Collage Group’s Post

Join our #freewebinar and virtual panel tomorrow as we partner with leading brands to share how to effectively engage and celebrate Black consumers for #BlackHistoryMonth and year-round! Black History Month, February 1-29, 2024, is a key opportunity for brands to celebrate Black achievements and contributions to American culture. Black cultural holidays are booming in the United States, and Black Americans don’t shy away from acknowledging the hard realities of Black history, even as they celebrate. The segment’s cultural traits explain their ability to embrace complexity across the many holidays and occasions celebrated throughout the year. We are excited to be joined by iconic brands for a celebration of this special month. Our esteemed speakers for this session are: • Nakia Tull, Vice President & Customer Inclusion Leader, Fidelity Investments; • Nicole Buchanan, Senior Director, Head of Cultural Strategy & Multicultural Sales, SiriusXM; and • Kim Adams House, Head of Licensing, Merchandising, and Multicultural Marketing, Stellantis. Register via the link below. See you tomorrow! #blackhistory #culturalintelligence #marketing #marketresearch #marketingandadvertising #multiculturalmarketing #consumerbehavior #diversity #diversityandinclusion #mrx

1. Invest in Black talent year-round, not just during Black History Month. 2. Invest in Black-owned media year-round, not just during Black History Month. 3. Hire Black-owned production houses year-round, not just for Black History Month campaigns. 4. Work with Black photographers for all campaigns, not just black History Month campaigns or campaigns that feature Black talent. Artists create art. period. 5. Partner with Black content creators and influencers year-round, not just during Black History month. 6. Commission Black artists (illustrators, graphic designers, muralists, etc.) year-round, not just during Black History Month. 7. Partner with Black-owned experiential agencies for your activations year-round, not just during Black History month. 8. Hire Black social media managers, social strategists, influencer strategists, marketing managers, creative directors, art directors, year-round, not just to check off a box. If you let them cook without all of the hyper-politics, you'll quickly see their genius throughout your work. 9. Black talent is skilled in general market work, too. Not just multicultural initiatives. My point here is that Black talent and business owners are fully capable of working beyond the box of "diversity & inclusion". Black talent pushes THE CULTURE forward today, tomorrow and in the future. If you haven't deployed these truths by now, then you're behind the times and will continue racing to catch up with the speed of culture. Do I need stats to back this up? What did I miss? P.S. Happy #Blackhistorymonth! Now back to celebrating all of this Black brilliance. 😎

Is your brand struggling to make the business case to reach Black Americans? Get this: recent government data shows that Black Americans are employed at a higher rate than White Americans.  (You can find that data at the St Louis Federal Reserve research site.) The first time this ever happened was only a few months ago. Plus wages for Black Americans have never been higher as a percentage of the wages for White Americans. But this isn’t a post about racial progress or lack thereof. It’s a post about reality. The reality for brands is that the population of White Americans is aging out of the workforce, will likely see declining incomes, and is shrinking. Multicultural Americans are now providing the growth in expenditure that brands depend on. In fact, post-pandemic, Black Americans are in head-to-head competition with Asian Americans for the fastest rebound in employment. And they have the fastest rebound in wage growth. And yet, when you talk to some of the great brands out there, it seems they don’t have a plan to reach this high-growth market. Let’s make it clear: since the depth of the pandemic, the Black segment has achieved the fastest growth in employment and wage growth. What is your brand’s strategy to grow your fair share of Black consumers? Just because Black History Month is half over does not mean it's too late to start. And reaching Black consumers has positive impacts on every other segment - consumers of every demographic want your brand to better activate Black consumers. And we can prove it. Contact us to find out what top brands do to activate the mainstream BECAUSE of how they reach Black consumers. And learn more from top brands like Fidelity Investments, Stellantis, and SiriusXM through this replay of our Black History Month panel discussion with Nakia Tull, Nicole Buchanan, and Kim Adams House.

Just last week Collage Group's Chief Insights Officer, David Evans, stated in a blog, "...since the depth of the pandemic, the Black segment has achieved the fastest growth in employment and wage growth." Yet, when I talk to brands they are often times still having to make the case for investing in Black consumers. Given the cultural influence, population growth, spending power and expenditure growth the case is clear. And the reality is, if you tap into and leverage the right insights to authentically resonate with Black people, if done right you can create a halo effect driving cultural fluency across all segments. If you are interested in learning more about diverse segments, the Black segment specifally and/or how to effectively be culturally fluent in your messaging and advertising DM me!

There are certain ways that consumers feel brands should participate in a celebration like Black History Month. Among those in favor of brands celebrating Black History Month, respondents are the most likely to believe that taking action to address diversity and inclusion within their company is the primary way that brands can authentically participate. Full story: https://hubs.la/Q02lP4wB0 #CivicScience #insights #data #trends #intelligence #marketresearch #mrx #consumerbehavior #consumerinsights #consumerintelligence

🌟 **A Thoughtful Encounter at Columbia Sportswear Company Store** 🌟 On my walk today, I decided to stop and grab a coffee. As I was walking through the mall, something caught my eye—a sign at the Columbia store. With everything happening around the country, the message on this sign resonated with me, especially as someone who often feels invisible. You probably thought I was talking about racial diversity, huh? Nope. What about my cousin who uses a wheelchair and struggles with accessibility just to get to her doctor's appointments? Or my Canadian colleague whose cultural holidays differ from my own? How about a friend who is unhoused and gets “shooed” out of establishments because he doesn't have access to a shower despite having money to buy food? This sign was the reason I decided to step into the store and make a purchase. Granted, it may not matter to everyone, but recognizing that our differences matter and being inclusive in the places we shop and work is a BIG deal. 💭 **Did you know** that a study by DiversityQ points out an 18% decrease in leaders' enforcement of their company’s DEI efforts over the past couple of years? 💡 **Did you know** that businesses embracing inclusive practices benefit everyone and that companies with diverse leadership are 2.4 times more likely to outperform their competitors? ⚖️ **The California State Bar** indicates that Black lawyers leaving state service often cite the lack of racial representation in leadership as a significant factor. This public statement made by Columbia to a passerby like me means something. But as a DEIAB practitioner, I also ponder whether this is a genuine reflection of their culture or just a performative act. 🤔 Either way, it got me in the door, and I ended up making a purchase. 💪🏾

Navigating the ever-evolving cultural landscape can be challenging—especially for brands looking to engage with the Black community authentically. In the first part of our CultureBeat series, Ashleigh Williams, explores how brands can build meaningful, lasting relationships with Black consumers. From addressing outdated stereotypes to fostering authentic, transparent conversations, learn the best practices for creating genuine connections and navigating cultural complexities. 🔍 Dive into the blog here: “Navigating the Nuances of Engagement with the Black Community Amid Shifting Cultural Dynamics” https://bit.ly/4gQ6pJD #MRX #MarketResearch #MulticulturalMarketing #BlackCommunity #DiversityEquityInclusion #ConsumerInsights #Insights

As we continue to celebrate #BlackHistoryMonth, we want to share some insights from our perspective as a Black and woman-owned business on how companies can authentically honor this important time. 🎤 Amplify Black Voices: Use your platform to elevate the stories, experiences, and perspectives of the Black community. There's an abundance of talent out there - collaborate with Black influencers and creatives. 🤝 Partner with Black-Owned Businesses: Collaboration is key. Seek out partnerships with Black-owned businesses. This not only supports the business but also brings fresh perspectives to your brand. 📚 Educate and Engage: Use your platform to educate your audience about Black history and current issues impacting the Black community. Share resources, recommend books, films, podcasts and feature historical facts. 🖼️ Visual Storytelling: Use your visuals to tell powerful and authentic stories. Whether it's through photographs, graphics, or videos, make sure your content is inclusive and representative. 🌟 Showcase Black Excellence: Highlight the achievements, contributions, and cultural significance of the Black community. This could be anything from spotlighting Black leaders in your industry to featuring Black artists, writers, and more. Remember, celebrating Black History Month isn't just about February, it's about incorporating these practices into your strategy all year round. 🗓️ #BlackHistoryMonth #BlackOwnedBusiness #WomenOwnedBusiness

Change is constant, and the attitudes and buying habits of #Black Americans continue to change. Do you know how to fuel brand growth with the segment? Here are big picture insights to help guide your marketing strategy: 1.) Black Americans are increasingly proud of their cultural heritage. Higher celebration rate of cultural holidays and desire for creative language expression showcase their unapologetic embrace of their identity. 2.) The segment’s realness and faith set the stage for true vulnerability. Black Americans’ deep understanding of who they are allows vulnerability to flourish. Risk-taking is an expression of that vulnerability and a form of self-care. Our latest study, now including three-year trended data, explores key areas of our consumer fundamentals research to help your brand fuel growth with Black consumers. Contact us to learn how you can unlock access to these insights and more. https://lnkd.in/eEpiYZ4h #marketing #mrx #diversity #inclusion #diversityandinclusion #marketresearch #marketingandadvertising #consumerinsights

As we near the end of Black History Month, it's important to recognize and dismantle the barriers  Black employees face in the workplace. Leveraging insights from the Praxis Labs platform data, we’ve identified the top 4 concerns of Black learners: Promotion and Transitions (15.7%) Recruitment and Training (13.7%) Culture & Communication (12.8%) Compensation & Rewards (12.8%) As we bid farewell to Black History Month and welcome Women's History Month, Praxis Labs will be sharing our data and insights weekly to help organizations better recognize and address disparities.   Let's start a conversation! What challenges related to representation and advancement opportunities that you or your organization are facing, and how are you addressing them?