How Brands can Engage During Hispanic Heritage Month

How Brands can Engage During Hispanic Heritage Month
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Hispanic Heritage Month begins on September 15. It’s time to start thinking about what your brand can do to connect with these important consumers. Marketers wonder about their permission to play during heritage months and, should they choose to activate, whether consumers will respond positively.

Our latest research on Holidays and Occasions provides a deep dive into cultural and heritage months, along with 9 other occasions. Don’t miss exploring these compelling new insights and activation case studies.

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Essentials of Hispanic Marketing
September 11th

KEY INSIGHTS FOR HISPANIC CONSUMERS

Hispanics celebrate their heritage month primarily through food. Pursue experiential marketing campaigns featuring food and/or educational events in the segments’ communities to highlight their value to your brand.

The most common reaction that Hispanics have to Hispanic Heritage Month activations is one of pride. During Hispanic Heritage Month, highlight historical contributions of Hispanics to America make consumers feel proud and included.

Activation IRL: Where and How to Win Young Consumers Through Experiences

Activation IRL: Where and How to Win Young Consumers Through Experiences
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IF you’ve ever had a Facebook or Instagram account, you know how easy it is to broadcast which bands, teams, or foods you ‘like’.

You also probably know how easy it is to overlook these transmissions given the endless stream of social media content. “Showing up” is often a better and stronger way to communicate what you’re interested in and what you find important. And it’s the same with brands. You can claim all  

you want on social media that you’re “one of the gang,” but consumers may not take you seriously unless you “show up and hang out” with them.

To dig into this topic, we at Collage asked a series of questions to a nationally representative sample of 995 respondents with multicultural and youth oversamples. These consumers provided valuable insight as to what experiences they value and how they engage with brands at events.

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Do you know how to “show up” for younger consumers?

  • Multicultural
  • Millennial
  • Gen Z
  • Gen X
segments, especially Asian and Hispanic – lead attendance at food festivals
  • Millennial
  • Gen Z
  • Multicultural
women are the most likely to attend live sporting events
  • Millennials
  • Gen Z
  • Multiculturals
expect free samples at events, but they may not have the cash to later pay for what they've tried
  • Millennial
  • Gen Z
  • Multicultural
men and women are equally into “Instagrammable moments”

Six Passion Points of Millennial and Gen Z Consumers

Six Passion Points of Millennial and Gen Z Consumers
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Download a Sample of the Research

Gen Z and Millennials are an essential component of your brand’s growth strategy.

To capture your share of wallet from these consumers, you need to understand what they value and what appeals to them. Keep reading to learn how these segments’ interests in topics like music, movies, food, and fashion vary. If you’ve checked out recent installments of our GenYZ Essentials series, you know that these young, diverse segments are massive and have steadily increasing purchasing power. But what you may not know is how to best connect with and activate them.

To do that, you need to understand their interests in topics like music, movies, food, and fashion. Below are six passion points that your brand can activate on to show these consumers your brand understands and values what is important to them.

Three Key Takeaways for Gen Z

1.

Gen Z are coming of age in the era of streaming, which has led to diverse music tastes and the blending of genres. While these young consumers tend to embrace diverse playlists, hip-hop is a favorite among Gen Z across race and ethnicity.

2.

Video games are a huge form of entertainment among Gen Z—bigger than movies, television, and books for almost one-third of the segment. Sponsoring/activating with popular gamers is a good way for brands to connect with this segment, especially the youngest cohort of males (ages 13-17).

3.

Gen Z value aesthetics, but they see beauty as more than just looks. Many use makeup as an outlet for self-exploration and expression in ways that may challenge the conventional notion of beauty. In fact, over half of the older Gen Z and younger Millennial cohorts consider makeup a “wellness product”.

Three Key Takeaways for Millennials

1.

Millennials have broad and experimental food palette. In addition to seeking novel food experiences, they are interested in the health, sustainability, and convenience of food options.

2.

Millennials are cord-cutters that rely heavily on a variety of streaming services to access content. The misadventures and existential wanderings of bright, but confused and soul-searching characters are a common theme in Millennial-led shows.

3.

Travel is important to Millennials. This segment travels more frequently than older segments and many prioritize travel over buying a home or paying off debt. These young consumers often seek travel destinations that allow them to engage in new experiences and capture Instagrammable moments.

Four Things You Need to Know about African-American Consumers

Four Things You Need to Know About African-American Consumers
  1. The African-American segment skews young. The segment’s median age is 34, 6 years younger than the non-African American population and 9 years younger than the White population. Given their size and relative youth, this segment will continue to be a must-capture for brands for years to come.

2. The African American segment’s share of expenditure growth was two thirds of the White segment’s despite the fact they are one fifth the size. And the segment’s purchasing power and expenditure is likely to continue growing as young African Americans achieve higher education levels.

3. African Americans have a high level of optimism about their personal future, despite the challenges they face and the perception that their path to success is steeper. In fact, the segment’s recognition of their unique challenges fuels their drive to succeed.

4. Across age groups, African Americans have a strong sense of cultural pride and a heightened sense of exceptionalism—i.e., a tendency to focus on one’s own internal uniqueness and the perceived differences that set one apart from others. These factors combine with the desire to share their voice, positioning them as powerful influencers across all segments.

Corporate Sustainability is a Multicultural Priority

Corporate Sustainability is a Multicultural Priority

If you’re trying to target “sustainable” shoppers, read this first.

Which elements of sustainability would multicultural consumers be willing to pay a premium for, and what are they doing to live more eco-conscious lives?

Which elements of sustainability would multicultural consumers be willing to pay a premium for, and what are they doing to live more eco-conscious lives?

 In a political climate that’s failing to meet both social and ecological needs, many consumers are “voting with their dollars” to reward brands that engage in sustainable business practices. If you know where those dollars are going, you can position your brands to be on the receiving end.

We addressed the issue of sustainability in a recent Collage survey, fielded to a nationally representative sample of 3,098 respondents with multicultural and youth oversamples. In it, we asked multicultural consumers if they’d be willing to pay more for certain sustainable business practices, and whether they engage in their own sustainable behaviors.

So how do you get consumers to buycott your products, rather than boycott them? See the attached mini-deck for more information about the following insights:

How well do you know your segments?

1.

  • Asians?
  • African Americans?
  • Hispanics?
  • Whites?
are most willing to pay a premium for brands providing their workers a ‘living wage’ .

2.

Women, especially among
  • African American?
  • Hispanic?
  • Asian?
  • White?
consumers, care more about the humane treatment of animals.

3.

  • White?
  • African American?
  • Asian?
  • Hispanic?
men are most attracted to brands that give back to local communities.

4.

  • African American?
  • Asian?
  • Hispanic?
  • White?
Millennials are the most regular consumers of meat alternatives.

Only this sample of our research has the answers.

Unwrapped: the biggest secret behind the food and beverage industry right now

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