Collage Group Raises $25 Million in Growth Capital to Continue to Fuel Member Engagement with Diverse Consumers

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Collage Group Raises $25 Million in Growth Capital to Continue to Fuel Member Engagement with Diverse Consumers

June 29, 2022
David Wellisch – CEO and Co-Founder

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With deep humility, pride, and excitement, I would like to take this opportunity to announce that Collage Group has raised $25 million in growth capital led by Boston-based growth equity firm Wavecrest Growth Partners, with participation from Dennis Ainge, an industry veteran and investor.  This new funding will be used to continue to accelerate our robust growth and further invest in our technology infrastructure and product innovation, thus continuing to support America’s iconic consumer brands in their journey toward Cultural Fluency.

I could not be more grateful for the honor and opportunity that our brand partners have provided our team, allowing us to serve as their cultural partner. I am truly inspired by the current moment and feel responsible to continue to innovate given today’s complex climate in America. Such forward-looking development will help brands to continue to super serve Diverse America, and, in doing so, amplify the voices of under-represented consumers. I would also like to take this occasion to thank our talented team at Collage Group, who are mission driven, committed to the cause, and at the ready to do what it takes to serve our member brands.

As America’s demographic landscape continues to shift through the accelerated growth of diverse consumers, it is imperative for brands to deeply understand this cultural transformation across race, ethnicity, generation, sexuality, and family relationships. Collage Group was founded on this mission­–to help corporations unleash the power of culture to drive brand growth.

Since 2009, we’ve grown our first mover Cultural Intelligence Platform to be the leading SaaS platform in the space, which now includes four unique data and insights offerings–Multicultural, Generations, LGBTQ+ & Gender and Parents & Kids. The insights and best practices available in the Platform, as well as our custom research and advisory solutions, offer more than 250 of America’s iconic brands continued support. Effectively engaging and resonating with today’s American consumer is a challenging mandate. Our insights, data, and tools have become an important enabler to effectively engage and connect with diverse America, while at the same time generate incremental ROI.

Our investors echo our excitement:

“The spending power of diverse consumers represents most of the potential growth opportunity for America’s leading B2C brands. Furthermore, the current U.S. social environment necessitates a greater understanding of the wants and needs of these consumers. We believe Collage Group provides an essential data and service offering to empower and enable revenue growth, and its traction with over 250 top brands speaks for itself. We’re very excited to be partnering with David and his team to help them capitalize on the market opportunity. Our investment will continue to fuel the company’s growth by expanding the depth of their team, their technological infrastructure and product innovation, and their sales and marketing efforts.”

- Deepak Sindwani, Managing Partner at Wavecrest

“During the past seven years, I’ve watched David assemble an incredible team of professionals who have a passion for evangelizing the benefits of Collage Group’s unique solutions for America’s top brands. The strength of this team, Collage Group’s existing and planned solutions, and the combined value-add of the Wavecrest team guarantees a very bright future for Collage Group and the more than 250 brands they support.”

- Dennis Ainge, founding executive of TARGUSinfo and former Neustar executive

Contact us at the form below if you would like to learn more about our offerings and the many ways that we can help you and/or other teams at your company in your journey to Cultural Fluency.

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David Wellisch

David Wellisch
CEO and Co-Founder

David Wellisch is CEO & Co-Founder of Collage Group, a consumer insights and intelligence company with a focus on research exploring race/ethnicity, generation, sexuality and gender. Since the inception of Collage Group in 2009, David has led the company through growth, now serving more than 200 brands in across 15 industries. David is passionate about entrepreneurship and company building, and often works directly with members to help guide the integration of multicultural consumer insights and marketing strategies.

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New Diverse Consumer Insights for Q3 2022

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New Diverse Consumer Insights for Q3 2022

More than 250 of America’s top brands have access to the deep cultural insights needed to engage America’s diverse consumers. Do you?

June 27, 2022
David Evans – Chief Product Officer

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Here’s an overview of the new reports we’re releasing in Q3 2022 and beyond that you’re missing out on. 

Read on and fill out the form to contact us today to learn how you can gain access:

Passion Points

Discover each segment’s core passion points: the activities and areas of life of deep interest to consumers. These are the “things” that consumers prioritize when spending their time, money, and attention. Our research helps you engage diverse consumer groups based on their interests in food, fashion, sports, fitness, music, movies, TV shows, games, home improvement, and travel.

Understand & Embrace Multicultural Terminology – Update

Engage culture with a deep understanding of the words that define it. In this newly updated report, we cover diverse consumer perceptions of traditional terminology (Black, Hispanic, Latino, Asian American), cross-segment terminology (People of Color), and novel terms such as BIPOC and LatinX. Dig deeper into the labels and/or identifiers each consumer segment prefers and double-click by age, gender and more.

Activate American Parents through Culture: 2

Build connections with American parents with these consumer insights that differentiate parents from their non-parent peers along two dimensions: 1) their cultural values and related attitudes, and 2) their media habits. This presentation unveils in-depth profiles of both moms and dads through the lenses of both gender and race/ethnicity.

The Next Frontier: Young Gen Z and Older Gen Alpha

Learn more about America’s next frontier of consumers with this deep dive into kids between the ages of 9 and 17. This research applies the lenses of both gender and race/ethnicity to create cultural profiles that reveal similarities and differences among these young Americans. Join us and explore their attitudes and behaviors across key categories.

Media Habits and Channels

Build deeper connections with Americans through media with a deep dive into diverse consumer attitudes and behaviors across visual, social and audio channels. This research supports engagement and targeting with data including core locations of media consumption, the role of influencers, the Metaverse, potential disruptors, and key changes from 2021.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.

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Chief Product Officer

David serves as the Chief Product Officer responsible for content, data products, and innovation. He is passionate about creating amazing products and building great places to work.

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Insights You Need to Engage and Activate Parents and Kids Across Race and Ethnicity

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Insights You Need to Engage and Activate Parents and Kids Across Race and Ethnicity
Collage Group Launches Parents & Kids Cultural Intelligence Program

American consumer attitudes continue to evolve, and to help you keep pace, Collage Group is incredibly excited to announce our new Parents & Kids Program as part of our leading Cultural Intelligence Platform. This new offering, created with input from nearly a dozen Collage members, is designed to cover the insights marketing and consumer insights professionals need to engage and activate parents and kids across race and ethnicity. Based on our scoping, there is no other syndicated resource available that offers full coverage of parents and kids with race and ethnicity overlays.

Read on and fill out the form below to register for our Parents & Kids: American Parents
webinar on April 27, 2022.

Photo of a multicultural family

Why focus on Parents & Kids?

Demographic change amplifies the need to effectively resonate with America’s diverse parents and their children. In fact, the generations most likely to have children are between 5 and 12 percent more racially and ethnically diverse than older generations.

And, multicultural Americans are 10% more likely to have children under 18 living in their households.

For many brands, the age of kids is also especially important given the development of decision-making processes–our research will dig deeper into this area. From birth to age 3 children are largely dependent on parental decision-making. As children age, they develop more capacity to make their own decisions.

What’s included in the Parents & Kids Cultural Intelligence Program?

Starting this spring, our new Parents & Kids Program will unveil how culture impacts the roles that moms and dads play in their children’s lives, with insights including:

    • the parenting style(s) they embrace
    • the values they prioritize instilling in their kids
    • how they navigate the impact of the changing media landscape and shifting social norms on their children

The Program also provides insight into how the culture, age and gender of the child impacts parental attitudes and behaviors, including:

    • how they respond to their children’s preferences and desires
    • how they select products and services for their kids across category
    • when and how they “hand-off” decision-making to their kids across category

Collage Group is committed to conducting specific research on both parents and kids to provide unparalleled insights, as many brands have a significant gap in their understanding of the way culture impacts parenting and the parent-child decision-making process. We hope you’ll find value in this new research.

Fill out the form below for more details on the new program, including reporting breakouts and content.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.

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Hispanic Passion Points

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Hispanic Passion Points
What matters most to Hispanic consumers? Collage Group’s latest Multicultural Passion Points study includes key insights into Hispanic consumers to enhance brand engagement and activation.

View our webinar replay and download the attached presentation for key insights and implications:

Passion Points are the activities and areas of life of deep interest to consumers. They are the “things” that people prioritize when spending their time, money, and attention. And, they are concrete expressions of culture.

Collage’s Passion Point research offers deep insight into the 8 Passion Points we know are most important to American consumers. This work offers brands and marketers important tools to engage and win multicultural consumer segments.

To get you started with our Passion Points research, read on for topline findings on Hispanic consumers, as compared to other racial and ethnic segments.​​

1.) Food

When we asked respondents to rate their interest in cooking and baking, we found that 67% like or love cooking, and 63% like or love baking. Hispanic Americans have an even higher interest in cooking and baking, with 71% saying they like or love cooking and 69% saying they like or love baking. So, why is that the case?

One reason is: Hispanic Americans cook or bake to help them connect with their family’s culture. 35% of Hispanic Americans cook to connect with their culture, compared to just 27% of the total population. Bicultural and Unacculturated Hispanics particularly enjoy cooking for this reason. But the love of cooking isn’t just about family culture…

Hispanic Americans are also more likely to enjoy cooking for the broader social connections it allows. In our research, we found that 60% of Hispanic Americans say they enjoy cooking and baking with others, and 73% say they like discussing recipes with others. This desire for connection speaks to Hispanic Americans’ group trait of warmth, which is characterized by a drive to build meaningful relationships and an openness towards others.

2.) Travel

When we asked respondents how they feel about traveling, most (72%) said they like or love it. Hispanic Americans are particularly fond of traveling, with 78% saying they like or love it. Unacculturated Hispanics especially enjoy traveling. Data from 2021’s Passion Point research suggests that the greater desire to travel is likely tied to having family and friends that live outside of the United States.

When forced to choose whether vacation is about relaxing or doing exciting things, most Hispanic Americans (57%) said relaxing. However, when we look by New Wave (individuals aged 18-42) and Old Guard (individuals age 43-76), we see that younger Hispanics seek out travel that is “exciting.”

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Healthcare Across Race and Ethnicity

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Health & Wellness Across Race & Ethnicity
Multicultural Americans have unique perspectives, needs, and experiences related to health care that brands must understand. Keep reading for key insights that will help your brand or organization better understand and connect with these segments.

A rapidly growing multicultural population and the emerging consumer mindset are changing consumer demands on healthcare. To win in this constantly evolving space, brands and organizations need to understand multicultural Americans’ unique health-related perspectives, needs, and experiences and how these impact their engagement with health insurers and providers.

Download the attached presentation and take a look at a few key insights and implications below:

Collage Group’s 2021/2022 Health & Wellness Study leverages data captured from more than 3,500 Americans to help brands understand how health-related attitudes and behaviors differ by racial and ethnic segments. Our research reveals how the emerging consumer mindset affects Americans in both the health insurance and health care provider space. We explore barriers to insurance coverage, drivers of and barriers to trust and satisfaction, provider preferences, willingness to follow provider advice, and more.

Here are a few key insights and implications:

#1. There is room for growth in overall satisfaction with medical care across all multicultural segments and age groups. To improve satisfaction, focus on building trust and humanizing the health care experience.

Over half of Americans are satisfied with their health care

Pfizer’s ad (shown below) seeks to gain trust with Black Americans by first acknowledging that the segment’s distrust in the health care system is understandable given the discrimination and injustice they have experienced. The spot then notes that this lack of participation means Black Americans may not be getting the best care they could, and that greater representation in research will ultimately lead to better care. It ends with a call to action to have more Black Americans participate in clinical trials.

#2: Multicultural consumers want doctors who take the time to understand their cultural backgrounds. Prioritize culturally competent care through services in multiple languages, training on different cultural norms and preferences, and ensuring there is staff who look like them.

Multicultural segments more likely to value doctors

Kaiser Permanente has made a name for itself as a leader in culturally competent care. Marketing messaging highlights the translation services the system offers in over 100 languages, the fact that over 60% of their staff are multicultural, and the training  staff receive on culturally appropriate etiquette and care.

Kaiser Permanente Prioritizes Culturally Competent Care

#3: Family is important to Multicultural consumers during their health care journey, especially Hispanic Americans. Make sure that the health care process is focused on both the patient themselves and the family members.

3 in 10 have a friend or family member with them when receiving care

Marketers should highlight the ways their organizations support family engagement. Below are several things that can signal your organization is family-friendly and keen to provide support beyond the patient.

Health Care Providers Catering to Family Need

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How Americans Feel About the Olympic Games

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How Americans Feel About the Olympic Games
People around the world will soon be captivated by the spectacle of the 2022 Winter Olympics. Read on for Insights on how multicultural Americans experience and follow the Olympics curated from our 2021 Holidays and Occasions research.
 

On February 4th the 2022 Winter Olympics will officially begin in Beijing, China. While these Olympics will look different than past competitions due to the ongoing COVID-19 pandemic and a diplomatic boycott by countries including the United States, Australia, Britain, and Canada, millions of people around the world will still tune in to see their nations’ best athletes compete in skiing, skating, and more.

American’s attitudes and habits surrounding the Olympics often differ by race and ethnicity. For example, almost two-thirds of Black, Asian, and White Americans say that watching the Olympics makes them feel proud to be American, but this figure is closer to half of Hispanic Americans. When investigating deeper into acculturation-level data, we see that only about 4 in 10 Unacculturated Hispanic Americans feel a sense of patriotism during the Olympics, while Acculturated Hispanic Americans are closer to the other segments at 62%. Since Unacculturated Hispanic Americans are more likely to be immigrants to the United States, they may have an additional rooting interest in their home countries during the Olympics.

Most Americans Say the Olympic Games Give Sense of Pride

Cultural duality is at the forefront of many Hispanic Americans’ identities and manifests elsewhere in their feelings about the Olympics. Hispanic Americans are the most likely of any racial or ethnic segment to see the Olympics as a great occasion to build unity among different countries. And these attitudes make them more likely to consume Olympics content as well. Sixty-eight percent of Hispanic Americans say they watch sports during the Olympics they otherwise wouldn’t watch, which is higher than all other groups and significantly higher than White Americans.

Hispanic Audiences View More Sports Only During Olympic Games

Understanding the Hispanic community’s love of the Olympics and desire to have content in Spanish, NBC and its subsidiary Telemundo aired over 300 hours of Spanish-language events during the 2020 Summer Olympics, specifically featuring soccer, basketball, baseball, and volleyball. They also sent famous Hispanic sports figures to the Olympics in Tokyo to provide live commentary.

Multicultural Audiences and the Olympic Games

Advertising around the Olympics can be tricky due to the International Olympic Committee’s strict rules around using their copyrighted logos and trademarks. It’s even trickier this time around, as China is being accused of human rights abuses that have led to several diplomatic boycotts and calls for existing advertisers to drop out as well. Regardless of the host country, the Olympics are a chance for athletes who have worked their entire lives on their sports to show off their skills. Focusing on them and their incredible achievements could be a great way to invoke the sense of American pride and unity that many report feeling during the Games.

Contact us at the form below to learn more about how you can gain access to diverse consumer insights in our cultural intelligence platform.

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America Now: Acculturation and Afro-Hispanic Identity

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America Now: Acculturation & Afro-Hispanic Identity

This research is part of a series that expands on our 2021 Roundtable Presentation, America Now. Read on to learn how acculturation and race impact Hispanic identity.

As more Americans embrace intersectional identities, you may be wondering what that means for the Hispanic population which is anything but monolithic. One of the most talked about intersections in recent years are Afro-Hispanics (sometimes referred to as Afro-Latinos), individuals with origins in Spanish speaking countries that identify as black or African American.

Fill out the form to view a sample from our research presentation,  America Now: How We Have Changed Since 2020.

America Now

According to recent data from the Pew Research Center, 15 percent of Hispanic adults self-describe as having darker skin. This proportion largely tracks with Collage Group’s data from September 2021, in which 22 percent of Hispanic respondents do not identify as “White” and about 12 percent identify as Black or African American.

Within this sub-set, Black Hispanics balance the importance of their racial identity and Hispanic heritage. Among respondents identifying as both Black and Hispanic, 45 percent – almost half – say their race is one of the most important components of the way they describe themselves. Just over half – 51 percent – say the same of their Hispanic or Latino heritage.

For these Black Hispanics, racial identity is important partially because they believe it puts them at a disadvantage in society. Pew finds that about 6 in 10 Hispanic adults agree that:

    • Having a darker skin color hurts Latinos’ ability to get ahead
    • Having a lighter skin color helps Latinos’ ability to get ahead
    • Skin colors shape their daily lives and experiences

Given these high numbers, and recent controversies over colorism in the casting in productions like In the Heights and Crazy Rich Asians, it’s essential for brands to recognize the importance of diversity within multicultural segments. And it’s clear that Afro-Hispanic Americans aren’t impressed with how they’re currently being portrayed.

While a slim majority of Hispanic Americans say they’re satisfied with how their ethnicity is portrayed in advertisements, most Black Americans are not, and even fewer Afro-Hispanic Americans say they like what they see when it comes to seeing themselves in ads. Further, Afro-Hispanics’ dissatisfaction with their portrayals in advertisements demonstrates the importance of telling diverse, culturally-nuanced stories in marketing content. Even though a brand may be working towards creating content more inclusive of Hispanic and Black consumers, that might not translate to intersectional identity segments of Americans.

Here are three suggestions for marketing to consumers who navigate between their Black and Hispanic identities:

    1. Don’t make them choose. Black and Hispanic identity are both salient for this segment, but many feel “forced to choose” between their identities. Reinforce the empowering idea that they can identify as both fully Black and Hispanic.
    2. Find country-of-origin intersections. Many Caribbean and Latin American communities are predominantly Black, challenging American conceptions of race and ethnicity. Tell stories from their perspective to ensure they feel authentically portrayed.
    3. Be inclusive of the overlap. Black Hispanics are just as much part of the Black community as they are the Hispanic community. Represent this segment and their needs in marketing to both Black and Hispanic consumers.
  1.  

Other Data Notes:

Among Biracial Hispanic/Black Americans, 58% say their race is important to their identity, while only 15% say their Hispanic/Latino heritage. Race is the most important identity consideration for this population, at 32%, and 13% say Hispanic/Latino heritage takes first spot.

Acculturation associates with increased importance of Ethnicity, lessened importance of race. Unacculturated/Bicultural Hispanics are MORE likely to say being Hispanic/Latino is important to them.

Gen X is most likely to say Hispanic/Latino heritage is the most important identity consideration (49%).

Source: Pew Research, “Majority of Latinos Say Skin Color Impacts Opportunity in America and Shapes Daily Life,” November 4, 2021

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America Now: Economic Inequality

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America Now: Economic Inequality

This research is part of a series that expands on our 2021 Roundtable Presentation, America Now. Read on to learn how Americans feel about income inequality in the United States today.

Income inequality is a significant issue in the United States today, especially for many non-White Americans. Data from the Federal Reserve shows that the top 10 percent of earners in the country hold almost 70 percent of the nation’s wealth. And findings from the 2019 Survey of Consumer Finances reveal that White families’ median wealth ($188,200) is almost eight times that of Black families ($24,100) and five times that of Hispanic ($36,100) families. Brands and companies have an opportunity to connect with diverse America by understanding their perceptions on income inequality and taking steps to address the gap.

In a recent survey, we asked Americans how serious of a problem they feel economic inequality to be in the country today. While almost half of all Americans believe it’s a “serious problem”, Black and Hispanic Americans were much more likely to hold this belief. Non-Hispanic White respondents are clearly divided on this issue based on party affiliation – with 60% of White Democrats viewing it as a serious problem compared to only 26% of Republicans.

Multicultural Americans Are More Likely To See Economic Inequality

Further, when asked what political and societal issues were most important to them in today’s climate, 27% of Black Americans named reducing economic inequality followed closely by Asian Americans (24%) and Hispanic Americans (22%). For White Americans, the percentage who listed reducing economic inequality as a top three priority issue, was far lower. However, far more White Democratic Americans listed it as a top issue.

And it is not just that multicultural Americans are more sensitive to income inequality—they’re also more willing to reward brands that take active steps to reduce it. In fact, 40% of Asian Americans, 39% of Black Americans, and 34% of Hispanic Americans share this sentiment, compared to just 27% of White Americans. Again, White Democrats are more closely aligned to the multicultural segment – 43% of White Democrats are more likely to buy from brands who support reducing income inequality, compared to only 15% of White Republicans.

Now you may be thinking, what can my brand do to address a systemic issue as challenging as income inequality? The answer: quite a lot! Below are some examples of what brands and companies are doing.
    • Costco, among other retailers, recently raised their minimum wage way above state and federal mandates. The move resulted in significant media attention.
    • Mastercard has launched the Center for Inclusive Growth ; their twitter page (@CNTR4growth), provides daily updates and insights for the public.
    • Noodles & Co teamed up with the app Even to offer instant pay options to their employees as well as a suite of financial wellness tools that include budgeting and organizational guidance.
Sources:
    • Federal Reserve Data. “Distribution of Household Wealth in the U.S. Since 1989.” October 2021.
    • Federal Reserve Data. “Disparities in Wealth by Race and Ethnicity in the 2019 Survey of Consumer Finances.” Sept 28, 2020.
    • ABC News. “Costco raises minimum wage to $17 an hour as businesses hike pay to retain workers.” October 28, 2021.
    • Mastercard Center for Inclusive Growth. Mastercardcenter.org
    • Payments Dive. “Noodles & Co. teams with Even.com on financial wellness benefits.” September 16, 2019.

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Holidays and Occasions: Christmas, Hanukkah, Kwanzaa, and New Year’s

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Holidays and Occasions: Christmas, Hanukkah, Kwanzaa, and New Year’s

Learn how American consumers across racial and ethnic segments prepare for and celebrate the winter holidays of Christmas, Hanukkah, Kwanzaa, and New Year’s.

The beginning of winter brings a multitude of holidays for Americans to celebrate. While revelers will still have to cope with COVID-19 protocols during the 2021 festivities, vaccines and experience may better equip Americans to celebrate more openly this year than last. With an eye toward shifts in consumer behavior we bring you our updated findings from the 2021 Holidays & Occasions study to help your brand understand consumers’ changing expectations and how they plan to celebrate during this holiday season.

Fill out the form to view a sample from our research presentation,  Multicultural Holidays & Occasions.

Christmas is one of the most beloved and widely celebrated holidays in America. Over three-quarters of each racial and ethnic segment celebrate it, with its highest popularity among Hispanic and Non-Hispanic White Americans. Consumers from many backgrounds celebrate the holiday by enjoying seasonal food, listening to Christmas music, and putting up festive decorations.

However, multicultural consumers say that their Christmas celebrations often differ from typical depictions. Cultural nuance at Christmas is key information for brands producing traditional Christmas marketing content as it may land as unrelatable to some Americans consumers. often Over a quarter of Hispanic and Asian consumers agreed that their versions of Christmas celebrations split from a standard “American Christmas.” This is often the case because of the inclusion of cultural celebrations.

Christmas celebration traditions

Hispanics often celebrate Christmas through several holidays such as Noche Buena (Christmas Eve), Three Kings Day (January 6th), Las Posadas (the 9 nights leading up to Christmas), and Tamaladas (a Christmastime tamale-making party). Highlighting these holidays activities during the winter months is a great way to connect with Hispanic consumers.

Hanukkah is the Jewish eight-day holiday observed on the 25th day of Kislev (typically in December). Also known as the festival of lights, this holiday is celebrated with a nightly menorah lighting, special prayers, and fried foods. Though fewer than one in ten Americans celebrate the holiday, over a third of all consumers actively welcome brands to celebrate it through advertising and marketing efforts.

American retailer Target was able to successfully do this in their most recent holiday ad campaign “The Holidays Are Meant To Be Shared” which features a family celebrating Hanukkah by lighting the menorah, among several other different holiday activities.

Kwanzaa, a seven-night holiday observed from Dec. 26 to Jan. 1, is a holiday to honor African American and Pan-African culture and traditions and celebrates African American unity. Though not widely popular with the total population, the holiday holds great importance for many Black Americans. According to our study, 18% of Black Americans celebrate Kwanzaa. This is also a holiday for brands to consider celebrating. About 30% of Black consumers agreed that all brands should celebrate Kwanzaa in their advertising. This provides the opportunity for brands to highlight Kwanzaa and its traditions to educate Americans unfamiliar with the holiday and connect with Black consumers.

Finally, New Year’s also provides brands an opportunity to be the life of the party. New Year’s is celebrated by most Americans across all ethnic groups, though Hispanics are particularly likely to enjoy the festivities. Although sparkling wine is typically a toasting drink to usher in the new year, other alcoholic beverages play a prominent role in the celebration. Hispanic consumers are most likely to drink beer and hard cider during their celebrations, while Black consumers are most likely to drink liquor/spirits.

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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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