Navigating Diverse America’s Priorities: 2022 Virtual Members-Only Roundtable

National events are reshaping many of the priorities and perspectives of Americans in unexpected ways. The upshot is that brands may miss the mark if they assume embracing diverse segments requires aligning around a specific activist or political point of view.

Collage Group’s 2022 Roundtable shared how to leverage our cultural insights and tools to turn challenges into opportunities to connect with American consumers across race, ethnicity, sexuality, and generation. The 2022 Roundtable provided attendees with new research and engaging panel discussions focused on leveraging cultural insight to effectively navigate both today and tomorrow’s changing consumer landscape.

Attendees learned:

1. How consumers’ stances on key social, economic and political issues have changed in the last year
2. Actionable insights from case studies into how Americans respond to brand activation around the values and issues consumers care about
3. Insights on the top performing brands and ads from our CultureRate database
4. What CMOs are doing in marketing and insights strategy to successfully navigate their brands through the new social landscape

CMO Panelists

Francesco Lagutaine Chief Marketing Officer	Michael Smith Chief Marketing Officer	Gary Osifchin Chief Marketing Officer

Here are some highlights from our agenda. Download the full agenda

Presentations included:

America Now 2022: Harnessing American Identity to Navigate Social Issues

Our Keystone presentation, America Now, 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.

Differentiating and Winning with Cultural Fluency: Engage Diverse Consumers with Lessons in Cultural Fluency

In this section of the Roundtable, 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 are 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.

CMO Panel: Succeeding Amidst America’s Cultural Divisions

Collage Group members have thought deeply about how to successfully navigate America’s cultural divisions that are likely here to stay. In this panel discussion with Chief Marketing Officers from America’s iconic brands, including M&T Bank, NPR and Reckitt, you’ll hear directly from them about the actions they are undertaking in marketing and insights strategy to successfully navigate the new social landscape.

Attend Collage Group’s 2022 Roundtable to learn where there is no going back and how you can ensure that your brand effectively marches into the future.