Collage Group’s Essentials of LGBTQ+ Consumers presentation explores three areas of our consumer fundamentals research: demographics and segment context, identity, and Group Traits.
May 26, 2022 Jill Rosenfeld – Senior Analyst
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LGBTQ+ Americans are a large and growing United States consumer segment in terms of population and visibility. They’re also very diverse, since LGBTQ+ people can (and do) come from every walk of life. Their racial and ethnic breakdown largely mirrors that of the general population, and while the segment does lean young overall, Americans of every age identify as LGBTQ+. Within the segment there is a great amount of diversity given the infinite sexual and gender identities encompassed under the umbrella of “LGBTQ+.”
Read on and fill out the form for an excerpt from our
Essentials of LGBTQ+ Consumers presentation.
The LGBTQ+ segment is a complex, multifaceted group that’s often ignored or misrepresented in advertising. In fact, more than six in ten LGBTQ+ consumers are not satisfied with how people of their sexuality are portrayed in advertising. But representation alone is not enough to prove that your brand cares about the LGBTQ+ community.
Brands today must understand LGBTQ+ people on a multitude of levels—from their demographics to how they identify and even what they value—to effectively understand and engage them.
Collage Group’s Essentials of LGBTQ+ Consumers explores three areas of our consumer fundamentals research: demographics, identity, and Group Traits to help your brand authentically connect with the LGBTQ+ community.
Download the attached presentations and watch the webinar replay below for more. In the meantime, take a look at a few key insights and action steps:
Key Finding #1: Demographics & Segment Context
The LGBTQ+ segment is large and growing – with current estimates ranging from 20 to 30 million Americans, the population has nearly doubled in the past 10 years.
The U.S. Census Bureau does not currently ask respondents their sexuality or gender identity in the official Census or American Community Survey. As a result, researchers rely on sources like Gallup and the new Household Pulse Survey for population data, with all these sources giving different estimates.
Do not ignore the LGBTQ+ segment and plan for its likely growth. Develop a strategy or grow your current efforts to connect with the segment through outreach and marketing.
Key Finding #2: Identity
LGBTQ+ Americans support brands that are committed to supporting their community and other diverse segments. They are also more likely than others to say that their gender and sexuality have become increasingly important parts of their identities in recent years.
Since LGBTQ+ people can come from any background, they want to see all the intersections of their identity addressed by your brand’s efforts.
To win over LGBTQ+ people, brands should demonstrate support for marginalized communities. Brands should also support social causes LGBTQ+ consumers care about.
Key Finding #3: LGBTQ+ Group Traits
There are four unique Group Traits important to understanding LGBTQ+ Americans: Proud, Empathetic, Communal, and Worldly.
Utilize the Group Traits as ways to connect with LGBTQ+ Americans authentically. For example, to activate on Empathetic, demonstrate how your brand takes social action to improve the lives of marginalized communities.
Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.
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Other Recent LGBTQ+ Research Articles & Insights from Collage Group
Jill is an Analyst on Collage Group’s Product & Content team. She is a 2018 graduate from the University of Michigan’s Gerald R. Ford School of Public Policy. In her spare time, Jill enjoys exploring Washington DC’s restaurant scene and practicing yoga.
Insights for Authentic LGBTQ+ Representation in Media
The LGBTQ+ segment is large and growing. An important part of connecting with the segment is understanding LGBTQ+ consumers’ preferences around advertising and media content. Read on for more information on how your brand can build a stronger connection with LGBTQ+ people through your advertising.
As the LGBTQ+ community grows in both size and visibility, LGBTQ+ people consider their sexuality to be more important to their identity than ever before. As a result, the segment expects more authentic representation in advertising and media.
Download the attached presentation and take a look at a few key insights and implications below:
Including LGBTQ+ representation in advertising and showing support for the LGBTQ+ community matters to these consumers. LGBTQ+ Americans are more likely to buy from brands that show support for LGBTQ+ people (60%) and feature LGBTQ+ people in their advertising (45%). LGBTQ+ consumers want to be seen as everyday consumers, just like everyone else, which is why it’s important for brands to normalize LGBTQ+ representation across all of their advertising campaigns, not just those for Pride Month.
Brands can also show support by addressing LGBTQ+ pain points specific to your product or service area, which can then be turned into an advertising campaign. An example of a brand excecuting this is Mastercard in their “True Card” ad campaign. In the ad, Mastercard details how True Name credit and debit cards help members of the LGBTQ+ community, particularly transgender and non-binary people, by allowing them to have financial products with their self-identified chosen first name.
LGBTQ+-focused advertising campaigns should also be accompanied by social and political action. LGBTQ+ Americans, especially those who are younger, believe companies have an obligation to help make political and social change. Almost half of young LGBTQ+ respondents agreed that brands and companies should focus on social and political issues even if they don’t directly relate to their products or services. Overall, most LGBTQ+ respondents prefer brands to get involved by educating consumers about LGBTQ+ rights and discrimination. However, young LGBTQ+ people would also like to see brands hire more LGBTQ+ individuals in leadership positions and donate to LGBTQ+ causes.
LGBTQ+ Americans are largely unimpressed with the current state of representation in movies and TV. Almost half of the segment says most LGBTQ+ stories in films and TV are inauthentic and stereotypical.
LGBTQ+ Americans want to see more LGBTQ+ performers and LGBTQ+ creatives involved in the creative direction of LGBTQ+ stories, not only because representation is important but because it’s needed to create authentic stories. LGBTQ+ people were most interested in seeing a more diverse range of LGBTQ+ people in entertainment media. This is especially important to those who are underrepresented today, like transgender and non-binary people. A quarter of LGBTQ+ Americans say they would like to see more stories of diverse groups of LGBTQ+ people, and this grows to 30% of transgender and non-binary people.
LGBTQ+ Americans Want Happy Stories
According to the data, almost half of the community feels that LGBTQ+ stories in entertainment focus too much on the hardships of the LGBTQ+ experience. Many LGBTQ+ people told us they want to see more content featuring LGBTQ+ people living happy lives that does not include homophobia.
Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.
https://www.collagegroup.com/wp-content/uploads/2022/04/2022-authentic-lgbtq-representation-square.jpg392600Vlad McNeallyhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngVlad McNeally2022-04-11 15:05:242022-07-07 18:23:59Insights for Authentic LGBTQ+ Representation in Media
CultureRate: Better Target Your Brand While Driving Halo Effects in Ads
Using our CultureRate database, we analyzed over 500 brands and 100 ads gathered across the last 12 months to establish a set of lessons that help marketers better connect with today’s “New Wave” consumers between 18 and 41, across race and ethnicity.
June 7, 2022 David Evans – Chief Insights Officer
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Read on and fill out the form for an excerpt from our CultureRate:Brand – Better Target Your Brand While Driving Halo Effects presentation.
Brands Are Challenged by Rising Cultural Diversity and Polarization
As shown in research accompanying this initiative, marketing and insights leaders face increasing pressure to translate the rapid cultural transformation underway in the U.S. marketplace into clear action steps for brands. From 2020 to 2021, we witnessed an astonishing 10 percentage point-plus increase in the already-high importance of race and ethnicity for multicultural consumers, even as satisfaction of portrayals fell by an average of 8 percentage points.
One thing is for certain: the increase in multicultural consciousness that arose in the wake of COVID-19 lockdowns and George Floyd’s murder has not reverted to norm. Cultural Fluency is emerging as a new mandate for marketing as a whole, and can no longer be understood as a sideshow to the main act of mainstream marketing. Cultural Fluency demands that brands use culture to connect effectively and authentically within and across segments.
How CultureRate:Ad Reveals Powerful New Insights
To address these issues, we launched CultureRate in 2018, a brand and creative evaluation methodology that is now providing our members with powerful new insights into brand and ad performance across cultural groups.
CultureRate is different from any anything on the market today, in four distinct ways:
Culture is Intrinsic to the Entire Approach: CultureRate positions culture as the primary lens through which to understand diverse segments.
CultureRate is Grounded in Science of Group Emotion and Rationality: Our approach is based on long-ignored research into the psychology of group emotion and emerging insights from evolutionary psychology into the role of rationality as a mechanism for signaling group affiliation. CultureRate breaks new ground by fully recognizing that consumers not only make decisions to buy products on a path toward optimization of personal net benefits and self-actualization, but also make decisions as a member of group. We have learned nothing since 2016, if not the importance of this phenomenon and the degree to which it completely reframes our understanding of human behavior.
Rigorously Validated Metrics: We undertook an exhaustive process to identify metrics that matter, identifying the six most critical component metrics for CultureRate:Brand through an exhaustive review of 20 candidate metrics to derive the critical six that optimally reflected cultural dimensions while predicting brand favorability.
Linkage to Cultural Traits of Consumers: methodology is integrated within Collage Group’s Cultural Traits system, a rigorously proven method for measuring cultural variation, that enables marketing professions to link how using cultural insights into specific segments improve ad and brand effectiveness. Explore how Cultural Trait analysis works when applied to Black consumers.
Unrivaled Rigor and Database Depth
The methodology introduces two important new metrics: the Brand Cultural Fluency Quotient (B-CFQ) and the Ad Cultural Fluency Quotient (A-CFQ), composed of six and four subcomponent metrics respectively, both of which were designed to optimally predict favorability and purchase intent. A-CFQ is also complemented by Backlash, which takes conventional brand favorability a step further by quantifying the degree to which an ad can “flip” perception from positive to negative or vice versa. Combining A-CFQ and Backlash metrics for target segments reveal the dynamics that make ads successful.
Top Lessons for More Inclusive Marketing
For this research we filtered our database to derive a high-quality sample of around 250,000 consumer responses to over 300 brands and 100 ads for the population of 18-41 year old Americans we dub the “New Wave.” We focus on this younger segment because it is the first in American history to grow up in a culturally and intrinsically diverse environment and thereby redefining the future of values and respect for diversity that will make or break brands in the next years.
Our research into brand performance revealed that:
Brands need to appreciate the different reasons multicultural Americans love brands.
Multicultural consumers are much more likely to appreciate brands when they specifically see that the brand is for “people like me.” Gain an edge: go to extremes to show how your brand is for multicultural Americans.
Trust is a game changer for Black Americans. Lean into opportunities to show how your brand has supported the segment, how your brand embodies values core to the segment, and/or connects to the Black Group Trait of Perseverance.
Hispanic Americans’ uniquely express their affiliation for a brand through their willingness to advocate for the brand to others. Leverage Hispanic Group Traits of Warmth and being Tuned-In to prime them to be a trend-setter on your behalf. Give Hispanic consumers a reason to talk about your brand and they will reward you with mentions, word of mouth and other opportunities to drive earned media attention.
Our research into ad performance revealed that:
Halo effects are much more common than you think, even as targeted ads remain important, especially for Black and Hispanic consumers
Brands can drive inclusivity by showing how consumers are part of a spectrum of shared experience. Associate Black or Hispanic agency with the Passion Points of other groups.
Cross-generational familial bonds provide immense power for storytelling: The extended family relationships of younger consumers are your unsung opportunity.
Black consumers will punish you for poor representational choices, especially on themes that are universal. Ensure any “vignette” approach to a universal experience includes Black people.
Culturally-specific humor may not halo well. Increase the reliability of halo effects by appealing to universal themes of Connection (family, friends, and community).
Social justice messages that address multicultural issues work well when the consumers see the direct benefit of an investment in opportunity for real people.
The preferences of White consumers may be a poor guide for the general market appeal.
Collage Group members receive one free evaluation of a brand and of an ad of your choice. Members frequently combine CultureRate:Brand and CultureRate:Ad analyses to track how changes in advertising performance impact brand performance over time. Contact us at the form below to learn more.
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Other Recent Multicultural Research Articles & Insights from Collage Group
David serves as the Chief Insights Officer responsible for content, data science and innovation. He is passionate about creating the critical insights that can transform the fortunes of our members, informing how we create an unparalleled member experience with our products, and build great places to work.
https://www.collagegroup.com/wp-content/uploads/2021/12/2021-black-halo-effect-square.jpg392600Vlad McNeallyhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngVlad McNeally2021-12-15 18:49:242022-09-27 15:25:04CultureRate: Better Target Your Brand While Driving Halo Effects in Ads
Friendsgiving 2021: How Should My Brand Celebrate?
It’s not too late to activate! With over 30% of Americans (and 40% of Gen Z and Millennials) celebrating “Friendsgiving,” brands will want to make their mark on this growing tradition. Keep reading to learn what consumers expect from brands like yours this Friendsgiving.
“Friendsgiving” is a holiday tradition adjacent to Thanksgiving. It’s an opportunity for friends to gather with friends in addition to, or instead of, with family. While Friendsgiving may sound like the latest fad or a “cutesy” holiday, it’s a legitimate way younger generations celebrate—and it’s likely to stick around.
Read on for key facts about the holiday, insights on how younger American consumers celebrate the Thanksgiving season, and ideas for how your brand can get involved.
What is Friendsgiving?
Friendsgiving is an informal bonus holiday that started gaining traction in 2013. The origin is unclear, but the term caught on via social media and it’s surged in popularity with younger Americans in recent years. Nowadays, Friendsgiving is a seasonal staple with about four in ten Gen Z and Millennials celebrating.
Friendsgiving celebrations often take place sometime before Thanksgiving, as a precursor to the big day. But for many young adults who live far away from home and family, Friendsgiving acts as a substitute to the more formal family feast. It’s also a reflection of shifting family dynamics. Young adults today are delaying marriage and parenthood at greater rates than previous generations. This factors into their emphasis on friends, neighbors, and coworkers as a “chosen” family.
Moreover, almost half of Gen Z and Millennials cite amily as a source of stress around holidays. It’s no wonder, then, that many turn to their friends for comfort and joy.
Since Friendsgiving is such a new way to celebrate Thanksgiving, it isn’t confined to the well-established traditions of Turkey Day. Rather, it’s open to interpretation—which may be just what individualistic younger generations find appealing about it. Many Friendsgiving celebrants incorporate a mix of classic Thanksgiving elements and personal flair. This means that brands have ample room to play in connecting with younger generations for Friendsgiving.
One way that Gen Z and Millennials are evolving Thanksgiving-season celebrations is by including non-traditional foods. Two-thirds of younger Americans do this, likely driven by the generations’ inherent diversity as well as their desire for novelty. Friendsgiving, free of socially imposed “rules,” offers the perfect opportunity to try out new and exciting flavors, experiment with recipes, or to share one’s culture through food.
Two brands that have developed an excellent Friendsgiving campaign that appeals to Gen Z and Millennials are Amazon and S.Pellegrino. These brands partnered together in 2020 to create a virtual, shoppable “Guide to Friendsgiving.” The online storefront features videos and recipes by Kristen Kish, an LGBTQ+ Korean-American culinary expert and Top Chef champion. In this pandemic-friendly activation, Kish connects with her friends via video chat to recreate their favorite recipes with a twist. From the site, shoppers can download recipes and purchase ingredients to be delivered by Amazon Fresh.
For more about Friendsgiving specifically, we suggest the following resources:
https://www.collagegroup.com/wp-content/uploads/2021/11/2021-friendsgiving-square.jpg392600Vlad McNeallyhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngVlad McNeally2021-11-09 15:25:562022-01-18 15:13:53Friendsgiving 2021: How Should My Brand Celebrate?
It’s not too late to activate! With two thirds of Indian Americans celebrating Diwali, brands will want to make their mark on this important holiday. Keep reading to learn what Asian consumers expect from brands like yours on this festival of lights.
Diwali is one of the major festivals celebrated among Hindus, Jains, Sikhs, and many Buddhists. The holiday lasts five days, and it coincides with the Hindu New Year according to their lunisolar calendar. Though it falls on November 4 this year, Diwali has some similarities to other winter and New Year’s celebrations, and comes with distinct cultural traditions.
Read on for key facts about the holiday, insights on how Asian American consumers celebrate, and ideas for how your brand can get involved.
What is Diwali?
Diwali honors the conclusion of the Ramayana, a key Hindu text and one of two major Sanskrit epics of ancient India. It celebrates the triumphant return of Prince Rama after a 14-year exile, the rescue of his wife Sita, and his coronation as king. Rejoicing in Rama’s victories, Diwali celebrants honor light itself amidst the darkness of coming winter. And for many Asian Americans, Diwali is an explicitly religious holiday, with the Goddess Lakshmi – symbolizing wealth and purity – a key focus.
Traditions of Diwali
Candles and firecrackers are popular in Diwali celebrations, with diya oil lamps one of the more traditional means of proving light in the darkness
Rangoli is an art form common in Diwali preparations, where colored sand, flower petals, rocks, and powdered stone are arranged in colorful, patterned designs on a flat surface
Sweet foods are a traditional component of Diwali celebrations, with many preparing malpua pancakes, laddu balls, and other fare to eat and share
Puja is a worship ritual common among Hindus, Buddhists, and Jains. On Diwali, offerings of light, flowers, sustenance, or song accompany these rituals, largely directed towards the Goddess Lakshmi
Among Indian Americans, having special food and drink is the most common way to celebrate Diwali. Eating and gifting sweets is therefore a key component of American Diwali, but many other customs – including fireworks, clothing, decorations, and religious ceremonies – are also popular.
Key Consumer Insights
According to Collage Group’s 2021 Holidays and Occasions study, 13% of the Asian American population celebrates Diwali, with 67% of Indian Americans making up the bulk of celebrants. Diwali therefore has a niche, but dedicated market.
Which means many brands may be wondering if they have permission to play.
Among Indian Americans, brands largely have a green light to focus on education. Most Indian Americans say brands should use their Diwali activations to explain what the holiday is and why it’s important, given that half of Americans – and 42% of Asian Americans – are not familiar with the festival at all. And Many Indian Americans also support brands sharing stories of people observing the holiday, as well as showing others what they can do to help celebrate.
To learn more about Diwali, we suggest the following sources:
https://www.collagegroup.com/wp-content/uploads/2021/10/diwali-square-copy.jpg392600Vlad McNeallyhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngVlad McNeally2021-10-27 14:45:582021-12-14 21:21:33Diwali 2021: What Should My Brand Do?
Transform Change into Opportunity: 2021 Virtual Members-Only Roundtable
Explore how America’s diverse consumers have changed since 2020, specifically amidst unprecedented social and economic upheaval
The past 18 months have been a period of unprecedented change in America. The lingering COVID-19 pandemic coupled with social movements both embracing and resisting America’s increasing cultural diversity have created a set of new challenges for brands. These modern dilemmas include changing consumer expectations, deep polarization, and an urgent need to better connect with a diversifying America. Fortunately, these challenges are not insurmountable, and offer new opportunities to better connect with American consumers.
Collage Group is pleased to support more than 200 of America’s leading brands as they work to confront these challenges and transform change into opportunity. On November 3 at our 2021 Members-Only Roundtable, subscribers to our cultural intelligence platform(s) will learn how to leverage our cultural insights and tools to connect with the dynamic American consumer. The 2021 Roundtable will provide attendees with new research and engaging panel discussion focused on leveraging cultural insight to effectively navigate both today and tomorrow’s changing consumer landscape. Learn more in the agenda.
Attendees will learn:
How consumers’ perspectives and behaviors related to COVID-19, racial justice, cultural diversity, and brand action have changed since 2020
Which changes are likely to sustain into the future (and which might not)
How to leverage cultural insights to connect across consumer segments
Which brands and ads are on track to win with consumers and why
America Now: How We Have Changed Since 2020
We explore changes to diverse consumer attitudes at this key juncture in American history. Attendees will obtain exclusive insights into diverse consumer perspectives on climate change and polarizing issues, such as racism and the pandemic, compared to 2020. These learnings are key for 2022 planning.
CultureRate: Maximizing ROI from Targeted Multicultural Marketing
Our analysis of hundreds of brands and ads reveals insights into the drivers of brand Cultural Fluency and how to transcend the tradeoff between targeted and general market ads.
Learn from America’s preeminent brand leaders in a discussion centered on actions internally and in marketing to stay ahead of the rapid changes underway in America. Hear how leaders from Pernod Ricard, McDonald’s and GSK are navigating the evolution of the modern American consumer.
Contact us today to learn more about how you can gain access to Collage Group’s 2021 Roundtable. You won’t want to miss this chance to learn where there is no going back and how you can ensure that your brand effectively marches into the future.
It’s not too late to activate! With over half of all Hispanic Americans (and two-thirds of Unacculturated) celebrating Día de los Muertos, brands will want to make their mark on this important holiday. Keep reading to learn what consumers expect from brands like yours this Day of the Dead.
Día de los Muertos, or Day of the Dead, is a traditional Latin-American holiday celebrating the lives of loved ones who have passed on. The holiday’s roots are predominantly Mexican, and celebrations take place on November 1st and 2nd. While Day of the Dead occurs around Halloween and may share some similar imagery such as skulls, these two holidays differ greatly and should not be conflated with one another.
Read on for key facts about the holiday, insights on how Hispanic American consumers celebrate, and ideas for how your brand can get involved.
What is Día de los Muertos?
Día de los Muertos is a two-day holiday honoring the deceased by celebrating the connection between life and death. What makes this occasion unique is its joyous—rather than mournful—tone. Celebrants gather together in remembrance of friends and family and have colorful parties and parades. They share happy or humorous memories. They make special meals and altars known as ofrendas (offerings) made up of their loved one’s favorite foods, items, pictures, and more. All of these traditions and symbolic gestures are meant to create a welcoming environment to attract the deceased’s spirits back to Earth on this annual occasion marked to keep their memory alive.
Traditions of Día de los Muertos
Ofrendasare offerings made to the dead and are built in the home or at the cemetery. They traditionally consist of paper cutouts (papel picado), marigold petals, pan de muerto pastry bread, and personal items, such as photographs, favorite foods, or other sentimental objects.
Skeletal imagery, such as the iconic La Catrina figure, show up in masks, puppets, colorful costumes, and face paintings.
Sugar skulls are a staple ornament during celebrations, often not meant to be eaten. Edible fare includes Mole Negro (pepper and chocolate sauce), Sopa Azteca (tortilla soup), and any foods favored by the deceased.
"(Spanish) We put up an altar with photographs of the loved ones who left and visit their graves, adorning them with flowers."
Visiting gravesites and making alters (ofrendas) tops the list of ways Hispanic Americans, especially Bicultural and Unacculturated, celebrate Día de los Muertos. Decorating and having special foods and drinks are also central to the holiday. The Bicultural segment over-indexes on a few other celebratory activities, like having parties, watching special movies, and listening to special music.
Key Consumer Insights
According to Collage Group’s 2021 Holidays & Occasions study, 52% of all Hispanic Americans, and 15% of the total American population, celebrate Day of the Dead. When we look by acculturation, we see it’s most widely celebrated by the Unacculturated (67%) and Bicultural (54%) segments, especially when compared to the Acculturated segment’s celebration rates which hover at 29%.
Día de los Muertos celebrations are both deeply personal and communal. So many brands may be wondering if they have permission to play.
From the celebrants’ perspective, brands generally have the green light. A plurality of Hispanic Americans (32%) say that all brands and companies should celebrate Day of the Dead in their marketing. Bicultural (33%) and Unacculturated (42%) Hispanic segments are especially comfortable with brands activating, whereas Acculturated are least likely to care.
Americans of other races/ethnicities tend to be positive, indifferent, or unfamiliar with the holiday altogether. The good news is there’s little to no opposition across the board. This means that activating won’t cause backlash from other segments.
Brands that want to activate around Day of the Dead can do so in a way that’s well-received within the Hispanic segment (and simultaneously educational to other less familiar segments) by showcasing the holiday’s meaning and importance. This is the number one topic Hispanic Americans say brands should focus on. This type of messaging will be especially resonant with Bicultural and Unacculturated groups that are strongly rooted to their culture and proud to express their heritage.
One brand that’s developed an excellent educational campaign on Día de los Muertos is McCormick in partnership with Poderistas. Part of the campaign includes a landing page with well-researched facts about the history and significance of the holiday.
To learn more about Día de los Muertos, we suggest the following sources:
https://www.collagegroup.com/wp-content/uploads/2021/10/dias-de-los-muertos-banner-square.jpg392600Vlad McNeallyhttps://www.collagegroup.com/wp-content/uploads/2021/04/Collage-Group-Main_167-space.pngVlad McNeally2021-10-21 15:57:252021-12-14 21:27:34Día de los Muertos 2021: What Should My Brand Do?
For years, multicultural Americans have driven all the country’s population growth and have added trillions of dollars to the U.S. economy. These changes can be seen everywhere from food and media to healthcare and financial services, and so much more.
Cultural Fluency is the key to authentically connect with American consumers across race and ethnicity. But, engaging multicultural consumers is only the starting point. Cultures evolve through generational change and forces encompassing how we identify ourselves, including gender, sexuality, family structures and much more.
Navigating these changes can be challenging, even for the most seasoned and culturally aware brands. In fact, no single marketer can speak well to every segment without understanding the incredible transformation of the American consumer.
For more than a decade, Collage Group has helped 200+ iconic American brands engage, support, and champion the voices of America’s diverse consumers. Explore our new video series to learn how you too can unleash the power of culture to drive brand growth.
Fill out the form below to connect with our Sales team learn how you can get started on your path to Cultural Fluency.
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Optimize your brand’s connection with LGBTQ+ consumers by understanding where they consume media content, and why they go where they do. Keep reading for key insights on social media, visual entertainment, and audio streaming, with downloadable deck and webinar replay.
Media is a major aspect of American life. Whether it’s social media, visual entertainment, or audio content, Americans spend a significant amount of time and attention in the media sphere. The time and attention spent on media presents an awesome opportunity for brands to connect with consumers. But to do this efficiently and effectively, brands need to understand where people are going to consume media content, and why they’re going there.
Are they following specific topics?
Are they following influencers?
Are they looking for products to purchase?
Are they just killing time?
Is it device dependent?
Does it depend on the race, ethnicity, sexuality, gender of the characters or hosts?
Collage Group’s 2021 Media Study answers these questions. Our research reveals the specific platforms LGBTQ+ media users go to, and what they’re using them for. The research also deep dives into content and platform drivers, including topics of interest and what consumers value in the personalities (e.g., influencers, podcast hosts, characters) they interact with across social, visual, and audio media.
Fill out the form to view a sample from our research on attitudes and behaviors around LGBTQ+ Consumer Media Consumption.
Key Insight: LGBTQ+ consumers are more comfortable making new friends online and are more likely to use social media to find community.
Community is essential to understanding LGBTQ+ consumer behavior online. Social media allows LGBTQ+ Americans to connect with other people who understand what they are going through and who can offer support. Social media also provides members of the segment the ability to share their stories and learn more about their identities. Because of the benefits that social media offers them, LGBTQ+ Americans are more likely to make friends online than Non-LGBTQ+ Americans, and more likely to consider those friendships just as important as “in real life” friendships.
Key Insight: LGBTQ+ viewers of all ages use significantly more streaming platforms per person, on average, than Non-LGBTQ+ viewers.
While all groups are likely to use multiple visual streaming platforms to access the content they want to see, LGBTQ+ Americans use more platforms. Younger LGBTQ+ viewers use the most streaming platforms out of all the groups. They are also least likely to say that they feel overwhelmed by the number of platforms available nowadays.
Key Insight: When choosing podcasts and radio shows, LGBTQ+ listeners are more likely to prefer those with hosts who share their sexual identities.
Four in ten younger LGBTQ+ Americans and three in ten older LGBTQ+ Americans say that it’s very important for podcast and radio hosts to share their sexual identities, significantly more than Non-LGBTQ+ people. Shared gender identity is also important to about four in ten young Americans, both LGBTQ+ and Non-LGBTQ+. Shared identities are also important to LGBTQ+ Americans when choosing TV shows and movies to watch and influencers to follow on social media.
Travel & Hospitality: Five Key Insights for Engaging Multicultural Consumer Preferences
As a second pandemic summer comes to an end, many Americans are planning their holiday travel amidst consistent and lasting changes to their preferences and expectations of the travel and hospitality industries. For marketing and consumer insights professionals in travel and hospitality, understanding these shifts in diverse consumer behavior is vital to improving short- and long-term brand engagement strategies.
Collage Group’s latest Passion Points research unveils how American consumers across racial and ethnic segments engage with travel, and which segments care most deeply about this important aspect of American life. Passion Points are the activities and areas of life people are deeply interested in. They are the “things” that people prioritize when spending their time, money, and attention. And they are concrete expressions of culture.
Brands apply Passion Points to both extend reach and deepen connection with America’s multicultural consumers. These activations can vary, from authentic creative and brand positioning to partnerships and sponsorships. In all cases, Passion Point research provides critical insight for understanding which activations will be most successful.
Download an excerpt of our research for travel-related attitudes and behaviors marketers and insights leaders can use to connect with diverse America. And read below for five key insights for engaging multicultural consumer travel preferences.
Fill out the form to view a sample from our research on consumer attitudes and behaviors around Travel & Hospitality.
1. Most Americans are Eager to Travel
While many Americans remain concerned about the safety and health of traveling amidst the pandemic, most Americans are eager to travel, with Acculturated Hispanic and Asian Americans leading the pack at 74%.
2. And More than Half of Americans Want to See the World
Despite a preference for traveling domestically, 55% of Americans say they have a strong urge to see the world, with Black and Asian consumers saying they are most interested in traveling abroad.
3. 1 in 3 Americans Have a Favorite Travel Destination
Many Americans may already know where they want to travel. While one-third of Americans say they have a preferred vacation or travel destination, Black consumers are the least likely – at 23%.
4. Consumer Preferences for How They Travel Vary Across Race and Ethnicity, and Asian Americans Enjoy Flying the Most
The experience of flying is most enjoyed by Asian Americans (63%), while less than half of Hispanic consumers say they enjoy the experience. However, Hispanic consumers show great variation in their preference for flying across acculturation levels.
5. And a Large Majority of Consumers Enjoy Road Trips
Many Americans may be taking to the roads for holiday travel, as more than 75% say they enjoy road trips. Make sure not to miss the extreme variations across Hispanic acculturation: Unacculturated Hispanics are the least likely to enjoy the road (15%), while acculturated Hispanic consumers prefer this method of travel (78%).