Category: Multicultural
Multicultural Social Media: How Subculture Powers Trust
Discover how Multicultural consumers are redefining social media influence, trust, and identity in the 2025 media landscape.
The Growth of Multicultural Buying Power: America’s New Economic Engine
Multicultural consumers are powering U.S. growth, reshaping brand strategy and cultural relevance through rising income and influence.
The Future of Insights: From Dashboards to Decision Intelligence
Why AI-powered insights are the next big leap for marketers who rely on cultural data. For years, dashboards have promised to be the solution for data overload. At Collage, we started with our path to AI through our own set of dashboards 2 years ago with fluen.ci. But while fluen.ci and Spark both helped visualize data, they haven’t solved the […]
Pulse Check: Who’s Buying OTC Health & Wellness Products in the U.S.
Over-the-counter (OTC) Health & Wellness products are an everyday staple for millions of Americans. But who exactly is driving this massive category? Collage’s latest OTC Shopper Audience pulse check reveals not just the demographics, but also the values, cultural traits, and passions shaping purchase behaviors among 145.8 million U.S. consumers. Age & Gender Dynamics Gen X leads the OTC category, with a median age of 47, with Boomers and older adults closely following. But Gen Z significantly under-indexes, signaling limited engagement among the youngest shoppers. Men and Hispanic consumers over-index in this category as well. Cultural Values & Wellness Practices Collage’s recent Health & Wellness report highlights insights on how multicultural groups approach OTC wellness. For example: Hispanics embrace dual health strategies, with 31% using home remedies (vs. 27% total population) and 23% turning to herbal remedies (vs. 15%). Black consumers emphasize inclusivity and resilience in their wellness routines. Asian American shoppers lean toward holistic, intentional health solutions. Culturally, OTC shoppers often identify as socially anxious, deferential to elders and authority, and nostalgic. Their passions and fandom also influence how they interact with OTC brands. Media Habits & Engagement Media strategies also matter. OTC shoppers are most engaged on Facebook, with Amazon Freevee leading in streaming. Traditional Network TV remains relevant, and YouTube Music is their top audio choice. Geographic concentration also reveals key opportunities for marketers. Access the Full OTC Shopper Audience Now Download the OTC Shopper Audience to uncover the data and complete picture of who’s buying OTC Health & Wellness products in the U.S., and how to engage them effectively.
Top Brands in Fit for Asian Consumers
Discover how leading brands achieve high Fit with Asian consumers by aligning with quality, trust, and cultural relevance.
Harness the Power of HBCU Homecoming
Discover how HBCU homecomings shape culture, pride, and community while creating powerful brand opportunities with Black America.
Unlocking the Hispanic Consumer Mindset: Culture, Media, and Trust
Unlocking the Hispanic Consumer Mindset Hispanics are the fastest-growing multicultural consumer group in the U.S.—and one of the most influential. With their expanding size, cultural impact, and purchasing power, this audience is shaping the future of American culture, media, and brand engagement. Collage Group’s latest insights uncover how Hispanic consumers’ values, habits, and expectations are […]
5 Ways to Engage Hispanic Parents through Media
Discover how Hispanic parents are reshaping family media with interactive, culturally relevant, and authentic experiences.
The Sweet Spot: A Marketing Playbook for Confection Brands Looking to Delight Multicultural Consumers
Discover how Multicultural consumers are reshaping confection trends through daily rituals, novelty, and mindful indulgence.
21+ Hispanic Holidays & Occasions: A Toast to Life
Hispanic adults infuse everyday life with celebration. Explore how tradition, connection, and premium choices shape cultural moments.