Juneteenth 2020: What Black Consumers Expect of Brands and Corporations Today

Juneteenth 2020: What Black Consumers Expect of Brands and Corporations Today
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As we commemorate the end of slavery this Juneteenth, let us make clear our commitments to racial justice and equality.

On June 19th, we commemorate the final enforcement of the Emancipation Proclamation. Black communities across the country gather in Juneteenth celebrations to honor the promise that all formerly enslaved people in this country would henceforth live as free citizens. But American institutions still maintain and reinforce inequalities along racial lines, such as wealth disparities between Black and White households, fewer housing opportunities being offered to Black consumers, over-policing based on skin color, and racial disparities in the health impacts of COVID-19.

Most Americans know this to be true. In our recent survey of over 2,300 U.S. consumers, 53 percent agreed that systemic racism permeates American society today. Black consumers were the most likely to agree, at 62 percent. Does that mean almost half the country is in denial about systemic racism? No – over a quarter of the total population, including more than a fifth of the Black segment, is still unsure.

This finding suggests there is still room for brands and companies to educate both their consumers and employees on the realities of our current system.

But education is only a first step. All industries must reckon with the fact that they have for too long been part of the problem. And no one is exempt. The lion’s share of Black consumers sees room for a lot of change across various institutions and aspects of daily life to address racial inequalities. Over the past few weeks, we have seen brands take action, reconsidering mascots, cutting ties with police departments, and supporting minority-owned small businesses, to just scratch the surface.

Besides wanting companies to tackle the historical issues within their own industries, Black consumers also want to see brands taking active stances against racial inequality in other spheres. Across generations, there is high support for companies leveraging their power to change government policies and support racial justice (72%), as well as taking public stands against police violence (69%). Older Black consumers, for whom the current protests may echo previous struggles towards racial justice, tend to be even more supportive of these actions.

If your brand is not able to address these issues head-on, there is always room to support other organizations which take more active roles. We surveyed consumers on a selection of organizations fighting for racial justice, and we found that Black consumers see #BlackLivesMatter and the NAACP as the most prominent and highly regarded institutions focused on the Black community itself.

These data points provide a clearer understanding of how Black consumers perceive a variety of categories in the context of systemic racism, and some options available for you to act. But there is so much more to learn as part of your journey to becoming an agent of change. In the coming weeks, Collage will continue to release more data and external resources on consumer perceptions of racism, responses to the nationwide protests for racial justice, and actions you can take to create a more just and fair society.

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Hispanic Acculturation in 2020

Hispanic Acculturation in 2020
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The Road to Cultural Fluency begins with Collage Group. Fill out the form to download a sample of the Hispanic Acculturation insights. And, don’t miss our next webinar:

By 2030, one in every five Americans will be Hispanic. 

The larger the Hispanic population grows, the more important it becomes to understand, appreciate, and activate on the diversity found within. It is therefore imperative for brands and marketers to understand how this segment varies internally, and not just in comparison to other multicultural segments. To do this, the Collage Group provides an Acculturation Model to evaluate differences within this segment. Our model centers on language usage and cultural self-perception, with the general breakdown as follows:
  1. Acculturated Hispanic: More likely to use English across language contexts, and to identify as American over Hispanic
  2. Bicultural Hispanic: More likely to use a mix of English and Spanish across language contexts, and to identify as both American and Hispanic
  3. Unacculturated Hispanic: More likely to use Spanish across language contexts, and to identify as Hispanic over American

Just at the demographic level, we see tremendous differences across these Hispanic acculturation segments. For example, Acculturated and Bicultural Hispanic consumers are younger, more highly educated and affluent, and more likely to have been born in the United States.

But these demographic differences only go so far. To give our members a better picture, we fielded a survey in January 2020 to a representative sample of 1553 Hispanic consumers. The survey focused on answering three key questions for marketing across Hispanic acculturation segments:

  1. Language Usage – Should I Communicate in Spanish or English?
  2. Cultural Affinity – Which Cultural Cues Should I Activate On?
  3. Preferred Labels – How Should I Refer to My Consumers?

Keep reading to see what we learned about each of these topics and download the attached documents for a selection of our summary findings.

Language Usage – Should I Communicate in Spanish or English?

When it comes to language, there are two things to consider. First, the ability to speak English. We see that three quarters of the U.S. Hispanic population speak English “well” or “very well,” but this does vary by acculturation. Only six percent of Unacculturated Hispanic consumers say they speak English “very well,” while over two thirds admit they do not speak English well or even at all.

This explains why we see that Unacculturated Hispanic consumers to interact with Spanish-speaking Hispanic professionals, particularly when it comes to health care and financial services…

Cultural Affinity – Which Cultural Cues Should I Activate On?

Of course, language is not the sole differentiator across Hispanic Acculturation segments. It is also important to understand how connected Hispanic consumers feel with their cultural heritage. Over three quarters of U.S. Hispanic consumers say that they take pride in their Hispanic traditions and the influence Hispanic culture has had on America, and that it is important to keep that heritage a part of their lives.

And about the same number agree that it is important to support Hispanic-owned companies, as well as those which hire and promote Hispanic workers, stand up for the Hispanic community, and represent Hispanics authentically. There are no differences across Hispanic Acculturation for these sentiments, which means that brands showing up in these ways can cut across language barriers to resonate with the broader Hispanic community.

The key differentiator for the Acculturated Hispanic segment is that only a third of them regularly “feel Hispanic” in everyday life. Compare this to two thirds of Bicultural and 80 percent of Unacculturated Hispanic consumers. For more nuance, you can look to levels of engagement with Hispanic passion points across acculturation segments…

Preferred Labels – How Should I Refer to My Consumers?

Over the past few years, there has been increased discussion and controversy over the use of specific terms referring to the Hispanic population. It has long been the Collage standard to use the word “Hispanic,” but we now have data to support your own decisions in this space.

As you can see, the most popular way for Hispanic consumers to self-identify is in direct reference to their heritage country – as Mexican, Cuban, Bolivian, etc. About one third of Hispanic consumers identify in this way, but it is much more popular for the Unacculturated Hispanic segment. The second most popular term to use is “Latino” or “Latina.” These two options together have a slight plurality for Bicultural Hispanic consumers. For the Acculturated Hispanic segment, the most popular term to use is “Hispanic.” If your target Hispanic consumers have a variety of heritage countries, then your best bet will be “Hispanic” when communicating in English and “Latino” or “Latina” for communicating in Spanish.

Despite the popularity of the term “Latinx” in young, progressive, and especially queer Hispanic spaces, only one percent of Hispanic consumers opt for that term. This finding aligns with others’ research on the subject, but we wanted to dig deeper. We also asked Hispanic consumers whether they felt positively, negatively, or neutral towards the use of various terms to describe people of their background…

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Engaging Gen Z and Millennials in a Time of Crisis

Engaging Gen Z and Millennials in a Time of Crisis
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Learn how the current pandemic is affecting Gen Z and Millennials and how you can connect with them both now and in the future. Fill out the form to unlock more GenYZ and Millennial Insights.

Five months in and 2020 is already proving to be a year of unprecedented change: the COVID-19 pandemic, an emerging recession, and a high-stakes election.

Now more than ever, brands and companies need to understand and stay connected and relevant with Gen Z and Millennials. These are the insights you need to connect with these young consumers now and throughout the rest of the year.

COVID-19 has forced all of us to reconsider how we interact with the world. The uncertainty about how the crisis will evolve and impact us – both as individuals and as a society – has left us without guiderails for how to plan for next month, let alone past 2020. No one can predict the future, but we must be ready for whatever comes next, whenever it comes.

We at Collage have done our best to assess this situation and provide you with answers to three key questions:

1.     How will COVID-19 impact young consumers in the near and medium term?

2.     How can brands, companies, and other organizations connect with young consumers right now?

3.     How can brands, companies, and other organizations connect with young consumers beyond the pandemic?

The Emerging Recession Will Likely Have Serious Long-Term Effects for Millennial and Gen Z Consumers

Make no mistake: economic downturns have an especially harsh impact on young consumers. For example, peak and average unemployment rates during the Great Recession were much higher for people ages 25-35 than for older segments. And with May 2020 national unemployment numbers expected to reach as high as 20%, we can expect young Americans – who are more likely to be employed in industries directly impacted by social distancing – to feel the brunt of the current slowdown.

The recession isn’t just a short-term issue—negative economic effects from recessions often linger for young people, such as stagnant wages, low levels of savings, and delayed life milestones. We saw this with older Millennials after the Great Recession.

Since the current picture for Gen Z looks a lot like that for Millennials during the Great Recession, it’s safe to assume they too will feel lingering effects of this recession for many years. And Millennials, facing their second economic disaster in two decades, will likely suffer again. But a scary economic outlook for young segments does not mean that brands should shift their marketing efforts away from Millennials and Gen Z.

Millennial and Gen Z consumers will continue to represent an ever-growing share of your target markets.  No consumer brand can afford to abandon these young segments now, no matter what happens in the near term. Their loyalty will be responsible for powering your return to normal growth in the recovery and beyond. It is in your immediate and long-term interest to let Gen Z and Millennial consumers know you are on their side during these difficult times.

Below are two insights from our recent genYZ study (attached above) that help you understand how to let young consumers know you value them and are on their side.

Young Consumers Want Brands to Be Practical, Not Preachy

About 4 in 5 consumers believe that brands have a responsibility to step up in response to COVID-19. Overall, consumers consider donating medical supplies and donating products and services to people in need to be the two most valuable actions brands can take response to the COVID-19 pandemic. Young consumers, in particular, respond well to brands that take well-rounded approaches to helping the community, their customers, and their employees.

If you decide to put out messaging around COVID-19, you need to make sure it speaks to the lived realities of your audience. Feel-good messages will fall on deaf ears in communities that feel like their tragedies are not being taken seriously. Young people are especially attuned to false or empty messaging. They want to see organizations put their money where their mouth is and take concrete action on issues of activism and community welfare.

 

Financial Stress, Inclusion, and Environmental Sustainability Remain Concerns

The COVID-19 pandemic has thrown into sharp relief other major concerns distinctly felt by young consumers. Rising unemployment feeds into longstanding and widespread concerns of not having enough money to keep up with monthly expenses. Disproportionate access to public and private resources reminds consumers of all the ways racism, sexism, and homophobia still influence societal outcomes. And seeing the effects of quarantine on air and water quality around the globe highlights the effect human activity has on global climate change and our environment.
These are issues that most Americans, but particularly young segments, are passionate about! Activating around these issues is an efficient and effective way to build and maintain resonance as the COVID-19 crisis evolves and consumer mindset shifts to the 2020 election and beyond.

Fill out the form and download the presentation to learn more about key issues facing today’s young consumers and how to activate on the topics they care about.

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We Are At A Tipping Point

We Are At A Tipping Point
CEO and co-founder David Wellisch on the protests engulfing the nation and what we at Collage are doing to help our members address the challenge.
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This week, Collage Group staff came together to discuss the protests against the police brutality, systematic racism, and racial injustice plaguing our nation.

We held an open and honest conversation where our staff and leaders told personal stories echoing the patterns of injustice. Those of us who are Black recounted stories of racism as children, and gave accounts of the tragic and painful experiences that they continue to experience in daily life.  All of us shared in the hopelessness and helplessness felt by Black America.

Our hearts ache over the many recent tragedies, from the lynching of Ahmaud Arbery in Atlanta, to the police shooting of Breonna Taylor in Louisville, and to the murder of George Floyd by a police officer.  

We’re also reminded of the continued patterns of the less obvious manifestations of racism: a call to police from a white woman in Central Park announcing she was being threatened by “an African-American man,” as well as the disproportionate impact of COVID-19 on people of color.

Enough is enough.

But where do we start to break the cycle? How do we educate, inspire, and enact policies that support equal rights, justice, and humanity? We are starting from the inside.  I want to make sure that all Collagers understand the roots of racism and undertake efforts to lead by example.

The findings from our recent survey begins to illustrate the depth of the challenge ahead.

We asked Americans across racial and ethnic groups if they thought racism was a serious problem in the country today. As the chart below shows, less than 40% of white consumers recognize racism as a concern in this country.

The divergence in views may be driven by personal experience and conceptions of racism.

According to Pew Research Center, many white Americans have never been subject to the covert and implicit forms of racism that many people of color experience. Many may have an outdated understanding of racism that fails to recognize the structural issues that have never really been addressed.  School-to-prison pipelines, food deserts, mortgage discrimination, and redlining are just some of the institutional factors whose legacies have never been confronted by so many, especially older white Americans.

Overcoming structural racism will require intentional action and concerted effort by all stakeholders in American society. We each have a part to play in ensuring all Americans feel free, safe, and supported.

More than 10 years ago, Collage Group was founded to help leading consumer organizations better serve the diverse cultural fabric of America. In that spirit we are offering the following initiatives to support our members.

  1. A new survey diving deep into the attitudes and expectations consumers are reporting now with implications for brands and companies.
  2. Compilation and distillation of authoritative third-party resources on the Black experience of structural racism, provided in the actionable language marketers need.
  3. A virtual Roundtable with some of our member companies across industries who are directly engaged as individuals and professionals in this crisis, to understand how their companies are mobilizing in response.
  4. Continue to evolve our thinking about ways to galvanize the Collage membership to act in concert in a transformative initiative.

We are always a phone call away if you are in need of any other support. In these trying times, social and political voids provide an opportunity for brands, companies and their leadership to step in to encourage the change that ensures all Americans experience the liberty, peace, and justice too few can rely on.

David Wellisch

CEO

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Measuring the Cultural Fluency of Brands: Home Care

Measuring the Cultural Fluency of Brands: Home Care
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Collage Group just launched new syndicated research streams ranking ads and brands on cultural fluency. Download the content and watch the webinar on alcoholic beverage brands for key insights.

AdRate and BrandRate 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.

AdRate and BrandRate 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 BrandRate initiative with the release of rankings in alcoholic beverages.

 

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. AdRate is based on over 120,000 responses to approximately 150 ads in 8 categories, with deep multicultural, Millennial and Gen Z oversample. We piloted BrandRate 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 enabled 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.

In that spirit, we offer all members a free detailed mini-report on one ad and one brand for each membership subscription (Latinum and GenYZ). Members may obtain additional reports on any ad or brand 2 and 3 credits respectively, or add additional ad and brands (and obtain reports) for the same fee.

We also offer members the opportunity to commission detailed custom analyses of our data or commission engagements to using our rating methodology. Contact us to learn more about the benefits of becoming a Collage Group Member.

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Spending Shifts and Social Values During COVID-19

Spending Shifts and Social Values During COVID-19
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A pandemic has upended your 2020 strategy, and you need to stay relevant with the consumers who will power your return to normal growth, regardless of how they are impacted today. These are the insights you need to resonate in response to the COVID-19 crisis and its aftermath. The document available for download provides an excerpt focused on Hispanic consumers.  Fill out the form to download detailed insight into the top issues prime for brand activation in the near and midterm for all consumers by race and ethnicity.

 

COVID-19 has forced all of us to reconsider how we interact with the world.

The uncertainty about how the crisis will evolve and impact us – both as individuals and as a society – has left us without guiderails for how to plan for next month, let alone past 2020. No one can predict the future, but we must be ready for whatever comes next, whenever it comes.
We at Collage have done our best to assess this situation and provide you with answers to three key questions:

1. How will COVID-19 and the public response impact consumer spending?

2. What do consumers expect right now from brands, companies, and other organizations?

3. Which issues remain resonant for consumers beyond the pandemic?

Multicultural Consumer Expenditure Share Grew During the Great Recession

Make no mistake: economic downturns have the harshest personal impacts on the most vulnerable consumers. Peak unemployment rates during the Great Recession were much higher for Hispanic and Black consumers (13.1% and 16.8%, respectively) than for other segments. And with April 2020 national unemployment numbers already expected to be between 15 and 20 percent, we can expect these same segments – which are also more likely to be employed in services directly impacted by social distancing – to feel the brunt of the slowdown.

But despite these setbacks, the Great Recession did not reverse the general historical trend towards increased multicultural share of total consumer expenditures. The key ingredients here are fourfold: (1) younger consumers have higher future earnings potential overall; (2) rising education rates increase the rate at which their future earnings will grow (3) larger families require more spending, and (4) immigration is bolstering household formation, especially for the Asian segments.

These trends guarantee continued and increasing multicultural contribution to expenditure growth even under the dire economic impacts of COVID-19. While individual multicultural households are more likely to see greater price sensitivity in the short term, their growth fundamentals continue to improve.

Multicultural consumers will continue to represent an ever-growing share of your target markets. No consumer brand can afford to abandon any multicultural segment now, no matter what happens in the near term. Their loyalty will be 100% responsible for powering your return to normal growth in the recovery. It is in your immediate interest to let these consumers know you are on their side during these difficult times.

So how do you make that happen? ​

Multicultural Consumers Want Brands to Be Practical, Not Preachy

About 4 in 5 consumers believe that brands have a responsibility to step up in response to COVID-19. The need for action is especially urgent for multicultural segments, who are receiving news about the pandemic with increasing urgency and concern that others are not taking the situation as seriously as they should.

Underlying this urgency is the reality of immediate financial hardship and health risk. Black and Hispanic communities are more vulnerable both to the pandemic itself and the resulting economic downturn. Given these strains, it is not surprising that donating products and services to those in need and educating people about the need for social distancing are the most valuable things multicultural segments say companies can do in response to COVID-19.

And if you decide to put out messaging around COVID-19, you need to make sure it speaks to the lived realities of your audience. Feel-good messages will fall on deaf ears in communities that feel like their tragedies are not being taken seriously. There are plenty of organizations already on the ground listening and responding to these struggles – so make sure you are really listening before you try to respond as well.

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Online Qualitative Research Answers In-Person Fieldwork Disruptions

Online Qualitative Research Answers In-Person Fieldwork Disruptions
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With the coronavirus crisis disrupting most planned in-person fieldwork, our existing online qual expertise at Collage Group has allowed us to seamlessly support clients despite quarantines.

We have been able to continue tracking changes to consumer behavior through cost-competitive, online qualitative research services. Our comprehensive suite of tools makes it easy to engage with hard-to-reach segments across the nation, in multiple languages, wherever they are. Explore the benefits of leveraging our online research, including quicker turnaround times, in-the-moment feedback, rich insights and much more:

Online qualitative research is not a new concept for Collage Group. Our depth of experience goes back 8 years, with more than 60 online qualitative studies that apply more than 10 different online methodologies.

Our expertise and best practices allow us to implement highly engaging and insightful sessions.

Our RIVA-trained, in-language/in-culture moderators and analysts have extensive cross-cultural knowledge and unparalleled Hispanic expertise. We are equipped to uncover true drivers of behavior for any segment in any industry.

We use specific interview techniques that enable our responders from different ethnic groups to obtain breakthrough insights across segments.

We have the ability to engage some of the hardest-to-reach segments through a unique community of highly engaged consumers.

Our selection of online tools is powered by the best user-friendly platform providers, allowing you to innovate with different methodologies.

If you are interested in scheduling a scoping call or would like more information around our online research capabilities, please don’t hesitate to reach out to us.

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Category Spend Patterns During COVID-19

Category Spend Patterns During COVID-19
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These times are uncertain, but you don’t have to be. Act on these category-specific insights to resonate with multicultural consumers during this period of change. The document available for download provides an excerpt focused on Hispanic consumers. Fill out the form to download detailed insight into the top issues prime for brand activation in the near and midterm for all consumers by race and ethnicity.
 

Our latest COVID-19 initiative takes an expansive look at consumer preferences and shopping behaviors during our time of crisis. The analysis uncovers how attitudes and spending patterns are shifting among the major racial and ethnic segments at a general and category-specific level. These insights will help you understand how to connect with consumers right now and in the near future.

You’ll find category-specific decks ready for download on this page, covering alcohol, mobile and electronics, entertainment and media, financial services, food and beverage, home care, and personal care. But before diving in, take note of these key insights…

Four High-Level Findings to Help You Navigate Marketing during the Pandemic:

1. The majority of consumers in each segment are being more mindful of their spending habits, especially Hispanic consumers. This means that the bar is raised for which brands and products make the cut. You’ll need to pay close attention to how behaviors and preferences are changing right now to stay relevant across segments.

2. 4 in 5 Americans expect brands to take positive action in response to the pandemic. This is not the time for your marketing efforts to go dark. Stay relevant by taking action and speaking out in ways consumers find valuable, like educating the public about social distancing, a strong want from multicultural consumers, especially Hispanics.

3. Changes in specific shopping behaviors are more pronounced for multicultural consumers. Hispanic and Black consumers have increased their shopping at both big box stores and drugstores. Take a look in our category-specific decks for a deep dive on changes in buying patterns within each industry.

4. Where consumers are making trade-offs is also noteworthy. Black consumers are notably less likely to cut spending on makeup and cosmetics.  Hispanics by contrast will defend spending in groceries, personal care and home care, but expect to cut spending in that category as well as toys and games, electronics and at home entertainment.

Though these times are uncertain, you can survive and thrive with these insights on how to connect with consumers right now and beyond the pandemic.

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Measuring the Cultural Fluency of Brands: Alcoholic Beverages

Measuring the Cultural Fluency of Brands: Alcoholic Beverages
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Collage Group just launched new syndicated research streams ranking ads and brands on cultural fluency. AdRate and BrandRate 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. 

AdRate and BrandRate 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 BrandRate initiative with the release of rankings in alcoholic beverages.

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.

AdRate is based on over 120,000 responses to approximately 150 ads in 8 categories, with deep multicultural, Millennial and Gen Z oversample. We piloted BrandRate 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 enabled 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.

alcbevbrands

In that spirit, we offer all members a free detailed mini-report on one ad and one brand for each membership subscription (Latinum and GenYZ). Members may obtain additional reports on any ad or brand 2 and 3 credits respectively, or add additional ad and brands (and obtain reports) for the same fee.

We also offer members the opportunity to commission detailed custom analyses of our data or commission engagements to using our rating methodology.

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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
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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.

AdRate and BrandRate 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.

AdRate and BrandRate 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 AdRate and BrandRate 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. AdRate is based on over 120,000 responses to approximately 150 ads in 8 categories, with deep multicultural, Millennial and Gen Z oversample. We piloted BrandRate 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.

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