Entries by Collage Group

Case Study: Under Armour’s “I Will What I Want”

Most consumers viewed Under Armour as a brand built for men before 2014. Despite that, the company had been incredibly successful raking in $2.3 billion in sales in 2013. However, their product line for women only accounted for $500 million. To address this, they launched a Total Market campaign targeting women, “I Will What I Want.” It […]

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An Inside Look at the Hispanic Beauty Journey

Today’s beauty campaigns encourage consumers to embrace diverse beauty standards and think beyond stereotypes.  As the U.S. Hispanic population grows, it’s important to note key differences and similarities between Hispanic and non-Hispanic consumers.  To tease out the nuances of culture as it relates to beauty, we asked the women on our consumer panel about their shopping habits, […]

Hispanic Heritage Month: 5 Winning Campaigns

Companies are eager to win Hispanic consumers’ business as a result of their rapid population growth, increasing purchasing power, and their growing cultural influence. Many companies run targeted campaigns during Hispanic Heritage Month in a play to win their loyalty. We recently asked our consumer community to pick their favorites.   The top picks go to:

African-American Consumers: Cultural Influencers

African-Americans comprise 39 million, or 12.8% of the U.S. population. Although the future growth narrative is not as strong as other multicultural segments, their growth still outpaces Non-Hispanic Whites. They were responsible for 14% of population growth from 2006 to 2012, while the non-Hispanic white population actually contracted.

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Hispanics Unbanked: Huge Opportunities for Financial Services

The mandate to drive sales and build loyalty among Hispanic consumers holds true across all industries. This is felt acutely in the financial industry. Driven by economic, cultural, and language factors, Hispanic consumers significantly under-index on banking status and financial products usage. This represents not only huge business upside for financial services companies, but also a […]

Infographic: Hispanic Easter and Holy Week Celebrations

While it may be convenient to group Holy Week and Easter together, our research shows that U.S. Latinos understand and celebrate them very differently. In many Latin American countries, Holy Week tends to be celebrated as widely – or more widely – than Easter. Many towns and churches organize processions and events throughout the week to commemorate […]

Just How Important is Spanish for Bilingual Hispanics?

What’s your earliest memory? Maybe it’s playing with a favorite toy. Or your fifth birthday party. Chances are, that memory has a lot linked to it: faces, colors, sounds, scents, and language. Let’s focus on the language of that memory for a minute. If you only speak one language, then (presumably) the language of your […]