Understand and Embrace Generational Consumer Media Habits and Channels

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Understand and Embrace Generational Consumer Media Habits and Channels
Learn how Americans across generations engage with media, including social media, movies, TV shows, music, reading, and podcasts.

November 28, 2022
Giana Damianos – Senior Analyst, Syndicated Research

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.

Read on and fill out the form for an excerpt from our
Generational Consumer Media Habits & Channels presentation.

Collage Group’s 2022 Media Habits and Channels Study provides insights across generations on the specific platforms American media users go to, their media habits, and their preferences for media content. The data dives deep into content and platform drivers—spanning categories, passion points, and identity attributes.

Key Findings: Social Media

    • All Generations, with the exception of Boomers, use a wide variety of platforms, and they tend to be always ‘on’.
    • This high social media use comes at a cost, Gen Z worries most about the impact on their mental and emotional wellbeing and becoming addicted. All generations have concerns for their privacy and safety.
    • Social media functions as a portal to other media, especially for younger generations.
Primary concerns about use of social media

Context:

Social media is both friend and foe for consumers today. It is a powerful enabler of connection across generations – on the younger end, it provides ways to find community and make new friends, and on the older end it’s a powerful way to reconnect.

But there are downsides too – younger generations feel the pressure of constant comparison that social media forces upon them, and consumers of all generations worry about safety and security.

 Action Steps:

    • Provide ways to mediate the mental and emotional effects of being online.
    • Facilitate meaningful connection by encouraging authentic self-expression.
    • Utilize the power of social media as a discovery engine for other types of media – like new music and shows to watch.

Key Findings: TV & Movies

    • Most generations watch TV shows via online streaming platforms, but for Boomers, watching live TV is still most common.
    • Generations also vary when it comes to what they watch – younger generations show a preference for comedy, whereas older generations show a preference for tv news and action/adventure movies.

Context:

The proliferation of mobile devices has driven demand for streaming platform subscriptions among younger consumers. The accessibility of smart phones, tablets, and laptops offers younger generations the opportunity to stream content on the go.

Further, younger generations’ changing tastes align better with what streaming platforms offer, compared to Boomers who still highly favor news and sports, which are better suited to live TV.

 Action Steps:

    • Find and attract different generations of TV and movie viewers by understanding, and activating, based on where and when they are viewing:
      • Maintain advertising presence across TV formats, but understand that while Boomers may be watching TV more, their viewing is more passive.
      • Meanwhile younger generations are watching more via streaming platforms, but may have shorter attention spans for ads

Key Findings: Music

    • Music is a top passion point for younger consumers. The majority of Gen Z and Millennials would rather listen to music than watch TV.
    • Music is popular across generations for its ability to provide comfort and diversion while multitasking.
      Across Generations, consumers embrace the human element of music – and enjoy creating playlists themselves and sharing musical tastes with others.
47% of Americans would rather listen to music than watch TV

Context:

Music is a powerful comfort – and a powerful connector – across generations, but this is particularly true for Gen Z, a generation that craves human connection and relief from stress and anxiety.

Younger generations are passionate music fans overall, but while Gen Z tends to consume music more passively, their Millennial counterparts are more active in their passions – and like to go out to shows or live music venues.

 Action Steps:

    • Embrace the human element when selecting and promoting music – from showcasing artists stories to background on lyrics
    • Lean into options for music to be both passive and active, depending on consumer needs. For example, create task specific playlists to help consumers as they multitask, or interactive playlists for when music is the main focus.

Key Findings: Reading & Audiobooks

    • Most Americans enjoy reading – but we see significant variation by generation when it comes to format. Millennials are much more likely to consume audiobooks, and are also the most likely generation to embrace digital books.
    • Reasons for reading also vary significantly by generation. Gen Z reads as an escape, whereas older generations read to relax and to learn.
List of reasons why one reads for pleasure

Context:

Life stage and generational values play a big role when it comes to each generations reading style, as well as reasons for reading.

Millennials are often on the go, which is reflected in their penchant for consuming audiobooks as well as digital books that don’t require lugging around their reading material of choice.

The high stress and high pressure that Gen Z faces on a day-to-day basis are reflected in their desire to read as an escape, whereas Boomers entering retirement and looking for new passions are more likely to use reading to learn and to explore new topics.

 Action Steps:

    • Reach on-the-go Millennial readers through on-the-go media – audiobooks and e-readers.
    • Show an understanding of why readers are reading – for Gen Z and Millennials, this means giving them an escape, whereas for older readers, this might mean showing knowledge or skills gained through reading.

Key Findings: Podcasts

    • Podcasts are particularly popular with Millennials, many of whom listen while commuting or otherwise on the go.
    • Consumers across generations are drawn to podcasts for different reasons – Boomers are most likely to say they want to learn something or lean into a passion, whereas Gen Zers look for laughs and stories.

Context:

Millennials have become synonymous with “hustle culture” – and it’s this desire to always be learning, doing, or leveling up, paired with a particularly busy life stage, that contributes to their affinity for podcasting.

Boomers, on the other hand, are entering retirement and many are looking for continuous education opportunities, or simply to learn more about new passions, which we see reflected in the types of podcasts they listen to.

 Action Steps:

    • When developing podcast marketing, consider the context and outcomes your target audience hopes to gain from listening in.
    • For example, orient Millennial targeted ads around added value or information.
    • But if targeting Boomers, focus on teaching about products tied to hobbies or other interests.

Other Digital & Media Research Articles and Insights from Collage Group

Giana Damianos
Senior Analyst, Syndicated Research

Giana joined Collage in 2019 from Indiana University, where she studied economics, political science and psychology. In her spare time, Giana is getting to know Washington DC and its historic architecture.

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The New Marketing Imperative: How Brands Win by Navigating Diverse America’s Evolving Priorities

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The New Marketing Imperative: How Brands Win by Navigating Diverse America’s Evolving Priorities

In 2022, increasing polarization on social issues revealed that America’s cultural divisions are likely here to stay. Further, it has become clear that conventional wisdom is no longer reliable, particularly in regard to where various segments stand on social matters. 

October 3, 2022
David Evans – Chief Insights Officer

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Collage Group’s Virtual Annual Member Roundtable is Thursday, Nov. 3 from 1 – 4 p.m. ET

National events are reshaping many of the priorities and perspectives of Americans in unexpected ways. The upshot is that brands may miss the mark if they assume embracing diverse segments requires aligning around a specific activist or political point of view.  

To navigate this minefield, it’s necessary to deeply understand where America’s diverse consumers stand on these issues and how they respond to brand activism. 

CMO Panelists

Francesco Lagutaine
Chief Marketing Officer

Michael Smith
Chief Marketing Officer

Gary Osifchin
Chief Marketing Officer & GM, US Hygiene

Here are some highlights from our agenda. Download the full agenda.

America Now 2022: Harnessing American Identity to Navigate Social Issues

Our Keystone presentation, America Now, will reveal Americans’ stances on major issues including race relations, abortion, climate change, LGBTQ+ rights, and challenges with personal finances and inflation. Throughout this presentation, we will go deeper than ever before, addressing if and how Americans want brands to respond to these social issues. 

The core of our research unveils how diverse consumer segments respond to the central ideas that have driven marketing for decades, such as the belief in the American Dream. In a time of radical cultural transformation, learn how brands can activate diverse segments with these core ideas in flux.

CultureRate Ad and Brand Performance: Engage Diverse Consumers with Lessons in Cultural Fluency

In this section of the Roundtable, you’ll access insights learned from our proprietary CultureRate database as we reveal new learnings into how your brand can differentiate and win across the diverse consumer spectrum.

Whether you are targeting across all consumer segments, working to resonate with multicultural consumers generally, or targeting a specific race or ethnicity, this research covers the bases on what works and why in ads–and provides examples from the brands that are winning in each case.

Our team calls out key lessons from winning brands and ads to guide you as you plan your marketing campaigns post- mid-term elections and into the new year.

CMO Panel: Succeeding Amidst America’s Cultural Divisions

Collage Group members have thought deeply about how to successfully navigate America’s cultural divisions that are likely here to stay. In this panel discussion with Chief Marketing Officers from America’s iconic brands, including M&T Bank, NPR and Reckitt, you’ll hear directly from them about the actions they are undertaking in marketing and insights strategy to successfully navigate the new social landscape.

Don’t miss this chance to learn how to navigate the challenge of connecting with diverse American consumers–across race, ethnicity, generation, sexual identity, and gender. Reserve your spot today!

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David Evans
Chief Insights Officer

David serves as the Chief Insights Officer responsible for content, data science and innovation. He is passionate about creating the critical insights that can transform the fortunes of our members, informing how we create an unparalleled member experience with our products, and build great places to work.

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New Diverse Consumer Insights for Q4 2022

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New Diverse Consumer Insights for Q4 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?

September 20, 2022
David Evans – Chief Insights Officer

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Here’s an overview of the new reports we’re releasing in Q4 2022 and beyond that you’re missing out on.

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.

2022 Virtual Members-Only Roundtable

In 2022, increasing polarization around social issues has revealed that America’s cultural divisions are likely here to stay. But it has also become clear that the conventional wisdom regarding where various segments stand on social issues is no longer fully accurate. National events are reshaping many of the priorities and perspectives of Americans in unexpected ways. The upshot is that brands may miss the mark if they assume embracing diverse segments requires aligning around a specific activist or political point of view.

To navigate this minefield, brands need a clear understanding of where Americans across diverse segments stand on these issues and how they respond to brand activism. Collage Group’s 2022 Virtual Members-Only Roundtable, featuring updates to our America Now and CultureRate research, will help brands and organizations navigate the challenge of connecting during this period of uncertainty and confusion. Attendees will walk away with insights and tools to make data-driven decisions that will maximize connection.

Category Essentials

Our category-specific research evaluates consumer attitudes and behaviors across specific consumer goods industries. New proprietary deliverables, which include deeper category insights identified by member request, will be made available for each of our four memberships throughout the fall.

Media Habits & Channels

Learn how to connect with diverse consumers by engaging them through media. This quarter we will explore Americans’ behaviors and attitudes related to various entertainment and social media (visual, social, audio). Our research centers on both traditional media and content, as well as new channel preferences.

CultureRate

Through insights gleaned from our CultureRate database, we will unveil lessons learned from top performers across diverse segments. CultureRate provides a one-stop solution for our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of their brands. Cultural fluency is crucial to future growth as American consumers become more responsive to multicultural themes, representation, and stories. In our all-new Q4 research, learn how CultureRate continues to be an asset for companies, many which are leveraging the largest database of its kind available and growing annually by over 200,000 responses or 30 million unique datapoints.

Parents & Kids

Create a lifetime of brand loyalty by tapping into the evolving needs of parents and their children. With rapidly changing demographics, families are becoming more racially and ethnically diverse. Discover how your brand can leverage these insights to better engage parents and kids.

Health & Wellness

Health affects every community in America, and is a key area of interest for consumers, especially as we approach a post-pandemic America. Learn more in this exploration of diverse consumer health and wellness attitudes and behaviors, covering payers, providers, and industry insights.

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Other Recent Research Articles & Insights from Collage Group

David Evans
Chief Insights Officer

David serves as the Chief Insights Officer responsible for content, data science and innovation. He is passionate about creating the critical insights that can transform the fortunes of our members, informing how we create an unparalleled member experience with our products, and build great places to work.

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Talking About ‘Inflation’ May Backfire for Brands

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Talking About 'Inflation' May Backfire for Brands

Hispanic, Black, and Asian Americans are also adopting different purchasing strategies.

August 17, 2022
Quintin Simmons – Public Relations & Communications Manager

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It’s no surprise that in Collage Group’s recent consumer survey on the economy, a whopping 93% of respondents said they have noticed that items they ordinarily purchase are now more expensive, and 78% said they are “a little” to “very worried” about their current financial situation.

Fill out the form below to watch the replay and download the presentation for key insights.

Data from the analysis, “Guard Against Recession with Cultural Insights,” also reveals that brands should avoid certain language about the economic outlook when addressing consumers, including using terms like ‘the economy,’ ‘recession,’ and ‘inflation,’ as these phrases may trigger unexpected responses from consumers.

“These words polarize buyers, and once they hear them, there’s a tendency to absorb the message as loaded or too political,” explained David Evans, chief insights officer at Collage Group. “I recommend brands avoid playing into the economic anxiety.”

Brands need to concentrate on what they can control, he says. “They need to focus on solving consumers’ real problems.”

Evans instructs brands to connect around personal finance issues and look to address everyday problems such as paying down debt and managing escalating costs.

“So, it is imperative for brands to refraining from giving too much attention to the economic-narrative headline, and more important to explain how their products and services would be helpful,” Evans continued.

To that point, another 93% of consumers want brands to do something to help them. At the top of the list: offer discounts, cut prices, and provide lower cost versions or packaging.   

Additionally, it is equally critical for brands to recognize that consumers are navigating the waters differently, especially across racial and ethnic segments.

Hispanic Americans are worried and changing behavior: Collage found that 35% of Hispanic Americans say they are “very worried” now, much higher than other groups. As a result, they have already begun adjusting their purchasing across virtually every category, including purchasing more generic or store brands and shopping more frequently at discount stores.

Black Americans are far less concerned than other segments: Remarkably, Black Americans are far less worried about what’s to come, and in fact are holding steady on purchasing behaviors. Evans attributes this poise to Black Americans’ tenacity over time, citing the segment’s higher levels of optimism and courageousness, two of a variety of cultural traits which Collage Group tracks across all demographics.

Asian American are adopting a wait and see approach: Asian Americans are a bit in the middle of the spectrum. They are not yet worried, according to the study. However, Asians said they are planning to adjust spending in the future in order to be safe.

“Every segment is feeling the pinch, and brands need to respond with empathy and show they are prepared to do something,” said Jack Mackinnon, senior director at Collage Group and the author of the study.

“At the same time, it is essential for brands to avoid attempting to adopt a ‘one-size-fits-all’ approach to the multicultural segment,” he added. “Brands also need to recognize the variety of responses consumers are having to inflation.”

Top action steps brands should consider:

    1. Avoid political anxieties by steering clear of the headline economic narrative: Our highly polarized national media causes many to view the economy through their own political lens. Brands must be mindful of playing into this polarizing dynamic.
    2. Embrace the realities of consumers’ real financial challenges: Show empathy about what’s happening to consumers now, especially with respect to managing credit, delaying purchases, shopping and driving habits.
    3. Explaining cost savings opportunities: Tell consumers how products and services can save them money.
    4. Emphasizing steadiness/predictability: Seize those consumers who have strong brand loyalty. Position your brand as steady and willing to provide what’s needed. 
    5. Being willing to sacrifice: Those brands in particular that have generated record profits should reward their devoted consumers by supplying coupons, by discounting prices, and by offering layaway or delayed payment options.

Contact us 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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Other Recent Multicultural Research Articles and Insights from Collage Group

Quintin Simmons

Quintin Simmons
Public Relations & Communications Manager

Quintin Simmons is Public Relations & Communications manager at Collage Group. He has over two decades of journalism and communications experience, having written and edited for a variety of publications, and servicing as media rep for a number of national outlets. Quintin, a communications and media relations expert, is always looking to connect and engage with writers and reporters.

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Gen Z Passion Points

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Gen Z Passion Points

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

August 8, 2022
Natalie Griffith – Director, Product & Content

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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.

Fill out the form to download the attached presentation for key insights and applications.

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

To get you started with our Passion Points research, read on for sample topline findings on Gen Z consumers, as compared to other generational segments.​​

Travel

The majority of Gen Z is already saying they have a strong urge to travel the world–they are close behind Millennials in this passion. And this sense of urgency is consistent across Gen Z cohorts. With the wealth of travel content online, they have had a greater exposure to all the world has to offer at such a young age than any generation before them. And with all that content, they have a had a lifetime to develop FOMO, or fear or missing out, on seeing the world, and travel influencers sure make it look exciting.

Overwhelmingly, 55% of Gen Z agrees they would rather travel internationally. Younger Gen Z, ages 13 to 17, is even more so interested in traveling abroad. This is a great contrast compared to older generations, as it speaks to this generation’s greater ingroup diversity and their acceptance of and interest in experiencing other cultures.

Gen Z is strongly driven by a desire for adventure. When forced to choose, they would rather be doing exciting things than relaxing on vacation. Younger Gen Z comes out on top with 67% preferring excitement. Fun is the priority, a common theme for this generation.

Cooking & Dining Out

Brands must be careful not to overestimate Gen Z’s identification with being a “foodie,” meaning someone who takes enjoyment in meals and trying new foods. While Millennials are known for this, Gen Z is not quite there. The younger group tends to be less adventurous, as it’s important to remember that they are mostly still living at home with their parents, and likely have lacked the freedom to go out and expand their palate. Older Gen Z consumers, however, are now young adults and are more likely to try new foods.

About half of Gen Z and Millennials like to source their recipes from food influencers or chefs. Our data shows that 49% of gen Z saying they follow food influencers, chefs, and other people to learn new recipes. Often what these viral recipes have in common is that they put an unexpected twist on known ingredients, and that they’re easy and accessible.

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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Other Recent Gen Z Research Articles and Insights from Collage Group

Natalie Griffith
Director, Product & Content

Natalie has over 10 years of experience in consumer insights and brand strategy, including 3+ years as lead researcher in Gartner Iconoculture’s Gen Z practice. Natalie has managed research projects across industries, including extensive work in financial services, media, technology, and food and beverage. Natalie holds a B.S. in Psychology from Tulane University.

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Gen Z Passionate About Travel, Eager to Explore the World

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Gen Z Passionate About Travel, Eager to Explore the World

The desire to travel is a key interest among the majority of Generation Z consumers, with more than half (60%) stating they have a strong urge to travel the world, according to new research from the cultural intelligence firm, Collage Group. This generation’s urgency for travel exceeds that desire of the older Gen X and Boomer generations by nearly 15%.

August 2, 2022
Quintin Simmons – Public Relations & Communications Manager

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The recent study, titled “Gen Z Passion Points,” notes that Gen Zers have had a great wealth of exposure to the world via the internet and this likely contributes to their wish to journey. Moreover, this generation is digitally native – the internet has been around literally for their entire lives – so they have been exposed to distant parts of the globe at an earlier age than any previous generation.

Fill out the form to download an excerpt from the presentation and read on for further insights.

“This virtual access to the world, to other cultures, at such a young age, has fueled an expectation that they will be able to see and experience these places and cultures firsthand, says Natalie Griffith, Director of Product & Content at Collage Group. “Not only does Gen Z want to travel to various locales, but they would like to take these trips in the very immediate future.”

And a quick getaway or merely crossing state lines is not the hope. The Passion Points study reveals that for Gen Z, international travel is the overwhelming favorite when paired against domestic travel, as 55% of the segment said they would prefer to go abroad vs. vacation in the States. For younger Gen Zers, those ages 13 to 17, the yearning to travel internationally is even greater at 61%. This contrasts with the other generations who may want to travel too, but not to the extent exhibited by Gen Z.

Another interesting comparison regarding Gen Z travelers and those from other age groups, is the reason why they travel. Amongst other older generations, traveling for pleasure usually involves leisure and time to unwind. But for Gen Z, traveling – in terms of a vacation – is driven by a desire for adventure or action. Fifty seven percent of Gen Z agrees that for them, a vacation consists of excitement, which is opposed to 57% of the total population who say they’re looking to relax when on a trip away.

“The Gen Z segment loves to vacation, but they don’t want to go away and simply soak up the sun,” says Griffith. “If they’re taking a trip, their preference is to explore; they’re planning an adventure.”

Again, younger Gen Zers are more intense than the older Gen Z cohort, as 67% of the younger segment says they seek excitement over relaxation.  

To that point, Gen Z is largely made up of people who are apt to stepping out of their comfort zone and abandoning their everyday routine. This proclivity enthusiastically comes across in their Passion Points, especially in respect to traveling. They pursue unique and unforgettable experiences.

In addition to that, Gen Z is also passionate about technology, including Instagram, TikTok and other social media. Thus, it is not surprising that the two passions – travel and technology – bridge seamlessly. Gen Zers commonly take trips or travel abroad with intentions of sharing their voyage on Instagram, posting pictures and photos.

Finally, food is another Passion Point among Gen Z and it too ties in with their zeal to move about and travel. Gen Zers frequently pick travel destinations solely to partake in the local cuisine. Seventy three percent of the generation reports selecting places to travel based on the food served there.

Gen Zers clearly have a deep appreciation for other cultures and environments. They tend to express their admiration for an area by visiting it. This generation likes to experience the possibilities and thrives in creating new memories.

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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Other Recent Gen Z Research Articles and Insights from Collage Group

Quintin Simmons

Quintin Simmons
Public Relations & Communications Manager

Quintin Simmons is Public Relations & Communications manager at Collage Group. He has over two decades of journalism and communications experience, having written and edited for a variety of publications, and servicing as media rep for a number of national outlets. Quintin, a communications and media relations expert, is always looking to connect and engage with writers and reporters.

Get In Touch.

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In Wake of Higher Prices, Grocery Shoppers Buy Cheaper Brands, Make Fewer Purchases

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In Wake of Higher Prices, Grocery Shoppers Buy Cheaper Brands, Make Fewer Purchases

As prices for everyday items continue to soar, a number of Americans find themselves priced out of buying certain products, and others are able to afford but refuse to pay the steeper costs.

August 1, 2022
Quintin Simmons – Public Relations & Communications Manager

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When it comes to grocery shopping the choice to not buy isn’t a realistic option. Inflation has taken a noticeable toll on the cost of goods of all kinds, from home purchases to vehicle buys. The grocery store is no exception.

Fill out the form for more details in an excerpt of our Category Essential on Food.

To contend with higher grocery bills, a segment of shoppers have changed their shopping habits. Overall, most shoppers reported that they have decided to select cheaper brands, or they have opted to purchase fewer items.

Across racial and ethnicity lines, the reaction to grocery price hikes has been largely similar. Hispanic, Black, and Asian American consumers were more likely to report changing where they shop. These three groups also said they have stopped or have reduced making bulk food purchases.

All three segments – plus White American shoppers – said that affordability is indeed a factor when they decide which foods to buy. Of the White Americans polled, 78% answered that they often or always make a special effort to buy foods that are affordable. Black shoppers also see affordability as an important factor, as 73% responded in kind. Close behind them were Asians at 72%. 

Americans Food Choices

When asked what matters most when choosing a store for grocery shopping, 57% of all races responded, “low prices.” Moreover, collectively 42% of Hispanic, Black, Asians, and Whites said they recently decided to purchase cheaper items or generic brands due to the higher grocery costs. Some have bought less groceries and a portion have decided to shop for food elsewhere.

As prices and food bills continue to mount, buyers of all backgrounds have taken notice, and many are making adjustments.

Fill out the form below to learn more about how you can access the full report.

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Quintin Simmons

Quintin Simmons
Public Relations & Communications Manager

Quintin Simmons is Public Relations & Communications manager at Collage Group. He has over two decades of journalism and communications experience, having written and edited for a variety of publications, and servicing as media rep for a number of national outlets. Quintin, a communications and media relations expert, is always looking to connect and engage with writers and reporters.

Get In Touch.

There's a world of Data Insight Opportunity just for you

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Authentically Engage Multicultural America Now

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Authentically Engage Multicultural America Now

Collage Group joins The Quirk’s Event for a Conversation About Understanding & Engaging Multicultural America Now.

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

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It’s no secret that over the past two years, multicultural consumers have changed how they evaluate and view brands.

But, do brands truly know how multicultural American consumers’—responsible for more than 100 percent of total population growth—have changed since the unprecedented social, economic and public health upheavals since 2020? Or how to effectively engage them through advertising?

Fill out the form to download an excerpt from the presentation and read on for further insights.

Read on and fill out the form for an excerpt from our
Authentically Engage Multicultural America Now presentation.

To answer this question and more, I was joined by my colleagues David Evans, Collage Group Chief Insights Officer, and Jack Mackinnon, Director of Product & Content, to present at the Quirk’s Event in New York City: a valuable collection of sessions and networking opportunities with leaders in the marketing research and insights field.

In the first part of our session, which included highlights from our “America Now” study, Jack Mackinnon unveiled key changes in Asian, Black and Hispanic consumers’ attitudes and priorities since 2020. Attendees learned what these changes in perspectives mean for their brands, such as how to support the changing landscape of diverse American consumers.

One key takeaway from America Now: when brands that act on social movements, they are more likely to connect with multicultural consumers. However, brands also must accurately portray diverse stories and communities while ensuring that they are being authentic themselves.

Currently, many multicultural Americans are not satisfied with how they are being portrayed by brands. Which means there is an important opportunity for brands to explore how they are portraying multicultural consumers and ensure those representations are authentic. Consumers want brands to portray race and ethnicity accurately, but also want them to include the unique stories that are often not portrayed in advertising. This requires brands dig deeper into multicultural Americans and their stories and develop the diverse advertising campaigns more likely to connect across multicultural consumer groups.

Furthermore, shying away from action on social movements can be harmful for brands, specifically among younger consumer groups, and requires much more than running diverse ad campaigns. In fact, 25% of Black consumers and 21% of Hispanic consumers say they will stop buying from brands that do not take a stance on a social or political issues that are important to them. And for all multicultural consumers, they want to see diversity woven throughout the organization, including internal diversity vs. simply limiting support for a cause to an advertising campaign.

So then how do brands ensure they are connecting with multicultural Americans authentically? The answer is in embedding Cultural Fluency throughout the organization–to engage efficiently and effectively across consumer segments.

In his presentation explaining the “halo effect” of diverse advertising, David Evans explained that Cultural Fluency is an emerging marketing mandate that can no longer be understood as a sideshow to the main act of “mainstream marketing.” It’s a necessary component for connection and growth among multicultural American consumers.

David explained that Culturally Fluent ads that aim to connect with a single story or community can have a halo effect across other consumer segments. For example, many Black and Hispanic centered segmented campaigns halo across other segments, allowing brands to reach even more consumers authentically, especially if the focus is on the “story”. Further White consumers are also responding well to multicultural ads.

We know this because help brands succeed with Cultural Fluent advertising, Collage Group created CultureRate, which leverages 10+ years of research and expertise in the survey design methods needed to understand diverse America. CultureRate is generating 30+ million datapoints annually, with nearly one million consumer responses collected since 2018. It allows our research team–and member brands–to reference the largest database of culturally focused consumer response to ads and brands growing at an annual rate of 100-120 ads, 50,000 of responses or 9 million datapoints.

From an deep analysis of this database, David and his team have unveiled 4 key areas for advertisers to take action on to increase their ROI from the halo effects. Download the excerpt above from the presentation to learn more.

Thank you again to our peers and partners at Quirk’s Media for the opportunity to share this important research. Contact us below to learn how membership to our cultural intelligence platform will help your brand harness cultural insights for growth.

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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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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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Other Recent Research Articles & Insights from Collage Group

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.

Get In Touch.

There's a world of Data Insight Opportunity just for you

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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 Insights 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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Other Recent Research Articles & Insights from Collage Group

David Evans
Chief Insights Officer

David serves as the Chief Insights Officer responsible for content, data science and innovation. He is passionate about creating the critical insights that can transform the fortunes of our members, informing how we create an unparalleled member experience with our products, and build great places to work.

Get In Touch.

There's a world of Data Insight Opportunity just for you

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