Gen Z-maxxing: How to Renew Brand Trust with Gen Z’s Core Cultural Attitudes
This session deep-dives into our latest 2026 Gen Z Consumer Focus research, revealing how CMOs and insights professionals can move beyond polished perfection to embrace the honesty, humanity, and accountability this cohort demands. Attendees will gain strategies for navigating Gen Z’s three definitive group traits – Pressured, Game-Changing, and Collective Individuality – that dictate the […]
Cultural Fluency Summit Virtual Event
Speaker & Panel Participants Include: Collage Group & SiriusXM Media are proud to host the 2025 Cultural Fluency Summit, a premiere event equipping brands with the tools, insights and best practices to uncover new growth opportunities and (re)build lasting consumer trust. In an era marked by cultural volatility, rising skepticism, and accelerated technological disruption, brands […]
Amplify Black Americans’ Cultural Influence to Ignite Trust
Black Americans are shaping culture, driving economic power, and reclaiming their narratives—smart brands are taking note.
Learn How the World’s Leading Brands Are Elevating Their Voice with Cultural Intelligence
By embracing cultural intelligence, leading brands are building a stronger, more inclusive future—one authentic connection at a time.
Alcoholic Beverage Company Fueled Business Growth with Multicultural Consumers
The alcoholic beverage company incorporated Collage data and insights on Millennial and Gen Z consumers into their creative strategy to drive growth.
Fuel Cultural Resonance in Hispanic Online Experiences
A world-leading fintech company leveraged Collage's cultural insights to drive enhancements in online financial experiences.
Deep Cultural Insights Informed Mobile Device Brand’s Pride Campaign
A global electronic device brand wanted to activate LGBTQ+ consumers in a Pride Month campaign. Collage insights helped the brand link category preferences to key segment insights.
Why Cultural Fluency Matters
Embrace Cultural Fluency for brand growth with Collage Group's cultural intelligence engine. Access deep consumer insights to enhance brand positioning.
Cultural Intelligence Engine
Unleash the power of cultural intelligence to fuel brand growth. Access the deepest data science engine fusing consumer, brand and industry insights.
Pulse Check: Who’s Buying OTC Health & Wellness Products in the U.S.
Over-the-counter (OTC) Health & Wellness products are an everyday staple for millions of Americans. But who exactly is driving this massive category? Collage’s latest OTC Shopper Audience pulse check reveals not just the demographics, but also the values, cultural traits, and passions shaping purchase behaviors among 145.8 million U.S. consumers. Age & Gender Dynamics Gen X leads the OTC category, with a median age of 47, with Boomers and older adults closely following. But Gen Z significantly under-indexes, signaling limited engagement among the youngest shoppers. Men and Hispanic consumers over-index in this category as well. Cultural Values & Wellness Practices Collage’s recent Health & Wellness report highlights insights on how multicultural groups approach OTC wellness. For example: Hispanics embrace dual health strategies, with 31% using home remedies (vs. 27% total population) and 23% turning to herbal remedies (vs. 15%). Black consumers emphasize inclusivity and resilience in their wellness routines. Asian American shoppers lean toward holistic, intentional health solutions. Culturally, OTC shoppers often identify as socially anxious, deferential to elders and authority, and nostalgic. Their passions and fandom also influence how they interact with OTC brands. Media Habits & Engagement Media strategies also matter. OTC shoppers are most engaged on Facebook, with Amazon Freevee leading in streaming. Traditional Network TV remains relevant, and YouTube Music is their top audio choice. Geographic concentration also reveals key opportunities for marketers. Access the Full OTC Shopper Audience Now Download the OTC Shopper Audience to uncover the data and complete picture of who’s buying OTC Health & Wellness products in the U.S., and how to engage them effectively.