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America’s Iconic Brands Most Effective at Winning Hispanic Consumers

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America’s Iconic Brands Most Effective at Winning Hispanic Consumers
I had the pleasure of taking part in one of our recent in-house studies, which took a look at over 250 iconic brands. In the end, we were able to objectively identify the top 10 brands for Hispanic consumers. 

October 4, 2022
David Evans – Chief Insights Officer

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The evaluation examined brand performance as part of our monthly CultureRate survey and assessed cultural resonance for each major demographic segment.

Read on and fill out the form for an excerpt from our
Top 10 Brands for Hispanic Consumers presentation.

Based on Collage Group’s proprietary metric – the Brand Cultural Fluency Quotient (B-CFQ) – the top brands for Hispanic consumers are Walmart, Netflix, McDonald’s, Nike, YouTube, Ross, Google, Visa, Amazon, and Dove. These brands showcase two elements: 1) strong commitment to the Hispanic community and 2) excellence in marketing executions that authentically resonate with the cultural traits and needs of Hispanic consumers.

I should note, the CultureRate database is the largest of its kind available, and its growing annually by over 200,000 responses, or 30 million unique datapoints. Brand leaders apply the findings from CultureRate:Ad and CultureRate:Brand to build cultural fluency, the capability to drive total market growth from inclusive, diverse-led marketing.

As stated, we use the B-CFQ. By this standard, the 10 brands proved to be well ahead of all others in terms of appealing to America’s Hispanic segment. Additionally, three of the brands don’t appear in the top 10 for other segments, and this shows how each segment is distinct.

The B-CFQ reflects brand performance across six dimensions: Fit; Relevance, Memories (of positive past experiences), Values, Trust, and Advocacy (which is the willingness to spread positive word-of-mouth).

With regard to Hispanic consumers, all 10 top brands excelled on Fit and Relevance. Fit measures whether the brand offers a personally desirable product, and Relevance pertains to whether the brand connects with a consumer’s group identity. Moreover, each of the top 10 brands also scored particularly well on one to two additional B-CFQ dimensions.

Xue Bai, the Director of Brand and Ad Health Measurement explains it best: “Brands win by taking the lead in the areas of Fit and Relevance. But the true winners go one step further by differentiating in one or more other areas.”

Bai says successful brands truly excel at creating positive past experiences for consumers, earning their deep trust, or driving positive word-of-mouth. And she points out that each of the 10 brands named have taken these actions within the Hispanic community.

Bai says brands should build their core on Fit and Relevance, and after that, they should choose to focus on one or more of the additional dimensions to craft a winning marketing strategy.

Building Relevance requires upholding and activating Warmth and Rootedness – key traits among Hispanic consumers. Brands should also acknowledge and celebrate Hispanic patriotic pride, and be mindful to connect with the Hispanic sense of destiny and their Optimism.

Brand case studies show that winners succeed at aligning brand positioning with the cultural traits of Hispanic consumers. When brands take this approach, shoppers reward them by supporting or purchasing their product.

Engaging with Hispanic communities and groups at all levels shows a commitment to Values and builds Trust.

An example of this is seen in Nike’s support of national Hispanic organizations, as the company engaged through connections to specific Hispanic communities in key areas when it partnered with U.S. Sports Camps. The collaboration led to daylong opportunities for Los Angeles area kids to experience baseball.

Brands also prosper when they effectively build Memories and Fit. This entails that a given brand tie their brand value proposition to important Hispanic values of hospitality and intergenerational respect. Further, they should leverage brand strengths that best meet the fluid needs of time starved bicultural families. This means also enticing the Hispanic traits of Resilience and Adventurous mindset.

To that point, McDonald’s chose to honor a trailblazing Latino international icon with their “J Balvin special combo meal.” By placing this item on the menu and recognizing this Latino artist, McDonald’s taps into the exceptional and adventurous Hispanic pallet and mindset.

In conclusion, I would say that in order to build brand loyalty – whether it be with Hispanic shoppers or another segment – brands must go beyond promoting superficial insights. Simply put, that’s just not enough. Brands need to do the necessary research in order to determine ‘the why’. They must grasp how their values and brand positioning truly connects with Hispanic cultural values. This is imperative.

About Collage Group

Collage Group is the leading source of cultural intelligence about diverse consumers to more than 250 of America’s iconic brands across 15 industries. For more than 10 years, Collage Group has developed consumer insights across race and ethnicity, generation, sexual identity, gender and parent-child relationships with a focus on high-growth consumer segments. Members of the Collage Group Cultural Intelligence Programs –Multicultural, Generations, LGBTQ+ & Gender and Parents & Kids–have access to 10+ years of consumer insights and 300+ studies with new data unveiled weekly. Learn more about why America’s iconic brands turn to Collage Group for diverse consumer insights and best practices.

About CultureRate

With CultureRate:Ad and Brand, Collage Group provides competitive rankings of all top brands and ads in every major category. The CultureRate database is the largest of its kind available, growing annually by over 200,000 responses or 30 million unique datapoints. Through a deep oversample of diverse Americans, brand leaders can access rich insight into how consumers process brands and ads across race and ethnicity, generation, sexual orientation and gender. ​Brand leaders apply the findings from CultureRate:Ad and CultureRate:Brand to build cultural fluency, the capability to drive total market growth from inclusive, diverse-led marketing.

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Other Recent Hispanic Research Articles and Insights from Collage Group

David Evans
Chief Insights Officer

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.

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The New Marketing Imperative: How Brands Win by Navigating Diverse America’s Evolving Priorities

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The New Marketing Imperative: How Brands Win by Navigating Diverse America’s Evolving Priorities

In 2022, increasing polarization on social issues revealed that America’s cultural divisions are likely here to stay. Further, it has become clear that conventional wisdom is no longer reliable, particularly in regard to where various segments stand on social matters.

October 3, 2022
David Evans – Chief Insights Officer

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National events are reshaping many of the priorities and perspectives of Americans in unexpected ways. The upshot is that brands may miss the mark if they assume embracing diverse segments requires aligning around a specific activist or political point of view.  

To navigate this minefield, it’s necessary to deeply understand where America’s diverse consumers stand on these issues and how they respond to brand activism. 

Collage Group’s 2022 Virtual Roundtable, our annual members-only event, will help brands and organizations navigate the challenges of connecting during this period of uncertainty and confusion. Attendees will walk away equipped with insights and tools to make data-driven decisions that will maximize connection.

Our Keystone presentation, America Now, will reveal Americans’ stances on major issues including race relations, abortion, climate change, LGBTQ+ rights, and challenges with personal finances and inflation. Throughout this presentation, we will go deeper than ever before, addressing if and how Americans want brands to respond to these social issues. 

Next, we will offer insights gleaned from our CultureRate database. We will focus on lessons learned from top performers that rank well across diverse segments.  

We will close with an exciting panel presentation of marketing leaders who have successfully navigated this complex year.

Contact us today to learn more about how you can gain access to this annual event. Attendees of the 2022 Roundtable will gain a competitive edge on navigating the modern challenges of connection.

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Other Recent Research Articles & Insights from Collage Group

David Evans
Chief Insights Officer

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.

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The Next Frontier: Older Gen Alpha and Younger Gen Z

The Next Frontier: Older Gen Alpha and Younger Gen Z
Are you effectively engaging the youngest – and most diverse – consumer segments in America?

September 23, 2022
Natalie Griffith – Director, Product & Content

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If not, then you’re not only missing out on forging a connection that will pay dividends for years to come, you also may be missing out on connecting with their parents, who control a sizeable portion of spending today. Keep reading to learn more about how Collage Group can help you better connect with older Gen Z, younger Gen Alpha, and their (mostly) Gen X and Millennial parents.

Read on and fill out the form for an excerpt from our
The Next Frontier: Older Gen Alpha and Younger Gen Z presentation.

There are currently more than 62 million American parents living with children under 18. These individuals constitute an outsized opportunity for brands as they’re making spending decisions for both themselves and their kids. As kids in America reach majority minority status, it’s becoming harder to know how to authentically connect with kids (and parents) of different cultural backgrounds.

To fully capture the attention of parents and kids today, organizations must learn to speak to and connect with this newest generation of families.

Collage Group’s Parents & Kids Program offers organizations the insights they need to fully understand today’s modern families and how they differ across race, ethnicity, and generation on important issues and topics, at both the consumer and category level. The fifth presentation in the Parents and Kids program, attached here as a webinar replay and PowerPoint, provides primary research on kids 6-12, as well as their parents. This research will ensure organizations appreciate the full picture of the modern American family.

Key Insight #1:Gen Alpha and Gen Z are the most racially and ethnically diverse cohorts of Americans to date. Gen Alpha is the first majority-minority generation, with only 48% of the cohort identifying as non-Hispanic White.

Context:

The increase in interracial and interethnic marriages over the past 50 years, steady immigration, and higher birthrates among multicultural women have led to an increasingly diverse population of younger Americans. In turn, the youth is coming of age surrounded by and expecting greater diversity in all aspects of life.

Action Steps:

    • Reflect America’s growing diversity in your advertising.
    • Start working now to win and build relationships with your future consumers by understanding how to best connect with culturally diverse Americans.

Key Insight #2: For kids today, standing out is the new fitting in. And differentiators have shifted too – kids view their mindsets as more differentiating than traditional markers like looks or skin color.

Context:

Kids today have grown up with diversity as the norm, so differences based on skin color or ethnicity do not stand out as strongly for them as they did for previous generations of kids. Instead, differentiators like mindset and interests are more prominent.

Action Steps:

    • Celebrate diversity along multiple facets – from interests to ethnicity

Key Insight #3: Today’s kids, especially girls, are eagerly pushing the boundaries and even rejecting the very premise of gendered play. This pushback goes well beyond the superficial elements such as packaging and shelf placement: Kids today firmly believe that toys are created for all.

Context:

The fact that young girls today are rejecting gender-based stereotypes in play is a logical extension of the decades’ long conversation around gendered roles and expectations. An incremental, yet powerful shift in higher education and in the workplace is erasing the lines between traditionally “gendered” careers. In popular culture, strong female-lead characters are defying the stereotype of a dainty damsel in distress. And many parents today deliberately choose to avoid such stereotyping. This shift  is both lauded by the voices promoting gender equality and derided by more conservative critics. 

Action Steps:

    • Manufacturers and retailers should watch this space closely. As kids increasingly perceive toys as gender-neutral and play with any toy they choose, brands that lean in can get first-mover advantage, especially if they can do so without getting political. But this privilege may come with a burden of some backlash, at least initially. To appeal to a broader customer base, consider offering several product line varieties or designing store layouts in a way that accommodates both mindsets.

Key Insight #4: Digital media, including on-demand streaming services, multiplayer video games, and social media platforms, dominate kids’ time and attention today. While parents continue to monitor and supervise their children’s online activity, Older Gen Alpha and Younger Gen Z are expertly and confidently navigating the digital world.

Context:

The unprecedented pace and breadth of tech innovation has allowed these digital natives to gain agency, serve their personal and collective interests (from hobbies to social causes), and amplify their voices. Peer-to-peer collaboration and connection, exposure to always-on surveillance and tracking, and a need to balance and reconcile the images they project online and in real life (IRL) will mark Gen Z and Gen Alpha segments’ relationship with people and technology for the foreseeable future.

Action Steps:

    • Meet these young consumers where they are. Where appropriate, use your digital platforms to amplify their voices.
    • Create consistent and coherent experiences across channels — both online and IRL.

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 Parents and Kids Research Articles and Insights from Collage Group

Natalie Griffith
Director, Product & Content

Natalie has over 10 years of experience in consumer insights and brand strategy, including 3+ years as lead researcher in Gartner Iconoculture’s Gen Z practice. Natalie has managed research projects across industries, including extensive work in financial services, media, technology, and food and beverage. Natalie holds a B.S. in Psychology from Tulane University.

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New Diverse Consumer Insights for Q4 2022

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New Diverse Consumer Insights for Q4 2022

More than 250 of America’s top brands have access to the deep cultural insights needed to engage America’s diverse consumers. Do you?

September 20, 2022
David Evans – Chief Insights Officer

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Here’s an overview of the new reports we’re releasing in Q4 2022 and beyond that you’re missing out on.

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.

2022 Virtual Members-Only Roundtable

In 2022, increasing polarization around social issues has revealed that America’s cultural divisions are likely here to stay. But it has also become clear that the conventional wisdom regarding where various segments stand on social issues is no longer fully accurate. National events are reshaping many of the priorities and perspectives of Americans in unexpected ways. The upshot is that brands may miss the mark if they assume embracing diverse segments requires aligning around a specific activist or political point of view.

To navigate this minefield, brands need a clear understanding of where Americans across diverse segments stand on these issues and how they respond to brand activism. Collage Group’s 2022 Virtual Members-Only Roundtable, featuring updates to our America Now and CultureRate research, will help brands and organizations navigate the challenge of connecting during this period of uncertainty and confusion. Attendees will walk away with insights and tools to make data-driven decisions that will maximize connection.

Category Essentials

Our category-specific research evaluates consumer attitudes and behaviors across specific consumer goods industries. New proprietary deliverables, which include deeper category insights identified by member request, will be made available for each of our four memberships throughout the fall.

Media Habits & Channels

Learn how to connect with diverse consumers by engaging them through media. This quarter we will explore Americans’ behaviors and attitudes related to various entertainment and social media (visual, social, audio). Our research centers on both traditional media and content, as well as new channel preferences.

CultureRate

Through insights gleaned from our CultureRate database, we will unveil lessons learned from top performers across diverse segments. CultureRate provides a one-stop solution for our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of their brands. Cultural fluency is crucial to future growth as American consumers become more responsive to multicultural themes, representation, and stories. In our all-new Q4 research, learn how CultureRate continues to be an asset for companies, many which are leveraging the largest database of its kind available and growing annually by over 200,000 responses or 30 million unique datapoints.

Parents & Kids

Create a lifetime of brand loyalty by tapping into the evolving needs of parents and their children. With rapidly changing demographics, families are becoming more racially and ethnically diverse. Discover how your brand can leverage these insights to better engage parents and kids.

Health & Wellness

Health affects every community in America, and is a key area of interest for consumers, especially as we approach a post-pandemic America. Learn more in this exploration of diverse consumer health and wellness attitudes and behaviors, covering payers, providers, and industry insights.

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Other Recent Research Articles & Insights from Collage Group

David Evans
Chief Insights Officer

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.

Get In Touch.

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Brand Leaders from Paramount, H-E-B and Adsmovil on Engaging and Celebrating the Hispanic Culture

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Brand Leaders from Paramount, H-E-B and Adsmovil on Engaging and Celebrating Hispanic Culture
Last week I had the pleasure of moderating an engaging and informative panel discussion on how brands connect with and celebrate Hispanic culture. 

September 20, 2022
Victor Paredes – Executive Director of Cultural Strategy

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The conversation was very enlightening and purposely held on September 15, the first day of National Hispanic Heritage Month.

Read on and fill out the form below to watch the full presentation,
How Great Brands Are Engaging & Celebrating Hispanic Culture.

As the Executive Director of Cultural Strategy at Collage Group, I am always looking to help our members absorb our research and findings, and then move to translate that insight into actions. With cutting edge research and analysts on our team, including trusted colleague Jack Mackinnon – Collage’s Senior Director of Product and Content – I’m perpetually armed with the latest information and data. In having our discussion, I wanted to share Collage’s findings so others may better understand how to approach and celebrate the culture.

Jack joined our panel briefly to offer a quick synopsis on modern Hispanic consumers. He first provided a bit of background on Hispanic and Latino terminology and the internal diversity within the Hispanic culture. These insights are key to any company looking to capture this audience’s attention. Jack also discussed the growth of the Hispanic community over time. One noteworthy stat he cited involved the projected increase of the population; multicultural Americans are expected to surpass the non-Hispanic White population in the 2040s.

With such growth anticipated, brands must take notice and prepare a strategy to reach these segments.

According to Collage research, 57% of Hispanics celebrate Hispanic Heritage Month. Not to mention just under 15% of the Black population and almost the same percentage of the Asian population also observe the month. Moreover, 91% of the Hispanic community either wants, or doesn’t object to, brands including Hispanic Heritage Month within their advertising.

Panelist Maria Twena, Chief Marketing Officer at Adsmovil, noted that 55% of U.S. Hispanics either came to the country as a child at age 10 or younger, or are a child with at least one foreign born, immigrant parent. Maria says this bilingual, bicultural segment is the largest within the Hispanic market. Brands are aware of this demographic and as one part of their approach, they have wisely started to vie for this group’s attention.

“They inform brand and product purchases at a very early age,” she said of this cohort. “We’re seeing brands focus more on that segment as a primary target – keeping the Spanish dominant as a core target, obviously, but a shift is slowly happening in terms of who the primary target is.”

Angel Bellon, Senior Director of Creative Strategy & Cultural Intelligence at Paramount, called on brands, and society as a whole, to move away from the myth that advertisements toward the Hispanic community must include Spanish speaking.

“It’s time to look beyond language,” Angel said.

“Of course, Spanish language advertising is going to be effective because its recognition of our identity as a community,” Angel continued. “However, the representation of our community is much more current when we look at English speaking.”

Angel cited that 75% of Hispanics are fluent in English and only 28% are unacculturated. Thus, a large majority of Hispanics are totally comfortable with English, according to Angel, and brands should act accordingly when looking to market to them. Angel’s point was a good one. Spanish speaking ads are indeed effective and there are certainly times and cases where the Spanish language should be used. However, as Angel also stated, Hispanics are very comfortable with English and brands must appreciate that when looking to reach out to the community.

Brands, Angel said, should celebrate Hispanics’ cultural impact, and ought to educate people on the diversity that exists within the Hispanic community. Such a strategy would be much more effective than merely concentrating on language.

Erika Prosper, Senior Director of Customer Insights at H-E-B, and the first lady of San Antonio, suggested that brands and marketers move to better understand codeswitching and thus work it within their advertising. She also instructed brands to hire more people of color, but warned against simply bringing talent aboard for the sake of diversity. “You need to make sure that you’re not just bringing them for show, but you’re following through with their recommendations,” she said.

“You have to have that inclusion at every level, not just the top of the table, and not just at the bottom, putting products on the shelf,” Erika said. “You have to make sure it’s all the way through.”

Angel agreed, saying often times when brands stumble or get it wrong, it’s usually those brands that have not had a single person of color involved in the strategizing.

“If you don’t have those people, then you shouldn’t be talking to the Latino community,” Angel said. “Targeting to the Hispanic community is a privilege, not a right.” Brands, Angel said, should ask “have we earned the right to speak to the Hispanic community?” And that benefit is earned through initiatives and recognizing that the community is there every day of the year, not just during Hispanic Heritage Month.

Erika made a point to mention her attire, a colorful outfit that displayed Hispanic heritage pride. She articulated the importance of being able to dress in a way that gave a nod to the culture, and to do so without fearing backlash or a negative response from her employer or colleagues.

One of my favorite parts of our conversation was getting a chance to hear Maria speak a bit about the children’s book she authored titled, “School Crossing.” Her own childhood was the inspiration as she, like the book’s main character, grew up in America, living with her immigrant Hispanic family.

“I always felt like an outsider at home and at school, and society didn’t reflect my life experience.” So, with that, Maria set out to create a character that was “authentically Latina, bilingual, bicultural and struggling with belonging.”

It is a very interesting, and also an important story, as there are many young people out there who share that experience and who can relate.

Again, I thought our panel discussion was fascinating! It was interesting, educational and informative, as we offer numerous tips to brands on how to better connect with the Hispanic community.

The entire conversation can be viewed by filling out the form above, and any company looking to gain further insights on engaging with the community can contact Collage Group at the form below.

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Other Recent Hispanic Research Articles and Insights from Collage Group

Victor Paredes
Executive Director of Cultural Strategy

Victor Paredes, Executive Director of Cultural Strategy, is a successful marketing and advertising executive leader with proven experience in building practices that drive brand equity, sales, traffic, and qualified leads. His marketing experience spans sectors such as entertainment, hospitality, healthcare, consumer packaged goods, and direct to consumer services. Throughout his career, Victor has led multidisciplinary teams of strategy, digital, media, promotions and public relations experts in building effective integrated marketing platforms. Today, Victor brings keen cultural competence to creative storytelling and leadership in a multicultural America.

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Holidays & Occasions: Hispanic Heritage Month

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Holidays & Occasions: Hispanic Heritage Month
Over half of Hispanic Americans celebrate Hispanic Heritage Month and want brands like yours to activate on this important commemoration. Keep reading to learn how consumers prepare and celebrate this important time.

September 13, 2022
Elizandra Granillo – Analyst

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Hispanic Heritage Month is a time to celebrate the ever-expanding contributions of Hispanic Americans to U.S. history and culture. The celebration originated as Hispanic Heritage Week in 1968 but was expanded to a full month in 1988. Rather than taking place within a calendar month, Hispanic Heritage Month begins on September 15th to commemorate the Independence Day of the Latin American countries Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua. It also includes Independence Day for Mexico on the 16th, Chile on the 18th, and concludes with Día De La Raza, on October 12th.

Read on and fill out the form for an excerpt from our
Multicultural Holidays & Occasions: Hispanic Heritage Month  presentation.

According to Collage Group’s Holidays and Occasions survey from 2021, 57 percent of Hispanic Americans celebrate Hispanic Heritage Month, supporting Hispanic-owned businesses and enjoying traditional Hispanic foods and beverages, among other activities. 42 percent of the total Hispanic population say that this month is important to them, making it an opportunity to activate and reach Hispanic American Consumers.

Key Insight #1

Most Hispanic Americans are open to brands activating on Hispanic Heritage Month in their marketing and advertising. They are mostly interested in brands educating Americans about Hispanic cultures and their continued influence in America today.

Most Hispanic Americans are open to brands activating on Hispanic Heritage Month

Implication:

Create marketing campaigns that not only celebrate Hispanic Americans but inform people on specific contributions of Hispanics to American culture.

Key Insight #2:

Bicultural consumers are most likely to buy products that are created specifically for Hispanic Heritage Month.

Implication:

Craft culturally specific messaging that speaks on the duality of feeling both American and Hispanic. Make use of Spanglish to connect with bicultural consumers.

Key Insight #3:

Hispanic Americans take pride in their persistence in the face of adversity and would like to see brands acknowledging their people’s perseverance.

Implication:

Bring the spirit of perseverance to your campaign, highlighting the importance of resilience for people in the Hispanic community.

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 Asian Research Articles and Insights from Collage Group

Elizandra Granillo
Analyst

Elizandra is an Analyst on Collage Group’s Product & Content team. She is a 2020 graduate from San Diego State University where she studied Anthropology. Her previous experience includes ethnographic research across the Tijuana-San Diego Border Region.

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Authentically Engage Multicultural America Now

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Authentically Engage Multicultural America Now

Collage Group joins The Quirk’s Event for a Conversation About Understanding & Engaging Multicultural America Now.

June 29, 2022
David Wellisch – CEO and Co-Founder

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It’s no secret that over the past two years, multicultural consumers have changed how they evaluate and view brands.

But, do brands truly know how multicultural American consumers’—responsible for more than 100 percent of total population growth—have changed since the unprecedented social, economic and public health upheavals since 2020? Or how to effectively engage them through advertising?

Fill out the form to download an excerpt from the presentation and read on for further insights.

Read on and fill out the form for an excerpt from our
Authentically Engage Multicultural America Now presentation.

To answer this question and more, I was joined by my colleagues David Evans, Collage Group Chief Insights Officer, and Jack Mackinnon, Director of Product & Content, to present at the Quirk’s Event in New York City: a valuable collection of sessions and networking opportunities with leaders in the marketing research and insights field.

In the first part of our session, which included highlights from our “America Now” study, Jack Mackinnon unveiled key changes in Asian, Black and Hispanic consumers’ attitudes and priorities since 2020. Attendees learned what these changes in perspectives mean for their brands, such as how to support the changing landscape of diverse American consumers.

One key takeaway from America Now: when brands that act on social movements, they are more likely to connect with multicultural consumers. However, brands also must accurately portray diverse stories and communities while ensuring that they are being authentic themselves.

Currently, many multicultural Americans are not satisfied with how they are being portrayed by brands. Which means there is an important opportunity for brands to explore how they are portraying multicultural consumers and ensure those representations are authentic. Consumers want brands to portray race and ethnicity accurately, but also want them to include the unique stories that are often not portrayed in advertising. This requires brands dig deeper into multicultural Americans and their stories and develop the diverse advertising campaigns more likely to connect across multicultural consumer groups.

Furthermore, shying away from action on social movements can be harmful for brands, specifically among younger consumer groups, and requires much more than running diverse ad campaigns. In fact, 25% of Black consumers and 21% of Hispanic consumers say they will stop buying from brands that do not take a stance on a social or political issues that are important to them. And for all multicultural consumers, they want to see diversity woven throughout the organization, including internal diversity vs. simply limiting support for a cause to an advertising campaign.

So then how do brands ensure they are connecting with multicultural Americans authentically? The answer is in embedding Cultural Fluency throughout the organization–to engage efficiently and effectively across consumer segments.

In his presentation explaining the “halo effect” of diverse advertising, David Evans explained that Cultural Fluency is an emerging marketing mandate that can no longer be understood as a sideshow to the main act of “mainstream marketing.” It’s a necessary component for connection and growth among multicultural American consumers.

David explained that Culturally Fluent ads that aim to connect with a single story or community can have a halo effect across other consumer segments. For example, many Black and Hispanic centered segmented campaigns halo across other segments, allowing brands to reach even more consumers authentically, especially if the focus is on the “story”. Further White consumers are also responding well to multicultural ads.

We know this because help brands succeed with Cultural Fluent advertising, Collage Group created CultureRate, which leverages 10+ years of research and expertise in the survey design methods needed to understand diverse America. CultureRate is generating 30+ million datapoints annually, with nearly one million consumer responses collected since 2018. It allows our research team–and member brands–to reference the largest database of culturally focused consumer response to ads and brands growing at an annual rate of 100-120 ads, 50,000 of responses or 9 million datapoints.

From an deep analysis of this database, David and his team have unveiled 4 key areas for advertisers to take action on to increase their ROI from the halo effects. Download the excerpt above from the presentation to learn more.

Thank you again to our peers and partners at Quirk’s Media for the opportunity to share this important research. Contact us below to learn how membership to our cultural intelligence platform will help your brand harness cultural insights for growth.

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Other Recent Research Articles & Insights from Collage Group

David Wellisch

David Wellisch
CEO and Co-Founder

David Wellisch is CEO & Co-Founder of Collage Group, a consumer insights and intelligence company with a focus on research exploring race/ethnicity, generation, sexuality and gender. 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. David is passionate about entrepreneurship and company building, and often works directly with members to help guide the integration of multicultural consumer insights and marketing strategies.

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Hispanic Americans Leading the Way in Tech Tools and Technology Usage

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Hispanic Americans Are Leading the Way in Tech Tools and Technology Usage

New Collage Group research shows that Hispanic Americans are trendsetters in using technology. As a segment, they are super users of the internet, social media, and tech tools. 

July 26, 2022
David EvansChief Insights Officer

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Hispanic consumers are more likely to post daily on social media and they use a great deal of social media platforms, including TikTok, according to our latest research. Of course, as a whole, Americans are using such instruments to a higher degree compared to previous years. However, Hispanic Americans surpassed all groups’ usage rates.

The findings are a result of our study: “Hispanic Passion Points,” which was recently released to Collage Group member brands. Passion Points are part of our consumer fundamentals research and seek to offer deep insight into the activities and areas of life consumer segments prioritize.

Our intent is to provide insights that go beyond the preconceptions most brands and marketers have about Hispanic and other diverse-led segments. In this case, the insight is that, for Hispanics, tech savviness is interwoven into a great deal of aspects of Hispanic culture and how it’s evolving.

The findings show that it is the Hispanic culture itself that directly leads to this group using tech to such a high degree. Hispanic Americans are very engaged in a wide variety of hobbies and interests where they seek connection and community – activities that can both directly and indirectly include technology.

An example of this is seen in ordinary activities, such as cooking and baking. Cooking and baking are a key Passion Point for Hispanics. As part of the survey, Hispanic Americans said cooking helps them be closer to loved ones and helps build meaningful relationships. According to this segment, presentation is an important aspect of cooking.

This insight is tied to the segment’s prolific tech use as the Passion Points study found that Hispanic Americans are posting pictures on social media about their cooking and dining out experiences. Forty-six percent said they post pictures of the foods they cook and 42% said they share photos of the foods they eat while at restaurants. Both of these figures are significantly higher than the total American population.

Exercise is another Passion Point for Hispanics. Among those polled, 64% of Hispanic Americans said they work out simply because they enjoy it, which is 15% higher than the total population, and highest across all racial / ethnic segments. Additionally, Hispanic Americans use a number of tech tools to aid in their fitness routine. Nearly a third of them use online free workout videos in their efforts to remain or get in shape, and 16% use a workout app.

The act of playing video games is another Passion Point for Hispanic Americas. To the tune of 50%, Hispanic Americans said they like or love playing video games. Moreover, Collage Group research shows that, when viewed by age, it is revealed that younger Hispanics – those between the ages of 18 and 42 – are more likely to prefer video games vs. board games or card games. Almost half – 46% – stated that they play video games in order to play with other people from around the world. Also, similar to the Passion Point about exercise, Hispanic Americans when compared to other groups, show to be more interested than others in using video games as part of their fitness routine.

The “Hispanic Passion Points” study is an update from Collage Group’s annual Passion Points survey last fielded in May 2022. The survey is a nationally representative sample of 4,514 consumers, including 1,300 Hispanic consumers.

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David Evans
Chief Insights Officer

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.