
Health and Wellness Across Sexual Identities
LGBTQ+ Americans have unique perspectives, needs, and experiences related to healthcare that brands must understand.
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.
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:Brand 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. 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 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.
Explore The Latest Insights
LGBTQ+ Americans have unique perspectives, needs, and experiences related to healthcare that brands must understand.
The Diverse Segments team of a major Financial Services & Banking brand has a dedicated focus on understanding the specific needs and preferences of consumers to help inform culturally relevant and authentic in-market executions.
Multicultural Americans have unique perspectives, needs, and experiences related to healthcare that brands must understand.
How do women celebrate Women’s History Month? And what are their expectations from brands during the month of March? Read on for insights curated from our 2021 Holidays and Occasions research.
How do women celebrate Women’s History Month? And what are their expectations from brands during the month of March? Read on for insights curated from our 2021 Holidays and Occasions research.
How do women celebrate Women’s History Month? And what are their expectations from brands during the month of March? Read on for insights curated from our 2021 Holidays and Occasions research.
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
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