Healthcare Across Race and Ethnicity

, , ,
Health Care Across Race and Ethnicity
Multicultural Americans have unique perspectives, needs, and experiences related to health care that brands must understand. Keep reading for key insights that will help your brand or organization better understand and connect with these segments.

A rapidly growing multicultural population and the emerging consumer mindset are changing consumer demands on healthcare. To win in this constantly evolving space, brands and organizations need to understand multicultural Americans’ unique health-related perspectives, needs, and experiences and how these impact their engagement with health insurers and providers.

Collage Group’s 2021/2022 Health & Wellness Study leverages data captured from more than 3,500 Americans to help brands understand how health-related attitudes and behaviors differ by racial and ethnic segments. Our research reveals how the emerging consumer mindset affects Americans in both the health insurance and health care provider space. We explore barriers to insurance coverage, drivers of and barriers to trust and satisfaction, provider preferences, willingness to follow provider advice, and more.

Here are a few key insights and implications:

#1. There is room for growth in overall satisfaction with medical care across all multicultural segments and age groups. To improve satisfaction, focus on building trust and humanizing the health care experience.

Over half of Americans are satisfied with their health care

Pfizer’s ad (shown below) seeks to gain trust with Black Americans by first acknowledging that the segment’s distrust in the health care system is understandable given the discrimination and injustice they have experienced. The spot then notes that this lack of participation means Black Americans may not be getting the best care they could, and that greater representation in research will ultimately lead to better care. It ends with a call to action to have more Black Americans participate in clinical trials.

#2: Multicultural consumers want doctors who take the time to understand their cultural backgrounds. Prioritize culturally competent care through services in multiple languages, training on different cultural norms and preferences, and ensuring there is staff who look like them.

Multicultural segments more likely to value doctors

Kaiser Permanente has made a name for itself as a leader in culturally competent care. Marketing messaging highlights the translation services the system offers in over 100 languages, the fact that over 60% of their staff are multicultural, and the training  staff receive on culturally appropriate etiquette and care.

Kaiser Permanente Prioritizes Culturally Competent Care

#3: Family is important to Multicultural consumers during their health care journey, especially Hispanic Americans. Make sure that the health care process is focused on both the patient themselves and the family members.

3 in 10 have a friend or family member with them when receiving care

Marketers should highlight the ways their organizations support family engagement. Below are several things that can signal your organization is family-friendly and keen to provide support beyond the patient.

Health Care Providers Catering to Family Need

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.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

How Americans Feel About the Olympic Games

, , ,
How Americans Feel About the Olympic Games
People around the world will soon be captivated by the spectacle of the 2022 Winter Olympics. Read on for Insights on how multicultural Americans experience and follow the Olympics curated from our 2021 Holidays and Occasions research.
 

On February 4th the 2022 Winter Olympics will officially begin in Beijing, China. While these Olympics will look different than past competitions due to the ongoing COVID-19 pandemic and a diplomatic boycott by countries including the United States, Australia, Britain, and Canada, millions of people around the world will still tune in to see their nations’ best athletes compete in skiing, skating, and more.

American’s attitudes and habits surrounding the Olympics often differ by race and ethnicity. For example, almost two-thirds of Black, Asian, and White Americans say that watching the Olympics makes them feel proud to be American, but this figure is closer to half of Hispanic Americans. When investigating deeper into acculturation-level data, we see that only about 4 in 10 Unacculturated Hispanic Americans feel a sense of patriotism during the Olympics, while Acculturated Hispanic Americans are closer to the other segments at 62%. Since Unacculturated Hispanic Americans are more likely to be immigrants to the United States, they may have an additional rooting interest in their home countries during the Olympics.

Most Americans Say the Olympic Games Give Sense of Pride

Cultural duality is at the forefront of many Hispanic Americans’ identities and manifests elsewhere in their feelings about the Olympics. Hispanic Americans are the most likely of any racial or ethnic segment to see the Olympics as a great occasion to build unity among different countries. And these attitudes make them more likely to consume Olympics content as well. Sixty-eight percent of Hispanic Americans say they watch sports during the Olympics they otherwise wouldn’t watch, which is higher than all other groups and significantly higher than White Americans.

Hispanic Audiences View More Sports Only During Olympic Games

Understanding the Hispanic community’s love of the Olympics and desire to have content in Spanish, NBC and its subsidiary Telemundo aired over 300 hours of Spanish-language events during the 2020 Summer Olympics, specifically featuring soccer, basketball, baseball, and volleyball. They also sent famous Hispanic sports figures to the Olympics in Tokyo to provide live commentary.

Multicultural Audiences and the Olympic Games

Advertising around the Olympics can be tricky due to the International Olympic Committee’s strict rules around using their copyrighted logos and trademarks. It’s even trickier this time around, as China is being accused of human rights abuses that have led to several diplomatic boycotts and calls for existing advertisers to drop out as well. Regardless of the host country, the Olympics are a chance for athletes who have worked their entire lives on their sports to show off their skills. Focusing on them and their incredible achievements could be a great way to invoke the sense of American pride and unity that many report feeling during the Games.

Contact us at the form below to learn more about how you can gain access to diverse consumer insights in our cultural intelligence platform.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

How Americans Celebrate the Lunar New Year

,
How Americans Celebrate the Lunar New Year
As we enter the Year of the Tiger, learn how Asian American consumers prepare for and celebrate Lunar New Year. Read on for insights curated from our 2021 Holidays & Occasions research.
 

This Lunar New Year begins on February 1st and will say goodbye to the year of the Ox and hello to the year of the Tiger. Lunar New Year marks the beginning of the calendar year for cultures whose months are moon-cycles and notes the transition between different zodiac signs. Celebrations in 2022 will last from February 1st to February 15th. While Lunar New Year is often referred to as Chinese New Year, it is important to note that Non-Chinese cultures that celebrate New Year do not necessarily refer to their holiday as Chinese New Year. For example, South Korean Americans often celebrate Korean New Year and Vietnamese Americans celebrate Tet. Regardless of how they refer to the holiday, almost half of Asian Americans we surveyed told us they celebrate Lunar New Year!

This holiday is really about time with the family and is usually celebrated with having special foods or drinks. Gifting money in red or white envelopes is also a key part of the occasion, generally given from adult to children to pass on a year of good fortune and blessings.

Another key part of this holiday is the climactic ending, through the Lantern Festival. Activities that are part of the Festival include lion and dragon dancing, stilt-walkers, and eating rice balls.

While Asian Americans are split on whether brands should activate on Lunar New Year, very few believe that they should never do it.

If brands do market or advertise about Chinese or Lunar New Year, Asian Americans — especially those who are Chinese and Vietnamese — want them to explain what the holiday is about and why it is important. Sharing stories of people celebrating the holiday, showing how to support Asian Americans and the issues this segment faces, and what people can do to celebrate the holiday also rank quite high.

So what should your brand do if you want to market during the Chinese or Lunar New Year?

  1. Build awareness of what Lunar New Year is and why it is importantPanda Express did just this through an ad campaign in 2021 that taught a young child the important traditions that make up this holiday.
  2. Highlight how your brand supports Lunar New Year through increased representation of the components that make this holiday special (e.g., food, décor). Target offers a great example of this by highlighting Jing Gao on their website. Jing Gao is the Founder and CEO of Fly By Jing and is bringing Chinese flavors to American households. Her brand is now available at Target.
  3. Include Lunar New Year as part of a larger promotion of holidays and occasions celebrated by multicultural consumers. American Girl has done this through their recently released celebration outfits which includes Lunar New Year, Kwanzaa, Diwali, Eid al-Fitr, and Hannukah.

Learn more about our Holidays & Occasions work and contact us via the form below to access deeper insights on our cultural intelligence platforms.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Holidays and Occasions: Christmas, Hanukkah, Kwanzaa, and New Year’s

, , ,
Holidays and Occasions: Christmas, Hanukkah, Kwanzaa, and New Year’s

Learn how American consumers across racial and ethnic segments prepare for and celebrate the winter holidays of Christmas, Hanukkah, Kwanzaa, and New Year’s.

The beginning of winter brings a multitude of holidays for Americans to celebrate. While revelers will still have to cope with COVID-19 protocols during the 2021 festivities, vaccines and experience may better equip Americans to celebrate more openly this year than last. With an eye toward shifts in consumer behavior we bring you our updated findings from the 2021 Holidays & Occasions study to help your brand understand consumers’ changing expectations and how they plan to celebrate during this holiday season.

Fill out the form to view a sample from our research presentation,  Multicultural Holidays & Occasions.

Christmas is one of the most beloved and widely celebrated holidays in America. Over three-quarters of each racial and ethnic segment celebrate it, with its highest popularity among Hispanic and Non-Hispanic White Americans. Consumers from many backgrounds celebrate the holiday by enjoying seasonal food, listening to Christmas music, and putting up festive decorations.

However, multicultural consumers say that their Christmas celebrations often differ from typical depictions. Cultural nuance at Christmas is key information for brands producing traditional Christmas marketing content as it may land as unrelatable to some Americans consumers. often Over a quarter of Hispanic and Asian consumers agreed that their versions of Christmas celebrations split from a standard “American Christmas.” This is often the case because of the inclusion of cultural celebrations.

Christmas celebration traditions

Hispanics often celebrate Christmas through several holidays such as Noche Buena (Christmas Eve), Three Kings Day (January 6th), Las Posadas (the 9 nights leading up to Christmas), and Tamaladas (a Christmastime tamale-making party). Highlighting these holidays activities during the winter months is a great way to connect with Hispanic consumers.

Hanukkah is the Jewish eight-day holiday observed on the 25th day of Kislev (typically in December). Also known as the festival of lights, this holiday is celebrated with a nightly menorah lighting, special prayers, and fried foods. Though fewer than one in ten Americans celebrate the holiday, over a third of all consumers actively welcome brands to celebrate it through advertising and marketing efforts.

American retailer Target was able to successfully do this in their most recent holiday ad campaign “The Holidays Are Meant To Be Shared” which features a family celebrating Hanukkah by lighting the menorah, among several other different holiday activities.

Kwanzaa, a seven-night holiday observed from Dec. 26 to Jan. 1, is a holiday to honor African American and Pan-African culture and traditions and celebrates African American unity. Though not widely popular with the total population, the holiday holds great importance for many Black Americans. According to our study, 18% of Black Americans celebrate Kwanzaa. This is also a holiday for brands to consider celebrating. About 30% of Black consumers agreed that all brands should celebrate Kwanzaa in their advertising. This provides the opportunity for brands to highlight Kwanzaa and its traditions to educate Americans unfamiliar with the holiday and connect with Black consumers.

Finally, New Year’s also provides brands an opportunity to be the life of the party. New Year’s is celebrated by most Americans across all ethnic groups, though Hispanics are particularly likely to enjoy the festivities. Although sparkling wine is typically a toasting drink to usher in the new year, other alcoholic beverages play a prominent role in the celebration. Hispanic consumers are most likely to drink beer and hard cider during their celebrations, while Black consumers are most likely to drink liquor/spirits.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Start 2022 Strong with New Diverse Consumer Insights

, , , ,
Start 2022 Strong with New Diverse Consumer Insights

More than 200 of America’s top brands have access to the deep cultural insights needed to engage America’s diverse consumers. Do you? Here’s an overview of the new reports we’re releasing in Q1 2022 and beyond that you’re missing out on. Contact us today for access:

​Health and Wellness

Explore how consumer attitudes and behaviors toward health and wellness are evolving across diverse segments, including barriers to access, provider preferences, and more.

Small Business Owners in America

Learn how to connect authentically with America’s small business owners. This research gives you a look into the attitudes and behaviors of culturally diverse owners and includes action items to integrate marketing best practices for effective engagement.

LGBTQ+ Terminology​

Engage the LGBTQ+ community with a deeper understanding of changing expectations and trends in self-identification. Understand the meaning and preferences for terms like non-binary and intersex, and the nuances of personal pronouns. Dig deeper into the labels and/or identifiers each segment prefers and double-click by age, race/ethnicity, and gender when relevant.

CultureRate:Brand & Ad

Assess the Cultural Fluency of your brand and ads and explore how you stack up vs. your competitors. Members of our consumer research platforms have access to a dedicated report on a brand and ad.

New Launches in 2022

Also rolling out in 2022 are the launch of a new program and add-on module. More details on timing and content of these releases are coming soon.

Parents & Kids

In 2022, Collage Group will continue to expand our research into new territories. This includes a new research program exploring cultural variations in the attitudes and behaviors of parents and kids.

Medical Conditions

This add-on module for members who have a current demographic subscription will cover health care-related attitudes and behaviors of consumers with various medical diagnoses. The conditions and intersections covered will be released in February, but will likely include conditions such as chronic pain, depression, diabetes and more across race and ethnicity.  

Collage Group members have access to more than 10 years of consumer insights in over 300 studies with new data unveiled 3-to-4 times a month. As a member, you also get to the full reports recently released, including: Holidays & Occasions, Passion Points, Cultural Traits, Digital & Media and Category Essentials. Contact us to learn more about membership. 

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Change is Now: A Special Video Presentation

, , , ,
Change is Now: A Special Video Presentation

For years, multicultural Americans have driven all the country’s population growth and have added trillions of dollars to the U.S. economy. These changes can be seen everywhere from food and media to healthcare and financial services, and so much more.

Cultural Fluency is the key to authentically connect with American consumers across race and ethnicity. But, engaging multicultural consumers is only the starting point. Cultures evolve through generational change and forces encompassing how we identify ourselves, including gender, sexuality, family structures and much more.

Navigating these changes can be challenging, even for the most seasoned and culturally aware brands. In fact, no single marketer can speak well to every segment without understanding the incredible transformation of the American consumer.

For more than a decade, Collage Group has helped 200+ iconic American brands engage, support, and champion the voices of America’s diverse consumers. Explore our new video series to learn how you too can unleash the power of culture to drive brand growth.

Fill out the form below to connect with our Sales team learn how you can get started on your path to Cultural Fluency.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Media Consumption Across Gender

, , , ,
Media Consumption Across Gender

Media is a major aspect of American life. Whether it’s social media, visual entertainment, or audio content, Americans spend a significant amount of time and attention in the media sphere. American’s focus on media presents an awesome opportunity for brands to connect with consumers. But to do this efficiently and effectively, brands need to understand where people are going to consume media content, and why they’re going there.

  • Are they following specific topics?
  • Are they following influencers?
  • Are they looking for products to purchase?
  • Are they just killing time?
  • Is it device dependent?
  • Does it depend on the race, ethnicity, sexuality, gender of the characters or hosts?

Collage Group’s 2021 Media Study answers these questions. Our research reveals the specific platforms media users go to by gender, and what they’re using them for. This research also dives deep into content and platform drivers, including topics of interest and what consumers value in the personalities (e.g., influencers, podcast hosts, characters) they interact with across social, visual, and audio media.

Below are a several key insights we unearthed about media consumption by gender.

Fill out the form to view a sample from our research on attitudes and behaviors around Media Consumption by Gender.

Media Consumption by Gender

Social Media

Key Insight: Women visit social media sites to keep up with friends and family significantly more than men. However, women’s platform preferences vary by age.

About 9 in 10 women who use social media do so to keep in touch with family and friends. Overall, Facebook is the most popular platform for women staying in touch with people they know, but there are significant differences in platform preference between younger women (18-40) and older women (41-75). While 78% of older women primarily use Facebook as their main platform to stay connected with others, younger women use a more varied line up of platforms with their 2nd (Instagram) and 3rd (Snapchat) choices garnering substantially higher usage rates than older women’s respective preferences.

Women are More Likely to use Social Media than Men

​Visual Media

Key Insight: Compared to other consumers, younger women watch cable TV the least and stream video content the most.

While almost a third of older men and women still subscribe to cable and satellite TV, only about a quarter of younger women now pay for traditional TV services. While all groups are likely to use multiple visual streaming platforms to access the content their favorite content, younger women subscribe to more streaming platforms per person than both men their age and older consumers of any gender.

Younger Women are Using the Most Streaming Services

Audio Media

Key Insight: When choosing podcasts and radio shows, women prioritize relaxing content.

Over one third of women say they prefer podcasts that help them relax and forget about their worries. When it comes to choosing radio shows, even more women (43%) say that relaxation and providing a reprieve from worry is a primary consideration. In both cases, women are significantly more likely to use these criteria than men when selecting podcasts and radio shows.

Women Prioritize Podcast and Radio Shows that are Relaxing

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Close 2021 Strong with New Diverse Consumer Insights

, , , ,
Close 2021 Strong with New Diverse Consumer Insights

More than 200 of America’s top brands have access to the deep cultural insights needed to engage America’s diverse consumers. Do you? Here’s a sampling of our latest reports that you’re missing out on. Contact us today for access:

America Now

Transform change into opportunity. This deep dive report explores changes to diverse consumer attitudes at a key transformational moment. Learn where there is no going back and build strategy for the future.

​Health and Wellness

Explore how consumer attitudes and behaviors toward health and wellness are evolving across diverse segments, from conceptions and wellbeing, barriers to access, provider preferences, and more.

Digital Media Consumption

Discover how Americans are consuming media / social media content and the evolution across consumer segments. These reports explore use of streaming services, non-English languages, and much more. Learn more in samples of our Digital & Media reports on race/ethnicity, generation and sexuality.

CultureRate:Brand & Ad

Assess the Cultural Fluency of your brand and ads and explore how you stack up vs. your competitors. Members of our consumer research platforms have access to a dedicated report on a brand or ad, which includes recommendations for a path forward to improve the rankings.

Category Essentials

Access semi-annual reports to keep up with America’s diverse consumers across race/ethnicity, age, sexuality and gender. These reports evaluate consumer attitudes and behaviors across 12 different consumer goods industries. New reports will be released that dig deeper into apparel and travel and hospitality.

Collage Group members have access to more than 10 years of consumer insights in over 300 studies with new data unveiled 3-to-4 times a month. As a member, you also get to the full reports recently released, including: Holidays & Occasions, Passion Points, and Cultural Traits. Contact us to learn more about membership. 

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

Travel & Hospitality: Five Key Insights for Engaging Multicultural Consumer Preferences

, , ,
Travel & Hospitality: Five Key Insights for Engaging Multicultural Consumer Preferences

As a second pandemic summer comes to an end, many Americans are planning their holiday travel amidst consistent and lasting changes to their preferences and expectations of the travel and hospitality industries. For marketing and consumer insights professionals in travel and hospitality, understanding these shifts in diverse consumer behavior is vital to improving short- and long-term brand engagement strategies.

Collage Group’s latest Passion Points research unveils how American consumers across racial and ethnic segments engage with travel, and which segments care most deeply about this important aspect of American life. Passion Points are the activities and areas of life people are deeply interested in. They are the “things” that people prioritize when spending their time, money, and attention. And they are concrete expressions of culture.

Brands apply Passion Points 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 Point research provides critical insight for understanding which activations will be most successful.

Download an excerpt of our research for travel-related attitudes and behaviors marketers and insights leaders can use to connect with diverse America. And read below for five key insights for engaging multicultural consumer travel preferences.

Fill out the form to view a sample from our research on consumer attitudes and behaviors around Travel & Hospitality.

Passion Points - Travel

1. Most Americans are Eager to Travel

While many Americans remain concerned about the safety and health of traveling amidst the pandemic, most Americans are eager to travel, with Acculturated Hispanic and Asian Americans leading the pack at 74%.

Most American are Eager to Travel after COVID-19

2. And More than Half of Americans Want to See the World

Despite a preference for traveling domestically, 55% of Americans say they have a strong urge to see the world, with Black and Asian consumers saying they are most interested in traveling abroad.

Many Americans Report a Strong Urge to see the World

3. 1 in 3 Americans Have a Favorite Travel Destination

Many Americans may already know where they want to travel. While one-third of Americans say they have a preferred vacation or travel destination, Black consumers are the least likely – at 23%.

One in three Americans have a favorite travel destination

4. Consumer Preferences for How They Travel Vary Across Race and Ethnicity, and Asian Americans Enjoy Flying the Most

The experience of flying is most enjoyed by Asian Americans (63%), while less than half of Hispanic consumers say they enjoy the experience. However, Hispanic consumers show great variation in their preference for flying across acculturation levels.

Asian Americans most enjoy the experience of flying

5. And a Large Majority of Consumers Enjoy Road Trips

Many Americans may be taking to the roads for holiday travel, as more than 75% say they enjoy road trips. Make sure not to miss the extreme variations across Hispanic acculturation: Unacculturated Hispanics are the least likely to enjoy the road (15%), while acculturated Hispanic consumers prefer this method of travel (78%).

Get In Touch.

There's a world of just for you

collage-transparent-white-156px

How Great Brands Are Engaging and Celebrating Hispanic Culture

, , ,
How Great Brands Are Engaging and Celebrating Hispanic Culture

Collage Group Hosts Univision, Toyota, Publicis Media, Bimbo Bakeries and UnitedHealthcare for Hispanic Heritage Month Discussion & Celebration

From leadership and literature to music and art, Hispanic Americans have made substantial contributions to shaping the rich cultural fabric of the United States. At the launch of National Hispanic Heritage Month, Sept. 15 – Oct. 15, 2021, Collage Group is honored to have hosted nearly 200 marketing and insights professionals for a special virtual event. We were joined by five brand leaders to share insights and ideas for brands to recognize and celebrate Hispanic culture.

Fill out the form to watch a replay of the presentation and panel discussion, and download an excerpt of the insights:

Collage Group Chief Product Officer David Evans started off the event with insights on the demographic profile and cultural traits of the Hispanic consumer, as well as insights form our just-released Holidays & Occasions work specific to Hispanic Heritage Month.

David’s presentation was followed by a conversation with Collage Group member panelists moderated by David Wellisch, Collage Group CEO and Co-Founder. Panelists included:

    • • Roberto Ruiz, Univision, EVP of Research, Insights & Analytics
    • • Erika Caldwell, Toyota, Multicultural Brand and Marketing Lead
    • • Arnetta Whiteside, Publicis Media, VP, Research and Knowledge Management, Cultural Quotient
    • • Pepe Gil, Bimbo Bakeries USA, Marketing Director
    • • Anne Gowen, UnitedHealthcare, Senior Director of Marketing, Medicare & Retirement Marketing team

Panelists answered key questions about their challenges and successes in authentically engaging and supporting Hispanic Americans, including:

Q1: The Hispanic community has grown substantially during the past decade and now represents nearly 19% of the U.S. population, or more than 62 million consumers.

    • • For our media and agency panelists: how has this growth impacted the ways in which brands are prioritizing and engaging Hispanic consumers?
    • • And for our brand panelists: how has your brand evolved to effectively engage all Hispanic consumers across language spectrum and country of origin?

Q2: What challenges has your brand faced with engaging this fast-growing, impactful consumer segment, and how have you worked to address them?

    • • For our media and agency panelists: what are the most significant challenges that brands are currently facing in effectively and efficiently engaging the Hispanic consumer?
    • • For our brand panelists: what are the most significant challenges that brands are currently facing in effectively and efficiently engaging the Hispanic consumer?

Q3: What efforts to support the Hispanic community on issues such as jobs, health care, racial and ethnic inequality and immigration have you seen from your company during the past six months?

Q4: What do you think the Hispanic community – and the majority of Americans – are looking for from brands?

Q5: Tell us about the efforts you are undertaking to celebrate Hispanic culture during Hispanic Heritage Month?

Fill out the form above to watch the replay and find out how these brand leaders responded.

Get In Touch.

There's a world of just for you

collage-transparent-white-156px