The health care industry is fraught with change. Between insurance legislation changes and the visible rise of health tech, the industry is in constant flux. However, there’s another incredibly important shift occurring inside the doctor’s office, that receives less attention. The increase in multicultural patients.
With the rise of multiculturalism and a chaotic political climate, brands have found themselves in a tough balancing act. Often, they need to decide if they should stay on the sidelines or take action, at the risk of becoming a punchline.
In 2018, it can seem like a brand expressing a political or social opinion can be equivalent to stepping on a minefield. On Twitter and beyond, everyone is entitled to an opinion. Backlash can come quickly from either side of the political aisle. Our clients are increasingly asking us for guidance on when their brands should take a stand, and which areas are no fly zones.
To help answer this, we launched an initiative examining polarization in America. So, what social issues do consumers want brands to talk about?
For the past several years, Collage Group has published the Big Shift, a project which examines the role of multicultural consumers in America’s economy.
These highlights are part of our recent work exploring multicultural consumers’ attitudes and preferences towards insurance more generally, including life insurance, home insurance, and auto insurance.
According to the Census Bureau’s Housing Vacancy and Homeownership (CPS/HVS) survey, the U.S. home ownership rate in 2017 was 64.2%. However, this rate varies drastically when looking at home ownership rates by ethnicity.
A 2016 study by the Life Insurance Marketing and Research Association (LIMRA), estimated that 48% of U.S. households have an average coverage gap of $200,000. This unmet life insurance need adds up to over $12 trillion in total market opportunity. So how can brands capitalize on this? We examine the roadblocks that multicultural consumers face when it comes to buying life insurance, as well as opportunities for brands to connect with them across the purchase journey – pre-purchase, purchase, and post-purchase.
What does it mean to be authentic in today’s world? How can companies create content that truly resonates with key consumer targets? There are four critical areas that marketers need to assess to create compelling campaigns: casting, language, passion points, and situation.
We look at the framework through a brand lens to inform activation choices for marketers. If you’re new to this idea, start with Cultural Fluency: A Framework for Winning in Today’s America.
Unleashing culture to drive brand growth