Learn more about how Collage Group can help you better connect with older Gen Z, younger Gen Alpha, and their (mostly) Gen X and Millennial parents.
Collage Group’s Cultural Intelligence Platform is expanding to provide the kids market research brands need to engage kids across race and ethnicity.
Read on and fill out the form for an excerpt from our Activate Parents & Kids Within Categories presentation.
Why should my brand connect with kids as a target market?
Engaging effectively with kids is an opportunity for brands to create life-long relationships with consumers. For many brands, the age of kids is also especially important given the development of decision-making processes.
Demographic change amplifies the need to effectively resonate with America’s diverse children and their parents. In fact, the generations most likely to have children are between 5 and 12 percent more racially and ethnically diverse than older generations. And, multicultural Americans are 10% more likely to have children under 18 living in their households. Race and ethnicity often shape the way children are raised and develop their decision-making processes.
However, many brands say they have a significant gap in their understanding of the way culture impacts children and the parent-child decision-making process. Collage Group’s Parents & Kids cultural intelligence program was created to offer brands the insights they need to connect with kids through their advertising and marketing efforts.
The Latest in Kids Consumer Research & Trends
Part of understanding parents and kids is appreciating how decisions are made in specific categories. Explore usage, drivers, and channels for specific categories that are top of mind for parents and kids, as well as additional insights brands need to fully understand parents and how they differ across diverse segments.
As American consumer attitudes continue to evolve, Collage Group is incredibly excited to announce our new Parents & Kids cultural intelligence program.
Cultural Fluency, or the ability to use culture to connect effectively and authentically within and across consumer segments, is an emerging priority for brands. Understanding and embracing multicultural terminology is a key component of the cultural fluency journey.