Preparing for the Cliff: What brands need to know to survive and thrive in the e-commerce economy

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Marketers Need to Rethink How to Mix Multicultural Themes and American Cues in Advertising

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What Culturally Competent Health Care Means for Asian Consumers

According to the Big Shift, multicultural patients have contributed $47.1 billion to the health care industry growth since 2006; Asians alone contributed $11.8 billion. This number will rise as Asian populations continue to grow – but how can marketers ensure that they are reaching and engaging them in the best ways?

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Health Care Marketing: The Diagnosis Gaps of Multicultural Consumers

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The health care industry is fraught with change. Between insurance legislation changes and the visible rise of health tech, the industry is in constant flux. However, there’s another incredibly important shift occurring inside the doctor’s office, that receives less attention. The increase in multicultural patients.

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How Brands Can Break Through a Polarized America

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With the rise of multiculturalism and a chaotic political climate, brands have found themselves in a tough balancing act. Often, they need to decide if they should stay on the sidelines or take action, at the risk of becoming a punchline.

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Identity Demographics Drive Where Brands Should “Take a Stand”

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In 2018, it can seem like a brand expressing a political or social opinion can be equivalent to stepping on a minefield. On Twitter and beyond, everyone is entitled to an opinion. Backlash can come quickly from either side of the political aisle. Our clients are increasingly asking us for guidance on when their brands should take a stand, and which areas are no fly zones.

To help answer this, we launched an initiative examining polarization in America. So, what social issues do consumers want brands to talk about?

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The Big Shift: Multicultural Consumers Had a Strong Positive Impact on Most Industries over the Past Decade

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What is the Big Shift?

For the past several years, Collage Group has published the Big Shift, a project which examines the role of multicultural consumers in America’s economy.

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Life Insurance: Connecting with Multicultural Consumers

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A 2016 study by the Life Insurance Marketing and Research Association (LIMRA), estimated that 48% of U.S. households have an average coverage gap of $200,000. This unmet life insurance need adds up to over $12 trillion in total market opportunity. So how can brands capitalize on this? We examine the roadblocks that multicultural consumers face when it comes to buying life insurance, as well as opportunities for brands to connect with them across the purchase journey – pre-purchase, purchase, and post-purchase.

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US Population Growing at Slowest Rate in Over a Decade

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For the first time in more than a decade, the U.S. population has grown by less than two million, according to the 2016 American Community Survey (ACS) report. At the same time, the number of Americans that identify as two or more races has increased faster than any other ethnicity.

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