Author: Jack Mackinnon
Jack Mackinnon
Senior Director of Cultural Insights
Embrace Multicultural Terminology: Showing Empathy and Driving Empowerment
Understanding and embracing Multicultural terminology is key to connecting with diverse America. Apply these findings and action steps to signal empathy, understanding, and respect for Multicultural consumers.
The Nuance of Behind Cultural Duality: How to Embrace Identity for Growth
Dive deeper into the topic of cultural duality with a focus on Hispanic consumers, while simultaneously understanding how to fuel brand growth.
What is Backlash? The Rise of Brand Backlash and How to Respond (6-Step Guide)
Understand the root causes of backlash and discover invaluable guidance for marketers and CMOs to authentically engage with the modern consumer psyche.
The Intersection of Gaming & Culture: How LGBTQ+ Consumers Inspire Gaming Trends
Discover the LGBTQ+ influence on gaming and the community’s prevalence and representation in games to help kickstart growth and fuel Brand Love.
America Now: Navigating Political Polarization in an Election Year
Do you know how to navigate the modern political landscape with culturally nuanced and emotionally intelligent storytelling? Our award-winning study, “America Now,” shares best practices for brands to fuel growth and navigate polarization with cultural fluency.
American Fandom: Fuel Brand Growth with Multicultural Consumers through Sports and Fitness
Learn how to build trust, stoke enthusiasm, and fuel brand growth with Multicultural consumers by tapping into their passion for sports and fitness.
Boomers Donate to Religious and Child Health Causes; Men Lead in Charitable Donations
Two new Collage Group studies exam charitable giving across age and gender, revealing key cultural trends for organizations to act on to enhance charitable donations. Learn more about how Boomers donations vary vs. younger generations, as well as how men compare to women.
Political Polarization, Culture, and the Influence of Non-conformists (A Marketer’s Guide)
As America approaches the 2024 elections, consumers increasingly seek brands that actively participate in issues-based marketing, demonstrating a clear alignment with their values and beliefs. And politics plays a significant role in shaping these values.
How to Create a Successful Digital Media Strategy to Engage Diverse America
How do you create a digital media strategy that truly captivates diverse America? As a marketer, you’re presented with a unique opportunity to enthrall and engage your audience through media channels. Learn how in our step-by-step guide.
What’s Ahead in 2024: Unveiling the Power of Diverse America
As we embark on the opportunities ahead in the new year, we are delighted to share insights from some of the latest diverse consumer trends, cutting-edge strategies, and invaluable research across industries that will shape your approach to winning diverse America in the coming year and beyond.