Posts

Slow Improvement Amid Cultural Uncertainty: Updated Economic Forecast and Survey Results on Consumer Finances and Purchasing

Slow Improvement Amid Cultural Uncertainty: Updated Economic Forecast and Survey Results on Consumer Finances and Purchasing
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

Given all the uncertainty and stress of COVID, it’s more important than ever for marketers to keep a finger on the pulse of important consumer attitudes and behaviors.

To support this need, we at Collage have been conducting an intermittent tracking survey of how 18 to 39-year-old Americans, a group we call the New Wave, are responding to this extraordinary time.  In our most recent update, we compare the trailing average of four pulse surveys through mid- September to the trailing average through late August.  Read further for excerpts from our full report available exclusively to members.

Consumers Remain Generally Hesitant to Engage in Social Activities But Trending Slightly Positive.

One key indicator for increasing economic activity is how comfortable people feel engaging in the social activities which drive personal consumption and job creation. The story here is that of little meaningful change: consumer hesitancy to participate in these activities is clear across the board. We’re over six months into a worsening pandemic and unsurprisingly we see that most consumers just aren’t comfortable getting back to life “as it was.” The only substantial difference across multicultural segments is that non-Hispanic white consumers tend to be more comfortable engaging in these social activities, while unacculturated Hispanics tend to be less comfortable overall.

Purchase of Home Care and Personal Care Products May Be Trending Positive.

Despite the greater concern with finances and slightly reduced comfort with public places overall, New Wave consumers report they plan to spend more in a few areas, notably home care, personal care, and beauty. We see some small movements in other categories as well, including food, home care, and beverages, but the real story is lingering overall hesitancy to increase spending on non-essentials.  The increased spread of COVID-19 as we head into the cooler months may be driving the expected increase in home care spending.  As the downloadable presentation shows, personal care and beauty vary considerably by demographic.

Fill out the form below to to learn how your brand can stay ahead of the curve on critical consumer trends.

Fill out the form below to to learn how your brand can stay ahead of the curve on critical consumer trends.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Measuring the Cultural Fluency of Brands: Personal Care

Measuring the Cultural Fluency of Personal Brands: Fenty Beauty
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

Which beauty brands appeal to multicultural consumers?

Our most recent CultureRate:Brand study shows how young multicultural segments rank Rihanna’s Fenty Beauty, which accumulated nearly $570 million in revenue within 15 months of launching in late 2017. Now worth $17 billion, Fenty Beauty reigns as one of the most gender and skin-tone inclusive makeup brands on the market.

Did Fenty Beauty receive a high B-CFQ ranking among multicultural consumers?

The table below shows the percent of each segment that agrees with each of the six components (Relevance and Trust, for example) of our Brand Cultural Fluency Quotient (B-CFQ). We see trends both across segment lines (rows) and across specific components (columns). Acculturated, bicultural, and Black consumers over-index on five of the six components, while White consumers under-index on four of six components.

Fill out the form for instant access to the report.

Brands that receive a high-ranking B-CFQ scorecard are considered to be culturally fluent, and are more likely than other brands to sustain continuous market growth. Low-ranking B-CFQ scorecards reveal new opportunities for brands to strengthen resonance with young multicultural consumers.

If you’re interested in measuring the cultural fluency of your brand, please fill out the contact form below. 

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Measuring the Cultural Fluency of Brands and Ads: Alcoholic Beverages Brands and Personal Care Ads

Measuring the Cultural Fluency of Brands and Ads: Alcoholic Beverages Brands and Personal Care Ads
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

Collage Group is ranking ads and brands on our all-new, proprietary cultural fluency metric. Fill out the form to download a sample of the study where you will learn more about our process and find out how top brands rank.

CultureRate:Ad and CultureRate:Brand are major new initiatives that provide a solution to our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of branding and advertising.  This is especially for the “New Wave” of younger Americans who regardless of race or ethnicity are highly responsive to multicultural themes, representation and stories.

CultureRate:Ad and CultureRate:Brand are part of a larger initiative to place every member’s brands and ads at the center of what we do. In the last two weeks, we begin our 2020 CultureRate:Ad and CultureRate:Brand initiative with the release of rankings in alcoholic beverages and personal care.

Our rating system is built on two years of research into how best to measure cultural fluency. Our 2020 initiative is the first step toward realizing a vision of a comprehensive and transparent database that reveals what works and what doesn’t. CultureRate:Ad is based on over 120,000 responses to approximately 150 ads in 8 categories, with deep multicultural, Millennial and Gen Z oversample. We piloted CultureRate:Brand with four investigations testing over 100 brands with 6000 consumer responses.

For each investigation we are testing ads and brands with approximately 450-500 consumers between 18-39 (21-39 for alcoholic beverages) equally divided across three levels of Hispanic acculturation, Black, Asian and White. Except for personal care and beauty categories, the sample is equally divided across gender. We also capture respondents’ cultural attribute profile and other demographics factors. This can enable detailed assessment and lookalike identification of high frequency, high affinity or culturally similar consumers.

We hope that access to this database will motivate more inclusive advertising to drive up Cultural Fluency across every category.  It’s time to raise the bar for everyone.

We offer members the opportunity to commission detailed custom analyses of our data or commission engagements to using our rating methodology. If you’d like to learn more about the benefits of Collage Group’s membership, please don’t hesitate to reach out.

Discover More Insights

Essentials of Black Consumers

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

Read More »

Feel Good, Look Good. New Millennial and Gen-Z Beauty Behaviors

,
Consumers are increasingly paying attention to wellness and mindfulness. So how can brands best position themselves to capitalize on these trends? Our latest study takes a look at how wellness influences beauty behaviors for gen-Z and millennials, and what that means for marketers.

Read more

African American Beauty Trends – A Webinar with Google

Have you ever wondered what African American women care about when it comes to beauty and how to speak effectively to this audience?  We recently partnered with Google to co-host a webinar for leading brands and creative agencies to uncover what African American women are doing online to inform their beauty routines and purchases. The companies shared powerful insights and messaging recommendations to help brands connect with this critical segment.

Read more

The Millennial Path to Purchase: Personal Care & Beauty

As part of our Generational Shopper series we present the millennial path to purchase of personal care and beauty. Our findings take you through the shopping journey from catalyst to loyalty. Learn how millennials shop differently both intra- and inter-generationally for these products.

Read more