Measuring the Cultural Fluency of Ads: Alcoholic Beverages
August 31, 2020
In our latest AdRate study, we measured the Cultural Fluency of Heineken’s responsive advertisement, “Connections”.
Fill out the form to view the webinar replay of, “The Evolution of Gen Z Passions & Values,” and read below for all the latest insights on this segment.
Who are Gen Z?
Like Millennials, Gen Z consumers are highly invested in their beliefs and passions and orient toward inclusion and diversity not seen in older generations.
However, Gen Z consumers are different from Millennials in unique ways – from trends and experiences to expression and entertainment.
Cultural fluency is key to engaging authentically with Gen Z consumers as they are developing their tastes and brand loyalties. Part of the New Wave, consumers aged 18 – 39, Gen Z consumers are among the first in American history to be defined by the multicultural experience.
Products & Services
The Latest in Gen Z Consumer Trends
Understanding Hispanic Consumer Preferences for Food & Dining
August 12, 2020
Is your brand effectively appealing to the culinary and dining preferences and passions of Hispanic consumers? Food plays an important role in cultural identity among Hispanics. It combines historic flavors with current trends, creating a source of cultural pride and connection.
Measuring the Cultural Fluency of Brands: Personal Care
August 10, 2020
In this BrandRate study for personal care brands, we had the opportunity to test Fenty Beauty, a makeup line started by music superstar Rihanna in 2017.
The Top 7 Most Culturally Fluent Brands of 2020
August 6, 2020
American consumers are experiencing a cultural transformation of unprecedented scope and scale. The pressure is on to rethink marketing with a focus on authentic connections that tap into culture, identity and emotion. This rapidly evolving landscape requires a new approach to assessing and building brands, centered on what we refer to as Cultural Fluency.
Get on Top of 2020’s Hottest Upcoming genYZ Trend: Voting!
August 3, 2020
The 2018 U.S. midterm elections saw a dramatic increase in voter participation for younger generations. Here’s what brands and companies need to know about Millennial and Gen Z voter turnout to build consumer equity through the 2020 election and beyond.
Harder Times Ahead: Updated Economic Forecast and Survey Results on Consumer Finances and Purchasing
July 28, 2020
As the COVID-19 Pandemic tightens its grip on America, consumer attitudes regarding financial security and social activities continue to change. Here’s the latest information brands need to strategically prepare for both short-term needs and long-term expectations.
A Mile in Your Shoes: What Brands Need to Know about Sneaker Culture and the Multicultural Youth Consumer
July 15, 2020
Many Gen Z and Millennial Americans are passionate about fashion. We’re providing a closer look at the shoe industry, a corner of fashion where iconic brand collaborations create a highly competitive market.
What #Goyaway Means for Hispanic and Multicultural Marketing in 2020
July 13, 2020
Public support for the Trump Administration risks serious consumer backlash across multicultural segments. Here’s what brands need to know about multicultural politics in 2020.