-

Leading Cultural Intelligence Company, Collage Group, Launches Parents & Kids Research Program

WASHINGTON--(BUSINESS WIRE)--Collage Group, the leading source of cultural intelligence about diverse consumers to more than 250 of America’s iconic brands, continues its hypergrowth with the launch of its Parents & Kids Cultural Intelligence Program. This new consumer research offering, created with input from nearly a dozen leading Collage Group member brands, is designed to cover the insights brands need to engage and activate parents and kids across race and ethnicity. This is the first syndicated resource available that offers full coverage of parents and kids with race and ethnicity overlays.

David Wellisch, Collage Group CEO and Co-Founder, explains why brands are asking for these insights: “Demographic change amplifies the need to effectively resonate with America’s diverse parents and their children. In fact, the generations most likely to have children are between 5 and 12 percent more racially and ethnically diverse than older generations. And, multicultural Americans are 10% more likely to have children under 18 living in their households.”

For many brands, the age of kids is also especially important given the development of decision-making processes–Collage Group’s research will dig deeper into this area.

Starting this spring, as part of the Program, Collage Group researchers will unveil how culture impacts the roles that moms and dads play in their children’s lives, with insights including:

  • the parenting style(s) they embrace.
  • the values parents prioritize instilling in their kids.
  • how parents navigate the impact of the changing media landscape and shifting social norms on their children.

The Program will also dig deeper into how the culture, age and gender of the child impacts parental attitudes and behaviors, including:

  • how parents respond to their children’s preferences and desires.
  • how parents select products and services for their kids across category.
  • when and how parents “hand-off” decision-making to their kids across category.

“Collage Group is committed to generating insight into every aspect of the cultural transformation of the American consumer, and this year we are thrilled to extend that commitment to understanding the impact on parents and kids,” says Collage Group’s Chief Product Officer David Evans, who oversees Collage’s syndicated research teams. “Many brands have told us that there is a significant gap in their understanding of the intersection of culture and parenting styles, and how that informs critical steps in the parent-child path to purchase. We are excited to fill that void.”

For more than 10 years, Collage Group has developed consumer insights across race/ethnicity, generation, sexual identity and gender with a focus on high-growth consumer segments. Members of the Collage Group cultural intelligence programs–Multicultural, Generations, LGBTQ+ & Gender and Parents & Kids–have access to 10+ years of consumer insights and 300+ studies with new data unveiled weekly. Learn more and get started as a founding member of the Parents & Kids program.

Contacts

Mollie Turner, mturner@collagegroup.com

Collage Group


Release Versions

Contacts

Mollie Turner, mturner@collagegroup.com

Social Media Profiles
More News From Collage Group

Leading Cultural Intelligence Company, Collage Group, Welcomes Pinkie Gunderia as Chief Financial Officer

WASHINGTON--(BUSINESS WIRE)--Collage Group, the leading source of cultural intelligence about diverse consumers to America’s iconic brands, prepares for continued scaling with the addition of Pinkie Gunderia as Chief Financial Officer. Pinkie oversees the companywide accounting, finance and budgeting functions, and will be leading Collage Group’s forward-looking financial strategy to manage the company’s continued hypergrowth. She is a seasoned financial executive with 20 years of experience sp...

Leading Cultural Intelligence Company, Collage Group, Welcomes Jose Puyol as Chief Revenue Officer

WASHINGTON--(BUSINESS WIRE)--Collage Group, the leading source of cultural intelligence about diverse consumers to America’s iconic brands, continues to focus on growth with the addition of Jose Puyol as Chief Revenue Officer. Jose oversees companywide commercial function, including new business, renewals, account expansions and more. He is a seasoned SaaS executive with 20 years of experience leading high-growth sales organizations, with a well-established record of building customer-first sal...

Most Americans (58%) Want Businesses to Engage in Social and Political Issues

WASHINGTON--(BUSINESS WIRE)--American consumers are experiencing a second year of unprecedented change, giving 2020 solid competition for an emerging set of challenges for U.S. businesses. Political polarization, COVID-19, race relations, immigration, LGBTQ+ rights and climate change have been top of mind for consumers this year–leading to shifts in consumer expectations of businesses. “Most Americans want brands to engage in social and political issues,” says David Wellisch, Collage Group CEO...
Back to Newsroom