America Now: 2022 Roundtable Presentation
(Fall 2023)

This presentation will reveal Americans’ stances on major issues including race relations, abortion, climate change, LGBTQ+ rights, and challenges with personal finances and inflation. Throughout this presentation, we will go deeper than ever before, addressing if and how Americans want brands to respond to these social issues. The core of our research unveils how diverse consumer segments respond to the central ideas that have driven marketing for decades, such as the belief in the American Dream. In a time of radical cultural transformation, learn how brands can activate diverse segments with these core ideas in flux.

America Now with a Category View
(Fall 2023)

This presentation pulls from research across two major studies: the 2022 Roundtable research and our Category Essentials survey. Part one includes an abbreviated version of our Roundtable 2022 research, revealing Americans’ stances on major issues including race relations, abortion, climate change, LGBTQ+ rights, and challenges with personal finances and inflation. Throughout this presentation, we go deeper than ever before, addressing if and how Americans want brands to respond to these social issues. Changes from previous years in behaviors and attitudes are highlighted when relevant. Part one concludes with an overview of two viable strategies for addressing social issues today: universal and unifying (yes, that exists) and precise and powerful. Part two of the presentation consists of data from your category’s most recent Category Essentials survey. This usually consists of relevant category insights with race/ethnicity, generational, gender, or sexuality breakouts.

Please note: availability of data breakouts depends on membership status.

CultureRate High Performers: Winning with Cultural Fluency
(Fall 2023)

In this presentation, you’ll access insights learned from our proprietary CultureRate database as we reveal new learnings into how your brand can differentiate and win across the diverse consumer spectrum. Whether you’re targeting across all consumer segments, working to resonate with multicultural consumers generally, or targeting a specific race or ethnicity, this research covers the bases on what works and why in ads–and provides examples from the brands that are winning in each case. Our team calls out key lessons from winning brands and ads to guide you as you plan your marketing campaigns post- mid-term elections and into the new year.

Metaverse, TikTok, AR – Best Practices for Engaging Diverse Consumers in Media
(Fall 2022)

Collage Group’s 2022 study on emerging media provides insights across races, ethnicities, and generations on Americans’ behaviors around the metaverse, AR, VR, wearable smart devices, and NFTs. It also looks at newer and emerging social media platforms like TikTok and BeReal, and the power of influencer marketing.

Engaging with Small Business Owners
(Summer 2023)

This presentation dives into the motivations, struggles, and opportunities for small business owners in the United States today. Special attention is paid to the experiences of minority business owners and how they are adapting to changes brought on by the COVID-19 pandemic. Brands across sectors will learn how to better engage with small business owners as partners.

Multicultural America: A Snapshot
(Spring 2023)

This presentation begins by reviewing America’s rapidly shifting demographics and the economic opportunity associated with multicultural America. It then focuses on Collage Group’s Group Trait methodology and how brands can use Group Traits to connect with diverse consumers and drive Cultural Fluency. It concludes with a walkthrough of one Group Trait from each segment. Related insights and executional examples are considered throughout the presentation.

Understand Your Market: Essentials of the Hispanic Consumer Segment
(Spring 2023)

This presentation begins by reviewing demographic and identity-related themes and marketing expectations for the Hispanic segment. It then reviews Collage Group’s Group Trait methodology and highlights how brands can use Group Traits to connect with diverse consumers and drive Cultural Fluency. The third section offers a deep dive into four Group Traits central to understanding the Hispanic segment: Culture-Focused, Positivity, Warmth, and Engaged. Differences between Acculturated, Bicultural, and Unacculturated Hispanics, as well as related insights and executional examples, are considered throughout the presentation.

*21+ version is now available.

Understand Your Market: Essentials of the Asian American Consumer Segment
(Spring 2023)

This presentation begins by reviewing demographic and identity-related themes and marketing expectations for the Asian segment. It then reviews Collage Group’s Group Trait methodology and highlights how brands can use Group Traits to connect with diverse consumers and drive Cultural Fluency. The third section offers a deep dive into three Group Traits central to understanding the Asian American segment: Culture-Focused, Prudent, and Inquisitive. It then explores variation among Asian sub-segments on key cultural attitudes. Related insights and executional examples are considered throughout the presentation.

*21+ version is now available.

Understand Your Market: Essentials of the Black Consumer Segment
(Winter 2023)

This presentation begins by reviewing demographic and identity-related themes and marketing expectations for the Black segment. It then reviews Collage Group’s Group Trait methodology and highlights how brands can use Group Traits to connect with diverse consumers and drive Cultural Fluency. The third section offers a deep dive into four Group Traits central to understanding the Black segment: Perseverance, Ambition, Realness, and Self-Expression. Related insights and executional examples are considered throughout the presentation.

*21+ version is now available.

Understanding and Embracing Multicultural Terminology
(Summer 2022)

This presentation begins by clarifying the challenge marketers and insights leaders face when using labels to connect with diverse America. It then reviews consumer reaction to terms like: Hispanic, Latino, LatinX, Black, African American, Asian American, BIPOC, and more. Double clicks by age and acculturation are offered when relevant. Attendees will walk away with an enhanced vocabulary and guidance on how to best utilize multicultural terminology when connecting with American consumers.

Hispanic Passion Points
(Summer 2022)

This presentation looks at Hispanic Americans’ interest in a range of hobbies and activities including watching tv shows and movies, listening to music, playing sports, following sports, playing video and board games, fashion, travel, fitness, home improvement, and gardening. In addition to ranking the segment’s interests in these areas, the presentation also offers a deeper look into Hispanic Americans’ attitudes and behaviors related to entertainment media and deep dives into several key passion points.

Black Passion Points
(Summer 2022)

This presentation looks at Black Americans’ interest in a range of hobbies and activities including watching tv shows and movies, listening to music, playing sports, following sports, playing video and board games, fashion, travel, fitness, home improvement, and gardening. In addition to ranking the segment’s interests in these areas, the presentation also offers a deeper look into Black Americans’ attitudes and behaviors related to entertainment media and deep dives into several key passion points.

Asian American Passion Points
(Fall 2022)

This presentation looks at Asian Americans’ interest in a range of hobbies and activities including watching tv shows and movies, listening to music, playing sports, following sports, playing video and board games, fashion, travel, fitness, home improvement, and gardening. In addition to ranking the segment’s interests in these areas, the presentation also offers a deeper look into Asian Americans’ attitudes and behaviors related to entertainment media and deep dives into several key passion points.

Connect with Hispanics through Holidays & Occasions
(Spring 2023)

This presentation serves as a thorough introduction to our research on how Hispanic consumers celebrate specific holidays and occasions. It begins with an investigation into the unique ways Hispanics celebrate and what motivates them to do so. Then we go deep into Hispanic heritage Month, Cinco de Mayo, Día de las Madres, Día de los Muertos, Quinceañeras, and Cookouts and Barbecues. Related insights and executional examples are considered throughout the presentation.

*21+ version available.

Connect with Black Consumers through Holidays & Occasions
(Summer 2023)

This presentation serves as a thorough introduction to our research on how Black consumers celebrate specific holidays and occasions. It begins with an investigation into the unique ways Black Americans celebrate and what motivates them to do so. Then we go deep into Black History Month, Juneteenth, Kwanzaa, and Cookouts and Barbecues. Related insights and executional examples are considered throughout the presentation.

*21+ version now available.

Connect with Asian American Consumers through Holidays & Occasions (Summer 2023)

This presentation serves as a thorough introduction to our research on how Asian American consumers celebrate specific holidays and occasions. It begins with an investigation into the unique ways Asian Americans celebrate and what motivates them to do so. Then we go deep into AAPI heritage Month, Lunar New Year, Diwali, and Holi. Related insights and executional examples are considered throughout the presentation.

*21+ version will be available August 2023.

Digital & Media Consumption Habits
(Summer 2023)

Collage Group’s 2023 Media Habits and Preferences Study provides insights on where people are using media, why they’re going there, and how your brand can authentically engage with your target segments across channels. This report dives deep into Multicultural consumers’ platform usage and drivers, content preferences, and engagement across social media, video media, and audio media.

Health & Wellness Pulse-check
(Late Fall 2022, Update Coming November 2023)

The presentation explores key topics of interest within the health and wellness space with breakouts by race, ethnicity, and Hispanic acculturation when relevant. Key topics include: perception of health insurers, barriers to both insurance coverage and accessing care, trust in providers and health care institutions, preferences with respect to doctors and other health care providers, key steps in the patient journey, and willingness to follow advice.

Understand Your Market: Essentials of Gen Z Consumers
(Winter 2023)

This presentation begins by reviewing demographic and identity-related themes and marketing expectations for the Gen Z segment. It then reviews Collage Group’s Group Trait methodology and highlights how brands can use Group Traits to connect with consumers across generational segments in order to drive Cultural Fluency. The third section offers a deep dive into three Group Traits central to understanding the Gen Z segment: Individuality, Game-Changing, and Pressured. Related insights and executional examples are considered throughout the presentation.

*21+ version is now available.

Understand Your Market: Essentials of Millennial Consumers
(Spring 2023)

This presentation begins by reviewing demographic and identity-related themes and marketing expectations for the Millennial segment. It then reviews Collage Group’s Group Trait methodology and highlights how brands can use Group Traits to connect with consumers across generational segments in order to drive Cultural Fluency. The third section offers a deep dive into three Group Traits central to understanding the Millennial segment: Worldly, Connection-Seeking, and Tenacious. Related insights and executional examples are considered throughout the presentation.

Understand Your Market: Essentials of Gen X Consumers
(Summer 2022)

This presentation begins by reviewing demographic and identity-related themes and marketing expectations for the Gen X segment. It then reviews Collage Group’s Group Trait methodology and highlights how brands can use Group Traits to connect with consumers across generational segments in order to drive Cultural Fluency. The third section offers a deep dive into four Group Traits central to understanding the Gen X segment: Self-Reliance, Enterprise, Optimism, and Tradition. Related insights and executional examples are considered throughout the presentation.

Understand Your Market: Essentials of Boomer Consumers
(Summer 2022)

This presentation begins by reviewing demographic and identity-related themes and marketing expectations for the Boomer segment. It then reviews Collage Group’s Group Trait methodology and highlights how brands can use Group Traits to connect with consumers across generational segments in order to drive Cultural Fluency. The third section offers a deep dive into four Group Traits central to understanding the Boomer segment: Self-Care, Conventionality, Boot-Strapping, and Reservedness. Related insights and executional examples are considered throughout the presentation.

American Generations: A Snapshot
(Spring 2023)

This presentation begins by reviewing America’s rapidly shifting demographics and the economic challenges facing American consumers at different ages. It then focuses on Collage Group’s Group Trait methodology and how brands can use Group Traits to connect with diverse consumers and drive Cultural Fluency. It concludes with a walkthrough of four Group Traits: Gen Z Self-expression, Millennial Cosmopolitanism, Gen X Self-reliance, and Boomer Bootstrapping. Related insights and executional examples are considered throughout the presentation.

Gen Z Passion Points 
(Summer 2022)

This presentation looks at Gen Z Americans’ interest in a range of hobbies and activities including watching tv shows and movies, listening to music, playing sports, following sports, playing video and board games, fashion, travel, fitness, home improvement, and gardening. In addition to ranking the segment’s interests in these areas, the presentation also offers a deeper look into Gen Z Americans’ attitudes and behaviors related to entertainment media and deep dives into several key passion points.

Millennial Passion Points
(August 2022)

This presentation looks at Millennial Americans’ interest in a range of hobbies and activities including watching tv shows and movies, listening to music, playing sports, following sports, playing video and board games, fashion, travel, fitness, home improvement, and gardening. In addition to ranking the segment’s interests in these areas, the presentation also offers a deeper look into Millennial Americans’ attitudes and behaviors related to entertainment media and deep dives into several key passion points.

Gen X Passion Points
(Fall 2022)

This presentation looks at Gen X Americans’ interest in a range of hobbies and activities including watching tv shows and movies, listening to music, playing sports, following sports, playing video and board games, fashion, travel, fitness, home improvement, and gardening. In addition to ranking the segment’s interests in these areas, the presentation also offers a deeper look into Gen X Americans’ attitudes and behaviors related to entertainment media and deep dives into several key passion points.

Boomer Passion Points
(Fall 2022)

This presentation looks at Boomer Americans’ interest in a range of hobbies and activities including watching tv shows and movies, listening to music, playing sports, following sports, playing video and board games, fashion, travel, fitness, home improvement, and gardening. In addition to ranking the segment’s interests in these areas, the presentation also offers a deeper look into Boomer Americans’ attitudes and behaviors related to entertainment media and deep dives into several key passion points.

How Americans Across Generations Celebrate Holidays & Occasions
(Spring 2023)

This presentation serves as a thorough introduction to our research on how consumers across generational segments celebrate specific holidays and occasions. It begins with an overview of our library of content on holidays and occasions and then goes into depth on how Americans celebrate: Barbecues and Cookouts, Birthdays, Halloween, and Christmas, etc. Related insights and executional examples are considered throughout the presentation.

Digital & Media Consumption Habits
(Summer 2023)

Collage Group’s 2023 Media Habits and Preferences Study provides insights on where people are using media, why they’re going there, and how your brand can authentically engage with your target segments across channels. This report dives deep into generations’ platform usage and drivers, content preferences, and engagement across social media, video media, and audio media.

Health & Wellness Pulse-Check
(Late Fall 2022, Update Coming December 2023)

The presentation explores key topics of interest within the health and wellness space with breakouts by generation. Key topics include: perception of health insurers, barriers to both insurance coverage and accessing care, trust in providers and health care institutions, preferences with respect to doctors and other health care providers, key steps in the patient journey, and willingness to follow advice.

Understand Your Market: Essentials of LGBTQ+ Consumers
(Spring 2023)

This presentation begins by reviewing demographic and identity-related themes and marketing expectations for the LGBTQ+ segment. It then reviews Collage Group’s Group Trait methodology and highlights how brands can use Group Traits to connect with LGBTQ+ consumers in order to drive Cultural Fluency. The third section offers a deep dive into four Group Traits central to understanding the LGBTQ+ segment: Proud, Communal, Empathetic, and Worldly. Related insights and executional examples are considered throughout the presentation.

*21+ version now available.

Understand Your Market: Snapshot of American Women
(Spring 2023)

This presentation begins by reviewing demographic and identity-related themes and marketing expectations for American women. It then reviews Collage Group’s Group Trait methodology and highlights how brands can use Group Traits to connect with consumers across gender in order to drive Cultural Fluency. The third section offers a deep dive into three Group Traits central to understanding American women: Self-Directed, Conscientiousness, and Self-Caring. Related insights and executional examples are considered throughout the presentation.

Understanding and Embracing LGBTQ+ and Gender Terminology
(Spring 2022)

LGBTQ+ Americans rightfully demand others (and brands) to use the right language to address them. But sexuality and gender are complex and evolving concepts that require going beyond simply using the right terms. This presentation will explain the nuance of identity across both sexuality and gender by focusing on how nearly 1,000 lesbian, gay, transgender, and queer Americans express their own identities. By better understanding identity and terminology, brands can communicate value and dignity to LGBTQ+ consumers, building trust with this young, growing, and diverse segment.

LGBTQ+ Passion Points
(Fall 2022)

This presentation looks at LGBTQ+ Americans’ interest in a range of hobbies and activities including watching tv shows and movies, listening to music, playing sports, following sports, playing video and board games, fashion, travel, fitness, home improvement, and gardening. In addition to ranking the segment’s interests in these areas, the presentation also offers a deeper look into LGBTQ+ Americans’ attitudes and behaviors related to entertainment media and deep dives into several key passion points.

Women Passion Points
(Fall 2022)

This presentation looks at American Women’s interest in a range of hobbies and activities including watching tv shows and movies, listening to music, playing sports, following sports, playing video and board games, fashion, travel, fitness, home improvement, and gardening. In addition to ranking the segment’s interests in these areas, the presentation also offers a deeper look into women’s attitudes and behaviors related to entertainment media and deep dives into several key passion points.

Connect with LGBTQ+ Americans through Holidays & Occasions
(Spring 2023)

This presentation serves as a thorough introduction to our research on how consumers across sexuality celebrate specific holidays and occasions. It begins with an investigation into the unique ways LGBTQ+ Americans celebrate and what motivates them to do so. Then we go deep into how LGBTQ+ Americans celebrate Pride Month, Thanksgiving & Friendsgiving, and Halloween. Related insights and executional examples are considered throughout the presentation.

Digital & Media Consumption Habits
(Summer 2023)

Collage Group’s 2023 Media Habits and Preferences Study provides insights on where people are using media, why they’re going there, and how your brand can authentically engage with your target segments across channels. This report dives deep into LGBTQ+ consumers’ platform usage and drivers, content preferences, and engagement across social media, video media, and audio media.

LGBTQ+ Health & Wellness Pulse-Check
(Winter 2023, Update Coming December 2023)

The presentation explores key topics of interest within the health and wellness space with breakouts by sexuality. Key topics include: perception of health insurers, barriers to both insurance coverage and accessing care, trust in providers and health care institutions, preferences with respect to doctors and other health care providers, key steps in the patient journey, and willingness to follow advice.

Women Health & Wellness Pulse-Check
(Winter 2023, Update Coming December 2023)

The presentation explores key topics of interest within the health and wellness space with breakouts by gender. Key topics include: perception of health insurers, barriers to both insurance coverage and accessing care, trust in providers and health care institutions, preferences with respect to doctors and other health care providers, key steps in the patient journey, and willingness to follow advice.

Win the Attention of “New-ish Parents” to Drive Growth 
(Winter 2023)

This initiative offers a handful of strategies to capture the attention and loyalty of “New-ish parents” (parents who only have kids 5 and under). The research explores these parents’ challenges, needs, and elements of path to purchase, generally and within categories, that brands can use to tailor their messaging and product positioning and placement. We will provide breakouts by race, ethnicity, and gender when relevant.  

The Next Frontier: Young Gen Z & Older Gen Alpha
(Fall 2022)

This study focuses on American kids between the ages of 6 and 17 through a gender and race and ethnicity lens in order to provide cultural profiles that reveal similarities and distinctions among these young Americans. The presentation begins with a foundational look at Gen Alpha  – from how they are parented to how they spend their time. It then explores behaviors and attitudes in key categories including toys, games, and media consumption. Attendees will gain better understanding of these two young segments and receive contextualized findings and action steps to drive deeper connections.

5 Key Findings on American Parents
(Summer 2022)

This study reveals how American parents differ from their kid-free peers with respect to key cultural values such as community-seeking, optimism, and being culture-focused. The presentation uses both a gender and race and ethnicity lens to unearth in-depth insights about both moms and dads. Attendees will gain better understanding of these segments and receive contextualized findings and action steps that can drive deeper connection.

Activate Parents & Kids within Categories
(Summer 2022)

This study helps brands better understand American parents by revealing how and why they make specific decisions in key categories including food, beverage, QSR, personal care and beauty, infant care, media, toys and games, and travel. Breakouts by race and ethnicity are provided when relevant. Attendees will gain better understanding of the segment and receive contextualized findings and action steps that can drive deeper connection.

Connect with America’s Diverse Parents
(Summer 2023)

This presentation takes a deep look at American parents of kids under 13 with racial, ethnic, gender, and generational breakouts when relevant. The study focuses on the stresses and challenges parents face, as well as their approach to parenting. Emphasis is placed on the role that culture plays in childrearing and family life. Attendees will gain better understanding of the segment and receive contextualized findings and action steps that can drive deeper connection.

Activate Parents & Kids Using Media
(Summer 2022)

This 30-minute presentation focuses on how to effectively engage today’s kids, teens, and their parents through their media usage. To win in a rapidly diversifying America, it’s crucial to understand these individuals and how they’re using media – not just how and what they engage with, but also why. Attendees will learn about usage, drivers, and the media channels that are top of mind for kids, teens, and parents today.

Four Steps to Make Your Brand Matter to Parents of America’s Diverse Teenagers
(Spring 2023)

This presentation offers four steps brands can take to better understand and connect with parents of teenagers (kids 13-19). The research explores the issues these parents face, how they’re transitioning decision-making to their kids, and where they see an opportunity for brands to support their efforts in passing along behaviors and attitudes. We will provide breakouts by race, ethnicity, and gender when relevant.