America Now: Younger LGBTQ+ Americans Have High Expectations for Brands

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America Now: Younger LGBTQ+ Americans Have High Expectations for Brands

This research is part of a series that expands on our 2021 Roundtable Presentation, America Now. Read on to learn more about LGBTQ+ consumers, their perspective on gender and sexual identities, and what they expect from brands like yours.

Brands can better engage with consumers by understanding how they view different aspects of their own identity. Race, ethnicity, age, sexuality, and gender are just a few of the many elements of a person’s identity impacting how people see themselves and shaping their expectations for brands. LGBTQ+ Americans, especially those who are younger, tell us that their sexuality is becoming an increasingly important aspect of their identity. As a result, brands have to step up their inclusive marketing practices and oftentimes that means deftly engaging with social and political issues.

In a recent survey, Collage Group asked people to choose the most important aspect of their identity. Personality came out on top, followed by race, and country of origin. Just 8 percent of LGBTQ+ people responded that sexuality is the most important aspect of their identity. However, the importance of sexual identity is on the rise for this segment. Over 50 percent of LGBTQ+ respondents agree that their sexuality has become an increasingly important part of their identity in recent years. This is especially true for those between the ages of 18 and 40 years old. Younger LGBTQ+ are also significantly more likely to say their sexuality plays an increasingly important role in their identity than older LGBTQ+ Americans.

Importance of Sexual Identity for LGBTQ+ People

As sexuality becomes a more important element in how LGBTQ+ see themselves, brands must improve their efforts to accurately represent sexuality and gender in advertising — especially when targeting younger and multicultural LGBTQ+ consumers. Only 39 percent of LGBTQ+ respondents say they’re satisfied with portrayals of their sexuality in advertising, significantly less than the approximately 53 percent of non-LGBTQ+ respondents who agree. Seeing their own sexual identity portrayed in advertising matters a lot to 42 percent of young LGBTQ+, significantly higher than older LGBTQ+ respondents. Similarly, for gender portrayals, over a third of all LGBTQ+ say it matters a lot to see advertisements with people of the same gender identity. Doing this comes with great benefits, as young LGBTQ+ are more likely to buy products and services from brands that challenge gender stereotypes in their advertisements.

LBTBQ+ Americans identify more with their sexuality

Beyond mere representation in advertising, LGBTQ+ consumers also desire to see brands engage in social and political issues impacting their community. About 40 percent of LGBTQ+ respondents agree that brands should focus on social and political issues even if they don’t directly relate to their products and services. 

Overall, most LGBTQ+ respondents prefer brands to get involved by educating consumers about LGBTQ+ rights and discrimination. However, young LGBTQ+ consumers would also like to see brands hire more LGBTQ+ in leadership positions and donate to LGBTQ+ causes.

America Now - LGBTQ and Identity - Collage Group

Contact us to find out how you can access the full America Now report with these insights and much more.

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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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Most Americans (58%) Want Businesses to Engage in Social and Political Issues

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Most Americans (58%) Want Businesses to Engage in Social and Political Issues

One in Four Gen Z Consumers Will Stop Buying from Brands That Do Not Take a Stance on an Important Issue

November 10th, 2021
Mollie Turner – Senior Director of Marketing

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American consumers are experiencing a second year of unprecedented change, giving 2020 solid competition for an emerging set of challenges for U.S. businesses. Political polarization, COVID-19, race relations, immigration, LGBTQ+ rights and climate change have been top of mind for consumers this year–leading to shifts in consumer expectations of businesses.

“Most Americans want brands to engage in social and political issues,” says David Wellisch, Collage Group CEO and Co-Founder. “The numbers are even more striking when we look by specific issues. For example, 85% of Americans want brands to play a role in ending the COVID-19 pandemic and alleviating its impact. And, then there’s the stick—we see younger Americans, bicultural Hispanics, and Black Americans are much more willing to penalize brands for non-action on issues they see as important.”

These are just a few of the many datapoints on shifts in American consumer behaviors since 2020 available in Collage Group’s America Now: How We Have Changed Since 2020 report. Research led by Chief Product Officer David Evans, Senior Director of Product & Content Bryan Miller, PhD, and Director of Product & Content Jack Mackinnon, unveils changes to diverse consumer attitudes at a key juncture in American history. The results come from a survey fielded in September 2021 of 3,785 Americans, representing Americans across race, ethnicity, generation, sexuality and gender.

Fill out the form to view a recording and download a sample from our research presentation, Multicultural America Now.

Multicultural America Now

Key insights illuminated in the research include:

  1. Most Americans (58%) Want Brands to Engage in Social and Political Issues
      • Stopping COVID-19, improving race relations and halting climate change are the top three social and political issues consumers want brands to support.
      • The majority (85%) of Americans want brands to play a role in ending the COVID-19 pandemic and alleviating its impact.
      • The majority (59%) of Americans believe corporations bear the responsibility of fighting climate change – not individuals.
      • The majority (55%) of consumers across all generations acknowledge the urgency of taking action on climate change.
  2. Race and Ethnicity is the #1 Way Multicultural Americans Self-Identify, Regardless of Race, Ethnicity, Gender, or Sexuality­
      • Race and Hispanic ethnicity are the most common self-descriptors for multicultural Americans, ranking higher than personality, age/life stage, country of origin, being American, sexuality, gender and more.
      • Multicultural Americans report an increased interest in buying from brands that support people of their racial and ethnic background—an ~11% increase on average in 2021 comes on top of a 2020 baseline of ~52% of consumers.
  3. Empathetic Gen Z Support Black and LGBTQ+ Americans Much More Than Older Generations (+15%)
      • The majority of Gen Z consumers wants brands to support women (56%) and Black Americans (55%).
      • Inaction is risky for brands with younger consumers, as 26% of Gen Z would stop using or buying a brand if it did not take a stance on an important issue.
  4. COVID-19 Worries Remain for Two-Thirds of Americans, and Their Concern Is Tied Primarily to Economic Factors (64%)
      • Nearly two-thirds of Americans are still concerned about COVID-19, with Asian Americans feeling the most concern at 72%, up 4% since 2020.
      • Most Americans (64%) are concerned they may not have enough money to keep up with monthly expenses; Hispanic Americans are the most concerned with 3 in 4 (74%) citing the concern.
  5. Many Multicultural Americans Have Reprioritized What Matters Most to Them vs. One Year Ago
      • Multicultural Americans say being happy and healthy (41%), saving money (33%) and supporting family and community (27%) are now their top priorities.
      • The majority (54%) of Hispanic Americans say being healthy and happy is much more important to them today than it was one year ago.

“Engaging authentically with an increasingly diverse America can be hard, and missteps are easy,” says David Wellisch. “But our research illustrates that not engaging is not an option, especially during challenging times. This is consumer expectation.”

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Other Recent Gen Z Research Articles & Insights from Collage Group

Mollie Turner

Mollie Turner
Senior Director of Marketing

Mollie Turner is the Senior Director of Marketing at Collage Group where she leads growth, engagement and brand initiatives. She is a seasoned marketing and communications executive, with 20 years of experience spanning B2B, non-profit and agency roles across various industries.

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Friendsgiving 2021: How Should My Brand Celebrate?

Friendsgiving 2021: How Should My Brand Celebrate?

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.

“Friendsgiving” is a holiday tradition adjacent to Thanksgiving. It’s an opportunity for friends to gather with friends in addition to, or instead of, with family. While Friendsgiving may sound like the latest fad or a “cutesy” holiday, it’s a legitimate way younger generations celebrate—and it’s likely to stick around.

Read on for key facts about the holiday, insights on how younger American consumers celebrate the Thanksgiving season, and ideas for how your brand can get involved.

What is ​Friendsgiving?

Friendsgiving is an informal bonus holiday that started gaining traction in 2013. The origin is unclear, but the term caught on via social media and it’s surged in popularity with younger Americans in recent years. Nowadays, Friendsgiving is a seasonal staple with about four in ten Gen Z and Millennials celebrating.

Holiday Stress Chart

Friendsgiving celebrations often take place sometime before Thanksgiving, as a precursor to the big day. But for many young adults who live far away from home and family, Friendsgiving acts as a substitute to the more formal family feast. It’s also a reflection of shifting family dynamics. Young adults today are delaying marriage and parenthood at greater rates than previous generations. This factors into their emphasis on friends, neighbors, and coworkers as a “chosen” family.

Moreover, almost half of Gen Z and Millennials cite amily as a source of stress around holidays. It’s no wonder, then, that many turn to their friends for comfort and joy.

Friendsgiving Celebrations

Since Friendsgiving is such a new way to celebrate Thanksgiving, it isn’t confined to the well-established traditions of Turkey Day. Rather, it’s open to interpretation—which may be just what individualistic younger generations find appealing about it. Many Friendsgiving celebrants incorporate a mix of classic Thanksgiving elements and personal flair. This means that brands have ample room to play in connecting with younger generations for Friendsgiving.

One way that Gen Z and Millennials are evolving Thanksgiving-season celebrations is by including non-traditional foods. Two-thirds of younger Americans do this, likely driven by the generations’ inherent diversity as well as their desire for novelty. Friendsgiving, free of socially imposed “rules,” offers the perfect opportunity to try out new and exciting flavors, experiment with recipes, or to share one’s culture through food.

Graph illustrating groups that have more than Thanksgiving dishes

Brand Activation

Two brands that have developed an excellent Friendsgiving campaign that appeals to Gen Z and Millennials are Amazon and S.Pellegrino. These brands partnered together in 2020 to create a virtual, shoppable “Guide to Friendsgiving.” The online storefront features videos and recipes by Kristen Kish, an LGBTQ+ Korean-American culinary expert and Top Chef championIn this pandemic-friendly activation, Kish connects with her friends via video chat to recreate their favorite recipes with a twist. From the site, shoppers can download recipes and purchase ingredients to be delivered by Amazon Fresh.

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Diwali 2021: What Should My Brand Do?

Diwali 2021: What Should My Brand Do?

It’s not too late to activate! With two thirds of Indian Americans celebrating Diwali, brands will want to make their mark on this important holiday. Keep reading to learn what Asian consumers expect from brands like yours on this festival of lights.

Diwali is one of the major festivals celebrated among Hindus, Jains, Sikhs, and many Buddhists. The holiday lasts five days, and it coincides with the Hindu New Year according to their lunisolar calendar. Though it falls on November 4 this year, Diwali has some similarities to other winter and New Year’s celebrations, and comes with distinct cultural traditions.

Read on for key facts about the holiday, insights on how Asian American consumers celebrate, and ideas for how your brand can get involved.

What is Diwali?

Diwali honors the conclusion of the Ramayana, a key Hindu text and one of two major Sanskrit epics of ancient India. It celebrates the triumphant return of Prince Rama after a 14-year exile, the rescue of his wife Sita, and his coronation as king. Rejoicing in Rama’s victories, Diwali celebrants honor light itself amidst the darkness of coming winter.  And for many Asian Americans, Diwali is an explicitly religious holiday, with the Goddess Lakshmi – symbolizing wealth and purity – a key focus.

Traditions of Diwali​

    • Candles and firecrackers are popular in Diwali celebrations, with diya oil lamps one of the more traditional means of proving light in the darkness
    • Rangoli is an art form common in Diwali preparations, where colored sand, flower petals, rocks, and powdered stone are arranged in colorful, patterned designs on a flat surface
    • Sweet foods are a traditional component of Diwali celebrations, with many preparing malpua pancakes, laddu balls, and other fare to eat and share
    • Puja is a worship ritual common among Hindus, Buddhists, and Jains. On Diwali, offerings of light, flowers, sustenance, or song accompany these rituals, largely directed towards the Goddess Lakshmi

Among Indian Americans, having special food and drink is the most common way to celebrate Diwali. Eating and gifting sweets is therefore a key component of American Diwali, but many other customs – including fireworks, clothing, decorations, and religious ceremonies – are also popular.

Key Consumer Insights

According to Collage Group’s 2021 Holidays and Occasions study, 13% of the Asian American population celebrates Diwali, with 67% of Indian Americans making up the bulk of celebrants. Diwali therefore has a niche, but dedicated market.

Which means many brands may be wondering if they have permission to play.

Among Indian Americans, brands largely have a green light to focus on education. Most Indian Americans say brands should use their Diwali activations to explain what the holiday is and why it’s important, given that half of Americans – and 42% of Asian Americans – are not familiar with the festival at all. And Many Indian Americans also support brands sharing stories of people observing the holiday, as well as showing others what they can do to help celebrate.

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Transform Change into Opportunity: 2021 Virtual Members-Only Roundtable

Transform Change into Opportunity: 2021 Virtual Members-Only Roundtable

Explore how America’s diverse consumers have changed since 2020, specifically amidst unprecedented social and economic upheaval

The past 18 months have been a period of unprecedented change in America. The lingering COVID-19 pandemic coupled with social movements both embracing and resisting America’s increasing cultural diversity have created a set of new challenges for brands. These modern dilemmas include changing consumer expectations, deep polarization, and an urgent need to better connect with a diversifying America. Fortunately, these challenges are not insurmountable, and offer new opportunities to better connect with American consumers.

Collage Group is pleased to support more than 200 of America’s leading brands as they work to confront these challenges and transform change into opportunity. On November 3 at our 2021 Members-Only Roundtable, subscribers to our cultural intelligence platform(s) will learn how to leverage our cultural insights and tools to connect with the dynamic American consumer. The 2021 Roundtable will provide attendees with new research and engaging panel discussion focused on leveraging cultural insight to effectively navigate both today and tomorrow’s changing consumer landscape. Learn more in the agenda.

Attendees will learn:

    1. How consumers’ perspectives and behaviors related to COVID-19, racial justice, cultural diversity, and brand action have changed since 2020
    2. Which changes are likely to sustain into the future (and which might not)
    3. How to leverage cultural insights to connect across consumer segments
    4. Which brands and ads are on track to win with consumers and why

Presentations Include:

America Now: How We Have Changed Since 2020

We explore changes to diverse consumer attitudes at this key juncture in American history. Attendees will obtain exclusive insights into diverse consumer perspectives on climate change and polarizing issues, such as racism and the pandemic, compared to 2020. These learnings are key for 2022 planning.

CultureRate: Maximizing ROI from Targeted Multicultural Marketing

Our analysis of hundreds of brands and ads reveals insights into the drivers of brand Cultural Fluency and how to transcend the tradeoff between targeted and general market ads. 

Member Panel

Learn from America’s preeminent brand leaders in a discussion centered on actions internally and in marketing to stay ahead of the rapid changes underway in America. Hear how leaders from Pernod Ricard, McDonald’s and GSK are navigating the evolution of the modern American consumer.

Contact us today to learn more about how you can gain access to Collage Group’s 2021 Roundtable. You won’t want to miss this chance to learn where there is no going back and how you can ensure that your brand effectively marches into the future.

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Case Study By Industry | National Public Radio

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Case Study By Industry | National Public Radio

CHALLENGE

NPR was founded 50 years ago with the mission to create a more informed public – one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures. This mission remains front and center, as NPR leadership recently challenged the organization to reach a new “North Star”: to diversify the NPR audience to reflect, serve and inspire America. With this focused purpose in mind, NPR’s audience insights team came to Collage Group to gain expertise quickly and in alignment across the enterprise.

SOLUTION

Collage Group partnered with NPR on a solution that would evaluate the perception of the brand among Multicultural consumers and identify key areas of growth opportunity. From there, NPR and Collage would dig deeper to unveil insights and define engagements to improve authentic engagement among key Multicultural segments.

Evaluation of the NPR brand on the CultureRate:Brand tool was one of the first steps taken by Collage Group to bring NPR closer to its goal of reflecting, serving and inspiring all Americans.

Fill out the form to ​watch our webinar, The “CultureRate” Brand and Ad Rating System: Five Lessons for Better Ads and Case Study featuring NPR.

NPR Webinar

CultureRate:Brand Evaluation

Through CultureRate:Brand, the NPR brand was evaluated on the Brand Cultural Fluency Quotient (B-CFQ), which measures how well brands are resonating with consumers. It assessed NPR along six key cultural dimensions: brand fit, relevance, memories, values, trust and advocacy. The B-CFQ Threshold then helped illuminate for NPR where they stood with diverse consumers.

“We were surprised and delighted to learn what we were doing well through the CultureRate report,” says Lori Kaplan, NPR’s Senior Director of Audience Insights. “The report also enabled us to dig deeper into the areas where we still had work to do. For us, this was specifically within the Hispanic and Black communities.”

Based on the B-CFQ, NPR performed well among relevance, trust, advocacy and values. The team was able to leverage this data–combined with an earlier CultureRate:Ad study that revealed existing creative was not resonating among Multicultural audiences–as a jumping point for commissioning an additional, qualitative research project. What followed was a study that unveiled how NPR could emerge as a “go to” media source across Multicultural consumer groups. Further, it helped them understand why they were falling behind within some Multicultural consumer segments.

RESULTS

NPR Mobile App exampleAs a result of the CultureRate:Brand evaluation and custom qualitative research study, NPR was able to answer a key question, “What do audiences want?”

“The research found that Multicultural audiences want to be heard,” says Kaplan. “They want to know that NPR is for them. And, they will see their experiences in our shows and content.”

To respond to this insight, NPR developed new ad creative concepts that Collage Group Subject Matter Experts (SMEs) evaluated for resonance among Multicultural audiences. The final product was the development of a podcast advertising campaign intended to appeal across Multicultural consumer segments with the tagline “More Voices. All Ears.” The campaign aims to illustrate listening, reflecting and sharing across communities and cultures. Further, it incorporates bolder, more inclusive, authentic messages.

The Collage Group CultureRate:Ad study, which tested this “More Voices. All Ears” ad, demonstrated that the campaign raised brand favorability and intent to use among Hispanic, Black and Asian audiences. Complementary research showed that awareness of NPR rose significantly among Black and Hispanic audiences during the campaign period. A qualitative study underscores that the campaign piqued curiosity, stimulated senses and stirred imaginations and helped serve as a “welcome mat” into NPR podcasts. That said, the CultureRate:Ad study also highlighted areas for the marketing team to make the link to NPR stronger and to reduce points of confusion. These were useful learnings to infuse into the next iteration of the campaign. Further, the NPR team found such value in the CultureRate:Ad study that they will be testing several more ads for additional campaigns.

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Día de los Muertos 2021: What Should My Brand Do?

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Día de los Muertos 2021: What Should My Brand Do?

It’s not too late to activate! With over half of all Hispanic Americans (and two-thirds of Unacculturated) celebrating Día de los Muertos, brands will want to make their mark on this important holiday. Keep reading to learn what consumers expect from brands like yours this Day of the Dead.

Día de los Muertos, or Day of the Dead, is a traditional Latin-American holiday celebrating the lives of loved ones who have passed on. The holiday’s roots are predominantly Mexican, and celebrations take place on November 1st and 2nd. While Day of the Dead occurs around Halloween and may share some similar imagery such as skulls, these two holidays differ greatly and should not be conflated with one another.

Read on for key facts about the holiday, insights on how Hispanic American consumers celebrate, and ideas for how your brand can get involved.

What is Día de los Muertos?

Día de los Muertos is a two-day holiday honoring the deceased by celebrating the connection between life and death. What makes this occasion unique is its joyous—rather than mournful—tone. Celebrants gather together in remembrance of friends and family and have colorful parties and parades. They share happy or humorous memories. They make special meals and altars known as ofrendas (offerings) made up of their loved one’s favorite foods, items, pictures, and more. All of these traditions and symbolic gestures are meant to create a welcoming environment to attract the deceased’s spirits back to Earth on this annual occasion marked to keep their memory alive.

Traditions of Día de los Muertos

    • Ofrendas are offerings made to the dead and are built in the home or at the cemetery. They traditionally consist of paper cutouts (papel picado), marigold petals, pan de muerto pastry bread, and personal items, such as photographs, favorite foods, or other sentimental objects.
    • Skeletal imagery, such as the iconic La Catrina figure, show up in masks, puppets, colorful costumes, and face paintings.
    • Sugar skulls are a staple ornament during celebrations, often not meant to be eaten. Edible fare includes Mole Negro (pepper and chocolate sauce), Sopa Azteca (tortilla soup), and any foods favored by the deceased.

"(Spanish) We put up an altar with photographs of the loved ones who left and visit their graves, adorning them with flowers."

Unacculturated, Millenial, Man
Visiting gravesites and making alters (ofrendas) tops the list of ways Hispanic Americans, especially Bicultural and Unacculturated, celebrate Día de los Muertos. Decorating and having special foods and drinks are also central to the holiday. The Bicultural segment over-indexes on a few other celebratory activities, like having parties, watching special movies, and listening to special music.

Key Consumer Insights

According to Collage Group’s 2021 Holidays & Occasions study, 52% of all Hispanic Americans, and 15% of the total American population, celebrate Day of the Dead. When we look by acculturation, we see it’s most widely celebrated by the Unacculturated (67%) and Bicultural (54%) segments, especially when compared to the Acculturated segment’s celebration rates which hover at 29%.

Día de los Muertos celebrations are both deeply personal and communal. So many brands may be wondering if they have permission to play.

From the celebrants’ perspective, brands generally have the green light. A plurality of Hispanic Americans (32%) say that all brands and companies should celebrate Day of the Dead in their marketing. Bicultural (33%) and Unacculturated (42%) Hispanic segments are especially comfortable with brands activating, whereas Acculturated are least likely to care.

Americans of other races/ethnicities tend to be positive, indifferent, or unfamiliar with the holiday altogether. The good news is there’s little to no opposition across the board. This means that activating won’t cause backlash from other segments.

Brands that want to activate around Day of the Dead can do so in a way that’s well-received within the Hispanic segment (and simultaneously educational to other less familiar segments) by showcasing the holiday’s meaning and importance. This is the number one topic Hispanic Americans say brands should focus on. This type of messaging will be especially resonant with Bicultural and Unacculturated groups that are strongly rooted to their culture and proud to express their heritage.

One brand that’s developed an excellent educational campaign on Día de los Muertos is McCormick in partnership with Poderistas. Part of the campaign includes a landing page with well-researched facts about the history and significance of the holiday.

To learn more about Día de los Muertos, we suggest the following sources:

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Change is Now: A Special Video Presentation

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Change is Now: A Special Video Presentation

For years, multicultural Americans have driven all the country’s population growth and have added trillions of dollars to the U.S. economy. These changes can be seen everywhere from food and media to healthcare and financial services, and so much more.

Cultural Fluency is the key to authentically connect with American consumers across race and ethnicity. But, engaging multicultural consumers is only the starting point. Cultures evolve through generational change and forces encompassing how we identify ourselves, including gender, sexuality, family structures and much more.

Navigating these changes can be challenging, even for the most seasoned and culturally aware brands. In fact, no single marketer can speak well to every segment without understanding the incredible transformation of the American consumer.

For more than a decade, Collage Group has helped 200+ iconic American brands engage, support, and champion the voices of America’s diverse consumers. Explore our new video series to learn how you too can unleash the power of culture to drive brand growth.

Fill out the form below to connect with our Sales team learn how you can get started on your path to Cultural Fluency.

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Media Consumption Across Gender

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Media Consumption Across Gender

Media is a major aspect of American life. Whether it’s social media, visual entertainment, or audio content, Americans spend a significant amount of time and attention in the media sphere. American’s focus on media presents an awesome opportunity for brands to connect with consumers. But to do this efficiently and effectively, brands 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. Our research reveals the specific platforms media users go to by gender, and what they’re using them for. This research also dives deep into content and platform drivers, including topics of interest and what consumers value in the personalities (e.g., influencers, podcast hosts, characters) they interact with across social, visual, and audio media.

Below are a several key insights we unearthed about media consumption by gender.

Fill out the form to view a sample from our research on attitudes and behaviors around Media Consumption by Gender.

Media Consumption by Gender

Social Media

Key Insight: Women visit social media sites to keep up with friends and family significantly more than men. However, women’s platform preferences vary by age.

About 9 in 10 women who use social media do so to keep in touch with family and friends. Overall, Facebook is the most popular platform for women staying in touch with people they know, but there are significant differences in platform preference between younger women (18-40) and older women (41-75). While 78% of older women primarily use Facebook as their main platform to stay connected with others, younger women use a more varied line up of platforms with their 2nd (Instagram) and 3rd (Snapchat) choices garnering substantially higher usage rates than older women’s respective preferences.

Women are More Likely to use Social Media than Men

​Visual Media

Key Insight: Compared to other consumers, younger women watch cable TV the least and stream video content the most.

While almost a third of older men and women still subscribe to cable and satellite TV, only about a quarter of younger women now pay for traditional TV services. While all groups are likely to use multiple visual streaming platforms to access the content their favorite content, younger women subscribe to more streaming platforms per person than both men their age and older consumers of any gender.

Younger Women are Using the Most Streaming Services

Audio Media

Key Insight: When choosing podcasts and radio shows, women prioritize relaxing content.

Over one third of women say they prefer podcasts that help them relax and forget about their worries. When it comes to choosing radio shows, even more women (43%) say that relaxation and providing a reprieve from worry is a primary consideration. In both cases, women are significantly more likely to use these criteria than men when selecting podcasts and radio shows.

Women Prioritize Podcast and Radio Shows that are Relaxing

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