of the brand’s cultural fluency that were influencing retail behavior:
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