Entries by Katie Hockstein

Four Things You Need to Know about African-American Consumers

Four Things You Need to Know About African-American Consumers

  1. The African-American segment skews young. The segment’s median age is 34, 6 years younger than the non-African American population and 9 years younger than the White population. Given their size and relative youth, this segment will continue to be a must-capture for brands for years to come.

2. The African American segment’s share of expenditure growth was two thirds of the White segment’s despite the fact they are one fifth the size. And the segment’s purchasing power and expenditure is likely to continue growing as young African Americans achieve higher education levels.

3. African Americans have a high level of optimism about their personal future, despite the challenges they face and the perception that their path to success is steeper. In fact, the segment’s recognition of their unique challenges fuels their drive to succeed.

4. Across age groups, African Americans have a strong sense of cultural pride and a heightened sense of exceptionalism—i.e., a tendency to focus on one’s own internal uniqueness and the perceived differences that set one apart from others. These factors combine with the desire to share their voice, positioning them as powerful influencers across all segments.

Corporate Sustainability is a Multicultural Priority

Corporate Sustainability is a Multicultural Priority

If you’re trying to target “sustainable” shoppers, read this first.

Which elements of sustainability would multicultural consumers be willing to pay a premium for, and what are they doing to live more eco-conscious lives?

Which elements of sustainability would multicultural consumers be willing to pay a premium for, and what are they doing to live more eco-conscious lives?

 In a political climate that’s failing to meet both social and ecological needs, many consumers are “voting with their dollars” to reward brands that engage in sustainable business practices. If you know where those dollars are going, you can position your brands to be on the receiving end.

We addressed the issue of sustainability in a recent Collage survey, fielded to a nationally representative sample of 3,098 respondents with multicultural and youth oversamples. In it, we asked multicultural consumers if they’d be willing to pay more for certain sustainable business practices, and whether they engage in their own sustainable behaviors.

So how do you get consumers to buycott your products, rather than boycott them? See the attached mini-deck for more information about the following insights:

How well do you know your segments?


  • Asians?
  • African Americans?
  • Hispanics?
  • Whites?

are most willing to pay a premium for brands providing their workers a ‘living wage’ .


Women, especially among

  • African American?
  • Hispanic?
  • Asian?
  • White?

consumers, care more about the humane treatment of animals.


  • White?
  • African American?
  • Asian?
  • Hispanic?

men are most attracted to brands that give back to local communities.


  • African American?
  • Asian?
  • Hispanic?
  • White?

Millennials are the most regular consumers of meat alternatives.

Only this sample of our research has the answers.

Four Things You Need to Know About Asian American Marketing

Four Things You Need to Know about Asian-American Consumers

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Enjoy a free excerpt of the research. 

1. Almost two-thirds of Asian Americans are foreign-born, and roughly 80% speak a language other than English at home.


But this doesn’t mean you have to use targeted language-specific advertising to reach the segment. After all, more than 74% of each major Asian sub-group (Indian, Chinese, Vietnamese, Filipino, Korean, Japanese) is either bilingual or English dominant.


2. Roughly half of all Asian Americans cite China or India as their country of origin.


And these two groups were responsible for 71% of the Asian segment’s population growth between 2012 and 2017—1.8 million people!


3. Marriage is extremely important for Asian Americans.


They are the most likely to be married and the least likely to be divorced.  Among origin groups, Indian Asians are the most likely to be married, while Asian women are the most likely of any group to be in an interracial marriage.


4. While Asian Americans take pride in their Asian ethnicity, they tend to identify more by their country of origin.


This is likely tied to the segment’s desire to maintain a strong connection with their cultural heritage, something many Asians—roughly 48%—fear future generations may lose.


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