Top Brands for LGBTQ+ Consumers: Lessons from Marketing Leaders
Do you know the brands who are most effective at resonating with LGBTQ+ consumers and the tactics they’ve used to achieve that success? Explore how these trailblazers leverage a deep comprehension of LGBTQ+ consumer principles and self-identities to create compelling campaigns that foster brand love.
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.
At Collage, we measure cultural fluency by gauging consumer sentiment across six key dimensions: Relevance, Fit, Memories, Trust, Advocacy, and Values. These dimensions are weighed and combined to create the Brand Cultural Fluency Quotient (B-CFQ) score. The B-CFQ score gives our members crucial insights into their brand’s resonance across different consumer segments and strategies for improvement.
Our latest research has identified the top brands for LGBTQ+ consumers based on average B-CFQ score and then deep dives into three brands that perform uniquely well with the segment:
Barnes & Noble, Cartoon Network, and Vans.
This post includes a small sample of the deep cultural intelligence that fuels growth for our members. Contact us to unlock more content like this.
The Big Picture
Top brands put their brand equity on the line to create safe spaces for LGBTQ+ Americans. They captivate with inclusive digital content and authentic storytelling.
Why it Matters:
Brands that align their cultural cache and values with this community elevate and celebrate this segment and amplify its voice, fostering genuine engagement. This resonates with LGBTQ+ people and broadly appeals to other demographics, including Gen Z, Millennials, Multicultural Americans, and Women through Halo Effects. Maintaining a sustained, consistent commitment to LGBTQ+ consumers shields these brands from meaningful backlash, both outside and within the community.
In addition to the list of the top brands, our full research also showcases three brands that perform uniquely well with this consumer segment compared to non-LGBTQ+ consumers: Barnes & Noble, Cartoon Network, and Vans.
Each of these brands use segment-specific strategies that resonate deeply with this segment, while also appealing more broadly to other consumer groups through Halo Effects.
- Barnes & Noble optimizes Fit and earns consumer Advocacy by creating a uniquely welcoming in-store experience and savvy digital presence.
Cartoon Network’s support of queer inclusion in Animation has cemented the brand as a favorite among LGBTQ+ consumers.
Vans’ creative, community-driven spirit speaks to the heart of LGBTQ+ consumers.
Interested in more? Contact us for additional studies on how to connect with LGBTQ+ consumers, and to learn how to make your brand a winner with high-growth segments.
Do you know the brands who are most effective at resonating with Asian American consumers and the tactics they’ve used to achieve that success? Discover how these frontrunners harness a profound understanding of the principles and self-perceptions of Asian American consumers to forge captivating initiatives that drive brand love.
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.
At Collage, we measure cultural fluency by gauging consumer sentiment across six key dimensions: Relevance, Fit, Memories, Trust, Advocacy, and Values. These dimensions are weighed and combined to create the Brand Cultural Fluency Quotient (B-CFQ) score. The B-CFQ score gives our members crucial insights into their brand’s resonance across different consumer segments and strategies for improvement.
Our latest research has identified the top brands for Asian American consumers based on average B-CFQ score and then deep dives into three brands that perform uniquely well with the segment compared to non-Asians:
Apple, Coursera, and Spam.
This post includes a small sample of the deep cultural intelligence that fuels growth for our members. Contact us to unlock more content like this.
The Big Picture
Top brands celebrate Asian Americans’ cultural heritage and prioritize innovation.
What Surprised Us:
As a global leader in the technology space, you would think that Apple is highly resonant across race and ethnicity. However, Apple is uniquely resonant with Asian Americans. Apple ranks 19th for Asian Americans and is a whopping 139 rank places lower for non-Asian consumers. Its trifecta of championing AAPI cultural heritage, product ingenuity, and global engagement and trust earn the brand high praise from Asian Americans.
Why It Matters
Brands that demonstrate a nuanced understanding and celebration of AAPI cultural heritage and position themselves as inventive will resonate deeply with Asian Americans. They also appeal more broadly to other consumer groups – Hispanics, LGBTQ+ people, and Gen Z in particular – through Halo Effects.
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 Asian American consumers, and to learn how to make your brand a winner with high-growth segments.
Do you know the brands who are most effective in succeeding with Gen Z consumers and the strategies they employed to get there? Learn how these leaders use deep insights on Gen Z consumers’ values and identities to create highly compelling omnichannel campaigns that fuel growth.
Update: People are paying attention to Collage’s deep cultural intelligence! eMarketer cited our statistics in their report Gen Z Technology and Media Preferences 2024. Top marketers and industry professionals understand the importance of developing data-driven cultural fluency to uncover the “why” behind Gen Z consumer behavior and loyalty.
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.
At Collage, we measure cultural fluency by gauging consumer sentiment across six key dimensions: Relevance, Fit, Memories, Trust, Advocacy, and Values. These dimensions are weighed and combined to create the Brand Cultural Fluency Quotient (B-CFQ) score. The B-CFQ score gives our members crucial insights into their brand’s resonance across different consumer segments and strategies for improvement.
Our latest research has identified the top brands for Gen Z based on average B-CFQ score and then deep dives into four brands that perform uniquely well with Gen Z compared to older generations:
Sour Patch Kids, CeraVe, Duolingo, and Apple Pay.
This post includes a small sample of the deep cultural intelligence that fuels growth for our members. Contact us to unlock more content like this.
The Big Picture
Top brands meet Gen Z’s evolving needs as they age into adulthood and grow their independence, all while maintaining relatable and fun-loving brand personas.
What Surprised Us:
Language-education platform Duolingo earns above-norm high Relevance and Trust among Gen Z. What sets Duolingo apart from traditionally stiff, straight-arrow education brands is their willingness to bring silliness and fun to a serious topic, striking a chord with Gen Z’s off-kilter sense of humor. The brand has bridged its cute app mascots (e.g., “Duo” the owl) into the world of social media, where they take on a fun brand persona and demonstrate fluency with Gen Z online culture.
Why It Matters
Brands that demonstrate fluency in Gen Z humor and experiences, and position themselves as their trusted partners resonate deeply with the segment. They also appeal more broadly to other consumer groups–Millennials, Parents, and Asian Americans in particular–through Halo Effects.
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 Gen Z consumers, and to learn how to make your brand a winner with high-growth segments.
Culturally fluent brands use culture efficiently and effectively to connect across segments. In our latest report, we share the top culturally fluent brands for Women and offer relevant insights as to what these brands are doing to resonate.
Women are influential in all aspects of social, cultural, and business leadership. Plus, they dominate consumer spending, making the bulk of all household purchasing decisions.
To help you understand how to engage this dynamic segment, we’ve identified the top brands for Women based on their average B-CFQ score and then selected four brands that perform uniquely well with this consumer segment compared to Men:
Visa, Dove, Crayola, and Dollar Tree.
Fill out the form to download our report for case studies that offer relevant insights as to what top brands are doing to resonate with Women.
At Collage Group, we measure cultural fluency by gauging consumer sentiment across six key dimensions: Relevance, Fit, Memories, Trust, Advocacy, and Values. These dimensions are weighed and combined to create the Brand Cultural Fluency Quotient (B-CFQ) score. The B-CFQ score gives our members crucial insights into their brand’s resonance across different consumer segments and strategies for improvement.
What Surprised Us
Based on B-CFQ score, Visa ranks 2nd out of 743 total brands for Women, the only financial services brand to break into the top 100 for this segment. Its sustained commitment to Women’s empowerment rivals that of even the most iconic CPG brands. Visa consistently challenges gendered stereotypes and showcases Women’s active engagement in financial matters.
The Big Picture
Top brands help Women balance their priorities and empower them to define success and happiness on their terms.
Why It Matters
Brands that offer Women practical solutions and position themselves as their trusted partners resonate deeply with Women. They also appeal more broadly to other consumer groups through Halo Effects.
Throughout the year, the world’s leading brands turn to Collage Group to build trust with this critical consumer segment. Contact us for additional studies on how to connect with Women consumers, and to learn how to make your brand a winner with all diverse Americans.