“Family Values” allows marketers to better target multicultural consumers

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It’s a common assumption in messaging research that multicultural consumers are liberal, but when brands and advertisements try to put this idea into practice, their efforts often fall flat. It is therefore important to investigate the appeal of specific messages on individual cultural segments.

Collage Group has sought to explain these differential outcomes, making them a core focus of our Ad Rating Survey. As part of the survey, we asked respondents to take an unambiguous stance on 13 selected social trends, in four categories:

  • Non-Traditional Family
  • Race
  • Youth
  • Activism

After analyzing the results we found several interesting takeaways:

Rather than featuring a strict divide between liberals and conservatives on all issues, multicultural values breakdown into three categories.

The largest group is Social Liberal (44% of the population), which tends to approve of trends across all four categories, followed by Social Conservative, with 29% of the population tending to disapprove of all the mentioned trends. A third group, however, responded positively to trends regarding race, youth, and activism, but negatively on non-traditional family trends.

Multicultural consumers are substantially more likely to feature Family Values than Social Conservatism.

For White panelists, Social Conservatives outnumbered Family Values consumers, but for all other categories the opposite was true.

This was especially the case for African-American panelists, whose proportion of Family Values consumers was very close to its proportion of Social Liberal consumer. Over a third of Hispanic and Asian respondents were also in the Family Values segment.

Hispanic acculturation corresponds with a shift from Family Values to Social Conservatism

Comparing unacculturated against acculturated Hispanics reveals a shift away from the Family Values segment and towards Social Conservatism, while Social Liberalism remains relatively unchanged. This trend suggests that acculturated Hispanics divide themselves on social issues in ways that are similar to Non-Hispanic Whites.

Understanding how Family Values shapes multicultural social views is essential for marketers eager to appeal to these fast growing and influential consumer segments. To learn more about how you can leverage these preferences to produce valuable brand outcomes, please email [email protected].

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