Content by Quintin Simmons - Collage Group (2024)

Collage Group, a leader in cultural intelligence, has made Inc. 5000’s list of fastest-growing private companies in America for 2023.

The prestigious honor ranks Collage Group among the top companies in the country for growth. It also signifies that statistically, Collage Group is in the top half percent of all privately owned companies, a laudable distinction for any business. Collage Group partners with the world’s leading brands including Coca-Cola, Comcast, Procter & Gamble, and Toyota.

“This is an incredible honor acknowledging the sizable impact we have on the insights and marketing industry at large, as well as the ways in which we are supporting brands and executives in their cultural fluency journeys,” said Collage Group CEO and Co-Founder David Wellisch. “As we continue to leverage culture to drive brand growth and partner with America’s iconic brands, I would like to thank our talented team for making our growth possible and our clients for their trust in our expertise and partnership.”

In the past year alone, Collage Group has expanded its leadership and achieved a number of professional feats. The Inc. 5000 list recognition is the latest honor for the budding company. Earlier this year, Wellisch was named an Entrepreneur of The Year® 2023 Mid-Atlantic Award finalist by EY.

Collage Group was also recognized in the 2023 Inc. 5000 Regionals Mid-Atlantic List, acknowledging companies who have put forth an extraordinary rate of growth across all industries; the list includes companies in Washington D.C., Delaware, Maryland, North Carolina, Virginia, and West Virginia.

Between 2019 and 2021, the private firms recognized in the Inc. Regionals list had an average growth rate of 381% and in 2021 alone and were able to add 14,439 jobs and $2.66 billion to the Mid-Atlantic region’s economy. Companies based in Richmond, Virginia, and the Washington, D.C. areas had the highest growth rates overall.

Scott Omelianuk, editor-in-chief of Inc. Magazine, said that 2023’s regional winners represented one of the most exceptional and exciting lists of American’s off-the-charts growth companies.

Contact us to learn why industry-leading brands turn to us for cultural intelligence and strategic expertise.

Ernst & Young LLP (EY US) has announced that David Wellisch, CEO and Co-Founder of Collage Group has been named an Entrepreneur of The Year® 2023 Mid-Atlantic Award finalist.

Now in its 37th year, the Entrepreneur of The Year award celebrates ambitious businesspersons who are building bold futures. The honor, according to EY, is a preeminent competitive business award for transformative entrepreneurs and leaders of high-growth companies, who are striving to shape a more equitable, sustainable, and prosperous world.

Wellisch was selected as a finalist by an independent panel of judges. Nominees were evaluated based on their demonstration of building long-term value through entrepreneurial spirit, purpose, growth, and impact, among other core contributions and attributes.

“It is truly humbling to be considered for such a prestigious honor,” Wellisch said. “This recognition – which I share with my talented leadership, staff, and members – is further acknowledgement that Collage Group is indeed successfully supporting brands’ journey to more authentically understand, serve, and engage diverse America.”

Collage Group, a leading provider of cultural intelligence, is partnered with more than 300 of America’s iconic brands across 12 industries to connect with diverse America.

Regional award winners will be publicized on Thursday, June 22, during a special celebration. The winners will then be considered by the National judges for the Entrepreneur of The Year National Awards. These distinctions will be presented in November at the annual Strategic Growth Forum®, one of the nation’s most prestigious gatherings of high-growth, market-leading companies. The Entrepreneur of The Year National Overall Award winner will then move on to compete for the EY World Entrepreneur of The Year™ Award in June 2024.

The Entrepreneur of The Year program has recognized more than 11,000 entrepreneurs throughout the U.S. since its inception in 1986, and it has grown to recognize business leaders across 145 cities in over 60 countries around the world.

We wanted to – no, we were compelled to – critique the most highly anticipated commercials of the year. As cultural experts, we regularly analyze advertisem*nts and marketing campaigns for the nation’s best brands, so Super Bowl Sunday is kind of like . . . our Super Bowl . . . but for commercials.

We already did a review of the pre-released Super Bowl ads. If you missed that, you can check out our analysis here.

As for the commercials that didn’t air until Sunday, our team of cultural experts had a wide range of thoughts. First, we noted there was a heavy reliance on celebrities, and in some cases, the joke or plot, or even the brand and product seemed to take a backseat, as if just having the star would suffice. Next, a couple of spots made the choice to lean on television shows that were popular not at this moment but one or two-plus seasons ago, i.e. “Squid Game,” and “Breaking Bad.” We did like that a few ads incorporated the use of Spanish. However, we noted that engagement on social issues that matter to many diverse Americans has definitely taken a backseat, and we were disappointed that not many acknowledged diversity or the LGBTQ+ community.

Here are our thoughts on a handful of specific commercials:

Google Pixel

Google Pixel’s spot was a favorite across the entire team. The ad features celebrities popular among multicultural consumers – Doja Cat and Giannis Antetokounmpo – and showcased a unique photo-editing feature.

Director of Cultural Insights, Katya Skogen: “When this ad played, the room fell silent. Everyone was paying attention – kids and adults alike. Something about seeing “magic” happen “in real life” really drew people in. From the cultural relevance perspective, this is a practical solution to a common problem, but this particular tool doesn’t cross the line into “hyper editing” or retouching that we know is putting so much pressure on everyone to get that “perfect,” SM-worthy shot. So, this lands well with Gen Z and Gen Z teen’s “Pressured” Cultural Trait, and resonates with their desire for authenticity.”

Research Manager of Cultural Insights, Giana Damianos: “Google Pixel continuously impresses with product innovation. It’s almost hard to distinguish – was the leading force here the ad execution or the product itself? Honestly, I think both are doing a pretty killer job. I like that the ad isn’t (doesn’t have to) work too hard to get the point across. The simplicity in the ad execution is what makes this great. I loved the cheeky examples of use cases. And I think that really helps portray the feature as useful in everyday life, and not for “perfecting” your pics (which could’ve started to get into a tricky territory of promoting photoshopping and face tuning and stuff, which is what I almost started to get worried about). I almost don’t think the celebrity appearances were necessary here. One of my favorite things was the music in the background! Really moved the ad along and made me feel in a happy mood, which fits the context of Super-Bowl-Party very well.”

McDonald’s

A commercial from McDonald’s was also well liked. It did a great job of hitting various multicultural angles, including featuring a same sex couple, seniors, those with disabilities, and a bit of Spanish in the dialogue – not to mention a few beloved celebs.

Cultural Insights Research Manager, Jill Rosenfeld: “I loved this one, perhaps the only clear LGBTQ+ representation in any ad that aired during the entire game. Relatable even to those who aren’t big fans of the McDonald’s brand already because having usual orders at places and knowing your partners’ order is common.”

Research Manager of Custom Insights, Niki Goncalves: “Loved. It showed diversity in a way that didn’t feel forced. Used celebs in a way where they were more than just a ‘character’; it gave you a little window into who they are beyond their performance personas and made them super relatable. And the vignettes were adorable – pointing out everyone has this experience in common and of course loved the inclusion of the Spanish vignette.”

E-Trade

Then there was an E-Trade ad – a brand known for incorporating talking babies. This commercial inspired somewhat mixed reviews.

Executive Director of Cultural Strategy, Victor Paredes: “Investment is all about your family’s future and your kids. It’s a fun use of kids, which are a Super Bowl go-to. It’s akin to Boss Baby, yet cleverly able to portray the key value of E-Trade investments.”

Director of Cultural Insights, Sudipti Kumar: “I like that this ad brought back the E-Trade babies. Plus, its babies and it’s cute. I think this would appeal cross-segment because it is speaking to universal themes like weddings/marriage plus with adorable babies that everyone loves.”

Rosenfeld: “In my opinion, it’s very creepy to show the babies getting married, especially because child marriage is not even illegal in the whole country. Also, there has been a lot of news recently about Wyoming Republicans trying to veto a bill that would raise the legal age of marriage to 16.”

WeatherTech

Senior Director of Cultural Insights, Jack Mackinnon: “Nothing shocking here, but solid, simple representation and un-politically addressing the economy. I liked the connection with Black Americans’ optimism. While obviously appealing to the more traditional ‘made-in-the-USA’ crowd.”

Paredes: “This is likely to connect with ‘American Dream’ nostalgia that is notably strong among Hispanics and Asian Americans, as highlighted in our 2022 Roundtable research. And likely to play well especially at a time where job security is important. There is growing interest in made in America in every segment.”

NFL Super Bowl LVII Commercial

The NFL’s ad was another crowd pleaser and successfully hit a few different notes in regard to diversity.

Cultural Insights Analyst, Alonzo Bailey: “This was a great ad. I loved the dynamic between the Hispanic girl and her mother at the end. Also, it featured a cameo from Billie Jean King, a trailblazer for women in sports (tennis). Overall, I’d say this spot definitely resonated with women and Hispanic consumers.”

Cultural Insights Senior Analyst, Jenny Wolski: “This spot showcased cultural nuance while appealing to the general NFL audience: It showcased a really successful Hispanic woman. It contains Spanish speaking, and touches on warmth. It appeals to women and the Hispanic segment.”

Skogen: “I am a tiny bit skeptical with respect to the actions behind the ad, in terms of supporting women in/by the NFL. But the ad itself was really fun to watch. The kitchen scene is the best – both from the bilingual perspective, but also, every parent/teen relationship goes through this stage where the kids are dodging their moms’ hugs and kisses.”

Executive Director of Cultural Strategy, Victor Paredes: “This was my favorite of this Super Bowl. The NFL brought it with their group of commercials, not just with the game and show. The ode to the women pushing the sport was super inspiring. The cameos were very thoughtful from the opening, and I loved the mom/daughter fun Spanish moment. It touches on the group traits across the spectrum, especially women, plus Self-Directed, and Resilience, among others.”

Booking.com

Feelings were mixed toward a commercial from Booking.com.

Skogen: “Everything I have said about the Booking.com teaser still applies plus I appreciate the “As long as they have childcare” tagline. I think there is still so much stigma around moms (especially) who are supposed to love every moment they have with their kids, and sacrifice everything, including their personal enjoyment. So, to have a mom who’s shamelessly singing (ha ha ha) about how she actually needs a break from her kiddos – I dig that. And our own shows that younger parents aren’t willing to center their entire lives around parenthood. Additionally, Women’s Group traits reveal a tension between the desire to meet the needs of others and prioritizing your own needs, interests, and priorities. So, for me, this checks the box.”

Damianos: “I didn’t like this in teaser form, and now after seeing the full ad, I still don’t really like it. The settings are all very theatrical and fake. The part that tends to bother me a bit is the “as long as they have childcare.” My perspective is coming from someone who doesn’t have kids, but from a gender POV, I think the I’m-sick-of-my-kids bit is an outdated trope. If the message was intended to be one where women should be empowered to take time for themselves, that could’ve been done in a different way.”

The Two Dog Commercials: The Farmer’s Dog and Amazon

Two commercials played heavily into humankind’s love of dogs. (We love dogs (and cats) here at Collage – we post pics of our pets on our “Furry Friday” Slack channel every week!) Both The Farmer’s Dog and Amazon commercial relied on a tried-and-true ad favorite – the use of a cute doggie . . . or two. First, The Farmer’s Dog:

Goncalves: “Loved. Biracial lead. Universal insight of growing up with pets, home love etc.”

Skogen: “Very relatable, tugging at the heartstrings for sure. And the central character (a biracial?) young woman with natural hair.”

Wolski: “Component of memories. Relatable if you’re a pet owner, but also just really touching.”

Vice President of Client Services, Zekeera Belton: “OMG, I loved The Famer’s Dog and was nearly teary eyed. It just touched on the universal insight of connection, family, and the love of pets.”

But the Amazon dog commercial had a slight plot twist, which garnered mixed reviews.

Paredes: “This spot contained a clever depiction of the pet/owner relationship, as well as a clear challenge that, at some point, all dog owners face. There was also a nice touch of subtle Spanglish drizzled in that I didn’t miss.”

Damianos: “I thought this was endearing, relatable, and authentic – that is right up until the narrative of the dog’s poor behavior. Once I started seeing that, I was feeling pretty nervous and scared for how they were going to react to and treat the dog. And ultimately, buying a crate, or even getting another dog, doesn’t really seem like the right solution to me :/ This was a miss in my book. And for how much they played into emotions, this didn’t have a satisfying story arc/redemption in the end. Did the crate and the new dog end up alleviating the first dog’s behavioral problems? I’m an animal lover and these are the things I think about.”

Kumar: “I really, really loved this ad. I can totally relate to dog separation anxiety. We got a second dog recently, and the joy of the two dogs together all day is amazing. So maybe I am the prime target market for this ad? It was just a sweet story, and so relatable in regard to the pandemic and people being with their dogs and then leaving them. Yes, I agree that they are buying the crate and you think it’s to lock up the dog, but in fact, it’s not! The family is helping the dog ultimately because they do love it, even if they are frustrated. And crates are just an important part of having a dog – you need crates to transport them, and to train, etc. Just a smart way in my opinion that Amazon speaks to how they help with the things you need. Also, it’s a Hispanic family, and there is the bilingual piece, too. To me, it does tie to warmth with the Hispanic segment, and how that does (in the end) extend to their dogs, too!”

Skogen: “I hated it! The emotional manipulation of a very different kind. And got especially turned off by frame when they showed the Amazon shopping app (sort of the opposite of what an ad should really conjure). And I am not even a dog lover, but the very hint that the family appears to be shopping for a dog kennel to lock up their (presumably) pandemic puppy who’s acting up because he’s lonely now. Not cool, Amazon.”

Avocados From Mexico

The Avocados From Mexico commercial was probably the most disliked (and a bit confusing), according to the Collagers. While the intent was assumingly a lighthearted play on Adam & Eve, there was a flag on the play when it came to execution.

Paredes: “The brand sought to dramatize the versatility of avocados, while just having lots of fun with history. It wasn’t entirely culturally in tune, but rather irreverent and provocative.”

Director of Client Services, Chanelle Okenchi: “I didn’t understand how the Adam & Eve reference was applicable, here? I was confused after watching this commercial.”

Damianos: “I’m not sure how I feel about the Adam & Eve storyline. At the core, this is a religious narrative discussing the topic of original sin. The brand probably didn’t intend for it to be read into this deeply. But I can’t help but consider the gender implications in that religious narrative, of the woman being the one to initiate a sinful act. I don’t care for this ad.”

One message was really evident, regardless of our cultural experts’ hot takes on any individual ad, and despite the swings in themes, use of celebs, who was directing the commercials, and so on. The lesson is that the data on America’s demographic changes implies that more needs to be done to authentically portray cultural diversity in advertising. We need diversity behind the camera, too: on marketing teams, in leadership positions, and in board rooms. No marketer can be successful in the United States now without understanding and acting on the cultural transformation of the American consumer.

Contact us to learn more about how Collage Group’s programs and services can help you advance your Cultural Fluency journey.

But we also like to have fun with our knowledge. So annually, we get together to view some of the newly pre-released Super Bowl ads and this year was no different. Our experts grabbed the popcorn and sat down to enjoy some funny, witty, and (hopefully) diverse commercials over a Zoom lunch, with plans to banter about the various spots. Which commercials would best resonate with today’s growing multicultural audience?

One of the first things we collectively noticed was the great amount of teaser ads. There was no shortage of commercials that gave us hints, but by design, didn’t quite explain the premise or concept.

We also observed that many of the brands went the route of using lesser-known celebrities, or those well beyond their prime. One ad featured Aidan Hutchinson (a pretty good football player, but not super well-known), while another starred Ozzy Osbourne (a superstar in his day, but probably not very-well known among millennials and Gen Zers).

Disappointedly, there weren’t many commercials that featured diversity across race and ethnicity. Even diversity in terms of sexuality and gender was lacking.

A good amount of the spots made an attempt to lean into humor, while more than a few were rather bewildering.

The first ad we reviewed was one for Booking.com.

Director of Cultural Insights, Katya Skogen thought the brand made an excellent selection in going with Melissa McCarthy as the spokesperson.

“Her unapologetically confident embrace of self-care through indulgence is so disarming and oh-so on-brand for her. This is the essence of taking care of her own needs and on her own terms. And we see this attitude really resonate with so many women in our own research. Melissa’s enterprising and self-assured tone is particularly salient for Gen X consumers, the forgotten generation which, despite being in its prime earning (and spending) years, continues to fly under the radar in much of the cultural conversation.”

Skogen also enjoyed the gender role reversal displayed in the ad.

“A choice to cast a (White!) man as a massage therapist is a cherry on top of this already sweet, sweet spot. I should note that the luxurious, opulent setting may come across as alienating. But that’s true of the travel industry as a whole: When the cost of living ratchets up, travel becomes more of an aspiration, a luxury that’s out of reach for many.”

Custom Solutions Analyst, Maria Garavito also found it risky for the spot to be featured in the backdrop of lavishness.

“I thought the ad was a bit tone-deaf to the current economic situation. A spa day in what looks to be a private apartment, full of expensive art, and Melissa eating what appears to be jamón ibérico (a notoriously hyper-expensive food) is so completely divorced from the reality this country is currently in, it broke any enjoyment I could have had of Melissa’s acting (who I’m usually a big fan of).”

To that point, Collage has asked Americans how they are coping with the current erratic economic situation. Many agree that inflation has taken quite a toll.

Research Manager of Cultural Insights, Giana Damianos was a bit confused by the spot.

“I did not like the Booking.com one with Melissa McCarthy. What is it really promoting? The setting was all fake, and not something you’d really book.”

The next ad we viewed was one for Rakuten, which turned out to be very well liked amongst the group.

Research Manager of Custom Insights, Melis Hernandez said she enjoyed this one the most.

“The Clueless reference was my favorite because as a Millennial, I love that movie and the ad elicited positive feelings the moment I saw Cher’s iconic outfit, and the main actress. I also think that it’s a great fit for a shopping brand like Rakuten.”

Clueless, of course, is a classic comedy from the mid-90’s. As if. Rakuten likely figured the commercial would score well with millennials and Gen Xers.

Cultural Insights Analyst, Elizandra Granillo agreed that this was a great spot.

“Cher from Clueless returns. Rakuten is an e-commerce brand, and Alicia Silverstone’s character Cher is obsessed with shopping, making it a perfect fit! This ad not only taps into older millennials’ nostalgia for the 90s, but also younger millennials who probably remember Iggy Azalea’s Fancy music video from 2014, which is a tribute to Clueless and starts with the same scene as this ad. And since late 90s/ Y2K fashion is so trendy, this also appeals to teen shoppers looking for inspiration for self-expression.”

Director of Cultural Insights, Sudipti Kumar is also a fan of Clueless, and thus also a fan of the ad:

“Total nostalgia vibes on Alicia Silverstone playing Cher! Loved seeing that and made me remember it was for Rakuten and so smart since she was/is such a shopper.”

The next ad: Bud Light featuring Miles and Keleigh Teller.

Skogen: “This one checks so many boxes when it comes to successful Super Bowl Ads: light humor, celebrity, cute dog, and, of course, beer – not necessarily in that order. The creative genius of this commercial, in my opinion, is in its cleverly layered approach. For all the fifteen Americans who’ve managed to dodge the 2022 pop cultural sensation of Top Gun: Maverick and Miles (the Rooster) Teller — this is a cute couple making the most of the hours spent on hold. For the Gen X parents who’ve seized the opportunity to share this blast-from-the-past blockbuster with their Gen Z and Gen Alpha offspring, seeing Teller on big game day is yet another sweet hit of nostalgia. As for Gen Z fans of the celebrity couple, the spot itself is a natural extension of #tellertok — a peek into the actor’s everyday life laced with a healthy dose of thirst traps, which are endorsed, encouraged, and generously supplied by Teller’s spouse, Keleigh Sperry. The creative team behind the ad offers an opportunity for each viewer to experience this commercial from their own emotional vantage point. But what really makes this spot for me is how relatable and sweet it is. Being stuck on hold – everyone has experienced that! A caring partner who’s trying to cheer you up? Yes, PLEASE! And a GUY fetching the refreshments? (A 180-degree pivot from a nameless, subservient lady of the house bringing chips-and-dip and cleaning up spills.) Well, sign me up for that, too! The only part that’s clearly fiction is that celebrities make their own customer service calls, but I happily suspend disbelief there.”

Cultural Insights Research Manager, Jill Rosenfeld concurred that Bud Light was a clear favorite:

“This ad takes a very relatable, painful experience – waiting on hold for customer service for seemingly forever – and turns it into a cute moment between partners. Miles and Keleigh Teller make the most of their hold time by opening a Bud Light and having a dance party to the beat of the hold music. It also stars the couple’s real-life dog!”

Next up was Avocados From Mexico:

Skogen was a tad taken aback on this one.

“Yes, the brand’s known for its cheeky ads. Yes, the jingle is catchy. But I can’t get over Anna Faris looking utterly dumbfounded and clueless as Eve. I might be overreacting, and all I’ve seen is the teaser so far, but I am peeved to see this kind of representation of a woman on screen. Tonal choices like this are one of the many reasons 46% of women are dissatisfied with portrayals of their gender in advertising.” (Source: Collage Group America Now Survey, September 2022)

The commercial from Pringleswas a letdown, according to a few Collagers, including Granillo. She thought the spot had a great opportunity to reach diverse America . . . but ultimately missed the mark:

“I think the ad fell short on the story about this song and what it represents. We know that TikTok offers younger generations the ability to explore other cultures and be creative, so a good example would have been showing how this song became viral and how different people experienced the Made You Look dance challenge. This would have been especially appealing to Hispanic and Black Americans, who are more likely to engage across different media types.”

Rosenfeld also did not love the commercial, but for a different reason:

“My least favorite was the Pringles ad starring Meghan Trainor. It is not very relatable to many people showing her in a very fancy high-rise apartment, plus I just don’t like that song very much or think the joke about getting your hand stuck in a Pringles can is very funny.”

As a team, most of the experts were a bit perplexed by a commercial from a brand called Limit Break, a blockchain-based game developer. It was about a giveaway of NFTs . . . we think! Confusion aside, one thing was quite evident with this advertisem*nt: It was the least liked by the group.

Kumar: “Disappointed to not see many multicultural/ diverse people in the ads! I did not like the Mint ad specifically because it was so unclear what it’s for and I don’t feel like I want to know more after watching it.”

Hernandez: “My least favorite one was the NFT gaming ad. I am not familiar with the brand or the product. On top of that, the ad felt low budget, and the quality just wasn’t at the level of a ‘Super Bowl Ad’.”

Director, Business Development, Joe Zigtema: “I’m probably getting up to grab a drink and snack during this commercial.”

Our overall assessment was mixed. Some commercials were pretty funny and memorable. But as noted, the diversity element was missing. We all wanted to see more multiculturalism. Garavito summed it up well:

“All of the commercials felt like they were targeted toward older people, white people, or men, and, as a young Latina, none of the ads really landed. (Also, worth noting that I don’t think a single spot we watched featured any Latine people.)”

Garavito raises an excellent oversight. Collage Group research shows that the U.S. is growing more diverse every year, and brands that fail to market to this growing demographic could end up regretting that calculation in just a few short years. Culturally Fluent brands understand that engaging diverse consumers not only is crucial to driving positive outcomes in 2023 but also will enable them to leap-frog competitors when the economy improves.

As an aside, we should note that in order to compile our thoughts and distribute them in a timely fashion, we decided to watch the ads a couple of days before the Big Game. Therefore, we could only critique what was available, as some brands decided to keep their commercials tightly under wraps until Super Sunday. However, we’re planning to provide an update post Super Bowl. Also, later this month, we’re releasing a CultureRate:Ad review of even more Super Bowl ads, so stay tuned!

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It’s no surprise that in Collage Group’s recent consumer survey on the economy, a whopping 93% of respondents said they have noticed that items they ordinarily purchase are now more expensive, and 78% said they are “a little” to “very worried” about their current financial situation.

Data from the analysis, “Guard Against Recession with Cultural Insights,” also reveals that brands should avoid certain language about the economic outlook when addressing consumers, including using terms like ‘the economy,’ ‘recession,’ and ‘inflation,’ as these phrases may trigger unexpected responses from consumers.

“These words polarize buyers, and once they hear them, there’s a tendency to absorb the message as loaded or too political,” explained David Evans, chief insights officer at Collage Group. “I recommend brands avoid playing into the economic anxiety.”

Brands need to concentrate on what they can control, he says. “They need to focus on solving consumers’ real problems.”

Evans instructs brands to connect around personal finance issues and look to address everyday problems such as paying down debt and managing escalating costs.

“So, it is imperative for brands to refraining from giving too much attention to the economic-narrative headline, and more important to explain how their products and services would be helpful,” Evans continued.

To that point, another 93% of consumers want brands to do something to help them. At the top of the list: offer discounts, cut prices, and provide lower cost versions or packaging.

Additionally, it is equally critical for brands to recognize that consumers are navigating the waters differently, especially across racial and ethnic segments.

Hispanic Americans are worried and changing behavior: Collage found that 35% of Hispanic Americans say they are “very worried” now, much higher than other groups. As a result, they have already begun adjusting their purchasing across virtually every category, including purchasing more generic or store brands and shopping more frequently at discount stores.

Black Americans are far less concerned than other segments: Remarkably, Black Americans are far less worried about what’s to come, and in fact are holding steady on purchasing behaviors. Evans attributes this poise to Black Americans’ tenacity over time, citing the segment’s higher levels of optimism and courageousness, two of a variety of cultural traits which Collage Group tracks across all demographics.

Asian American are adopting a wait and see approach: Asian Americans are a bit in the middle of the spectrum. They are not yet worried, according to the study. However, Asians said they are planning to adjust spending in the future in order to be safe.

“Every segment is feeling the pinch, and brands need to respond with empathy and show they are prepared to do something,” said Jack Mackinnon, senior director at Collage Group and the author of the study.

“At the same time, it is essential for brands to avoid attempting to adopt a ‘one-size-fits-all’ approach to the multicultural segment,” he added. “Brands also need to recognize the variety of responses consumers are having to inflation.”

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A recent Collage study notes that Gen Zers have had a great wealth of exposure to the world via the internet and this likely contributes to their wish to journey.

The recent study, titled “Gen Z Passion Points,” shows that this generation is digitally native – the internet has been around literally for their entire lives – so they have been exposed to distant parts of the globe at an earlier age than any previous generation.

“This virtual access to the world, to other cultures, at such a young age, has fueled an expectation that they will be able to see and experience these places and cultures firsthand, says Natalie Griffith, Director of Product & Content at Collage Group. “Not only does Gen Z want to travel to various locales, but they would like to take these trips in the very immediate future.”

And a quick getaway or merely crossing state lines is not the hope. The Passion Points study reveals that for Gen Z, international travel is the overwhelming favorite when paired against domestic travel, as 55% of the segment said they would prefer to go abroad vs. vacation in the States. For younger Gen Zers, those ages 13 to 17, the yearning to travel internationally is even greater at 61%. This contrasts with the other generations who may want to travel too, but not to the extent exhibited by Gen Z.

Another interesting comparison regarding Gen Z travelers and those from other age groups, is the reason why they travel. Amongst other older generations, traveling for pleasure usually involves leisure and time to unwind. But for Gen Z, traveling – in terms of a vacation – is driven by a desire for adventure or action. Fifty seven percent of Gen Z agrees that for them, a vacation consists of excitement, which is opposed to 57% of the total population who say they’re looking to relax when on a trip away.

“The Gen Z segment loves to vacation, but they don’t want to go away and simply soak up the sun,” says Griffith. “If they’re taking a trip, their preference is to explore; they’re planning an adventure.”

Again, younger Gen Zers are more intense than the older Gen Z cohort, as 67% of the younger segment says they seek excitement over relaxation.

To that point, Gen Z is largely made up of people who are apt to stepping out of their comfort zone and abandoning their everyday routine. This proclivity enthusiastically comes across in their Passion Points, especially in respect to traveling. They pursue unique and unforgettable experiences.

In addition to that, Gen Z is also passionate about technology, including Instagram, TikTok and other social media. Thus, it is not surprising that the two passions – travel and technology – bridge seamlessly. Gen Zers commonly take trips or travel abroad with intentions of sharing their voyage on Instagram, posting pictures and photos.

Finally, food is another Passion Point among Gen Z and it too ties in with their zeal to move about and travel. Gen Zers frequently pick travel destinations solely to partake in the local cuisine. Seventy three percent of the generation reports selecting places to travel based on the food served there.

Gen Zers clearly have a deep appreciation for other cultures and environments. They tend to express their admiration for an area by visiting it. This generation likes to experience the possibilities and thrives in creating new memories.

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When it comes to grocery shopping the choice to not buy isn’t a realistic option. Inflation has taken a noticeable toll on the cost of goods of all kinds, from home purchases to vehicle buys. The grocery store is no exception.

To contend with higher grocery bills, a segment of shoppers have changed their shopping habits. Overall, most shoppers reported that they have decided to select cheaper brands, or they have opted to purchase fewer items.

Across racial and ethnicity lines, the reaction to grocery price hikes has been largely similar. Hispanic, Black, and Asian American consumers were more likely to report changing where they shop. These three groups also said they have stopped or have reduced making bulk food purchases.

All three segments – plus White American shoppers – said that affordability is indeed a factor when they decide which foods to buy. Of the White Americans polled, 78% answered that they often or always make a special effort to buy foods that are affordable. Black shoppers also see affordability as an important factor, as 73% responded in kind. Close behind them were Asians at 72%.

When asked what matters most when choosing a store for grocery shopping, 57% of all races responded, “low prices.” Moreover, collectively 42% of Hispanic, Black, Asians, and Whites said they recently decided to purchase cheaper items or generic brands due to the higher grocery costs. Some have bought less groceries and a portion have decided to shop for food elsewhere.

As prices and food bills continue to mount, buyers of all backgrounds have taken notice, and many are making adjustments.

Contact us to learn how you can gain access to these diverse consumer insights and more.

Lysol, Netflix, Google, and Band-Aid rank among the most Culturally Fluent brands in our analysis of more than 500 brands and 200 ads across the last 18 months.

Collage Group is pleased to unveil our rankings of the more than 500 brands and 200 ads evaluated as part of our extensive CultureRate:Brand and CultureRate:Ad database. Lysol, Netflix, Google, and Band-Aid rank among the most Culturally Fluent brands, while Dove, National Geographic, Oreo and Campbell’s produced the most Culturally Fluent ad creative.

The research includes more than 20 industries across 100 subcategories, and is organized into 10 broad sectors, including: Alcoholic Beverages, Automotive, Education, Financial Services & Banking, Food & Beverages, Health & Wellness, Household Products, Media & Telecom, Personal Products, and Retail & QSR.

The rankings follow the release of new U.S. Census data that shows America is much more racially and ethnically diverse than ever. For example, the multiracial population (individuals reporting more than one race) jumped 276% over the past decade—from 9 million in 2010 to 33.8 million in 2020.

“Consumers are expecting more of brands as cultural transformation of the American consumer accelerates,” says David Wellisch, Collage Group Co-Founder and CEO. “Given the rapidly changing demographic landscape, a deep understanding of cultural resonance and its drivers is an essential capacity to create a winning brand strategy in diverse America.”

Collage Group’s proprietary measurement and benchmarketing tool, CultureRate, offers brands a superior way to measure brand and ad Cultural Fluency–the organizational ability to use culture to efficiently and effectively connect across consumer segments.

CultureRate research centers on a key metric referred to as the Cultural Fluency Quotient (CFQ). CFQ scores are designed specifically to measure cultural resonance across segments for both brands (B-CFQ) and ads (A-CFQ). Researchers developed the measurement by testing 20 distinct components scores in multiple combinations to accurately measure cultural resonance while providing predictive insight into higher purchase intent and brand favorability. CFQ scores provide marketing and insights professionals with a tool to gauge their brand or ad cultural fluency and evaluate the competitive landscape.

Top Ten Brands for Cultural Fluency* include:

1. Lysol

2. Netflix

3. YouTube

3. M&M’s

3. Clorox

4. Band-Aid

4. Dawn

5. Google

6. Amazon

7. Hershey’s

Top 15 Ads for Cultural Fluency* include:

1. Dove: All Hair is Beautiful

2. Oreo: Stay Home, Stay Playful

2. National Geographic: Reimaging Dinosaurs

2. Dove: Skin Stories

2. Lysol: Questions Need Answers

3. Frito-Lay: Let’s Summer

3. Campbell’s: Snowbuddy

3. Disney: Magic is Here

4. Tropicana: Breakfast Across America

4. Dunkin’: Welcome to Dunkin’

4. Clorox: Caregivers – Bodega

4. Subaru: Crosstrek Girl Trip

4. Coca-Cola: History Shakers

4. McCormick: Taco Night

4. Cascade: Do It Every Night With Cascade Platinum

*Only brands with an average awareness of over 60 respondents per segment are included to avoid low sample issues. Several brands and ads tied for the top rankings. Collage Group’s CultureRate Explorer tool includes all rankings.

CFQ reports ranking the top brands and ads are now available for each major industry in Collage Group’s CultureRate Explorer tool, with deep dive reports available exclusively for subscribers of Collage Group’s cultural intelligence platforms. Each deep dive report includes overall category CFQ rankings by consumer segment and acculturation levels, as well as Cultural Reach scores that show how many segments with whom an ad or brand is resonant. Where a robust sample is available, sub-category rankings are also included.

“These reports are just one of the many ways Collage Group supports its members,” says David Evans, Collage Group Chief Insights Officer. “When coupled with Cultural Traits, Passion Pointsand the combined 78 million insights in our cultural intelligence platform, more than 200 of America’s leading brands are leveraging CultureRate to effectively and efficiently leapfrog competitors to engage and win America’s diverse consumers.”

Harness the power of cultural intelligence to win diverse America. Contact us to discover how you can turn insights into impact today!