Each generation approaches the patient journey from a unique perspective. Keep reading for key insights and a downloadable deck on generational differences in health-related attitudes and behaviors and the emerging consumer mindset.
Health and wellness are top of mind for consumers. With healthcare costs higher than ever, Americans are acting more and more as “consumers” when it comes to their healthcare and health insurance. They want to get bang for their buck by being more choosy and “shopping around.” As a result, they’re more sensitive to price and think even more critically about their symptoms before deciding it’s necessary to seek care. And when they do, many are turning to cost-effective options like virtual care.
The rise of consumerism in healthcare means you’ve got to be thinking about all the levers that traditional service-oriented businesses have leaned on to win consumers. Highlighting and providing excellent service and competitive cost are two that many in healthcare still struggle with. To win consumers and provide them optimal care, you must understand how these factors are constantly shifting consumers’ expectations, needs, and desires.
Collage Group’s 2021/2022 Health & Wellness Study covers generational differences in healthcare-related attitudes and behaviors. Our research reveals how the emerging consumer mindset affects each generation’s attitudes and behaviors in healthcare.
Download the attached presentation and take a look at a few key insights and implications below:
#1: Gen X and Boomers emphasize doctors’ qualitative attributes, so provide bios that allow each individual doctor’s strengths to shine and focus your marketing efforts on how your organization stands out with excellent service. Your organization has exceptional talent, so make sure you get the credit for it!
#2: Gen Z and Millennials emphasize their doctor’s identity attributes, so add filters (gender, race, etc.) to provider search tools to allow them to refine their search for a doctor they value. It’s important to make it easy for them to find a doctor they feel comfortable with. Finding a doctor with shared identity can also help them to feel less anxious.
Indianapolis-based Community Health Network differentiates their medical facilities by highlighting the exceptional care they offer. Their creative showcases their patient-centric values and community-driven approach (the audio track in the ad was even performed by Community Health Network employees!). The ad affirms the network’s focus on service by communicating the diversity in their providers, showing that every patient can find a doctor who will listen to and understand their unique needs.
To bolster the themes in their creative campaign, Community Health Network has a robust provider search tool on their website. Each doctor has a short bio and an introduction video so that patients can evaluate them on a more personal level beyond their credentials. They can hear their voice and see their smile—as well as learn about their passions in healthcare and their approach as a physician. The website’s search tool allows patients to filter by different attributes like gender and language. The site even has a section for reviews.
#3: Younger Americans have a more self-sufficient health perspective. They also say that feeling worried or anxious is the top reason they avoid care. Help them feel more empowered in their health by giving them some control over their health journey. This will help grow their trust and inspire confidence in themselves.
Virtual care company LetsGetChecked was founded in 2015 with the goal of empowering people to manage their own health from home. They provide at-home sample collection kits which can be sent to healthcare facilities for results. They also provide telehealth services. This innovative healthcare approach caters to the unique needs of younger Americans who want control and self-sufficiency in their health journey, and simultaneously are anxious and turned-off by conventional healthcare services.
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.
https://www.collagegroup.com/wp-content/uploads/2022/02/2022-health-care-generations-square.jpg392600Vlad McNeallyhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngVlad McNeally2022-02-11 21:34:242022-04-22 20:20:35Health Care Across Generations
This research is part of a series that expands on our 2021 Roundtable Presentation, America Now. Read on for a snapshot of American generations’ current priorities in life.
Understanding Americans’ priorities and life values offers crucial context into how consumers make choices. Personal values often stem from cultural context, such as each generation’s unique upbringing. While one’s outlook on life usually remains stable over time, the pandemic sparked a massive reevaluation of priorities as Americans grappled with uncertainty and unexpected life changes. Brands must stay abreast of these changing consumer tides by getting back to basics: understanding their target consumers on a core level through current attitudinal and values-based data.
Fill out the form to view a sample from our research presentation, America Now: How We Have Changed Since 2020.
In a recent study, Collage Group asked Americans about the top three things they consider important to living a good life (such as good health, financial stability, healthy relationships, a job that they love, being well-educated, or experiencing new things). Our data shows that younger Americans tend to desire a more well-rounded lifestyle, spreading priorities across many of these areas of life. Older generations, by contrast, approach life more traditionally—strongly valuing health and finances while de-emphasizing other topics.
These generational differences can be partly explained by socio-historical context. Boomers and Gen Xers grew up during a time period where the ethos was the “American dream.” Hard work was—and still is—highly valued by them and viewed as a direct path to success.
Just decades later, Millennials and Gen Zers each came of age in a rapidly changing world with turbulent political and economic circumstances (Millennials, the 2008 recession; Gen Z, the COVID-19 pandemic). This upbringing tainted their worldview, calling the “American dream” into question entirely. In turn, younger generations cope with cynicism by taking on a “YOLO” (“you only live once”) attitude. They try to enjoy life while they can rather than wasting too much of their life working towards a version of success they’ll never attain.
While historical context explains a core part of each generation’s outlook on life, it doesn’t mean that people’s attitudes and values are locked in permanently. Times of massive change and uncertainty, such as the COVID-19 pandemic, can be the spark for deep realignment of social values. We are already seeing this trend in our data.
For example, Gen X and Boomers, two generations that have historically valued more traditional life goals and prioritized work over happiness. When asked explicitly about how their personal and professional priorities changed due to the COVID-19 pandemic, two-thirds say that being happy and healthy is more important than it was a year prior. In fact, the data is on par with Gen Z and Millennials. This is evidence of values shifting and even converging across generations. Moreover, this data point indicates that wellness is a growing area of opportunity for the total market despite conventional wisdom that it’s a Gen Z and Millennial fad.
https://www.collagegroup.com/wp-content/uploads/2022/01/2022-life-priorities-square.jpg392600Vlad McNeallyhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngVlad McNeally2022-01-13 19:18:312022-07-26 19:44:43America Now: Life Priorities Across Generations
This research is part of a series that expands on our 2021 Roundtable Presentation, America Now. Read on to learn how Gen Z women stand out for their prioritization of reducing sexism.
2017 was a pivotal year for women in the U.S. The day after President Trump was inaugurated, millions of Americans across the U.S. participated in the largest single-day protest – The Women’s March – to support gender equality and protest the President’s anti-women statements. Later that year, the #MeToo movement gained momentum as more women broke their silence as survivors of sexual abuse and revealed the prevalence of sexual violence against women. With increased visibility on women’s issues, women have reported that their gender identity has become more important to them over the past few years. This is especially true of Gen Z women; 55% agree that their gender is now a more important aspect of their identity than it used to be. Brands can better engage with consumers by understanding how Americans’ identities shape their views on social and political issues, and what they expect from brands like yours in engaging with these issues.
In a recent study, Collage Group asked Americans what three social and political issues are most important to them and found that Gen Z women are unique in wanting to see the reduction of sexism in society. 33% of Gen Z women feel reducing sexism is one of the most important social or political issues today, compared to just 10% of Millennial women, 7% of Gen X women, and 3% of Boomer women.
Gen Z women’s perceptions on the importance of reducing sexism is even more pronounced when it comes to their support of brands. Over half of Gen Z women will reward brands that support reducing sexism. And while older women tend to prioritize other social and political issues over sexism, many are still more likely to support brands that will confront sexism.
Across generations, women want brands to address sexism by paying them equally to men for the same jobs and offering training for employees so they can identify sexism and combat it. Gen Z women, however, stand out from older women by wanting brands to address sexism in other ways too. Half of Gen Z women also want brands to hire women to leadership positions. And over one in four want brands to make public statements about sexism and donate money to organizations that work to reduce sexism.
Contact us to find out how you can access the full America Now report with these insights and much more.
https://www.collagegroup.com/wp-content/uploads/2021/12/2021-gen-z-sexism-square.jpg392600Vlad McNeallyhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngVlad McNeally2021-12-13 18:49:042022-07-26 20:17:37America Now: Gen Z Women Key Issue – Sexism
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.
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:
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 Insights 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.”
https://www.collagegroup.com/wp-content/uploads/2021/09/shopping.jpg334500Vlad McNeallyhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngVlad McNeally2021-09-23 15:37:102022-09-26 18:32:46Revealed: Top 20 Ads and Brands Resonating Across Diverse America
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.
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.
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.
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.
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.
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 devicespresent 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:
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.
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.
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.
I had the pleasure of taking part in one of our recent in-house studies, which took a look at over 250 iconic brands. In the end, we were able to objectively identify the top 10 brands for Hispanic consumers.
https://www.collagegroup.com/wp-content/uploads/2020/03/afif-kusuma-nKVZ1GdAsag-unsplash-e1585257428221.jpg5891500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2020-03-27 19:03:082022-01-04 16:02:52How Multicultural and Youth Consumers are Reshaping the Video Game Industry
Collage Group 2020: Putting Brands & Ads at the Center of Membership
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Three factors are leading us to change our research model to put your category, brands and ads at the center of everything we do.
Learn more about our 2020 research agenda and how our syndicated research platform can help you save money and time.
Factor 1. Every Brand Now Faces Three Moments of Truth with Multicultural America
When it comes to high likelihood that your next consumer is multicultural, ask yourself these questions.
Do you really understand this consumer? Do you understand her category-specific motivations, behaviors and needs? And finally, are you activating with culturally fluent brand equities that drive cross-over appeal?
Factor 2: The Rise of the “New Wave,” The First Generation That is Intrinsically Diverse
We recognize that the evolving population dynamic in America has now firmly placed multicultural at the center of all marketing. It’s not just that Multicultural is big, it’s that Multicultural influences all other demographics.
This is especially true for the generation of Americans between 18-39, which we call the “New Wave.” This generation is the first to grow up in what we call an intrinsically diverse environment. While far more diverse, the New Wave share an orientation toward inclusion and diversity not seen in older generations.
And they are now rapidly increasing their spend.
Factor 3: The Cultural Fluency Imperative
Our mission is to help our members increase Cultural Fluency, not just better target specific ethnic segments. Cultural Fluency is the ability to use culture to connect effectively and efficiently across segments.
We have therefore now invested heavily to offer three new research initiatives that place category, brands, and ads at the center of everything we do.
The Category Essentials: Insights into How Diverse America Views Your Category
With our sharp understanding of cultural variation at the category level, we can reveal distinctive behaviors, motivations, and usage patterns that arise due to culture.
We will extend the reach of our cultural attributes and group traits methodology to help brands better understand the efficiencies and opportunities that stem from putting culture at the center.
“CultureRate:Ad and CultureRate:Brand:” Measuring the Cultural Fluency of Your Ads and Brands
Our vision is to build a database that measures the Cultural Fluency of both our member’s brands, their advertising and their category peers.
By building a database on the Cultural Fluency of America’s leading brands and ads we hope to motivate more inclusive advertising that drives up Cultural Fluency across every category. Using CultureRate:Ad and CultureRate:Brand to measure performance is a critical first step to Cultural Fluency.
Cultural Fluency Solutions
Finally we recognize that even this new level of detail about your categories, brands and ads will not answer all your questions, nor should it. For this reason, we are upgrading our entire suite of custom engagements to put cultural fluency at the center, to extend the authenticity and impact of all your marketing.
I had the pleasure of taking part in one of our recent in-house studies, which took a look at over 250 iconic brands. In the end, we were able to objectively identify the top 10 brands for Hispanic consumers.
https://www.collagegroup.com/wp-content/uploads/2020/01/Disney2019_Booklets-e1580327816920.jpg8751500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2020-03-25 19:46:102020-03-26 19:21:52Collage Group Puts Brands and Ads at the Center of Membership in 2020
The New Wave—the young, diverse segment of Americans aged 18 to 39—value word-of-mouth and engage it more than older Americans. In this study, we share two steps and five tactics that brands should leverage to drive word-of-mouth in this segment.
As part of our 2019 Roundtable research, we took a deep dive to understand what drives word-of-mouth influence in the New Wave, the young, diverse segment of Americans aged 18 to 39. We found that New Wavers are much more likely to rely on word-of-mouth when seeking out new products than their older counterparts. And it’s become an expectation and necessary step on the path-to-purchase for many of these young, diverse consumers.
Learn about our 2020 research agenda and how access to our syndicated research platform can help your brand connect with the New Wave.
The New Wave is also more likely to engagein word-of-mouth—both online and offline!This is good news for brands—it means you don’t have to work as hard to get these people sharing. The challenge, of course, is making sure that when they share it’s about your brand, and that sentiment is positive.
Our 2019 Roundtable research provides two steps to keep you top-of-mind and at the center of discussion.
The first step is to quantify influenceso you can identify the most influential segments in the new wave. We employ two methods to help you quantify influence and identify segments to target. The first uses factor analysis to identify the segments most likely to exhibit attitudes and behaviors related to word-of-mouth. The second uses an ego-based social network analysis to understand how far influence is likely to spread given the makeup of each segment’s social networks.
The second step is to activate the New wave to share. We provide two tactics to help you amplify word of mouth in the most influential New Wave segments and three tactics to drive word-of-mouth across all New Wavers.
Download the attached PowerPoint deck for insights and executional examples to help you harness the influence power of the New Wave.
If you are interested in joining peer-to-peer calls with non-competitive members to share insights and discuss strategies to manage this issue, exploring custom qualitative or quantitative research for your brand or category, or having an initial conversation with our consulting team about methods to deal with this topic, please fill out the form below.
It’s not too late to activate! With over 30% of Americans (and 40% of Gen Z and Millennials) celebrating “Friendsgiving,” brands will want to make their mark on this growing tradition. Keep reading to learn what consumers expect from brands like yours this Friendsgiving.
https://www.collagegroup.com/wp-content/uploads/2020/02/the-creative-exchange-kpUWtrP3_Q8-unsplash.jpg5721500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2020-02-20 18:10:202020-03-26 22:03:14Amplify Word-of-Mouth Impact in the New Wave
Diverse Representation in Ads Is Not Enough to Win The “New Wave” of Diverse, Young Americans
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Across 2019, we analyzed almost 150 ads, gathering almost 100,000 surveys and 20 million datapoints. Using this data, we developed the Cultural Fluency Quotient, a new metric to predict brand favorability and purchase intent, and ran machine learning on the data to derive powerful new insights into what matters for every demographic. Read on for critical insights into the creative strategy you need to win the New Wave.
Access the Presentation
Keys to Culturally Fluent Creative for the New Wave
In a climate of increasing tribalism exacerbated by social media polarization, advertisers must appeal to the most complex mix of demographics in American history while steering clear of unintended backlash. Every quarter has its walk of shame for one or more brands, most recently Peloton for its widely reviled holiday commercial “The Gift that Gives Back” that tanked the stock by over 10% in early December 2019.
As many members know, we have been building a capability we call CultureRate:Ad leveraging a database of consumer response to ads. Across the last 18 months, we have been conducting research based on a new way of looking at brand favorability called Groundswell and Backlash, and applied machine learning to reveal powerful insights into how people from different cultural backgrounds process ads.
As the database grows, our ability to derive deeper insights and develop more predictive metrics increases. For this study we developed the Cultural Fluency Quotient (CFQ), a weighted combination of three factors that best predict post-view brand favorability and purchase intent, which is then indexed for each demographic. We ranked ads on CFQ for each demographic and ran machine learning on the top and bottom performing ads to derive the factors that best predict both high Cultural Fluency and what to avoid.
One key insight here is to go beyond performance norms. We therefore also look at how important a norm is to high CFQ. After all, it makes no sense to focus overly on how well an ad’s visuals perform (for example), if visuals are not a driver of cultural fluency. For this reason, we use our machine learning results to derive importance scores an dozens of attributes of ads. We then plot the results on a 2×2, as shown below. The winning ads do well (horizontal axis) on what matters (vertical axis).
When we run the numbers, the findings are similar for every demographic. The best ads tell a simple story using ONE multicultural perspective, with attention to authentic texture. These ads avoid the trap of representing every demographic at once, and ensure theviewer is not confused by the relationship between the product and the story.
The top two insights from this analysis imply:
It’s Not Just Casting: Creating common ground is not just “representation.” You see that in the chart below that People & Characters are not as important as Story and Message. Diverse representation is necessary but it’s only price of entry.
The Story is Everything: Storytelling is by far the most impactful way to build cultural relevance. No story, no cultural fluency.
Few ads better exemplify this point than US Banks “Hard Work Works: Flying Home.”
https://www.collagegroup.com/wp-content/uploads/2020/02/jakob-owens-GpwEyFkAXYo-unsplash.jpg10001500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2020-02-11 16:35:072022-01-04 16:04:38Diverse Representation in Ads Is Not Enough to Win The “New Wave” of Diverse, Young Americans
The Cultural Fluency Imperative: How to Win the “New Wave” of Diverse, Young Consumers
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The 2019 Roundtable Series inaugurated a new chapter in the way we help organizations activate young diverse consumers. Learn about our Cultural Fluency Framework and how applying our three-part approach can help connect your brand equities more reliably to the Group Traits of these consumers.
How should marketers reach younger and more diverse Americans, the generation between 18 and 39 whose spending is set to explode? To answer this question, we enhanced the Cultural Fluency framework we first introduced in 2017, to better increase the ROI on marketing to a diverse America.
Listen to or download this presentation to learn about:
Our three-part framework for deepening Cultural Fluency for the New Wave.
Details of the New Wave Group Traits, covering the “what, how and where” of marketing to this segment.
Case study examples outlining how a handful of leading brands are activating against these Traits.
Indeed, applying a demographic lens alone is not only superficial and impractical, but also ignores the commonalities that bind people together across different cultural experiences.
For that reason, we have developed an exhaustive analytical method for understanding how cultures vary, identifying six cultural attributes that can be used to culturally profile any segment. This work has formed the foundation of our Essentials of Multicultural and Generational Marketing work.
And for younger Americans in particular, this approach is especially important. This group has grown up in an environment of intrinsic diversity not experienced by older generations, and which unites their consumption behavior across demographic labels. We call this group the “New Wave” of consumers, those consumers born into an America that was already intrinsically diverse.
According to our research, New Wavers possess six Group Traits as shown in the graphic below.
Understanding “What to Say”
Marketers can use this framework to first understand the core cultural attributes underlying how culture is expressed in the Group Traits of any particular segment. In this presentation we apply the model to the New Wave. Please review our Essentials work to see how the model is applied to Multicultural and Generational Segments, or contact your Client Services representative to learn more about applying the framework to your subcategory.
Understanding “How to Say It”
Marketers can use this visual to understand the four elements that impact the cultural fluency of their advertising. Our CultureRate:Ad creative assessment methodology takes this one step further by applying machine learning to decipher why different groups respond so differently to advertising. Learn more about Adrate or contact your Client Services representative to commission your own engagement to evaluate the Cultural Fluency of your advertising and to what extent you are exposed to backlash.
Understanding “Where to Say It”
Knowing what to say and how to say it are necessary but not sufficient to connect with the New Wave: marketers must also “show up and connect” in the places that matter to the New Wave – whether in experiential, traditional media, social media, in-store or via various forms of influence. In 2019, we investigated word-of-mouth social networks in multicultural segments.
https://www.collagegroup.com/wp-content/uploads/2020/01/john-schnobrich-2FPjlAyMQTA-unsplash-5.jpg4421500Katie Hocksteinhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngKatie Hockstein2020-02-04 22:06:102020-04-16 15:37:18The Cultural Fluency Imperative: How to Win the “New Wave” of Diverse, Young Consumers