Start 2022 Strong with New Diverse Consumer Insights

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Start 2022 Strong with New Diverse Consumer Insights

More than 200 of America’s top brands have access to the deep cultural insights needed to engage America’s diverse consumers. Do you? Here’s an overview of the new reports we’re releasing in Q1 2022 and beyond that you’re missing out on. Contact us today for access:

​Health and Wellness

Explore how consumer attitudes and behaviors toward health and wellness are evolving across diverse segments, including barriers to access, provider preferences, and more.

Small Business Owners in America

Learn how to connect authentically with America’s small business owners. This research gives you a look into the attitudes and behaviors of culturally diverse owners and includes action items to integrate marketing best practices for effective engagement.

LGBTQ+ Terminology​

Engage the LGBTQ+ community with a deeper understanding of changing expectations and trends in self-identification. Understand the meaning and preferences for terms like non-binary and intersex, and the nuances of personal pronouns. Dig deeper into the labels and/or identifiers each segment prefers and double-click by age, race/ethnicity, and gender when relevant.

CultureRate:Brand & Ad

Assess the Cultural Fluency of your brand and ads and explore how you stack up vs. your competitors. Members of our consumer research platforms have access to a dedicated report on a brand and ad.

New Launches in 2022

Also rolling out in 2022 are the launch of a new program and add-on module. More details on timing and content of these releases are coming soon.

Parents & Kids

In 2022, Collage Group will continue to expand our research into new territories. This includes a new research program exploring cultural variations in the attitudes and behaviors of parents and kids.

Medical Conditions

This add-on module for members who have a current demographic subscription will cover health care-related attitudes and behaviors of consumers with various medical diagnoses. The conditions and intersections covered will be released in February, but will likely include conditions such as chronic pain, depression, diabetes and more across race and ethnicity.  

Collage Group members have access to more than 10 years of consumer insights in over 300 studies with new data unveiled 3-to-4 times a month. As a member, you also get to the full reports recently released, including: Holidays & Occasions, Passion Points, Cultural Traits, Digital & Media and Category Essentials. Contact us to learn more about membership. 

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Most Americans (58%) Want Businesses to Engage in Social and Political Issues

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Most Americans (58%) Want Businesses to Engage in Social and Political Issues

One in Four Gen Z Consumers Will Stop Buying from Brands That Do Not Take a Stance on an Important Issue

November 10th, 2021
Mollie Turner – Senior Director of Marketing

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American consumers are experiencing a second year of unprecedented change, giving 2020 solid competition for an emerging set of challenges for U.S. businesses. Political polarization, COVID-19, race relations, immigration, LGBTQ+ rights and climate change have been top of mind for consumers this year–leading to shifts in consumer expectations of businesses.

“Most Americans want brands to engage in social and political issues,” says David Wellisch, Collage Group CEO and Co-Founder. “The numbers are even more striking when we look by specific issues. For example, 85% of Americans want brands to play a role in ending the COVID-19 pandemic and alleviating its impact. And, then there’s the stick—we see younger Americans, bicultural Hispanics, and Black Americans are much more willing to penalize brands for non-action on issues they see as important.”

These are just a few of the many datapoints on shifts in American consumer behaviors since 2020 available in Collage Group’s America Now: How We Have Changed Since 2020 report. Research led by Chief Product Officer David Evans, Senior Director of Product & Content Bryan Miller, PhD, and Director of Product & Content Jack Mackinnon, unveils changes to diverse consumer attitudes at a key juncture in American history. The results come from a survey fielded in September 2021 of 3,785 Americans, representing Americans across race, ethnicity, generation, sexuality and gender.

Fill out the form to view a recording and download a sample from our research presentation, Multicultural America Now.

Multicultural America Now

Key insights illuminated in the research include:

  1. Most Americans (58%) Want Brands to Engage in Social and Political Issues
      • Stopping COVID-19, improving race relations and halting climate change are the top three social and political issues consumers want brands to support.
      • The majority (85%) of Americans want brands to play a role in ending the COVID-19 pandemic and alleviating its impact.
      • The majority (59%) of Americans believe corporations bear the responsibility of fighting climate change – not individuals.
      • The majority (55%) of consumers across all generations acknowledge the urgency of taking action on climate change.
  2. Race and Ethnicity is the #1 Way Multicultural Americans Self-Identify, Regardless of Race, Ethnicity, Gender, or Sexuality­
      • Race and Hispanic ethnicity are the most common self-descriptors for multicultural Americans, ranking higher than personality, age/life stage, country of origin, being American, sexuality, gender and more.
      • Multicultural Americans report an increased interest in buying from brands that support people of their racial and ethnic background—an ~11% increase on average in 2021 comes on top of a 2020 baseline of ~52% of consumers.
  3. Empathetic Gen Z Support Black and LGBTQ+ Americans Much More Than Older Generations (+15%)
      • The majority of Gen Z consumers wants brands to support women (56%) and Black Americans (55%).
      • Inaction is risky for brands with younger consumers, as 26% of Gen Z would stop using or buying a brand if it did not take a stance on an important issue.
  4. COVID-19 Worries Remain for Two-Thirds of Americans, and Their Concern Is Tied Primarily to Economic Factors (64%)
      • Nearly two-thirds of Americans are still concerned about COVID-19, with Asian Americans feeling the most concern at 72%, up 4% since 2020.
      • Most Americans (64%) are concerned they may not have enough money to keep up with monthly expenses; Hispanic Americans are the most concerned with 3 in 4 (74%) citing the concern.
  5. Many Multicultural Americans Have Reprioritized What Matters Most to Them vs. One Year Ago
      • Multicultural Americans say being happy and healthy (41%), saving money (33%) and supporting family and community (27%) are now their top priorities.
      • The majority (54%) of Hispanic Americans say being healthy and happy is much more important to them today than it was one year ago.

“Engaging authentically with an increasingly diverse America can be hard, and missteps are easy,” says David Wellisch. “But our research illustrates that not engaging is not an option, especially during challenging times. This is consumer expectation.”

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Other Recent Gen Z Research Articles & Insights from Collage Group

Mollie Turner

Mollie Turner
Senior Director of Marketing

Mollie Turner is the Senior Director of Marketing at Collage Group where she leads growth, engagement and brand initiatives. She is a seasoned marketing and communications executive, with 20 years of experience spanning B2B, non-profit and agency roles across various industries.

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Change is Now: A Special Video Presentation

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Change is Now: A Special Video Presentation

For years, multicultural Americans have driven all the country’s population growth and have added trillions of dollars to the U.S. economy. These changes can be seen everywhere from food and media to healthcare and financial services, and so much more.

Cultural Fluency is the key to authentically connect with American consumers across race and ethnicity. But, engaging multicultural consumers is only the starting point. Cultures evolve through generational change and forces encompassing how we identify ourselves, including gender, sexuality, family structures and much more.

Navigating these changes can be challenging, even for the most seasoned and culturally aware brands. In fact, no single marketer can speak well to every segment without understanding the incredible transformation of the American consumer.

For more than a decade, Collage Group has helped 200+ iconic American brands engage, support, and champion the voices of America’s diverse consumers. Explore our new video series to learn how you too can unleash the power of culture to drive brand growth.

Fill out the form below to connect with our Sales team learn how you can get started on your path to Cultural Fluency.

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Media Consumption Across Gender

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Media Consumption Across Gender

Media is a major aspect of American life. Whether it’s social media, visual entertainment, or audio content, Americans spend a significant amount of time and attention in the media sphere. American’s focus on media presents an awesome opportunity for brands to connect with consumers. But to do this efficiently and effectively, brands need to understand where people are going to consume media content, and why they’re going there.

  • Are they following specific topics?
  • Are they following influencers?
  • Are they looking for products to purchase?
  • Are they just killing time?
  • Is it device dependent?
  • Does it depend on the race, ethnicity, sexuality, gender of the characters or hosts?

Collage Group’s 2021 Media Study answers these questions. Our research reveals the specific platforms media users go to by gender, and what they’re using them for. This research also dives deep into content and platform drivers, including topics of interest and what consumers value in the personalities (e.g., influencers, podcast hosts, characters) they interact with across social, visual, and audio media.

Below are a several key insights we unearthed about media consumption by gender.

Fill out the form to view a sample from our research on attitudes and behaviors around Media Consumption by Gender.

Media Consumption by Gender

Social Media

Key Insight: Women visit social media sites to keep up with friends and family significantly more than men. However, women’s platform preferences vary by age.

About 9 in 10 women who use social media do so to keep in touch with family and friends. Overall, Facebook is the most popular platform for women staying in touch with people they know, but there are significant differences in platform preference between younger women (18-40) and older women (41-75). While 78% of older women primarily use Facebook as their main platform to stay connected with others, younger women use a more varied line up of platforms with their 2nd (Instagram) and 3rd (Snapchat) choices garnering substantially higher usage rates than older women’s respective preferences.

Women are More Likely to use Social Media than Men

​Visual Media

Key Insight: Compared to other consumers, younger women watch cable TV the least and stream video content the most.

While almost a third of older men and women still subscribe to cable and satellite TV, only about a quarter of younger women now pay for traditional TV services. While all groups are likely to use multiple visual streaming platforms to access the content their favorite content, younger women subscribe to more streaming platforms per person than both men their age and older consumers of any gender.

Younger Women are Using the Most Streaming Services

Audio Media

Key Insight: When choosing podcasts and radio shows, women prioritize relaxing content.

Over one third of women say they prefer podcasts that help them relax and forget about their worries. When it comes to choosing radio shows, even more women (43%) say that relaxation and providing a reprieve from worry is a primary consideration. In both cases, women are significantly more likely to use these criteria than men when selecting podcasts and radio shows.

Women Prioritize Podcast and Radio Shows that are Relaxing

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Close 2021 Strong with New Diverse Consumer Insights

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Close 2021 Strong with New Diverse Consumer Insights

More than 200 of America’s top brands have access to the deep cultural insights needed to engage America’s diverse consumers. Do you? Here’s a sampling of our latest reports that you’re missing out on. Contact us today for access:

America Now

Transform change into opportunity. This deep dive report explores changes to diverse consumer attitudes at a key transformational moment. Learn where there is no going back and build strategy for the future.

​Health and Wellness

Explore how consumer attitudes and behaviors toward health and wellness are evolving across diverse segments, from conceptions and wellbeing, barriers to access, provider preferences, and more.

Digital Media Consumption

Discover how Americans are consuming media / social media content and the evolution across consumer segments. These reports explore use of streaming services, non-English languages, and much more. Learn more in samples of our Digital & Media reports on race/ethnicity, generation and sexuality.

CultureRate:Brand & Ad

Assess the Cultural Fluency of your brand and ads and explore how you stack up vs. your competitors. Members of our consumer research platforms have access to a dedicated report on a brand or ad, which includes recommendations for a path forward to improve the rankings.

Category Essentials

Access semi-annual reports to keep up with America’s diverse consumers across race/ethnicity, age, sexuality and gender. These reports evaluate consumer attitudes and behaviors across 12 different consumer goods industries. New reports will be released that dig deeper into apparel and travel and hospitality.

Collage Group members have access to more than 10 years of consumer insights in over 300 studies with new data unveiled 3-to-4 times a month. As a member, you also get to the full reports recently released, including: Holidays & Occasions, Passion Points, and Cultural Traits. Contact us to learn more about membership. 

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Revealed: Top 20 Ads and Brands Resonating Across Diverse America

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Revealed: Top 20 Ads and Brands Resonating Across Diverse America

Lysol, Netflix, Google, and Band-Aid rank among the most Culturally Fluent brands in our analysis of more than 500 brands and 200 ads across the last 18 months.

Collage Group is pleased to unveil our rankings of the more than 500 brands and 200 ads evaluated as part of our extensive CultureRate:Brand and CultureRate:Ad database. Lysol, Netflix, Google, and Band-Aid rank among the most Culturally Fluent brands, while Dove, National Geographic, Oreo and Campbell’s produced the most Culturally Fluent ad creative.

Fill out the form below to access the Top 20 Brands and Ads ranked as part of our CultureRate research.

Top Ten Ads and Brands

The research includes more than 20 industries across 100 subcategories, and is organized into 10 broad sectors, including: Alcoholic Beverages, Automotive, Education, Financial Services & Banking, Food & Beverages, Health & Wellness, Household Products, Media & Telecom, Personal Products, and Retail & QSR.

The rankings follow the release of new U.S. Census data that shows America is much more racially and ethnically diverse than ever. For example, the multiracial population (individuals reporting more than one race) jumped 276% over the past decade—from 9 million in 2010 to 33.8 million in 2020.

“Consumers are expecting more of brands as cultural transformation of the American consumer accelerates,” says David Wellisch, Collage Group Co-Founder and CEO. “Given the rapidly changing demographic landscape, a deep understanding of cultural resonance and its drivers is an essential capacity to create a winning brand strategy in diverse America.”

Collage Group’s proprietary measurement and benchmarketing tool, CultureRate, offers brands a superior way to measure brand and ad Cultural Fluency–the organizational ability to use culture to efficiently and effectively connect across consumer segments.

CultureRate research centers on a key metric referred to as the Cultural Fluency Quotient (CFQ). CFQ scores are designed specifically to measure cultural resonance across segments for both brands (B-CFQ) and ads (A-CFQ). Researchers developed the measurement by testing 20 distinct components scores in multiple combinations to accurately measure cultural resonance while providing predictive insight into higher purchase intent and brand favorability. CFQ scores provide marketing and insights professionals with a tool to gauge their brand or ad cultural fluency and evaluate the competitive landscape.

Top Ten Brands for Cultural Fluency* include:


1.   Lysol

2.   Netflix

3.   YouTube

3.   M&M’s

3.   Clorox

4.   Band-Aid

4.   Dawn

5.   Google

6.   Amazon

7. Hershey’s

Top 15 Ads for Cultural Fluency* include:


1.   Dove: All Hair is Beautiful

2.   Oreo: Stay Home, Stay Playful

2.   National Geographic: Reimaging Dinosaurs

2.   Dove: Skin Stories

2.   Lysol: Questions Need Answers

3.   Frito-Lay: Let’s Summer

3.   Campbell’s: Snowbuddy

3.   Disney: Magic is Here

4.   Tropicana: Breakfast Across America

4.   Dunkin’: Welcome to Dunkin’

4.   Clorox: Caregivers – Bodega

4.    Subaru: Crosstrek Girl Trip

4.   Coca-Cola: History Shakers

4.   McCormick: Taco Night

4.   Cascade: Do It Every Night With Cascade Platinum

*Only brands with an average awareness of over 60 respondents per segment are included to avoid low sample issues. Several brands and ads tied for the top rankings. Collage Group’s CultureRate Explorer tool includes all rankings.

CFQ reports ranking the top brands and ads are now available for each major industry in Collage Group’s CultureRate Explorer tool, with deep dive reports available exclusively for subscribers of Collage Group’s cultural intelligence platforms. Each deep dive report includes overall category CFQ rankings by consumer segment and acculturation levels, as well as Cultural Reach scores that show how many segments with whom an ad or brand is resonant. Where a robust sample is available, sub-category rankings are also included.

“These reports are just one of the many ways Collage Group supports its members,” says David Evans, Collage Group Chief Product Officer. “When coupled with Cultural Traits, Passion Points and the combined 78 million insights in our cultural intelligence platform, more than 200 of America’s leading brands are leveraging CultureRate to effectively and efficiently leapfrog competitors to engage and win America’s diverse consumers.”

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Media Consumption Across Generations

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Media Consumption Across Generations

Optimize your brand’s connection with consumers across generations by understanding where they consume media content, and why they’re going there to do so. Keep reading for key insights and a downloadable deck on social media, visual entertainment, and audio streaming.

Media is a major aspect of consumers’ everyday lives. Americans spend a significant amount of their time and attention consuming social media, visual entertainment, and audio streaming content. For brands and advertisers across industries to succeed, they need to understand where people are going to consume media content, and why they’re going there.

  • Are they following specific topics?
  • Are they following influencers?
  • Are they looking for products to purchase?
  • Are they just killing time?
  • Is it device dependent?
  • Does it depend on the race, ethnicity, sexuality, gender of the characters or hosts?

Collage Group’s 2021 Media Study answers these questions by providing granular insights across generations. Our research reveals the specific platforms American media users go to, and what they’re using them for. The data dives deep into content and platform drivers—spanning categories, passion points, and identity attributes.

Fill out the form to download an excerpt of our Media Consumption Across Generations presentation. Read below for key insights. 

Social Media

Key Insight: Influencers drive younger generations to social media just as much as keeping up with friends and family.

This is paramount to understanding Gen Z and Millennial behavior online. For instance, these generations tend to be much more commerce-focused on social media. This also unlocks insight on why specific sites are used. Instagram is the favored platform for keeping up with influencers, much more so than it’s being used to follow real life connections, like friends and family.

Gen Z Media Consumption Chart

Visual Media

Key Insight: “Single-show sign-ups” explain why younger generations, particularly Millennials, use so many platforms.

Gen Z and Millennials are especially particular about the content they consume. They know what they want, and they’ll go to greater lengths to get it. Even if it means subscribing to an entire streaming service just for one show. Movies and shows are a strong passion point for these generations, and their desire to be in-the-know on pop culture accelerates this behavior.

Streaming Service Subscription Chart

Audio Media

Key Insight: Millennials (the most enthusiastic podcast listeners) are busy with careers and kids, so they tune in while doing other tasks.

Almost three-quarters of Millennials listen to podcasts and radio shows while driving, studying, working, or doing chores. For them, it’s a way to use their time efficiently while also carving out some “me time” to listen to shows they like. In the car, AM/FM radio remains most common, with Spotify a strong runner-up. While multitasking generally, Millennials use a variety of platforms. Additions to their audio streaming repertoire include social media sites like YouTube and Pandora.

Audio Media Platform Preference Chart

Find the full set of research includes category-specific data across generations, as well as race, ethnicity, sexuality and gender, and searchable data on our Instant Insights tool–all available to members of Collage Group cultural intelligence platforms.

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Recession Planning for Sustainability & Growth: Market Research & Consumer Insights

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Recession Planning for Sustainability & Growth: Market Research & Consumer Insights
Data Analytics, Primary Research & Subject Matter Expertise
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Signs are pointing to a global recession sparked by the economic impact of the coronavirus pandemic. Lessons from the Great Recession suggest that the Multicultural contribution to total consumer expenditure actually increases in economic downturn because of Multicultural population growth.

Through a series of studies launched this spring, Collage Group has collected deep insights on how behaviors vary by race and ethnicity – key to remaining relevant in this rapidly changing environment. Fill out the form to access our webinar recording.

The Coronavirus pandemic is a once-a-century transformation in the global economy, with radical impacts on trade-flows, consumer behavior, and spending across every industry.

Collage Group members are now in the throes of intensive investigation into consumer response across every category to plan for the short- and long-term. Beyond understanding immediate consumer response through our recent syndicated research, many members are now turning to plans for the future to mitigate loss of revenue anticipated given the pending recession.   

Collage Group was born in the Great Recession when it became apparent that the most resilient consumer group was the Hispanic segment. The segment’s larger family size, and faster population growth and household formation guaranteed that marketing organizations had to put the Hispanic consumer at the center of marketing.   

The 2020 COVID-19 recession will see a similar phenomenon. The continued higher growth rate in consumer expenditure of all multicultural groups significantly outpaces the general market. Indeed, the Multicultural consumer contribution to consumer expenditure in the next few years will likely be even greater than it was during the Great Recession.

Based on this unique understanding, Collage Group recommends the following engagements to build efficiency and plan effectively during the COVID-19 pandemic and pre-recession:

SIZE OF PRIZE ANALYSIS

Nationwide, when the economy is in recession, population and spend growth predominantly comes from Multicultural consumers. In preparation for a recession, brands must understand who they should target to maximize growth, and how best to reach these consumers. Collage Group has long helped brands size the opportunity for growth, to guide investments and budgets. Consider scoping an analysis for your categories and brands to ensure your long-term strategy can withstand the upcoming recession.

CONSUMER ATTITUDE & USAGE DEEP DIVE

Understand the impact of COVID-19 on category usage, behaviors, habits, drivers and barriers.

Our work provides a clear profile of the consumer’s attitudes and behaviors and identifies recommendations and strategies for breaking barriers and optimizing communication with target segment(s) through a combination of qualitative and quantitative research modalities.

PRODUCT & PRICING OPTIMIZATION

The pandemic has driven change in purchasing behaviors across categories. Members are looking to understand how the price-to-value equation has changed across ethnicity and socio-economic segments. Discover the top features that will convince consumers to pick up your product in aisle or select your services (i.e., channel plans, mobile plans, etc.) through the choices they make, rather than their stated preferences.

Latest COVID-19 Coverage

The Coronavirus Crisis Research Initiative

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The Coronavirus Crisis Research Initiative
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The coronavirus crisis is changing everything in ways we never expected. Read more below to understand our research and review custom options for obtaining detailed reporting and proprietary insights.

The coronavirus crisis has now emerged as a once-a-century transformation in the global economy, with radical impacts on trade-flows, consumer behavior, and spending across every industry. Collage Group members are now in the throes of intensive investigation into consumer response across every category.

Two factors reinforce why this initiative is so important.


Cultural differences impact consumer behavior even more a time of crisis.

Cultural backgrounds significantly influence the neuroloigical “defaults” in human behavior, especially when it comes to health.  Consider the progress of COVID-19 in South Korea vs Italy, both democracies in which multigenerational households are common.  The differences could not be starker. Indeed, the difference in outcomes could not explained without recourse to an understanding of differences in culture.

The multicultural contribution to growth increases in an economic downturn.

Multicultural consumers will continue to drive the majority of spending growth through this crisis.  Indeed, the multicultural contribution to growth has historically increased when the economy shrinks.  Indeed, all our projections indicate the contribution can only increase in the future. As you can see from the chart below extracted from our Big Shift research, multicultural response is even more important at this time than in periods of economic strength.

We cover four components in our coronavirus crisis research:

1. Deep Dive Syndicated and Omnibus Survey

Our main survey goes deep into culture factors that are critical to differences in consumer behavior.   We incorporate cultural attitudes that impact health and response to risks to health, such as social proximity conventions, multigenerational contact, fatalism, compliance with authority and other factors.  The difference between the Italian and Korean situation cited above is probably due to these factors in no small part

We will look at a variety of questions including:

    • How does consumer reaction to the coronavirus vary across race, ethnicity, and generation, gender?
    • How do cultural factors such as social proximity, risk aversion and multigenerational interaction impact behavior and motivations across demographics segments?
    • How are consumers across all segments altering purchasing behavior across and within categories, including stockpiling?
    • How are consumers viewing the future, where will they spend when the crisis passes and what will be the long-term effects on behavior?

2. Tracking Survey

Our tracker goes beyond top-line reporting.  We will look at levels of concern in multiple areas (financial, health, etc) as well as with government and media response. We will also track behavior adoption change which can be used by brands to encourage consumers to “do the right thing” and which may be predictive

3. Revised Spend Projections and Brand Response

We will updating our Annual Population and Expenditure analysis. We will look at a variety of questions including:

    • How are population and spending projections likely to be altered across race, ethnicity, generation, and gender?
    • How will these projections alter the outcomes by category?
    • What are emerging examples of effective marketing during the Coronavirus crisis?

4. Custom Solutions

Questions we are currently address on behalf of members  include:

    • How are consumer behaviors changing with respect to my specific category, brand and consumer segments?
    • How are my marketing efforts being perceived by consumers?
    • How is my size of prize changing?

We’d love to hear from you! Talk to us about the benefits of Collage Group’s methodologies.

Dive into More Insights

Essentials of LGBTQ+ Consumers

Collage Group’s Essentials of LGBTQ+ Consumers presentation explores three areas of our consumer fundamentals research: demographics and segment context, identity, and Group Traits.

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Parents & Kids: Category Essentials

Part of understanding parents and kids is appreciating how decisions are made in specific categories. Explore usage, drivers, and channels for specific categories that are top of mind for parents and kids, as well as additional insights brands need to fully understand parents and how they differ across diverse segments.

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America Now: Mental Health

Mental health is an important issue for Americans – now more than ever. Our 2021 Roundtable Presentation, America Now, offers insights that help explain how Americans are feeling about mental health and what brands can do to support them.

Read More »

Connect with America’s Diverse Parents

Are you effectively engaging the 62 million parents currently living in the US with kids under 18? To win in a rapidly diversifying America, it’s crucial to understand these individuals and how they’re raising their children.

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How Multicultural and Youth Consumers are Reshaping the Video Game Industry

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How Multicultural and Youth Consumers are Reshaping the Video Game Industry
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The stunning growth of video games and virtual reality within the entertainment industry is attributable to two core segments: youth and multicultural consumers. Brands need to understand how to leverage this passion point to activate these key segments as gamer culture continues to blend with the mainstream.

By 2023, U.S. revenue from video games, eSports, and virtual reality entertainment will exceed that of either traditional cinema or over-the-top (OTT) video streaming. A massive portion of this spend will be due to multicultural consumers, the segment responsible for 94 percent of growth in video game expenditures between 2010 and 2017. But it’s not just multicultural America—81 percent of U.S. consumers play video games!

Here’s what this opportunity means for marketing strategies:

1. Representations of video games and gaming culture are increasingly important in advertisements portraying multicultural and youth segments.

2. Gaming-focused social media platforms, like Twitch and Mixer, offer new channels to communicate with a growing share of your target consumers

3. Gaming conventions and eSports tournaments, such as E3 and PAX, provide new opportunities to demonstrate a shared passion for this growing source of entertainment.

4. Gaming influencers can speak authentically and directly with tens of millions of online followers across both mainstream and gaming-specific media channels

Games and gaming devices present unlimited potential for branded content, in-game activations, advertising, and marketing innovation

As gaming rapidly becomes a mainstream form of entertainment media, it’s becoming increasingly important for brands to understand consumers as gamers—their video game related attitudes, preferences, and behaviors.

The first thing brands need to know is that video games present multiple opportunities to connect with and activate consumers. Much like OTT streaming, there’s an ever-growing list of titles and genres of games available across a variety of devices. And like traditional sports, individuals will sometimes play video games by themselves, and sometimes watch others play. And even when consumers aren’t engaging with video games directly, they follow gaming influencers, share gaming memes, and attend gaming conventions.

Brands also need to understand how to activate consumers through video games. From real-world influencer partnerships and eSports sponsorships to in-game branded content and “avatar activations,” getting video game marketing right requires knowing where your brand has permission to play, and which consumers you are likely to reach.


To provide Collage Group members with an introduction to video games and the consumers who enjoy them, in July 2019 we conducted a nationally representative survey of 1097 respondents, oversampling Gen Z, Millennial, Black, Asian, and Hispanic consumers across acculturation levels for precision within these segments.

Strategic takeaways from our research include:

  1. Gen Z gamers are more likely to watch casual streaming than eSports. Partner with the online/social media streamers delivering casual entertainment to this emerging consumer segment.
  2. Hispanic gamers are most likely to make gaming part of their social lives. Prioritize multiplayer and “party” games, as well as activations at gaming conventions, to reach Hispanic consumers.
  3. Younger gamers are more comfortable with branded content in their games. Think outside of the box! Look out for the opportunities virtual worlds present to show off your brand’s personality.

Understanding how multicultural and youth consumers approach entertainment media is essential for marketing to these already powerful and ever-growing segments.  If you are interested in having an initial conversation with our consulting team about methods to deal with this topic, please contact us directly.

Explore the Archive

Essentials of Black Consumers

Collage Group’s Essentials of Black Consumers presentation explores three areas of our consumer fundamentals research: demographics and economic opportunity, identity, and Group Traits.

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