Activate Your Brand on Juneteenth to Empower Black Consumers

This blog and download include a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock access to our cultural intelligence engine.

On June 19th, six in ten Black Americans will celebrate Juneteenth and honor the occasion by learning about Black history and culture, supporting Black-owned businesses and attending a parade or festival. Since being established as a federal holiday in 2021, Black Americans celebrating the holiday have increased by 18%.

To help your brand celebrate and authentically activate, Collage illuminates the most important annual events and experiences in the lives of Black consumers and identifies natural and effective ways to fuel brand growth through meaningful cultural occasions—during and beyond Juneteenth.

The Big Picture

Black cultural holidays are booming in the United States. Beyond Black History Month, Juneteenth and Kwanzaa are gaining momentum and providing fresh ways to honor and celebrate Black culture.

Black Americans don’t shy away from acknowledging the hard realities of Black history, even as they celebrate. The segment’s group traits (Determined, Real, Believing) explain their ability to embrace complexity across the many holidays and occasions celebrated throughout the year.

Key Insight #1:

Since Juneteenth became a federal holiday in 2021, the popularity of the holiday has increased considerably. Black Americans drive the boom in celebration rates, but more Hispanics, Asian, and White Americans are celebrating too.

To fuel growth with the segment, we suggest that you ensure your marketing and advertising campaigns connect with Black history or culture authentically by:

1. Sponsoring ongoing community events honoring Juneteenth.
2. Donating any proceeds from Juneteenth-related products to help the Black community.
3. Amplifying voices within your organization who want to speak about the holiday’s meaning to them.

Key Insight #2:

For Black Americans, cookouts are an important part of family reunions and holidays such as Memorial Day and Labor Day. Family reunions tend to be big events with historical roots and offer a chance to reconnect with loved ones. Memorial Day and Labor Day offer an opportunity to celebrate while honoring Black Americans’ history in this country.

To drive brand love, we suggest your campaigns offer clear examples of how your brand can complement a cookout or barbecue whether that be in the category of food and drink, games, music, or overall experience.

Interested in more? Contact us below for additional studies on how to connect with Black consumers, and to learn how to make your brand a winner with high-growth segments.

This blog includes a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock full access to our cultural intelligence engine.

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.

The first study takes a look at charity from the perspective of age – analyzing Gen Zers, millennials, Gen Xers, and boomers – assessing how each group donates its time and money.

Among other details, the findings reveal that boomers and Xers tend to center their contributions toward national or locally focused charity organizations. However, younger generations, especially those who make up the Gen Z segment, are more prone to donate to international aid orgs and causes.

“Our research shows that younger Americans may put forth less money in terms of their charitable efforts, but they emphasize volunteering and fundraising instead,” said Jack Mackinnon, Collage Group senior director of cultural insights. 

The study also finds that, generally, consumers rely on an organization’s website when looking to learn or obtain information about a given charity. In addition to online details, older Americans also rely on reviews. Conversely, those in the younger age groups prefer to ask friends and family when seeking charitable giving details.

When asked about which types of charities and nonprofits they have supported over the last year, 67% of Gen Xers and 67% of boomers said they donated to local or community focused causes.

Moreover, older generations stated that they most commonly support nonprofits through one-time donations. For younger, Americans however, they prefer to volunteer their time to charities and nonprofits. Forty-three percent of Gen Z answered that they volunteer time and 23% of millennials said they contribute to nonprofits and organizations by fundraising. 

The second report from Collage Group, while also maintaining a focus on charity, measures giving by gender.

The study finds that men lead the general population in charitable donations. Men are more receptive to solicitations from others, including those from friends, family, and influencers, as well as solicitations via the telephone and email marketers.

Women, the research shows, are more likely than men to say a lack of money prevents them from donating.

“Women are inclined to volunteer and make in-kind contributions in order to make a difference,” says Mackinnon.

He adds that women generally focus more on animal and children’s wellbeing, particularly if the cause or issue is local, or community-based.

When asked how they have or how they would support a charity or nonprofit organization, 56% of women said they have or would donate items such as food, clothing, or an old vehicle. Both women at 46%, and men also at a rate of 46%, said they would make a one-time donation. Thirty-one percent of men said they would lend support by volunteering their time, and 18% of men said they would participate in fundraising.

Over the past year, men were more likely than women to make a charitable donation. When seeking information on a charitable cause or nonprofit, women are more likely to learn about the cause via a website or word of mouth.

Contact us to learn how you can unlock full access to our cultural intelligence engine.

Hispanics play an indispensable role in shaping American culture. The segment is incredibly diverse, increasingly Multiracial, and has the highest purchasing power among Multicultural groups. Brands wanting to reach Hispanic consumers have to work hard to keep up and engage the values and issues that matter most to this growing segment.

Our latest study, now including three-year trended data, explores three key areas of our consumer fundamentals research: identity, cultural context, and Group Traits to help your brand authentically connect with Hispanic consumers.

Read below for key insights and download our exclusive research sample to learn more.

What Surprised Us

After collecting data on Group Traits and cultural values for three years, we’re now able to spot important cultural shifts with even more nuance.

Since 2022, Hispanics are prioritizing deep social connections in a new way. Cultural values associated with close relationships—Close-knit (“I consider someone family if we are really close, even if we’re not related.”), Community-seeking (“I seek out ways to connect with people who have similar lifestyles and interests as me.”), and Mentorship (“I actively work to elevate and improve the lives of those in my community.”) —have all significantly increased in resonance. In addition to more Hispanics agreeing with these values, Bicultural Hispanics are also now more likely to see their identity through the lens of their role in the family.

Why It Matters

Family and relationships have always played a big role in Hispanics’ lives, but as the segment grows and diversifies a desire for close relationships is growing too. Many of these values are driven by Bicultural and Heritage Leaning (Unacculturated) Hispanics; two growing subsegments with a distinct affinity for the importance of family and tradition.

The Big Picture

1. Hispanics are increasingly proud of their cultural heritage. Their active engagement in their family’s cultural customs and traditions reflect pride, warmth, and knowledge of their growing influence in U.S. culture.
2. Technology is an important connector for Hispanics. Deep personal connection and activism matter to this segment. They embrace technology’s role in helping them build communities, learn about specific issues, and achieve their dreams.

Key Insight #1: Cultural Duality Group Trait

Hispanics feel a strong personal connection and pride towards both their Hispanic and American identities. They embrace the complexity of these two identities through the practice of their heritage and pride in their contributions to American culture.

Do This:

– Showcase how the segment contributes to American culture while maintaining their heritage and country-of-origin traditions in your advertising.

Key Insight #2: Positivity Group Trait

Hispanics are driven, goal-oriented individuals. They feel optimistic about their future by staying rooted in their community.

Do This:

– Connect community to success in your messaging when marketing to Hispanics to resonate with the segment.

Key Insight #3: Engaged Group Trait

Hispanics embrace different cultures and perspectives. This attitude shapes their desire to constantly engage with social causes that matter to them.

Do This:

– Engage in the sociopolitical issues that matter to the segment (e.g., the environment), and find ways to get Hispanics involved in your efforts.

Key Insight #4: Trail-Blazing Group Trait

Hispanics are trendsetters who embrace change with an innovative attitude.

Do This:

– Highlight your brand’s commitment to innovation to speak to the segment’s desire for change, and create opportunities for Hispanics to co-create with your brand and share their ideas.

The world’s leading brands turn to Collage Group to build trust with this critical consumer segment and more. Contact us for additional studies on how to connect with Hispanic Americans, and to learn how to make your brand a winner with today’s consumers.