Life Insurance: Connecting with Multicultural Consumers

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A 2016 study by the Life Insurance Marketing and Research Association (LIMRA), estimated that 48% of U.S. households have an average coverage gap of $200,000. This unmet life insurance need adds up to over $12 trillion in total market opportunity. So how can brands capitalize on this? We examine the roadblocks that multicultural consumers face when it comes to buying life insurance, as well as opportunities for brands to connect with them across the purchase journey – pre-purchase, purchase, and post-purchase.

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Casting in Advertising: The Do’s and Don’ts of Culturally-Authentic Content

What does it mean to be authentic in today’s world? How can companies create content that truly resonates with key consumer targets?  There are four critical areas that marketers need to assess to create compelling campaigns: casting, language, passion points, and situation.

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Activating with Cultural Fluency

Can a brand be culturally fluent? Is there such a thing? If so, when does a brand achieve this and and why is this important?

We look at the framework through a brand lens to inform activation choices for marketers. If you’re new to this idea, start with Cultural Fluency: A Framework for Winning in Today’s America.

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US Population Growing at Slowest Rate in Over a Decade

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For the first time in more than a decade, the U.S. population has grown by less than two million, according to the 2016 American Community Survey (ACS) report. At the same time, the number of Americans that identify as two or more races has increased faster than any other ethnicity.

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Cultural Fluency: A Revolutionary New Framework for Winning in Today’s America

As part of our 2017 executive Roundtable series, co-hosted by Google and A+E Networks, we unveiled a new framework for understanding culture in America. For years, marketers have been looking at culture through an ethnic-only lens. This no longer works. It’s time to look at consumers from a much broader vantage point. And that’s where Cultural Fluency comes in.

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Convenience Stores: A $140 Billion Opportunity

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Multicultural consumers are changing the retail landscape and the way brands approach shopper marketing. Convenience store marketing, however, is often neglected and poorly understood, especially across multicultural segments. But why? According to Nielsen, convenience-store sales represent 17% of total retail sales, and reached $140 billion in 2016, up from $126 billion in 2012. This trend, combined with the rising purchasing power of multicultural consumers, reveals a big need for multicultural insights within the convenience-store channel.

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Tales of Telecom: See What Multicultural Consumers Really Want from Providers

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In 2017, cell phones, internet, and watch-anywhere TV have become appendages of consumers’ bodies. We’ve conducted several studies about digital behaviors and attitudes, but our latest work goes deep into how consumers make the critical decisions around which telecommunications products to buy, and what features are important to them. The research uncovers a broad array of insights, with explorations into the telecom landscape, deep-dives into cell phone, TV and internet providers, and path-to-purchase.

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Are Modern Families Really All that Different?

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It’s no secret that American modern families in 2017 look vastly different from 50, or even 30 years ago. They are more diverse; going from Leave it to Beaver to Modern Family. But what do these changes mean for marketers? How can brands tap into these shifts to connect with modern families on a deeper level?

We set out to answer these questions in our latest study around modern families, here are just a few key takeaways:

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Authentic Cooking: What “Home Cooking” Means to Different Cultures

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Chances are you’ve heard someone talk about an “authentic recipe” or an “authentic dish” at some point. In fact, during conversations about cooking, the word authenticity is usually hard to avoid. But what does “authentic cooking” really mean? Does the meaning change depending on who you talk to?

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A Changing Nation: A Generational View of Shifting Attitudes in America

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While political polarization has been on the rise in the U.S., in many ways the 2016 presidential election was a collective moment of realization of just how far apart Americans are.

Young vs. old, left vs. right, urban vs. rural – since the election, understandings of “other segments” are frequently discussed. However, many of these conceptions are constructed through stereotypes and anecdotes instead of data.

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