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Understand and Embrace Multicultural Consumer Media Habits and Channels

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Understand and Embrace Multicultural Consumer Media Habits and Channels
Learn how Multicultural Americans engage with Media, including social media, movies, TV shows, music, reading, and podcasts.

September 30, 2022
Elizandra Granillo – Analyst

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Media is a major aspect of consumers’ everyday lives. Americans spend a significant amount of their time and attention consuming social media, visual entertainment, and audio streaming content. For brands and advertisers across industries to succeed, they need to understand where people are going to consume media content, and why they’re going there.

Read on and fill out the form for an excerpt from our
Multicultural Consumer Media Habits & Channels presentation.

Collage Group’s 2022 Media Habits and Channels Study provides insights across Multicultural segments on the specific platforms American media users go to, their media habits, and their preferences for media content. The data dives deep into content and platform drivers—spanning categories, passion points, and identity attributes.

Key Finding #1: Multicultural Americans Interact with Various Media Channels

Hispanic and Black Americans are most likely to follow influencers and celebrities on social media. They are also more likely to interact with different media categories (TV, Movies, Music, Books) via social media.

Context:

Hispanic Americans’ younger age and general tech-savviness are part of the reasons they are so dialed into using social media. Black Americans are often at the cutting edge of new trends in the areas of fashion, music, and television and social media is often the best forum to get information first.

Action Step:

    • Partner with emerging influencers and celebrities to appeal to Black and Hispanic Americans.
    • If your brand has a media component, offer ways for Black and Hispanic Americans to interact with it online (e.g., specific social media pages to follow a musician, author, or TV show).

Key Finding #2: Young Multicultural Americans Experience Culture through the Movies They Watch

All Multicultural Americans want diverse representation in the movies they watch, but Black Americans are the most likely to want this. The segment has particularly leaned into horror films.

Context:

Movie genres, specifically ones like Horror, are an opportunity for Black Americans to explore their own histories in America in ways that not only appeal to the segment but also teach others about Black Americans’ history in this country.

Action Step:

    • Movie releases are a viable partnership opportunity for brands. When considering which movie release to partner with, prioritize those with diverse directing, casting, and culturally relevant plot lines.

Key Finding #3: Asian Americans and Unacculturated Hispanic Americans Are More Likely to Watch and Follow the News

While comedy is the most popular form of TV to watch, Unaccultured Hispanic and Asian Americans are more likely than others to watch and follow the news. International news and news that originates from their family’s country of origin are specific types of news the segments’ keep up with.

Context:

Hispanic and Asian Americans are culture-focused and maintaining ties to their heritage is important to them. Following international news is important for these segments who may be recent immigrants from another country or still have family in other parts of the world.

Action Step:

    • Recognize the value in advertising your brand on news channels or news “hours”, particularly to appeal to Hispanic and Asian Americans.

Key Finding #4: Across Multicultural Segments, Music Tied to Cultural Heritage Matters

Multicultural Americans are more likely than White Americans to enjoy listening to music that has a connection to their history and cultural heritage.

Context:

Music that is tied to history or cultural tradition matters to Multicultural Americans who love music because of their personal relationship to it. In addition, certain genres of music, such as Latin music, are now popular for all Americans. The upbeat nature of the music, rhythmic beats, make it appealing whether the lyrics are in English or Spanish.

Action Step:

    • Celebrate the contributions Multicultural Americans have made in music, across different genres.
    • Thoughtfully curate music genres to connect with specific Multicultural segments, but lean into the wide crossover appeal of pop, rock, R&B, and Hip-Hop.

Key Finding #5: Multicultural Americans Enjoy Shopping for Physical Books

While digital and audio books are gaining popularity, Americans still prefer the experience of shopping for and buying a physical book.

Context:

With so many digital media content options, physical books provide a mental break from digital stimulation and that appeals to younger and older Americans alike.

Action Step:

    • Show people reading physical books or browsing in a bookstore in ads and marketing content to resonate with the many readers in the country.

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 Multicultural 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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Understanding Hispanic American Acculturation

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Understanding Hispanic American Acculturation
The Hispanic population in the U.S. is large and growing. Understanding the diversity within the segment as well as their priorities is vital for brands and marketers to grow right alongside this critical American consumer segment.

September 13, 2022
Sudipti Kumar – Associate Director

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As of the 2020 Census, there were 62 million Americans who identified as Hispanic. This segment accounts for over 50% of total population growth in the U.S. and it’s native-born Hispanic Americans– not new immigrants to the country–  who are driving virtually all of that growth.

Read on and fill out the form for an excerpt from our
Understanding Hispanic Americans  presentation.

Importantly, the segment is comprised of three sub-groups across the spectrum of acculturation: acculturatedbicultural, and unacculturated.

Those sub-groups are based on Collage’s own acculturation model designed to better understand the Hispanic segment through cultural preferences. Our model mostly focuses on language usage (Spanish, English, or both) but also includes an identity component. And, when we look at the population of Hispanic Americans by acculturation, we see that the largest and fastest growing group is Bicultural Hispanic Americans. In addition to proportional size, the Bicultural Hispanic segment is also the youngest, ensuring future growth (and importance to your messaging) too.

But, to better understand Hispanic American consumers, you need to go beyond demographic size and acculturation. Our recent research into Hispanic identity and behavior offers a set of key findings for brands and marketers when it comes to understanding and engaging with Hispanic Americans.

    1. Hispanic Americans prefer the terms Hispanic and Latino/Latina as their identifiers. There are also some terms the segment clearly does not prefer.
    2. Ethnicity and country of origin are key parts of Hispanic Americans’  identity and supersede other characteristics, like gender or life stage.
    3. Hispanic Americans are a uniquely positive segment, displaying optimism even when times are tough.
    4. Hispanic Americans are social media super users. The segment’s overall youth and forward-thinking nature have a big part to play in this.
    5. Hispanic Americans want to preserve their culture while living in America, particularly through cooking and enjoying traditional meals.

Keep reading to learn more about each of the key findings above  and download the attached document for a selection of our summary findings.

 

Key Finding #1: Hispanic Americans prefer the terms Hispanic and Latino/Latina as their identifiers. There are also some terms the segment clearly does not prefer.

When it comes to identifying terms, Hispanic Americans clearly have a preference. “Hispanic” and “Latino/Latina” top the list overall for the segment, with “Hispanic American” winning overall especially with Mexican Americans. South Americans and Central Americans are more inclined to use the label Latino/Latina.

For Puerto Ricans and Cuban Americans, their preference for using country of origin as their prime identifier really shows up, as well.

Despite the recent popularity of the term “Latinx” to denote inclusivity, you can see that it clearly does not resonate with many Hispanic Americans;  It’s the lowest on the list, alongside “Latine” and “Person of Color.”

Action Step: Use either the terms Hispanic or Latino/Latina when you want to refer to Hispanic Americans in general.

If your target is Latin Americans living in the US, defer to Latino/Latina. And keep in mind that despite broad appeal, these terms are not technically synonymous. Hispanic refers to people from Spanish-speaking countries, while Latino/Latina refers to the geography of Latin America.

Key Finding #2: Ethnicity and country of origin are key parts of Hispanic Americans’ identity and supersede other characteristics, like gender or life stage.

In a recent survey, we asked Hispanic Americans which three aspects of their identity they would use to describe themselves. Hispanic/Latino heritage (i.e. ethnicity) tops the list at 63%. And when we look at this by Acculturation, we see that the percentage for Hispanic/Latino heritage jumps to 79% for the Unacculturated segment and 68% for the Bicultural Hispanic Americans.

What’s more, country of origin also moves up higher for Unacculturated Hispanic Americans with 46% of them noting this as a key part of who they are. This is likely due to the sub-segment’s stronger affiliation with the U.S. rather than another country. Acculturated Hispanic Americans lean into their personality and race more than other Hispanic Americans. But despite those differences, Hispanic/Latino heritage is still in the top three for the Acculturated segment too.

Action Step: Craft marketing messaging that celebrates the diversity of the segment.

Even when messaging is narrowly targeted to a specific Hispanic sub-segment, the crossover appeal of taking the time to understand the nuances of identity will be seen and valued across the entire segment.

Key Finding #3: Hispanic Americans are a uniquely positive segment, displaying optimism even when times are tough.

Collage Group’s Group Trait work is based on 75 focused, nuanced, and culturally specific agreement scale questions in a targeted survey. The data is analyzed based on rank, differentiation and overall agreement for a target consumer group versus others.

For Hispanic Americans, four Group Traits popped: Culture-Focused, Positivity, Warmth, and Engaged.

Let’s look at one of the key group traits for the segment: Positivity. Here you can see how Hispanic Americans uniquely resonate with the cultural statements “Resilient”, “Optimistic”, and “Destined.” The combination of these three statements helps us understand the positive mindset of Hispanic Americans. Even though the segment has experienced many hardships while immigrating to and living in this country they look excitedly into the future.

Action Step: Offer optimism in these uncertain times by communicating uplifting themes that speak to resilience and overcoming adversity.

That doesn’t mean you should sugar-coat hard realities but do communicate honest messages with confidence and hopefulness.

Key Finding #4: Hispanic Americans are social media super users. The segment’s overall youth and forward-thinking nature have a big part to play in this.

Hispanic Americans are more likely to post on social media daily, visit social media to find communities where they belong and use popular newer social media platforms. In almost every arena, Hispanic Americans are more likely to post on social media and use those platforms for recommendations across categories like restaurants, fitness and exercise, and fashion.

The segment is also younger than any other racial or ethnic groups in America and that certainly plays a role in their collective interest in social media., But their penchant for digital communication and content consumption is also tied to the segment’s unique focus on being forward-thinking and open to new types of technology sooner than others.

Action Step: Speak up and harness word of mouth marketing through social media.​

Hispanic Americans are highly connected through technology and value the opinions of those in their network.

Key Finding #5: Hispanic Americans want to preserve their culture while living in America, particularly through cooking and enjoying traditional meals.

Another group trait that is highly relevant for Hispanic Americans is their Culture-Focus. That means they care a lot about maintaining their heritage even while living in the U.S. There are so many ways to preserve traditions, but cooking and enjoying traditional meals together may be one of the biggest. In fact, 9 in 10 Unacculturated and Bicultural Hispanic Americans believe that cooking meals from their culture is an important way to maintain traditions, and its still pretty high for Acculturated Hispanic Americans too.

Action Step: Highlight Hispanic Americans cooking and sharing traditional meals with their family.

This also promotes their family focus alongside their commitment to maintaining their culture.

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 Hispanic Research Articles and Insights from Collage Group

Sudipti Kumar
Associate Director

Sudipti is an Associate Director on Collage Group’s Product and Content team. She is a graduate from NYU’s Stern School of Business where she studied finance and marketing, and Columbia University’s School of International and Public Affairs where she received her Masters in Public Administration. In her spare time, Sudipti enjoys reading, cooking, and learning to crochet.

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Essentials of Hispanic Consumers

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Essentials of Hispanic Consumers
Collage Group’s Essentials of Hispanic Consumers presentation explores three areas of our consumer fundamentals research: demographics and economic opportunity, identity, and Group Traits.

September 12, 2022
Sudipti Kumar – Associate Director

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Hispanic Americans are a large and growing U.S. consumer segment both in terms of population and economic power. Brands must better understand this influential consumer group to effectively engage with them through their marketing and advertising.

Read on and fill out the form for an excerpt from our
Essentials of Hispanic Consumers  presentation.

Collage Group’s Essentials of Hispanic Consumers explores three areas of our consumer fundamentals research: demographics, identity, and Group Traits to help your brand authentically connect with Hispanic Americans.

Key Insight #1

Hispanic Americans are a growing force in America, and their population will nearly double by 2060.

Asian population is expected to double by 2060

Implication:

Recognize the cultural and economic power of the Hispanic segment today. As their population and purchasing power grows, they will increasingly influence the national culture.

Key Insight #2

Hispanic Americans are not a monolith. Heritage and country of origin matter to their identity, particularly for the Unacculturated and Bicultural segments.

Unacculturated Hispanic Americans identify deeply with their heritage

Implication:

Highlight the rich heritage and contributions of Hispanic Americans in this country. Include messages that speak to the segment’s different cultural backgrounds.

Key Insight #3

Hispanic Americans are increasingly interested in supporting brands that support their race and ethnicity.

Hispanic Americans are incresingly interested in supporting brands that support them

Implication:

Hispanic Americans notice when brands take action to support them. Develop a clear strategy to support Hispanic Americans (through representation, financial commitments, or other methods) and communicate efforts to the community in advertising and public relations.

Key Insight #4:

There are four unique Group Traits important to understanding Hispanic Americans: Culture-focused, Positivity, Warmth, and Engaged.

Hispanic American Group Traits

Implication:

Utilize the Group Traits as ways to connect with Hispanic Americans authentically. For example, to activate on positivity, offer optimism even in uncertain times by communicating uplifting themes in marketing that speak to resilience and overcoming adversity.

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 Hispanic Research Articles and Insights from Collage Group

Sudipti Kumar
Associate Director

Sudipti is an Associate Director on Collage Group’s Product and Content team. She is a graduate from NYU’s Stern School of Business where she studied finance and marketing, and Columbia University’s School of International and Public Affairs where she received her Masters in Public Administration. In her spare time, Sudipti enjoys reading, cooking, and learning to crochet.

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Understand and Embrace Black Consumer Passion Points

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Understand and Embrace Black Consumer Passion Points
Learn how Black American consumers engage with Passion Points, including food, sports and fitness, travel, fashion, games, and home and garden.

September 9, 2022
Jenny Wolski – Analyst

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Passion Points are the activities and areas of life people are deeply interested in. They are the “things” Americans prioritize when spending their time, money, and attention. In other words, Passion Points are concrete expressions of culture.

Read on and fill out the form for an excerpt from our
Black Consumer Passion Points  presentation.

Collage Group’s coverage of Passion Points includes in-depth analysis across eight key areas of American consumers’ lives. This is the stuff Americans get fired up about and the places in which they invest their time and money. So, it’s an effective place for brands 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 Points provide critical insights for understanding which activations will be most successful.

Key Finding #1: Powerful Memories Are Made in the Kitchen

Black Americans feel at home cooking and baking in their kitchens.

Context:

Many Black Americans grew up in the kitchen learning how to cook from older family members. They see preparing a meal as time to spend with family, create memories, and express love and care for others through food.

Action Step:

Portray cooking and baking as a full family (plus friends) activity and emphasize the real motivator for Black Americans’ enjoyment making food at home: relationships.

Key Finding #2: Black Travelers Welcome Discomfort

Black Americans are more likely than others to travel to get out of their comfort zone, but they prefer to do so domestically in the U.S.

Context:

Historically, prejudice followed Black Americans along with them on trips. But now, the Greenbook has evolved into influencers and Black consumers’ Group Traits of Determined, Real, Believing, and Forward-thinking merge to make this segment uniquely optimistic and adventurous travelers.

Action Step:

Boost Black Americans’ excitement for U.S. locations and weave local interests into your travel messaging.

Key Finding #3: Black Athletes Are Leaders In and Out of Their Sport

Black Americans are dedicated sports fans who follow their favorite teams, as well as the careers of specific athletes.

Context:

Black athletes have served as American heroes for Black sports fans (and all sports fans) for decades. As a result of that earned trust and influence, Black athletes have often refused to “stick to sports” and have weighed in on important social and politics issues that matter to the Black community. Since 2020, this trend has only ramped up with athletes like Lebron James, Serena Williams, Colin Kaepernick, Maya Moore, and others speaking up for equality.

Action Step:

Recognize the influence and social/political clout of Black athletes and partner with them on marketing efforts.

Key Finding #4: Fashion is a Vehicle for Black Self-Expression

Black Americans are uniquely passionate about fashion. They consider themselves trendsetters and enjoy expressing their personalities with style.

Context:

Self expression is an essential element of Black Americans’ lives. In fact, they are more likely to see themselves as unique, unabashed, and authentic than others. For many Black Americans, individuality is something to be celebrated across all aspects of life.

Action Step:

When you’re engaging Black consumers, de-emphasize uniformity and function in favor of fashion’s fun and uncommon side.

Key Finding #5: Black Americans Embrace the “Gamer” Identity

Black Americans love to play video games and even are self-proclaimed “gamers.”

Context:

For Black Americans, video games are a vehicle for some of the things they value most: connecting with their friends and family, self-expression, and personal achievement.

Action Step:

Resist the urge to see video games as just a “game.” Instead, emphasize the bigger motivators for why Black Americans love them: social connection, individuality, and skill-building.

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 Black Research Articles and Insights from Collage Group

Jenny Wolski

Jenny Wolski
Analyst

Jenny is an Analyst on Collage Group’s Product & Content team. She is a 2021 graduate from The George Washington University where she studied Statistics and Sociology. In her spare time, Jenny is often on a hike enjoying nature.

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Understand and Embrace Women’s Passion Points

Understand and Embrace Women’s Passion Points
Learn how American Women engage with Passion Points, including food, travel, sports and fitness, fashion, games, and home and garden.

September 9, 2022
Elizandra Granillo – Analyst

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Passion Points are the activities and areas of life people are deeply interested in. They are the “things” Americans prioritize when spending their time, money, and attention. In other words, Passion Points are concrete expressions of culture.

Read on and fill out the form for an excerpt from our
Women Consumer Passion Points  presentation.

Collage Group’s coverage of Passion Points includes in-depth analysis across eight key areas of American consumers’ lives. This is the stuff Americans get fired up about and the places in which they invest their time and money. So, it’s an effective place for brands 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 Points provide critical insights for understanding which activations will be most successful.

Key Finding #1: Multicultural Women like cooking and baking the most

Women are less likely than Men to love cooking. Multicultural Women lean into cooking more than Non-Hispanic White Women and are the most into baking.

Context:

For Multicultural Women, cooking and baking are opportunities to connect with their heritage. It can be challenging to find baked goods they grew up eating, so baking them instead is a helpful option.

Action Step:

Provide examples of how your brand can help Multicultural Women connect with their cultural heritage through food.

Key Finding #2: Multicultural Women love to travel to connect with their heritage and be immersed in the culture

Multicultural Women are more likely to want to travel to places tied to their family’s heritage. When they do travel, they want to be immersed in the local culture through experiencing the food and living like a local.

Context:

Hispanic and Asian Americans are culture-focused and traveling to places that mean something to them culturally is one way they show their love of their culture. Asian Women are most likely to want to live like a local while traveling because of their inquisitive group trait, which shows up in their desire to learn about other places.

Action Step:

When showcasing travel as part of an overall marketing strategy, highlight what it means to travel like a local with cultural immersion at the center of the experience. Position travel as a tool to help people connect with their heritage and traditions.

Key Finding #3: Multicultural Women are passionate about fitness and exercise

Multicultural Women are passionate about fitness and exercise and will work out regardless of needing to do it to lose weight or be healthy. Walking is the most popular way to work out.

Context:

Multicultural Women’s love of fitness and exercise is part of a larger trend of being more health and fitness conscious. This shows up across category.

Action Step:

Showcase how your brand can help Multicultural Women reach their fitness goals. Walking is a very popular form of exercise, so highlight walking for its many benefits.

Key Finding #4: Women gamers prefer playing on their own

Women are more likely to play video games by themselves and on their mobile phones.

Context:

Women routinely experience bias and harassment online and that includes online gaming. As a result, many Women are choosing games that allow them to play alone and avoid toxic online interactions. Mobile games are often a more solo experience which may be way they lean into this channel for gaming more. However, Women are still active leaders in gaming and should be celebrated as such.

Action Step:

Showcase Women as leaders in the gaming industry and promote greater positivity for Women who enjoy gaming. It is also helpful to highlight solo games over more collaborative ones when engaging with Women in the gaming space.

Key Finding #5: Women are eco-conscious when it comes to fashion

Women, particularly those who are younger, love thrift shopping.

Context:

Women are conscientious shoppers. They care about the future of the world and thrift shopping is a sustainable, thoughtful, and economical way to shop.

Action Step:

Highlight your brand’s sustainable features and how your brand supports Women in being conscientious eco-friendly fashionistas.

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 Women's 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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Understand and Embrace Asian Consumer Passion Points

Understand and Embrace Asian Consumer Passion Points
Learn how Asian American consumers engage with Passion Points, including food, travel, sports and fitness, fashion, games, and home and garden.

September 1, 2022
Elizandra Granillo – Analyst

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Passion Points are the activities and areas of life people are deeply interested in. They are the “things” Americans prioritize when spending their time, money, and attention. In other words, Passion Points are concrete expressions of culture.

Read on and fill out the form for an excerpt from our
Asian Consumer Passion Points  presentation.

Collage Group’s coverage of Passion Points includes in-depth analysis across eight key areas of American consumers’ lives. This is the stuff Americans get fired up about and the places in which they invest their time and money. So, it’s an effective place for brands 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 Points provide critical insights for understanding which activations will be most successful.

Key Finding #1: Asian Americans Are Passionate about Cooking and Cook Meals to Maintain Cultural Traditions

Asian Americans rely on cooking and baking to maintain their cultural traditions.

Context:

Cooking traditional recipes connects Asian Americans with their cultural backgrounds. Food is a central part of their community and the places they are from, and they want to honor that in the kitchen.

Action Step:

    • In advertising, highlight Asian Americans love for traditional meals and cooking either subtly or overtly.
    • Offer examples of how your brand can help Asian Americans keep their love for traditional meals alive.

Key Finding #2: Asian Travelers Enjoy Overseas Adventures

Asian Americans love to travel internationally both to connect with their heritage and to have new cultural experiences.

Context:

Two thirds of Asian Americans are foreign born, and the other third are very likely to be second generation Americans. Their relatively recent immigration stories mean they are likely to still have personal and emotional connections with their country of origin. Traveling internationally helps them to connect with their heritage.

Asian Americans are also inquisitive, and they like to travel to experience new foods and different cultures than their own.

Action Step:

    • Engage with Asian American travelers by emphasizing the personal connections they have across global locations.
    • Position travel as a tool to help people connect with their heritage and traditions.
    • Stimulate Asian American’s curiosity for different cultures and lifestyles by inspiring them to create new memories abroad.

Key Finding #3: Asian Americans Share a Unique Passion for Fitness and Exercise

Asian Americans lead the multicultural segment in having a passion for fitness and exercise, especially walking and doing yoga. They over-index on the use of multiple types of gyms and gym equipment.

Context:

Asian Americans consistently prioritize their health and fitness because they are health focused. They choose a variety of ways to be active but similar to most Americans, walking wins. That’s probably because it’s pretty easy to do!

Action Step:

    • Help Asian Americans understand how your brand can be a part of their healthy lifestyle.

Key Finding #4: Younger Asian Americans Express Themselves Through Fashion

Younger Asian Americans see fashion as a way to express their individuality.

Context:

Asian Americans aren’t afraid to make fashion choices that are bold and unique. They are pioneers in streetwear culture because of the ways they can express themselves through their clothing and accessories. Streetwear also means comfortable clothing, something else that Asian Americans prefer in their fashion!

Action Step:

    • Show how your brand can make Asian Americans feel comfortable while still staying true to themselves and expressing who they are.

Key Finding #5: Asian Americans are Analytical Gamers

Asian Americans share an interest in analog and digital strategic thinking games.

Context:

Asian Americans are analytical and like to think about their options before making decisions. Games that require thinking before making a final decision (e.g., word games or crossword puzzles, chess) provide an example of their analytical mindset.

Action Step:

    • Capture the attention of Asian Americans by focusing on strategic thinking games or highlighting them playing these types of games in your advertising.

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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Understand and Embrace LGBTQ+ Consumer Passion Points

Understand and Embrace LGBTQ+ Consumer Passion Points
Learn how LGBTQ+ American consumers engage with Passion Points, including food, sports and fitness, travel, fashion, games, and home and garden.

August 22, 2022
Jill Rosenfeld – Senior Analyst

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Passion Points are the activities that get people excited. They are the “things” Americans prioritize when spending their time, money, and attention. In other words, Passion Points are concrete expressions of culture.

Read on and fill out the form for an excerpt from our
LGBTQ+ Consumer Passion Points  presentation.

Collage Group’s coverage of Passion Points includes in-depth analysis across eight key areas of American consumers’ lives. This is the stuff Americans get fired up about and the places in which they invest their time and money. So, it’s an effective place for brands 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 Points provide critical insights for understanding which activations will be most successful.

Key Finding #1: Food Is for Socializing

LGBTQ+ Americans love to share their food experience (IRL and online) with other people.

Context:

LGBTQ+ Americans are more likely to value being hospitable and congenial with others. They’re also more likely to “consider someone ‘family’ if we are really close, even if we’re not related.” So, sharing experiences with others is a central part of their daily lives.

The LGBTQ+ segment also skews young, so social media and digital communications are second nature. That extends to using those mediums to consume and share pictures, videos, and information about food and meals.

Action Step:

    • Celebrate meals. When representing LGBTQ+ Americans and their food experiences, remember to highlight the social aspects of making food and eating together.
    • Feed LGBTQ+ Americans’ feeds with digital food content. Recipes, inspiration, influencers, and food events are all of interest for these “foodies.”

Key Finding #2: LGBTQ+ Travelers Seek Adventure

LGBTQ+ Americans of all ages and younger non-LGBTQ+ Americans enjoy getting out of their comfort zone when they travel.

Context:

While finding travel locations welcoming of LGBTQ+ travelers is important, LGBTQ+ Americans also love to explore new cultures and enjoy new experiences. They’re unique Group Trait of Worldly highlights their penchant to be open-minded, cosmopolitan and experiential.

Action Step:

    • Emphasize new and the exciting travel opportunities for LGBTQ+ Americans. The world is big and interesting; Help them discover it.

Key Finding #3: Video Game Fandom Provides Community for the LGBTQ+ Segment

Younger LGBTQ+ Americans uniquely love video games and see them as a vehicle for self-expression and socializing.

Context: LGBTQ+ Americans are more likely than others to value being unique and creative. The segment also prioritizes happiness and fun in their lives. It’s no doubt, then, why LGBTQ+ consumers would flock to video games as a way of enjoying life and creative storytelling. All the better to experience it with friends. Action Step:
    • Emphasize the social dynamic of video games and celebrate the expressive possibility of joining others in playing your favorite game.

Key Finding #4: LGBTQ+ People Are Social Sports Fans

LGBTQ+ Americans may be less interested in following sports, in general, but they are more likely than others to host sports-viewing parties and go to sports bars to watch games with other people.

Context:

As a segment, LGBTQ+ Americans value being hospitable and congenial higher than other Americans. They also are more likely to say they consider someone “family” if they’re close, but not actually related.

Connecting with others is a deep priority for this segment and sports and fitness is a key way many LGBTQ+ Americans choose to build relationships with others.

Action Step:

    • Emphasize the social aspects of fandom when engaging LGBTQ+ Americans. It’s not so much about the teams or the players, it’s about the fans.

Key Finding #5: LGBTQ+ Americans Use Style to Uniquely Express Themselves

Fashion is a stand-out Passion Point for LGBTQ+ Americans. They see themselves as fashionable and enjoy self-expression and bold choices in their style.

Context:

For many LGBTQ+ Americans, celebrating their uniqueness is not only fun, but also an essential element of discovering themselves. Fashion provides a creative, expressive, and individual outlet for celebrating their own identities externally.

And given how challenging it can be to come out when society isn’t always welcoming, the desire to embrace style and fashion towards self-identity cuts across age and generation.

Action Step:

    • Lean into fashion with LGBTQ+ consumers and don’t be afraid to push some boundaries and innovate. Remember: Style is a tool of self-expression, so use it as a communication tool to this fashion-forward segment.

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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Jill Rosenfeld

Jill Rosenfeld
Analyst

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.

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Insights for Authentic LGBTQ+ Representation in Media

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:

Advertising

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.

Getting Involved

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.

Media

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.

Representation

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.

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America Now: Gen Z Women Key Issue – Sexism

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America Now: Gen Z Women Key Issue – Sexism

This research is part of a series that expands on our 2021 Roundtable Presentation, America Now. Read on to learn how Gen Z women stand out for their prioritization of reducing sexism.

2017 was a pivotal year for women in the U.S. The day after President Trump was inaugurated, millions of Americans across the U.S. participated in the largest single-day protest – The Women’s March – to support gender equality and protest the President’s anti-women statements. Later that year, the #MeToo movement gained momentum as more women broke their silence as survivors of sexual abuse and revealed the prevalence of sexual violence against women. With increased visibility on women’s issues, women have reported that their gender identity has become more important to them over the past few years. This is especially true of Gen Z women; 55% agree that their gender is now a more important aspect of their identity than it used to be. Brands can better engage with consumers by understanding how Americans’ identities shape their views on social and political issues, and what they expect from brands like yours in engaging with these issues.

In a recent study, Collage Group asked Americans what three social and political issues are most important to them and found that Gen Z women are unique in wanting to see the reduction of sexism in society. 33% of Gen Z women feel reducing sexism is one of the most important social or political issues today, compared to just 10% of Millennial women, 7% of Gen X women, and 3% of Boomer women.

Gen Z women’s perceptions on the importance of reducing sexism is even more pronounced when it comes to their support of brands. Over half of Gen Z women will reward brands that support reducing sexism. And while older women tend to prioritize other social and political issues over sexism, many are still more likely to support brands that will confront sexism.

Across generations, women want brands to address sexism by paying them equally to men for the same jobs and offering training for employees so they can identify sexism and combat it. Gen Z women, however, stand out from older women by wanting brands to address sexism in other ways too. Half of Gen Z women also want brands to hire women to leadership positions. And over one in four want brands to make public statements about sexism and donate money to organizations that work to reduce sexism.

Contact us to find out how you can access the full America Now report with these insights and much more.