Four Group Traits that Best Characterize Hispanic Consumers

Four Group Traits that Best Characterize Hispanic Consumers

The Hispanic segment accounts for most of U.S. population growth over the past decade, primarily driven by U.S.-born Acculturated and Bicultural Hispanics.

By 2060, Collage projects Hispanic consumers to represent 28 percent of the total U.S. population. To capture this growth, brands and marketers must deepen their understanding of the Hispanic consumer segment.

Across the last several years, Collage Group has been developing powerful new tools to help brands become more Culturally Fluent.  Our Cultural Traits are central to this effort. These data-driven tools provide measures of cultural variation that reveal insights into the similarities and differences across consumer segments.  Collage Group members use these tools to build more efficient general market campaigns, as well as more effective dedicated activations. 

The four Group Traits that best characterize the Hispanic segment are Cultural Duality, Optimism, Warmth, and Tuned-In.

1. Cultural Duality

Cultural Duality captures the feeling of being both “American” and simultaneously identifying with another culture or heritage. Individuals exhibiting this Group Trait constantly find new ways to both keep old traditions alive and redefine American culture in their own image.

Although Hispanic Americans firmly believe in keeping and cultivating their cultural heritage, they have had to adapt culturally as immigrants and minorities. As a result, duality is their reality—they seamlessly navigate both worlds with a cultural fluidity that is easy and authentic.

2. Optimism

Optimism refers to the proclivity to see one’s future as full of opportunity and promise.

Rather than worrying about the possibility of things going wrong, individuals exhibiting this Group Trait are confident that, in the long run, their problems will work themselves out and their lives will continue to improve.

Despite adversity and current anti-Hispanic sentiment, Hispanic Americans are still optimistic and hopeful about their future in the U.S., as a population and on an individual level. They challenge themselves to achieve success and trust that hard work will get them there.

3. Warmth

Warmth conveys one’s desire to prioritize having personal and “human” relationships with those around them. Individuals exhibiting this Group Trait want others to be as comfortable as possible in their presence, regardless of how long they’ve known one another or the specifics of their interactions.

Hispanic Americans place high value on creating warm, friendly, informal relationships with everyone they know and meet. The focus on informality doesn’t negate the existence of hierarchical roles or deference to authority—rather, it allows a bond of mutual respect, understanding, and trust to form. While this trait is slightly stronger in older Hispanics, younger Hispanics will likely embrace it as they age.

Tuned-In represents a desire to keep up with the current cultural moment, especially when it comes to entertainment. People exhibiting this Group Trait are more likely to seek out and participate in the latest of trends and popular culture, and to have little shame in going along with “mainstream” tastes.

Hispanic Americans are open-minded and adventurous. Their lived experience adapting to cultures and their optimistic attitude culminate in a desire to insert themselves into the mainstream. They want to both understand and contribute to the current moment. And for as much as their environment shapes them, they equally wield influence.

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Four Group Traits That Best Characterize the Gen Z Consumer Segment

Four Group Traits That Best Characterize the Gen Z Consumer Segment

Our Gen Z Cultural Traits research provides powerful new insights into America’s youngest and still-emerging consumer demographic. Read on to discover the four essential traits you need to know about Gen Z consumers.

One in five Americans are members of Gen Z, the generation born from 1997 through 2012. As of 2020, this segment is now ages 8-23, with many now finishing their education and (attempting to) enter the workforce. To capture the growing influence and expenditures of this consumer segment, brands and marketers must deepen their understanding of Gen Z.

Across the last several years, Collage Group has been developing powerful new tools to help brands become more Culturally Fluent. Our Cultural Traits are central to this effort. These data-driven tools provide measures of cultural variation that reveal insights into the similarities and differences across consumer segments.

Which Group Traits best characterize the Gen Z segment?

The four Group Traits which best characterize the Gen Z segment are Pressured, Skeptical, Recognition-Seeking, and Self-Expression.

1. Pressured

People sharing the Group Trait of Pressured tend to feel overwhelmed by their many obligations.

A major source of tension with these individuals is balancing the expectations of achieving external measures of success with the desire to live life the way they truly want to.

Gen Z faces a variety of life-stage pressures which manifest in ways no generation has seen before. Family pressures can be rather intense in the face of households navigating multiple economic disasters in the span of only a decade. Social pressures are more pronounced in the age of social media, where “fitting in” requires constant participation in the editing and filtering of one’s everyday life. And pressures to succeed academically and in the workforce have just recently hit a major roadblock in the combined recession and social distancing of the COVID-19 pandemic.

Amidst these pressures, it is important to remind Gen Z consumers that they need to take care of themselves. Despite “self-care” having youthful connotations, America’s youngest consumers are the least likely to prioritize their health – physical, mental, or otherwise. 

2. Skeptical

People sharing the Group Trait of Skeptical lack confidence in their own specific futures and life journeys. Not seeing much to be hopeful for in the world around them, these individuals are more likely to fear the worst and worry about whatever lies ahead.

From Gen Z’s perspective, it makes sense to be worried about the future. From the ever-looming existential threat of climate change to increasing awareness of racism, sexism, wealth inequality, and gun violence, much seems to stand in the way of young consumers living happy and fulfilling lives. Gen Z doesn’t have faith in many traditional institutions as they currently operate, and they are on the lookout for new and innovative solutions.

And Gen Z is very open to brands being part of these solutions. These young consumers are most likely to say that companies and organizations should play an active role in addressing social issues, even if there is no direct relation to their product or category. 

3. Recognition-Seeking

People sharing the Group Trait of Recognition-Seeking are proud of their accomplishments and want to receive external recognition for their good work. These consumers are therefore more receptive to positive reinforcement, through reminders of what they have already accomplished and what they still stand to achieve.

Amidst all of today’s challenges and uncertainties, Gen Z wants to know they are on the right track. Moreover, these young consumers know they will have to distinguish themselves to get ahead in an increasingly competitive and specialized workforce. As a result, Gen Z prizes being perceived as intelligent, interesting, and successful at what they do.

But these young consumers also recognize the essential contributions others have had in their success. In the digital age, there is a growing awareness of reliance on shared platforms for educational, professional, and personal achievement. 

4. Self-Expression

People sharing the Group Trait of Self-Expression have talent and creative potential they can’t wait to share with the world. These individuals know they have something special to offer, and they are therefore more likely to take whatever opportunities they can find to broadcast their craft and artistry.

For Gen Z, Self-Expression is an important means of exploring and refining their individual senses of identity. Gen Z is more likely than any other generation to describe themselves to others based on their hobbies and special interests. Expressing these interests through creative outlets – including social media – is therefore a more personal affair than it might be for older consumers. Brands have ample opportunity, then, to facilitate Gen Z’s exploration and expression of identity.

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Our Top 5 Consumer Market Research Reports

Our Top 5 Consumer Market Research Reports

In 2020, Collage Members turned to our platform for proprietary insights into a time of dramatic change. Here, we've compiled the five most important consumer research reports of last year.

Our members explored themes ranging from the impact of the social justice movement, to advertising and to the how we even describe diverse segments at the pivotal moment in American history – and above all on the impact of COVID. 

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.

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 the viewer is not confused by the relationship between the product and the story. Download the insights below.

Entering the conversation on race can be an intimidating step for your brand, but in this day and age, it’s imperative. Our latest research on current events helps you unpack this topic and provides the guidance you need to take action.

“Unprecedented times:” a label the world has become well acquainted with since the beginning of the COVID 19 pandemic. But over the past several weeks, public outcry over heinous deaths in the Black community has given new meaning to this phrase. From George Floyd, to Breonna Taylor, to Ahmaud Arbery, and more – Black lives lost at the hands of an inherently racist system have awakened America to the reality of its dark past and broken present.

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.

Members often approach us to ask about the terminology used to refer to a few of the segments we cover. Should we say Black or African American? Are people moving to Latinx and away from Hispanic?

Our decision to use the term “b/Black” also issues from the fact that it is technically more correct as this term can apply to all individuals descended from the African diaspora, including those that do not identify with African or American heritage.  Additionally, we’ve seen indicators that this term is more associated with the move among many black Americans to re appropriate “blackness,” an appearance and expression the mainstream historically viewed as negative, in order to invert that dynamic, as well as empower and celebrate.  Look no further than “Black Panther,” “Black Twitter” and the show “Blackish” for examples.

Despite the popularity of the term “Latinx” in young, progressive, and especially queer Hispanic spaces, only one percent of Hispanic consumers opt for that term. This finding aligns with others’ research on the subject, but we wanted to dig deeper. We asked Hispanic consumers whether they felt positively, negatively, or neutral towards the use of various terms to describe people of their background, and we found that “Latinx” only has a net positive response for younger Hispanic consumers. But this margin is quite narrow, suggesting that the term is highly controversial even for the Millennial and Gen Z Hispanic segments.

Our May 2020 edition of the multi month COVID 19 initiative takes an expansive look at consumer preferences and shopping behaviors during our time of crisis.

The analysis uncovers how attitudes and spending patterns are shifting among the major racial and ethnic segments at a general and category specific level.  You’ll find category specific decks ready for download on this page, covering alcohol, mobile and electronics, entertainment and media, financial services, food and beverage, home care, and personal care. This research had a profound influence on our agenda and on the basis of this work, the most downloaded work across all of 2020, we inaugurated a semi-annual investigation of consumer attitudes across 10 major industries.

We are immensely honored to be serving the world’s most iconic and global brands as they navigate the extraordinary cultural transformation underway in the United States.  We are grateful for the robust increases in your use of our platform to meet your most pressing need for insights into the ever-changing and extraordinarily complex American consumer.

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Collage Group Launches LGBTQ+ & Gender Consumer Research Program

Collage Group Launches LGBTQ+ & Gender Consumer Research Program

Collage Group is incredibly excited to announce the launch of our LGBTQ+ & Gender consumer research program. Read below for additional information and stay tuned for more across the next few weeks.

Beginning in 2021, we will be exploring consumer trends across the LGBTQ+ community and deepening our insight into gender with a dedicated focus on women consumers, while covering transgender, non-binary and other segments where applicable.  As always, our research reflects a total market perspective, meaning that we will compare these segments non-LGTBQ+ and men where applicable and relevant.

With new narratives and research streams dedicated to LGBTQ+ and women, member brands will be uniquely positioned to combine insight into these influential segments with the deep insights we already provide on Generational and Multicultural Segments.  The launch could not be more timely as consumers raise the bar on their expectations of brands in a time of profound cultural transformation.

Members of Collage Group’s LGBTQ+ & Gender program gain access to:

1. Ten or more NEW reports released throughout 2021 (1 – 2 times/month).

2. Research and insights covered by our comprehensive Essentials of LGBTQ+ Consumers and Essentials of Women Consumers, comprising demographics and expenditure, cultural traits, passion points and media habits

Our research will provide useful answers to brand questions, including:

• Which ad themes and strategies resonate among these segments and why?

• How do I engage the modern American woman?

• What are the primary passion points for LGBTQ+ and women consumers?

• How do LGBTQ+ and women consumers engage across consumer industries?

• What are the latest socio-political trends among these segments?

• How are Americans across gender and sexuality using social media and streaming platforms?

• What are the latest health and wellness trends for women and LGBTQ+ consumers?

• What has been the impact of COVID on consumer attitudes within these segments?

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Top Ten Brands on Shared Values for 2020

Top Ten Brands on Shared Values for 2020

Read on to find out which brands consumers identify as sharing their values - and the practices they used to get there.

In a time where people are exposed to more advertising and have more options than ever before, it’s critical for brands to create authentic connections to keep consumers coming back. One way to do this is to demonstrate you care about the things your consumers care about. After all, we know that many consumers across racial and ethnic segments will reward brands that share their values and punish those that defy them.

Collage Group’s brand rating tool, BrandRate, provides insight on how well brands are signaling shared values with consumers.

 The tool, which is designed to assess cultural fluency (i.e., number of segments the brand resonates with), measures shared values by asking brand-aware consumers to agree or disagree with the statement “This brand cares about the things that are important to me.” Here we see the top ten brands among more than 400 in our database that consumers aged 18-39 most often identify as sharing their values.

But we know that America is diverse and different segments have different values that line up with different brands.

So we took a deeper look at the data to understand which brands are connecting on shared values across racial and ethnic segments and which are connecting on shared values with specific segments. The top 10 lists for each racial and ethnic group are below.

First thing to note, both Lysol and Clorox rank highly across segments.

In the era of COVID-19, when consumers are placing higher value on cleanliness and staying healthy than ever before, it’s not surprising to see these brands pop. Lysol and Clorox have proven they value cleanliness and health by having select products approved by the EPA to successfully kill the COVID-19 virus. And they’ve continued to show their commitment to health and safety by making generous donations to various organizations (CDC, NEA and the American Red Cross) fighting against COVID-19 and helping to get the country back up and running.

Second thing to consider, outside of a handful of brands appearing across lists, we also see significant variation by segment.

For example, the top 10 list for shared values for the Black segment includes Chick-Fil-A, Nike, and Fenty. Nike’s a no-brainer given their extensive and very public support for racial equality. And Chick-Fil-A’s high ranking is probably tied to its association with Christianity and Christian values—something the highly religious Black segment likely resonates with.

Fenty Beauty, a brand founded by music superstar Rihanna in 2017, is a relative newcomer that’s been able to connect with Black consumers through its commitment to diversity and inclusion. Fenty has gone that extra step and baked these values into the products it sells. For example, it offers 50 shades of foundation, a substantial improvement over many other brands that treat dark skin as a monolith. The brand also features models of varying genders in their advertising. And it donates 100% of proceeds from select products to the Clara Lionel Foundation, which provides extensive support to marginalized communities around the world.

Our findings illustrate that both rising and established brands can successfully communicate to consumers that they share their values. And you can too.

In addition to shared values, our proprietary B-CFQ (Brand Cultural Fluency Quotient) metric also measures Brand Fit, Brand Relevance, Brand Trust, Brand Advocacy, and Brand Memories. Fill out the form below to learn more about our category-specific BrandRate studies and how you can use them to increase your brand’s cultural fluency. 

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While Love of Family Is Universal, Representation Must Be Nuanced

While Love of Family Is Universal, Representation Must Be Nuanced

Family is a commonly shared value across diverse segments, but that doesn’t mean it’s one-size-fits-all. Read on to understand the nuances within multicultural family life for authentic representation and effective connection on the path towards Cultural Fluency.

Fill out the form to download a sample of the study.

Human beings are social by nature – this is universally true. No matter our background, we all crave connection. We value family and anchor our lives to our loved ones.

Our research confirms that family matters to pretty much everyone, but our data also reveals: how is family experienced and expressed differently across cultural backgrounds?

These subtleties aren’t just food for thought – getting them right matters. Multicultural Americans, especially Black and Unacculturated Hispanic consumers, say it matters a lot to them that advertisements represent families that look like theirs. And a fifth of Americans, especially Black consumers, want to see more non-traditional family structures represented.

How should brands activate on the shared value of family connection?

Brands must understand nuances in multicultural family dynamics to accurately represent and connect with these powerful segments. In doing so, you’re not only pleasing consumers – you’re taking a strategic approach to be Culturally Fluent.

Authentic representation of one segment doesn’t come at the cost of resonance with other segments. In fact, genuine cultural signals are what resonates. Even if the cues aren’t personally relatable, the recognition of authenticity is priceless. An accurate portrayal of one segment is a way to position your brand as trustworthy and respected by all consumers.

Collage Group’s 2020 research initiatives dive deep into family values, attitudes, and behaviors to distinguish variations across segments and uncover authentic details. Keep reading for high-level segment takeaways and download the deck for more, including family profiles by segment.

1. Which consumers value the role of song, music and dance in the family?

About a third of Hispanic and Black Americans value the role of song, music, and dance in the family. These activities are ways to bond with one another and are also likely to be present at family gatherings.

For instance, Oreo acknowledges the lively nature of Hispanic American families with a relevant portrayal of the importance of song and dance in family life. Their recent spot features Latin pop singer Becky G video-chatting her brother. They connect over a shared love of music – and Oreos – as they sing and dance over the phone with her extended family in the background.

Our AdRate research shows that this ad successfully represents the Hispanic experience of the universal Group Trait of Family, while simultaneously resonating across segments (including White viewers). The music-and-dance-filled ad did exceptionally well with the Hispanic segment, with an A-CFQ score of 81 (+6 points above the resonance threshold of 75), as well as the Black segment (A-CFQ score of 74). But the power of authentically representing the Hispanic family was appreciated by other segments, too, with A-CFQ scores of 73 for the Asian segment and 72 for the White segment. Even though the ad was in Spanish, consumers recognize and appreciate the cultural cues of singing and dancing as relevant to Hispanic families.

2. How do Unacculturated Hispanic and Asian American consumers value family?

Both segments like to make their families proud and live in accordance with familial expectations. They also tend to be especially loyal to their families and prize their input when making decisions.

This spot by Chase leans into Asian Americans’ desire to please their elders. A son is learning to make noodles from scratch, and along the way seeks guidance from his mother and approval from his grandmother.

3. How often do multicultural consumers spend time with family?

Multicultural Americans tend to have more relatives and be closer to distant relatives than White Americans. Moreover, Hispanic and Black segments spend more time with their relatives and are more likely to build close relationships with them than White Americans are.

Connect across segments through this common value and illustrate how your brand can strengthen family ties. For instance, a recent Christmas spot by Etsy shows a Black family gathered for the holiday. The son’s new boyfriend joins the celebration, but feels intimidated by all the relatives, until they warmly “welcome him to the family” with a personalized gift.

For more insights on the study, download an excerpt of the sample above. Learn more about membership, custom research and more by filling out the form below. 

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“Community” Means More for Multicultural Consumers

“Community” Means More for Multicultural Consumers

Collage research identifies community as a powerful space where all consumer segments engage with the universal Group Trait of Connection. Here’s what brands and marketers need to know about community across race and ethnicity.

Fill out the form to download a sample of the study.

Human beings are social by nature. No matter our background, we all crave connection. We build community around the things we hold in common, and we spend our lives surrounded by others whose company we enjoy and trust.

But what your own community looks like depends on many factors. Do you seek out community with your neighbors? Or with those who share your faith? Or your cultural heritage? Or is it something else, entirely, which makes you feel connected with others?

Getting these questions right is essential for marketers trying to authentically represent and resonate with multicultural consumer segments. Collage research confirms that community matters to pretty much everyone, but our data also reveals how community is experienced and expressed differently across cultural backgrounds.

In our 2020 Roundtable Study, we learned that multicultural Americans, especially Black and Hispanic consumers, want to see communities that look like their own represented in advertising.

Moreover, it is within their communities that these segments discuss and evaluate marketing executions.

In other words, people do indeed share and discuss what they like and don’t like about advertising within their community.  The importance of this insight cannot be overstated, especially for Black and Hispanic consumers.  These segments are far more likely to talk about your ads, even if their respective racial/ethnic background isn’t the focus of the advertisement at hand!

To activate on the shared value of community connection, brands must therefore understand the power of authentically representing community across multicultural and other segments.

For most brands, the authentic representation of community and family offers pure upside: not only does it result in increased activation of the target group, it also resonates with other segments, who are drawn to the authentic representation of segments, even if not their own .

Read on for high-level takeaways and download the deck for more, including community profiles by race/ethnicity.

1. Black and Hispanic Americans Feel Most Connected to Their Racial/Ethnic Communities.

Hispanic consumers – especially within the Unacculturated Hispanic segment – have the strongest connection, with 76 percent feeling either “very” or “somewhat” connected to the broader Hispanic community. Asian consumers, on the other hand, feel a weaker connection to a broader Asian community, with only 58 percent feeling either “very” or “somewhat” connected. Given the important distinctions within the Asian segment based on country of origin, it makes sense that these consumers feel weaker affiliation with a sense of generalized Asian American identity.

2. Hispanic and Black Americans Lean More Heavily on Religion as Part of their Daily Lives.

While most Americans do ascribe to a religious tradition – with Christianity holding a plurality across racial/ethnic segments – only 1 in 5 adult consumers say they participate in a church group or other religious organization. The Hispanic segment, though, sees a higher rate of religious participation, at 25 percent. Black consumers are also more likely to have strong connections with their religious and spiritual communities, being most likely (19%) to turn to them for emotional support.

3. All Multicultural Segments Feel a Stronger Connection to their Neighborhoods and Cities.

Most Americans – including white consumers – identify strongly with the places they live. But Hispanic, Black, and Asian consumers all feel stronger connections to their neighborhoods or towns/cities. It is therefore essential to emphasize the role local communities play in daily life when trying to reach and resonate with multicultural America.

Across these three insights, and the others presented in the attached slides, there is a clear pattern: multicultural segments tend to be more connected with their communities.

White consumers are simply less engaged with community networks, whether geographic, online, spiritual, or cultural. To reach and resonate with multicultural America, brands and marketers must see these consumers not only as individuals, but also as members of vital and vibrant communities.

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The Self-Aware Generation: How Gen Z Consumers Choose to Self-Identify

The Self-Aware Generation: How Gen Z Consumers Choose to Self-Identify

From sexuality to star signs, Gen Z self-identifies in more ways than older consumers. Here’s what brands need to know to activate on the many ways America’s youngest consumers self-identify.

Gen Z has grown up in an increasingly diverse and polarized America. At the same time, social media continues to generate new universes of micro-communities, each creating new ways to self-identify. As a result, these young consumers embrace more and more what makes them different, as individuals, rather than what makes them the same as everyone around them.

Given the vast landscape of identities open to Gen Z, it is essential for brands to understand what, if anything, these young consumers do hold in common. Here are some key insights to get you started:

1. Gen Z is the most self-aware of its status as a “generation”.

All individuals born from 1997 through 2012 can claim membership in Generation Z. which follows Generation Y, or the “Millennial” Generation. While there is not yet final consensus on whether Gen Z will receive such a title, we see tremendous interest within the generation in using whatever words are available for self-identification. Almost half of Gen Z consumers use their generational identity to describe themselves to others, with statistically significant differences from each of the other generational segments. With phrases like “ok boomer” and “zoomer humor” ever-present in the Gen Z lexicon, generational identity is very real for these youngest of adult consumers.

2. Gen Z is most likely to think sexuality is important to identity.

Today’s young consumers live in a world which not only accepts sexual identity, but also encourages individuals to celebrate and explore their own sexualityGen Z is the most likely generation to identify as part of the LGBTQ+ community. And 1 in 5 Gen Z consumers say that sexuality is one of the most important aspects of their identities for self-description, with statistically significant differences from each of the other generational segments. Understanding the LGBTQ+ segment will only increase in importance for brands hoping to earn market share with this segment.

3. Gen Z continues the Millennial trend of embracing “alternative” sources of identity – astrology included!

While they’re not likely to be checking the morning papers for their daily horoscopes, roughly 2 in 5 Gen Z and Millennial consumers leverage the Western zodiac as a tool for self-identification. Apps and online resources allow consumers to gain hyper-personalized “insight” into their astrological identities through star charts and compatibility analysis with contacts who also use the same platforms. Additionally, the Gen Z meme ecosystem provides (often humorous) content which reinforces associations between star signs and individual personality. These webs of association also offer plenty of space for brands to make connections with their product offerings.

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On the Use of the Term “BIPOC”

On the Use of the Term “BIPOC”

The term “BIPOC” exploded in popularity this summer. But few consumers have embraced the term in their daily lives, and the trend seems to be fading. Should you use it? Read on for more insights.

In the wake of the homicide of George Floyd by the Minneapolis police on May 25, 2020, and the subsequent #BlackLivesMatter protests that proliferated around the country in the following weeks, a new term appeared on everyone’s radar apparently out of nowhere: BIPOC. Standing for “Black, Indigenous, and People of Color”, the term is meant to be an inclusive umbrella for non-White individuals. The New York Times found the earliest use of the #BIPOC in a 2013 Tweet, although it isn’t clear if the author intended the same meaning as the term has today. Fill out the form below to download the full report.

Google trends data reinforces that interest in the term exploded from nothing to a large spike in late May and early June 2020.

Interest quickly trailed off. This could be due to people’s understanding of the term and not needing to research it anymore, but could also be due to a rejection or reluctance to embrace the term.

The explosion and then rapid decline in interest in the term raises questions.

First, many people are confused about the acronym itself. Does it stand Black, Indigenous, People of Color? Black, Indigenous, and People of Color? Bisexual People of Color? And how do you pronounce it? Do you say each letter, or just “bye-pock?”

Then, of course, you need to consider the opinions of the groups that the term claims to represent. According to a Collage Group survey fielded in October 2020, three quarters of each racial/ethnic segment neither uses nor identifies with the term.

In addition, more than half of each segment feels generally negative or neutral about the term BIPOC.

One reason is that, while the term attempts to be inclusive of different minority groups, many feel that using an umbrella term actually minimizes or erases the individuality and identity of each segment.

The most important thing for your brand to do is make sure the terms you use are appropriate for the situation.

When talking about issues broadly faced by non-White people, such as racism or pay disparities, it may be appropriate to use BIPOC. But in the context of police brutality, using BIPOC may be inappropriate, as it’s really the Black segment that bears the brunt of it. Black consumers expect your brand to recognize that explicitly.

Frequent usage of a term in the media does not necessarily mean that the relevant groups want to be called by that term.

We found similar results earlier this year when we asked Hispanic consumers their opinions of the term “Latinx”. While many brands and news sources have adopted the term in attempts to sound progressive and inclusive, very few Hispanic consumers use or identify with the term.

Considering that consumers across segments feel mixed if not negative emotions about the term BIPOC, and the sharp drop-off in search activity after June 2020, it’s not clear whether BIPOC is here to stay. For now, think carefully about using this term while closely monitoring consumer attitudes in the complex area of self-identification.

For more insights on the term BIPOC and what terms each group prefers to be called by, see the attached presentation

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Race, Ethnicity is the Most Important Part of Identity for Multicultural Consumers

Race, Ethnicity is the Most Important Part of Identity for Multicultural Consumers
Understanding consumer identity is key to building authentic connections. Read on for actionable insights.
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Replay our webinar featuring these findings, “New Insights for Authentic Multicultural American Connections.”

Consumers are expecting more of brands as cultural transformation accelerates in the U.S., with multicultural consumers now representing more than 100 percent of population growth.

As their expectations increase, understanding how consumers define themselves is key to building authentic connections. In our recent research, we found that nearly 3 in 4 multicultural consumers say race and ethnicity is an important part of their identity, outweighing all other factors including personality, being American, gender and more. For Hispanics, this is especially high for unacculturated consumers.

Digging deeper into consumer identity, we asked consumers to select the three aspects they would most likely use to describe themselves.

Race and/or heritage ranks at the top of the list for most multicultural consumers, with the exception of acculturated Hispanics (ranked at 4). Personality and being American are also key factors for identity across all consumer segments.

Given the importance of consumer identity through the lens of race and ethnicity, opportunities are rapidly increasing for brands to deepen cultural connections.

We asked consumers about the actions brands would need to take for them to go out of their way to buy from that brand or company. The top answer across all multicultural consumers: they are most willing to reward brands that support people of their own race or ethnicity. 

What are brands to do to take action on these insights? Multicultural consumers told us a variety of things. Topping the list: more transparent business practices, diverse representation in advertising, diverse stories in ads and authentic stories of diverse people in ads. 

At Collage Group, we have built a framework to help brands understand your consumers, identify how they connect and relate to your brand, and take the steps needed to improve your brand and ad performance. We call this our Cultural Fluency Roadmap. Contact us to get started.

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