Snapshot of American Women: Engage Women’s Cultural Traits

Snapshot of American Women: Engage Women’s Cultural Traits

Our new Women Cultural Traits research provides powerful new insights into this critically important demographic.

American women account for 165 million consumers— half of the entire U.S. population.

As a result, women’s buying power in the U.S. was more than $6 trillion in 2019 and are estimated to control 75% of discretionary spending worldwide by 2028. Focusing on such a large consumer segment requires a complex understanding of internal diversity, societal context, and emerging trends. To capture recent segment shifts and the influence of these consumers, brands and marketers must deepen their understanding of the entire American women consumer segment.

Fill out the form to download an excerpt from the webinar.

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Five Essential Things To Know About Gen Z Consumers in 2021

Five Essential Things To Know About Gen Z Consumers in 2021

Want to better connect with Gen Z? Read on for 5 takeaways and a presentation centered on enhancing your brand's ability to authentically connect with the Gen Z generational cohort.

Collage Group’s Essentials of Gen Z consumers presentation explores three areas of our consumer fundamentals research for the generational: demographics and economic opportunity, identity related marketing expectations, and Cultural Traits. Read below for several takeaways and then fill out the form to download an excerpt of the study.

1. Gen Z (aged 8-24yrs old in 2021) are more diverse than older generations. In fact, Gen Z is on the doorstep of becoming a majority minority cohort; 49% of the generation are people of color. Gen Z’s intrinsic diversity equates to greater expectations for inclusive marketing practices.

2. Gen Z is also significantly more likely to identify as LGBTQ+ than older generations. The difference between older Millennials (31-39 yrs. old) and older Gen Z (18-23yrs old), alone, is sharp: almost twice as many older Gen Z Americans identify as LGBTQ+ than their Millennial counterparts.

3. New Wave generations – Gen Z and Millennials—are more likely to say they go out of their way to support inclusive brands. Gen Z were also the only generation that included looking for brands that support LGBTQ+ and racial justice in their top five priorities.

4. Gen Z is uniquely open about their sexuality. This is even significantly different from Millennials. 20% Gen Z claim their sexuality as a primary means of self-identification. That’s a stark break from previous generations, where sexual identity is more of a taboo subject.

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Five Things You Need To Know About Hispanic Consumers in 2021

Five Things To Know About Hispanic Consumers in 2021

Interested in deeper engagements with Hispanic Americans? Read on for 5 takeaways and download our presentation on enhancing your brand's ability to authentically connect with this high-growth consumer segment.

Collage Group’s Essentials of Hispanic Consumers presentation explores three areas of our consumer fundamentals research for the Hispanic segment: demographics and economic opportunity, identity-related marketing expectations, and Cultural Traits. Read below for several takeaways and download an excerpt from the presentation that goes deeper.

1. The Hispanic segment is fast growing and economically powerful. It is expected to almost double over the next 40 years, growing from 60 million to 111 million people.

2. Despite comprising just 18% of the population, Hispanic Americans were responsible for 26% of real expenditure growth between 2009 and 2019.

3. Ethnicity is an important component of most Hispanic Americans’ identity, but this does vary by acculturation.

4. One way identity reveals its importance in the segment is the extent to which Hispanic consumers say they want to support brands that support Hispanic people.

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Reach Cultural Fluency Through LGBTQ+ Cultural Traits

Reach Cultural Fluency Through LGBTQ+ Cultural Traits

The LGBTQ+ community is growing, skews young, and has tremendous buying power in the U.S. (estimated at $1 trillion).

How should your brand engage with a consumer segment that’s Social Minded? Fill out the form to see how we define Cultural Traits, and, what actions you can take to reach this rapidly growing audience. 

 This key consumer segment includes at least 12 million American adults, a number likely to grow rapidly as American culture becomes more accepting of diverse sexual and gender identities. To capture the growth and influence of these consumers, brands and marketers must deepen their understanding of the LGBTQ+ 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. 

Cultural Traits are divided into two complementary methodologies:

• Cultural Attributes: Provides a broad and powerful cultural profile of target segments and individual consumers.

• Group Traits: Offers a detailed and nuanced look at cultural variation by “zooming in” on the way that cultural attributes are expressed within each segment.

You can learn more about the Cultural Traits for the LGBTQ+ segment, as well as in-market examples of brands activating on these insights by filling out the form above.

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How to Create Culturally Fluent Ads: Five Lessons

How to Create Culturally Fluent Ads: Five Lessons

Using our CultureRate database, we analyzed over 100 ads gathered across the last 12 months to identify key lessons from “Culturally Fluent” ads that were best across all segments of the “New Wave” of younger Americans between 18-39.

Fill out the form to watch a replay of the webinar.

In this analysis of data from our CultureRate:Ad database, we focus on ads that cross the Cultural Fluency threshold for all four major demographic groups to identify key lessons that can improve creative performance.

Our top findings include the following:

  1. Obey the Basics: Stay Attuned to Your “Right to Play” to Avoid Confusion and Boredom
  2. Create Texture with Realistic Vignettes of Multicultural Segments
  3. Show Firmness and Values About What’s Happening Now
  4. Authentically Show the “Human Truth” of Connection to Resonate with All Segments
  5. Activate on the “Cultural Truths” of Specific Segments to Drive Deeper Resonance

We will expand on these findings in an update to this post shortly and in the meantime please watch the webinar replay.

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Four Group Traits That Best Characterize Asian American Consumers

Four Cultural Traits That Best Characterize Asian American Consumers

Collage Group's latest consumer report on Asian Cultural Traits provides powerful new insights into this critically important demographic. Fill out the form to download an excerpt specific to the expertise-seeking cultural trait.

The Asian American segment is the fastest-growing racial/ethnic segment in the United States today. By 2060, Collage Group projects the Asian segment will almost double in size to 36 million people—roughly 9% of the total U.S. population. To capture this growth, brands and marketers must deepen their understanding of the Asian consumer segment.

Which Cultural Traits best characterize Asian Consumers?

The four Group Traits that best characterize the Asian segment are Cultural Duality, Conventionality, Reservedness, and Expertise-Seeking.

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. Both Asian and Hispanic Americans strongly exhibit this group trait.

While Asian Americans strongly believe in upholding the traditions of their countries of origin, they also feel a connection with American culture. This embrace of multiple aspects of their backgrounds leads to cultural fluidity – the ability to seamlessly navigate multiple cultural spheres – and a unique Asian American identity.

For Asian Americans, Cultural Duality is more than a feeling, it’s an active commitment to continue their traditions. Through food, holidays, religion, family connection, and more, Asian Americans are significantly more likely than non-Asians to report they still actively practice the traditions of their family’s heritage.

2. Conventionality

People sharing the Group Trait of Conventionality tend to aspire to tried-and-true lifestyles and ideas of what people should be doing in their general situations.

Concepts like “living the American Dream” will likely hold more sway with these individuals than anything positioned as part of an “alternative lifestyle.”

Asian Americans desire and pursue conventional lives marked by advanced education, stable jobs, marriage, and children. While this desire is weaker in younger Asian Americans, it continues to set the segment apart and manifest as an interest in traditional forms of success. The drive for conventionality comes from the desires to make one’s family proud and fit in with others.

Asians are significantly more likely than non-Asians to agree with the statement, “the way I live my life is mainly in line with what’s normal and expected for most people.” Asian Americans are also significantly less likely than other segments to report wanting to live unconventionally. This doesn’t mean they don’t aspire to success, but rather that they aspire to traditional successes like higher education and home ownership.

3. Reservedness

People exhibiting the Group Trait of Reservedness tend to be more private, and less likely to express what makes them unique, special, or otherwise interesting.

This does not mean they have nothing to say or lead boring lives; rather, they are simply content keeping these things to themselves.

Asian Americans are less likely than other segments to share their inner selves, including their thoughts, opinions, and feelings. This attitude stems from the emphasis on humility and self-effacement common in collectivist societies. However, younger Asian Americans, especially those raised in the United States, are embracing the outgoing and gregarious character often associated with Americans.

The instinct to go with the flow and keep thoughts to themselves can be linked to the collectivist tendencies of many Asian cultures. Asian Americans’ collectivism, which values the good of the many over the individual, sometimes manifests in a reluctance to say or do potentially inflammatory things with the goal to preserve peace in a situation.

4. Expertise-Seeking

People sharing this Group Trait look to experts – or sources of expertise – for advice.

Whether from certified professionals or the people they know who are more experienced on a subject, these individuals are more likely to seek out external sources of information before making important decisions.

Asian Americans, across country of origin, are focused on making sound decisions to ensure promising futures. This includes openness to both input from actual experts (physicians, financial advisors, etc.), as well as input from peers on topics of interest. Members of the segment often seek peer input to stay abreast of the latest trends.

Similar to the previous Group Trait of Reservedness, the collectivist attitudes of Asian Americans influence their tendency to trust experts. Collectivism requires self-effacement and humility, which results in the belief that you alone do not know what’s best and that you should seek advice before making big or small decisions.

Learn how we can help your brand win with Asian consumers.

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LGBTQ+ & Gender Program Launch: Spotlight on Women

LGBTQ+ & Gender Program Launch: Spotlight on Women

The LGBTQ+ & Gender consumer research program is the latest offering from Collage Group. Watch a replay of the webinar and view the data from our most recent study on women consumers.

Watch a replay of the webinar.

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 to non-LGTBQ+ and men where applicable and relevant. In this special webinar presentation available to members and non-members alike, we reviewed our recent research on multicultural moms, as an indication of the content we will be generating on Women. 

Women are largely responsible for purchasing consumer staples, drive over 80% of consumer purchasing in general, effectively amounting to $7 trillion in expenditure, according to some estimates.

We have already generated ~150 pages of content covering insights on women as consumers for nine major industries, as well as unique cuts of data on social and political change, the importance of identity for women, and their expectations of brands. We have generated a similar amount of content for the LGBTQ+ community. 

In this presentation we highlight one analysis from our recent analysis of moms. 

We highlighted the power of our cultural traits modeling to “double click” into demographics to get a deeper understanding of cultural drivers.  Consider first this overarching comparison between women and men, noting that women are notably different in a few areas: higher on anxiety, lower on Exceptionalism and lower on adventurousness.

But before concluding gender identity is the driver, lets double click into Millennial and Gen X, comparing Moms and Non-Moms. 

Immediately we see that age must be factor as Millennial and Gen X women are notably higher on Exceptionalism than all women in general, whether Moms or Non-Moms

And motherhood must also be a factor as Millennial and Gen X Non-Moms are much lower on Compliance than their peers who are moms, and also all women in general.

Finally, we note that Hispanicity has significant effect on the profile as well.

Hispanic Moms are notablely lower in Anxiety and higher in Rootedness than any of other segments shown, including Hispanic Non-Moms.  This sequence of insights enables marketer to transcend stereotyping to identifying the meaningful variations and what might be driving them.

These charts provide a clear example of the power of our methods for measuring cultural variation, providing marketers with insights into ways that build authentic connection through culture.

In the coming months we will be publishing new findings on the Passion Points and Cultural Traits of this community.

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

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

• 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?

Learn more about Collage Group's multicultural, generational and LGBTQ+ research by filling out the form below.

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Measuring the Cultural Fluency of Ads: Subaru

Measuring the Cultural Fluency of Ads: Subaru

CultureRate:Ad and CultureRate:Brand are major initiatives that provide a research solution to brands’ mounting need for comprehensive, ongoing analysis of the cultural fluency of branding and advertising.

Download an excerpt of the study.

In this CultureRate:Ad study we had the opportunity to test a recent ad by Subaru called “Girls’ Trip,” released in September 2020.

In this video, a granddaughter and her grandmother hit the road in their Subaru  for  a “girls’ trip.” They enjoy the journey together and have fun along the way by dancing in the car and stopping for milkshakes. Grandma even gets the number from a cute guy at the gas station for her granddaughter. Once they arrive back home, the video shows Grandma’s “old school” Subaru parked in the driveway, a nod to the brand’s reliability. Grandma remarks with pride how her granddaughter has taken after her by getting her own (newer) Subaru.

This ad struck a joyful, relatable, and authentic tone, making it a hit with consumers.

This ad was also one of the highest-performing auto ads of the set, ranking within the top two for each racial/ethnic consumer segment. The ad resonated with three out of four consumer segments – Hispanic, Black, and White. This means that the ad had an A-CFQ (Ad Cultural Fluency Quotient) score of 75 or higher for each of those segments. Even more, the A-CFQ score was just on the cusp of the resonance threshold for the Asian consumer segment.

According to consumers, the top performing features of this ad were its characters and story.

The two women in the ad had a close, heartwarming bond. They look and act authentically and viewers responded positively. Plus, their relationship helps convey the brand’s tagline: “Love is what makes Subaru, Subaru.”

The ad’s heartwarming tone resulted in high rates of positive emotions across segments, like happiness, excitement, and pride. In particular, Subaru’s ad outperforms most auto ads in evoking happiness. 56% of viewers said the Subaru’s ad made them feel happy, compared to the automotive ad norm of just 34%.

Reach your target consumers with the help of Collage Group's proprietary ad and brand testing methodologies. Fill out the form to start a conversation.

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Insights for Authentic Black Representation: Panel Discussion

Insights for Authentic Black Representation: Panel Discussion

Collage Group hosted a panel discussion on authentic representation of Black consumers in marketing. Attended by over 200 professionals, our panel of five leaders in Insights, Marketing and Diversity & Inclusion provided extraordinary insight into the opportunity for brands to better serve this pivotal segment.

Watch a recording of our webinar, “Insights for Authentic Black Representationby filling out the form below.

This webinar includes a panel discussion with diversity, insights, marketing and research leaders from CVS Health, McCormick & Company, U.S. Bank, TVOne and Diageo about Black identity and authentic representation in marketing.

At the start of Black History Month in 2021, Collage Group hosted a panel discussion with diversity, marketing and research leaders from CVS Health, McCormick & Company, U.S. Bank, TVOne and Diageo for a conversation about Black identity and authentic representation in marketing. We are confident this discussion will help brands amplify and support Black voices and accelerate your journey to Cultural Fluency.

The session began with a presentation from Collage Vice President of Client Services Zekeera Belton and Collage Chief Product Officer David Evans, who presented recent research into the mindset of Black Americans today and what brands need to know.  Zekeera then facilitated discussion on the importance of authentic Black representation, the risk that misrepresentation can shine a negative light on the community, and the need to show Black Americans without reliance on stale stereotypes that now pose major risks for brands.  They discussed what brands are learning in this pivotal hour of American history and how brands should better serve Black consumers.

Panelists included leaders from America’s top brands, right.

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Measuring the Cultural Fluency of Ads: Dunkin’

Measuring the Cultural Fluency of Quick Service Restaurant Ads: Dunkin'

In this CultureRate:Ad study we had the opportunity to test a recent ad by Dunkin’ called “Welcome to Dunkin’” and released in September 2020. In this video, the national coffee chain reveals how their brand offers consumers a sense of normalcy—and happiness—amidst the pandemic. Dunkin’ conveys a comforting message to their customers: “Even when everything feels like it’s changing, there are some things that’ll always stay the same. We’ll keep making the coffee, and you keep running.”

The ad isn’t just cheerful and relatable, it’s also a hit with multicultural consumers. This was one of the highest-performing QSR ads of the set, ranking within the top two for each racial/ethnic consumer segment. Dunkin’s ad joins an elite group of ads that resonate with all four consumer segments – Hispanic, Black, Asian, and White – with an A-CFQ (Ad-Cultural Fluency Quotient) score of 75 or higher for each group.

It’s not often that we see this kind of balance among ad features. This indicates that all of the elements of the ad play into each other nicely, creating an appealing sense of harmony.  Achieving cohesion among ad elements is an important step in guarding against viewer confusion, an emotional response that can harm an ad’s performance.

Why does Dunkin's ad perform so well among multicultural consumers?

Dunkin’s “Welcome to Dunkin’” ad builds emotional resonance by leaning into COVID-themes, like showing employees in masks and customers enjoying their coffee by themselves in the car. But they keep it lighthearted by using upbeat music, bright colors, and happy gestures like smiling, dancing, waving, and high-fiving.

The ad’s playful tone resulted in high rates of positive emotions across segments, like happiness, excitement, and pride.

CultureRate:Ad and CultureRate:Brand are major initiatives that provide a research solution to members’ mounting need for comprehensive, ongoing analysis of the cultural fluency of branding and advertising. If you’d like to explore how Collage Group can help your brand with competitive analysis, ad testing or brand testing, fill out the form below.

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