Collage Group in the Press
A collection of Collage Group's most recent news and press mentions
For all media inquiries, please email Quintin Simmons, our Public Relations and Communications Manager, at the link below.
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Latest News Articles
March 30, 2023 | Al Día News
Collage Group, a Minority Business Enterprise (MBE) certified firm by the National Minority Supplier Development Council (NMSDC), shared some key findings from one of its latest surveys aimed at providing brands with more information about Latinos and how they can better connect. with this growing demographic.
The firm stresses the importance of keeping these types of studies in mind, especially now that proposals to change the federal government’s race and ethnicity categories are being considered.
March 25, 2023 | MediaPost
LGBTQ+ people are more worried about their financial situations than others who do not identify as part of the community, according to a report from Collage Group.
March 22, 2023 | QRCA Views
When studying the demographics of the country, you see that all the growth is being driven by diverse America. When you then go into these segments, what you learn is that they think about the world differently. Their values are different, their passion points are different, and their memories are different.
Applying this to marketing and response rates – 1% of a response rate in these marketplaces is worth a ton of money. So, it ends up that there’s nothing more powerful from a marketing perspective. The more you help corporate America and brands truly understand diverse America, the better they will serve and amplify diverse American voices. It’s a win-win.
March 16, 2023 | Ad Age
Studies show that more than 70% of Black consumers—greater than any segment—think that too many brands haven’t done their research when incorporating diversity (race, ethnicity and sexual identity) in their advertising.
Indeed, more than 50% of almost every major demographic group feels this way. This means billions of dollars in advertising are going to waste, in effect translating to marketers paying to be ignored—or even canceled. Hiring more marketers from diverse backgrounds, especially Black people, is a first step in rectifying this problem. Marketing teams need those who have the lived experience of being Black in America. The result would be more authentic marketing that should lead to an increase in business performance.
March 10, 2023 | MediaPost
Women don’t like what they see. New research from the Collage Group reports that only 56% of the women in its latest survey say they’re satisfied with how they are portrayed in advertising.
The United Nations Secretary-General said gender equality is “vanishing before our very eyes” and is likely 300 years away.
February 28, 2023 | Insights Association
Inc. Magazine revealed that cultural intelligence leader Collage Group is featured on the latest Inc. 5000 Regionals List. The annual list, now in its fourth year, represents the fastest-growing private companies in America. The recognition signifies a unique look at the nation’s most flourishing private businesses and is a significant benchmark for entrepreneurial success.
February 14, 2023 | MediaPost
Walmart, YouTube and Lysol are the top brands among Black Americans, according to new research from Collage Group. Sprite, Visa and McCormick ranked next highest, with Dove, Febreze, Netflix, and Google rounding out the top 10.
“What we’re looking at with this research is cultural fluency,” says Victor Paredes, Collage’s executive director of multicultural strategy.
February 13, 2023 | AdWeek
A recent survey found that Gen Z consumers prefer to support brands that exhibit inclusivity overall, whether those consumers personally belong to that group or not. For example, 55% of respondents in Collage Group’s study said they’d be more likely to buy from brands whose marketing includes Black Americans, even though U.S. Census data shows that African Americans are 13.6% of the population.
When it came to LGBTQ+ inclusivity, Collage Group’s research found that nearly half—46%—of respondents said they’d be more likely to buy from brands that embrace that community openly.
February 13, 2023 | Digiday
As we enter the middle of Black History Month, cultural intelligence firm Collage Group investigated which brands resonate most with Black American consumers, distilling a top 10 out of its research. Using a Brand Cultural Fluency Quotient (B-CFQ) score to determine brand resonance across six different cultural factors (fit, relevance, memories, values, trust and advocacy), the top 10 from top to bottom are: Walmart, YouTube, Lysol, Sprite, Visa, McCormick, Dove, Febreze, Netflix and Google (Alphabet companies got a two-fer in YouTube and Google).
February 13, 2023 | Progressive Grocer
Some legacy brands are resonating particularly strongly with Black customers. Cultural intelligence firm Collage Group recently measured how brands have effectively used culture to connect across the Black segment and found that Lysol, Sprite, McCormick, Dove and Febreze are making strong inroads.
February 10, 2023 | EURweb
February is Black History month and Collage Group is releasing new consumer research throughout the month in celebration of Black American culture. Here’s some of the fascinating findings.
February 3, 2023 | Mitú
According to research from the Collage Group, Latinos are more likely to use newer platforms like TikTok and social media to find community. They welcome it to their home through their screens, but somehow it’s another story when their child is creating it themselves.
January 24, 2023 | Medical Marketing and Media
Women often struggle to put their health needs first when faced with sociopolitical conditions, social expectations and household responsibilities, according to a study released by the Collage Group this week.
Only 43% of surveyed women reported feeling satisfied with their physical health, and less than one-third said they were happy with their current financial situation. In addition, the report found that women tend to get less regular exercise and sleep than men, with 35% of women saying they exercised regularly compared to 46% of men.
January 24, 2023 | Technical.ly
Bethesda, Maryland-based Collage Group has named Pat McGlynn as its chief revenue officer. McGlynn will be heading up commercial functions and growth acceleration in the new role.
January 18, 2023 | Insights Association
Cultural intelligence leader, Collage Group, has welcomed Pat McGlynn as its new Chief Revenue Officer to oversee company-wide commercial functions and accelerate growth. With 20 years of leadership experience in high-growth Research & Advisory Services firms, as well as SaaS/ Enterprise Software businesses, McGlynn is a unique fit for this stage of growth at Collage.
“Pat has held a successful career in leading high-performing teams and has chalked up achievement after achievement at prestigious growth organizations,” said Collage Group CEO and Co-Founder, David Wellisch. “We are honored to bring him aboard, and confident his expertise and excellence will help accelerate our growth as we support America’s leading brands in their path to Cultural Fluency – the organizational ability to use culture to efficiently and effectively connect across consumer segments.”
January 18, 2023 | MR Web
In the US, cultural intelligence company Collage Group has hired Pat McGlynn for the role of Chief Revenue Officer (CRO), tasked with overseeing company-wide commercial functions and accelerating growth.
Collage Group offers consumer insights across race / ethnicity, generation, sexual identity and gender with a focus on high-growth consumer segments. Last summer, the firm raised $25m in an inaugural round of growth capital, which it is using for investments in sales and marketing, and for continued development of its data science and technology platform.
November 11, 2022 | MediaPost
Despite the negativity that has been expressed in political ads and in discussions over the issues that most affect Americans, a Collage Group study on multicultural Americans that delves into social and political issues found 65% of overall American believe the United States is the best country in the world. Their reasons for this believing it is the best country differ based on age and ethnicity.
November 8, 2022 | Al Día News
According to a recently released annual report, 78% of black, Asian and Hispanic American consumers say they have achieved or believe they can achieve the American dream, compared to 69% of white consumers.
“America Now 2022: Harnessing American Identity to Navigate Social Issues,” is the name of this study produced by the cultural intelligence company Collage Group.
October 18, 2022 | Healthline
A “Friendsgiving” is a Thanksgiving dinner celebrated with friends rather than family.
The idea has steadily gained traction in Millennial and Gen Z culture. According to a survey by Collage Group, 43 percent of Millennials, 39 percent of Gen Z-ers, and 31 percent of the overall population participate in a Friendsgiving event.
Your social circle will probably be only too delighted if you decide to host a Turkey Day feast without the family drama.
October 13, 2022 | Radio + Television Business Report
A recent study of over 300 iconic brands identified the top 10 brands for Hispanic consumers. The analysis, conducted by cultural intelligence firm Collage Group, examined brand performance as part of the firm’s monthly CultureRate survey, which assesses cultural resonance for each major demographic segment.
October 12, 2022 | MrWeb
US-based cultural intelligence provider Collage Group has hired Gregory Cypes for its newly created role of Chief Product and Technology Officer, with a remit to ‘reimagine’ the firm’s platform with a new focus on the intersection between software, data science, and insights generation.
September 29, 2022 | Insights Association
New insights delving into the Passion Points of Black Consumers reveal that the Black segment is deeply enthusiastic about cooking and baking.
This is according to cultural intelligence firm, Collage Group which says the majority of Black Americans feel at home and have a sense of comfort when they are in the kitchen.
September 13, 2022 | AdAge
Multicultural representation is essential for any marketing strategy that hopes to connect with a broad spectrum of consumers, and with Hispanic Heritage Month beginning on September 15, the purchasing power of Hispanic Americans may be top-of-mind for many marketers.
September 19, 2022 | Brewing Industry Guide
“We make the beer we like to drink.” That’s the dream of every brewer, right? But if that brewer likes only, say, grodziskies and ESBs, the sales team may want to have a few words. The reality is that consumer preferences rule the day, especially as competition heats up for drinkers’ dollars. This applies not only to what’s on tap, but to the food menu, décor, music, and more.
August 31, 2022 | Airspeed
Remote work has become the new normal for many companies. While many thought it seemed like a simple shift to make, not every company was originally on board with the switch to remote work.
Collage Group, a consumer research and advisory company, is a company that never planned to go remote. The leaders at Collage Group were under the impression that in order to retain talent and build a strong culture, employees needed in-office perks and group lunches every day. But then something shifted within their mindset.
August 30, 2022 | Forbes
Inflation is at a 40-year high, the stock market has entered the bear market territory and predictions of a recession are growing. Beyond Wall Street and media outlets, most chief marketing officers view inflation negatively, with some considering plans to retrench in the upcoming months.
August 18, 2022 | MediaPost
Nearly everyone has felt the impact of inflation, but White and Hispanic Americans are the most concerned about the U.S. economy, while Black Americans are much less concerned, according to a recent study from research company Collage Group.
August 16, 2022 | Luxus +
The study by Collage Group, entitled “Gen Z Passion Points” a cultural intelligence firm operating in the United States, notes that this generation has been widely exposed to the world via the web and social networks, likely contributing to their desire to travel. The generation, having been born with the web, images and social networks, was able to digitally discover remote regions of the globe at an early age.
August 16, 2022 | Up Jobs News
TikTok’s rapid ascent, especially over the last two years, has led to internal confusion and quality control issues with ad reps, according to ad buyers who said they hope the company can soon make it easier to work with them.
August 11, 2022 | MRWeb
US-based Collage Group, which provides cultural intelligence about diverse consumers, has appointed Victor Paredes as Executive Director of Cultural Strategy.
In addition to race and ethnicity, Collage Group develops consumer insights across generation, sexual identity and gender, with a focus on high-growth consumer segments. In March, the firm launched a syndicated Parents & Kids Cultural Intelligence Program, to provide brands with the insights they need to engage with parents and kids across race and ethnicity.
August 9, 2022 | Franchising.com
A new study from the Collage Group, “Understanding & Embracing Consumer Identity,” tackles the increasing importance of recognizing the connection of ethnicity, race, sexuality, and gender to consumer identity. It also suggests the preferred terms for each segment.
The 8-page study begins with a look at diversity: “Diversity is the future – and the present –of the United States. By the late 2040s, multicultural segments are expected to represent the majority of the U.S. population. For brands, this means that multicultural consumers already make up a significant portion of their audience.”
August 9, 2022 | Travel Agent Central
The desire to travel is a key interest among the majority of Generation Z consumers, with 60 percent stating they have a strong urge to travel the world, according to new research from the cultural intelligence firm Collage Group. This generation’s urgency for travel exceeds that desire of the older Gen X and Boomer generations by nearly 15 percent.
July 26, 2022 | Customer Think
In January of this year, I published a lengthy article here discussing the topic of purpose marketing, which can be defined as the use of content in external communications that emphasizes a company’s core mission and values, i.e. its brand purpose.
A company’s brand purpose describes its “reason for being” beyond the basic business functions of offering products or services and earning a profit. The brand purpose encompasses how the company is making a positive contribution to society and where the company stands on important social issues.
July 12, 2022 | Forbes
As businesses grow, they tend to hire more employees, expand their digital and physical footprint and have to make higher-level decisions. However, the greatest impact on the business’s future success is how well it stays true to its original values, especially when it comes to social responsibility.
July 1, 2022 | MRWeb
In the US, cultural intelligence company Collage Group has raised $25m in an inaugural round of growth capital, which it will use for investments in sales and marketing, and for continued development of its data science and technology platform.
Collage Group offers consumer insights across race / ethnicity, generation, sexual identity and gender with a focus on high-growth consumer segments. Members of the firm’s cultural intelligence platforms – Multicultural, Generations and LGBTQ+ & Gender – have access to more than ten years’ worth of consumer insights and over 300 studies, with new data unveiled weekly.
July 1, 2022 | Washington Business Journal
The Bethesda firm is investing in tech and marketing.
June 30, 2022 | Venture Capital Journal
Collage Group, a Bethesda, Maryland-based provider of cultural intelligence about diverse consumers, has raised $25 million in funding.
June 30, 2022 | Technical.ly
Maryland SaaS company Collage Group just raised $25 million in growth capital, the company announced Wednesday.
The round was led by Wavecrest Growth Partners, based in Boston, Massachusetts, with additional participation from Dennis Ainge. A statement from the company said that the funds would be used for marketing and sales, as well as a renewed focus on its data science and tech platform.
June 29, 2022 | Business Insider
Collage Group, a cultural intelligence platform that helps companies like Procter & Gamble, Facebook parent Meta, and McDonald’s market to diverse consumers, raised $25 million in growth capital as it seeks to attract more blue-chip marketers as clients.
The funding, its first outside fundraise, was led by Boston-based growth equity firm Wavecrest Growth Partners, which invests in B2B software and tech companies. Dennis Ainge, an industry investor and CEO of the NBA’s Utah Jazz Basketball, also participated.
April 21, 2022 | Washington Business Journal
For 15 years, the Washington Business Journal has set out to honor outstanding business leaders of color in Greater Washington with our annual Diversity in Business Awards program. Collage Group is pleased to announce that our CEO and Co-Founder David Wellisch has been honored with the 2022 award.
Each year’s class joins an active alumni network of hundreds of previous honorees from across industries. They join a list of admired CEOs, founders, executives and directors including Leslie Hale of RLJ Lodging Trust, Johnny Taylor of SHRM, Sahil Rahman of RASA, Michelle Rice of TV One, Rosie-Allen Herring of United Way NCA, Lonnie Bunch of the Smithsonian, Monica Dalwadi of Baker Tilly, Sheila Johnson of Salamander Hotels, Bo Menkiti of the Menkiti Group, Tim Chi of WeddingWire and more.
January 11, 2022 | Washington Business Journal
For 15 years, the Washington Business Journal has set out to honor outstanding business leaders of color in Greater Washington with our annual Diversity in Business Awards program. Collage Group CEO and Co-Founder David Wellisch is announced as an Honoree.
October 19, 2021 | eMarketer
While 35% of Hispanic consumers believe that all brands should include Hispanic Heritage Month in their marketing and advertising, a greater amount (39%) don’t care if brands do it or not, per an August 2021 study by Collage Group.
July 19, 2021 | 97.1 WASH FM
iHeartMedia recognizes David Wellisch is CEO & Co-Founder of Collage Group, as a CEO you should know. Since the inception of Collage Group in 2009, David has led the company through growth, now serving more than 200 brands in across 15 industries.
June 18, 2021 | Insider
In a study conducted by the Collage Group, 62% of Black consumers responded that America’s institutions were responsible for both maintaining and reinforcing racial inequalities. And 72% of Black respondents said companies needed to put more pressure on local and state governments.
January 11, 2021 | eMarketer
Looking at the matter in more detail, a January 2020 survey of Hispanics ages 13 to 85 by the Collage Group found about three-quarters saying they speak English either “very well” (53%) or “well” (21%). Even among those classified as “unacculturated” (based on language usage in various contexts and degrees of self-identification as American versus Hispanic), about one-third reported speaking English at least “well.”
December 6, 2019 | Cision: PR Web
Second annual event, co-hosted at Univision, will continue to demystify new fact-based approach for deciphering cultural variation.
October 19, 2019 | Medium
Why The Next Critical Step Is Machine Learning & Cultural Fluency.
October 18, 2019 | Cynopsis Media
While multicultural audiences are becoming key drivers of growth, many brands are still struggling with how to accurately predict what resonates and what doesn’t with people of color.
October 3, 2019 | i95 Business
Using Machine Learning and Facial Tracking to Optimize Content.
October 2, 2019 | Restaurant Hospitality
7 out of 10 pieces of trash found in the ocean are food/beverage-related.
September 12, 2019 | Spirited
Super Bowl LIII could not have faded more quickly from memory, but the investment in advertising by many of America’s greatest brands (and the inevitable handful of newcomers seeking breakthrough) lives on.
July 31, 2019 | Forbes
Collage Group, an insights, analysis and strategy firm founded in 2009, bas been using technology, data and machine learning to help marketers more surefootedly navigate a turbulent marketplace.
July 29, 2019 | Hispanic Engineer and Information Technology
David Wellisch’s newest technology, CultureRate:Ad by Collage Group, is built on data and uses machine learning and facial tracking to predict crucial differences in emotional response to ads in different demographics for marketing leaders.
July 9, 2019 | Forbes
There has been significant coverage of bias problems in the use of machine learning in the analysis of people.
July 8, 2019 | Forbes
Collage Group, an insights, analysis and strategy firm founded in 2009, bas been using technology, data and machine learning to help marketers more surefootedly navigate a turbulent marketplace.
July 31, 2018 | Forbes
Our Futurecasting Families work with BabyCenter featured in Forbes.
Latest Press Releases
January 18, 2023 | Yahoo! Finance
Cultural intelligence leader, Collage Group, today announced that it has welcomed Pat McGlynn as its new Chief Revenue Officer to oversee company-wide commercial functions and accelerate growth. With 20 years of leadership experience in high-growth Research & Advisory Services firms, as well as SaaS/ Enterprise Software businesses, McGlynn is a unique fit for this stage of growth at Collage.
December 13, 2022 | Yahoo! Finance
A recent study examining more than 80 commercials determined which advertisements resonated the best among younger Black consumers aged 18-42.
The analysis, conducted by cultural intelligence leader, Collage Group, assesses ad performance using the Ad Cultural Fluency Quotient (A-CFQ) which measures consumer sentiment across four key dimensions. These include Brand Fit (the ad fits the brand), Relevance (the ad is for people like me), Message (the ad has an important message) and Enjoyment (the ad is enjoyable to watch).
November 17, 2022
In anticipation of the coming holiday season, cultural intelligence company, Collage Group, explored how American consumers prepare for and celebrate the winter holiday season. Calling on findings from its multicultural Holidays & Occasions research, experts examined how culture impacts several end-of-the-year holidays: Thanksgiving, Christmas, and Kwanzaa.
November 10, 2022
Findings from a new study reveal that multicultural Americans have strong faith in the “American Dream.” In fact, 78% of Black, Asian, and Hispanic American consumers say they have achieved or believe they can achieve the American Dream, as compared to 69% of White consumers. This is according to the just-released annual report titled “America Now 2022: Harnessing American Identity to Navigate Social Issues,” produced by cultural intelligence company, Collage Group.
October 12, 2022
The leading source of cultural intelligence, Collage Group, announced today that Gregory Cypes has joined the team as Chief Product and Technology Officer, a new leadership role. With more than 20 years of experience in the tech sector, Cypes is expected to shape the future of the company’s cultural intelligence platform, and data & technology offerings, which are currently used to guide over 300 of America’s iconic brands partnered with Collage Group.
October 5, 2022
A recent study of over 300 iconic brands identified the top 10 brands for Hispanic consumers. The analysis, conducted by cultural intelligence firm, Collage Group, examined brand performance as part of the firm’s monthly CultureRate survey, which assesses cultural resonance for each major demographic segment.
August 17, 2022
A whopping 93% of respondents said they have noticed that items they ordinarily purchase are now more expensive, and 78% said they are “a little” to “very worried” about their current financial situation.
August 9, 2022
Collage Group, the leading source of cultural intelligence about diverse consumers to over 300 of America’s iconic brands, announced today that Victor Paredes has joined the team as Executive Director of Cultural Strategy. Paredes is a proven expert in inclusive marketing and advertising and will leverage his expertise in combination with Collage’s proprietary data and insights in support of members’ objectives to unleash the power of culture to drive brand growth.
July 29, 2022
New research compiled by the cultural intelligence firm, Collage Group, shows that Hispanic Americans are trendsetters in terms of using technology. As a segment, they are super users of the internet, social media, and tech tools. Hispanic consumers are more likely to post to social media daily, and use emerging social media platforms, such as TikTok, among other digital trends. While Americans overall are using such instruments to a greater degree compared to previous years, Hispanic Americans surpassed all groups’ usage rates.
June 29, 2022
Collage Group, the leading source of cultural intelligence about diverse consumers announced that it has raised $25 million in growth capital led by Boston-based growth equity firm Wavecrest Growth Partners with participation from industry veteran and investor Dennis Ainge. The new funding will be used to further accelerate growth through additional investments in sales and marketing and through continued focus on its data science and technology platform.
April 4, 2022
Collage Group, the leading source of cultural intelligence about diverse consumers to America’s iconic brands, prepares for continued scaling with the addition of Pinkie Gunderia as Chief Financial Officer. Pinkie oversees the companywide accounting, finance and budgeting functions, and will be leading Collage Group’s forward-looking financial strategy to manage the company’s continued hypergrowth. She is a seasoned financial executive with 20 years of experience spanning finance, audit, tax and consulting across various industries.
February 28, 2022
Collage Group, the leading source of cultural intelligence about diverse consumers to more than 300 of America’s iconic brands, continues its hypergrowth with the launch of its Parents & Kids Cultural Intelligence Program. This new consumer research offering, created with input from nearly a dozen leading Collage Group member brands, is designed to cover the insights brands need to engage and activate parents and kids across race and ethnicity. This is the first syndicated resource available that offers full coverage of parents and kids with race and ethnicity overlays.
February 14, 2022
Collage Group, the leading source of cultural intelligence about diverse consumers to America’s iconic brands, continues to focus on growth with the addition of Jose Puyol as Chief Revenue Officer. Jose oversees companywide commercial function, including new business, renewals, account expansions and more. He is a seasoned SaaS executive with 20 years of experience leading high-growth sales organizations, with a well-established record of building customer-first sales teams and developing impactful strategies that disrupt the marketplace.
November 9, 2021
One in four Gen Z Consumers will stop buying from brands that do not take a stance on an important issue.
Collage Group ranks Lysol, Netflix, Google, and Band-Aid as among the most Culturally Fluent brands in analysis of more than 500 brands and 200 ads across the last 18 months.
A prominent consumer insights leader, Randi will head Collage Group’s custom insights department and oversee the development of tailored, diverse consumer insights for more than 200 of America’s leading brands.
Currently supporting more than 200 leading brands with consumer insights and marketing best practices, Collage Group added 20+ new clients in the first half of 2021 alone.
June 3, 2021
A conversation with diversity, marketing and insights leaders from Google, AARP, E. & J. Gallo Winery and U.S. Bank.
February 4, 2021
CVS Health, McCormick & Company, U.S. Bank, TVOne and Diageo leaders discuss efforts to support the Black community.
January 6, 2021
New consumer intelligence platform centers on the LGBTQ+ community and women, while covering transgender, non-binary and other segments where applicable.
June 29, 2020
Collage Group leads a panel discussion on how great brands are taking action to support Black Americans.
December 6, 2019
Second annual event, co-hosted at Univision, will continue to demystify new fact-based approach for deciphering cultural variation.
October 28, 2019
A subscription-based consumer research and strategic advisory company that helps brands understand culture and generations, is co-hosting “How to Decipher, Influence, Engage and Win The New Wave of Today’s American Consumer.”
December 5, 2018
Collage Group and Univision Communications, Inc. will bring together over 50 executives from top brands to discuss the latest initiatives in multicultural and youth marketing.
November 14, 2017
Executives from leading brands will gather to learn effective strategies to capture multicultural and younger consumers.
October 17, 2017
Executives from leading brands will gather to learn a new approach to growing their consumer base in today’s changing landscape.
September 5, 2017
Today, Nielsen (NYSE: NLSN) announced the latest roster of companies that have joined the Nielsen Connected Partner Program, reinforcing the successful and steady expansion of its open partner ecosystem.
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