Category: Generations
Consumer Spending and Financial Behavior | Fall 2025
Discover key fall spending trends and how multicultural consumers are reshaping financial behavior in the U.S. with emerging insights and market signals.
Not All Toy Shoppers Are the Same
Did you catch our Holiday Shopping webinar? Here’s one key takeaway: Toy shoppers are far from one-size-fits-all. When comparing Building & Construction Toy Shoppers to Doll, Plush, and Figure Toy Shoppers, their motivations and purchase journeys look quite different. At Collage, our audience insights go beyond demographics. We reveal the deeper passion points, cultural traits, […]
Ask Collage is Live: Redefining How Brands Discover Growth
Today, we officially launch Ask Collage, a groundbreaking advancement in our mission to redefine how brands discover new growth opportunities.
Millennials: Evolving Lives, Enduring Interests
Millennials are redefining travel, media, and gaming through purpose, creativity, and connection—reshaping how brands inspire loyalty.
From Signals to Strategy: How Collage Is Shaping the Future of AI in Consumer Insights
For decades, consumer insights have been the bridge between brands and the people they serve. Our industry has always embraced new technologies to make research faster, smarter, and more actionable. From turning email into a feedback engine to harnessing early natural language processing for coding open-ended questions. Today, we’re entering another transformation: AI at scale, […]
Game On with Gen Alpha
Gen Alpha is redefining play through gaming—discover how brands can connect through creativity, safety, and purposeful engagement.
Pulse Check: Who’s Buying OTC Health & Wellness Products in the U.S.
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.
The New Rituals of Well-Being: How Brands Can Meet Consumers at the Intersection of Mental Health and Self-Care
Americans are blending mental health and self-care into daily rituals. Brands must adapt to support well-being across generations.
5 Ways to Engage Hispanic Parents through Media
Discover how Hispanic parents are reshaping family media with interactive, culturally relevant, and authentic experiences.
The Top Brands for Gen Z
Culturally fluent brands use culture efficiently and effectively to connect across segments. In this report, we share the top culturally fluent brands for Gen Z consumers. More than two-thirds of Gen Z say they’re likely to buy from brands like Nike, Sour Patch Kids, CeraVe, and Duolingo in the near future. These top performers aren’t […]