Collage Group and Google Host Executive Roundtable on Revolutionary New Marketing Framework for Cultural Fluency in America

The unique format is designed to balance proprietary content from Collage’s expert team with peer discussion. The day will start with a release of keystone findings around Cultural Fluency, the ability to understand and navigate the intersection of cultural identity and cultural values in a society. This will be followed by a framework for activation and accompanying case studies.

Lagging market results indicate that the Total Market approach is not working. Cultural insights and nuances are often overlooked for the sake of more efficient, generic insights that might appeal to the entire market. Leading consumer brands are in need of a fresh framework to navigate the increasingly complex culture in America.

“We’ve been researching how culture defines American consumers for years,” says David Wellisch, CEO of Collage Group. “Our ground-breaking new framework pushes people to think about culture in a new way, going beyond census labels and ethnicity. By factoring in cultural identities and values, it opens up tremendous growth opportunities for brands.”

“Google is excited to host another Collage Group executive roundtable. Empowered multicultural consumers are relying on digital platforms more than ever to meet their personal needs whether in language or by cultural affinity; therefore, this forum is vital to fuel important discussions around the future of multicultural marketing,” says Sarah Carberry, Head of Multicultural Sales at Google.

The second session in the roundtable series will be co-hosted by A+E Networks in New York City on November 17.

ABOUT COLLAGE GROUP: Founded in 2009, the company focuses on empowering organizations to better serve and engage the fastest growing and most influential consumers through insights, market intelligence and strategy. They currently support over 100 leading companies through proprietary syndicated research, actionable category level insights, market intelligence tools, and best practices. The product portfolio includes insights and strategy networks–Latinum, focusing on multicultural, and genYZ, focusing on millennials and gen-Z. Collage also offers a full suite of custom research and consulting services. More information can be found at collagegroup.com.