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.
Contact us to learn more about the benefits of becoming a Collage Group Member.
Explore The Latest Insights
Collage Group’s presentation, Drive Brand Relevance with Black Consumer Essentials, explores three areas of our consumer fundamentals research: demographics and economic opportunity, identity, and Group Traits.
McCormick, Walmart, and Sprite, among top 10 brands to resonate with Black Americans.
Learn how to position your brand to better connect with parents of kids under 5, across gender and racial and ethnic groups.
McCormick, Walmart, and Sprite, among top 10 brands to resonate with Black Americans.
McCormick, Walmart, and Sprite, among top 10 brands to resonate with Black Americans.
Read below and download our report to see the top 10 culturally fluent brands among Black consumers.
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Engage & Celebrate Women: A Conversation About Gender Equity
Representation alone is not enough to prove that your brand cares about their identity. Has your brand evolved to effectively understand and engage the modern American woman?
Women’s History Month, March 2023, is an opportunity for brands to celebrate women, and refocus year-round efforts to effectively connect. In commemoration of Women’s History Month, we invite you to join Collage Group and diversity, marketing and research leaders for a conversation on how to support women and advance gender equality.
