Collage Group To Continue Launching ‘Cultural Fluency Model’ At Univision Executive Roundtable

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Second annual event, co-hosted at Univision, will continue to demystify new fact-based approach for deciphering cultural variation

Collage Group (, a subscription-based consumer research and strategic advisory company that ensures brands understand culture and generations, is co-hosting its second roundtable of the year alongside Univision on December 10. The event, “How to Decipher, Influence, Engage, and Win The New Wave of Today’s American Consumer,” will demystify the concept of Cultural Fluency, a new fact-based approach to marketing and video advertising.

The American consumer is undergoing a massive transformation: A “New Wave.” By 2060, the non-Hispanic white population in the US will have decreased from 61% to 44%, while the Hispanic population will make up almost 30% of the country. This New Wave is much younger than before: for the first time ever, more than half of kids belong to ethnic minorities, and are also influencing how consumers are behaving and what they’re purchasing.

The new reality in the ad testing space is that what makes an ad work for one group can make it fail for another group. This has led many brands to lackluster results, failing ad campaigns, and viral consumer backlash.

Yet thanks to new technologies and innovations, brands are now becoming better equipped than ever before to properly understand cultural shifts. One of these technologies is the measurement of emotional response to ads by different demographics utilizing machine learning and facial tracking. Thanks to this, marketing leaders now have access to understanding where and why their ads have appeal.

This second executive roundtable will demystify the Cultural Fluency Imperative to better reach the New Wave, a fact-based approach for deciphering cultural variation, reveal how advertising can authentically connect with consumers, and show how culture is amplified through influence and social networks.

Through workshops like “Keys to Culturally Fluent Creative,” and “Win the New Wave,” brand and insights executives will be provided with immediately applicable takeaways to improve a brand’s Cultural Fluency which downstream benefits of unlocking this market’s enormous spending power.

Brands in attendance include Univision, Discovery, Twitter, iHeart Media, Wells Fargo, Comcast, US Bank, The Coca Cola Company, and more.

"Univision is excited to be co-hosting its second Collage Group roundtable to discuss the power of the Hispanic consumer. As one of the largest and most influential consumer segments in America, Hispanics will only continue to increase their influence in this country,” said Roberto Ruiz, EVP Insights, Research & Analytics, Univision. “Generating these positive discussions about today’s rapidly evolving landscape and the role multicultural consumers play as part of this transformation is vital to staying relevant and propelling growth. We are proud to be a trusted source of news and information for the Hispanic community and look forward to sharing our research.”

“The impact of the incoming New Wave will be unparalleled,” said David Wellisch, CEO of Collage Group. “Some brands run the risk of being left behind. Those who can measure and analyze the New Wave’s impact will be fully prepared to understand this new group, thereby unlocking their massive spending power. It’s truly a way to future-proof your marketing strategy.”

Collage Group is a subscription-based consumer research and strategic advisory company that helps brands master the cultural transformation of the American consumer through the lens of racial, ethnic, and generational segments.

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About Collage Group
Founded in 2009, Collage Group focuses on helping companies unleash the power of culture to drive brand growth. The company supports over 200 leading brands across 16 different industries - including Twitter, Hulu, Intuit and Disney, US Bank, Coca Cola, Nestle. Support includes proprietary syndicated research, actionable category level insights, market intelligence tools, and best practices.

The product portfolio includes insights and strategy networks–Latinum, focusing on multicultural consumers, and genYZ, focusing on millennials and gen-Z’ers. Collage also offers a full suite of custom research and consulting services. The company has been featured in Forbes, AdWeek, Spirited Magazine, and more. More information can be found at

About Univision Communications Inc.
As the leading Hispanic media company in the U.S., Univision Communications Inc. entertains, informs and empowers U.S. Hispanics with news, sports and entertainment content across broadcast and cable television, audio and digital platforms. The company’s top-rated media portfolio includes the Univision and UniMás broadcast networks, as well as cable networks Galavisión and TUDN, the No. 1 Spanish-language sports network in the country. Locally, Univision owns or operates 65 television stations in major U.S. Hispanic markets and Puerto Rico. Additionally, Uforia, the Home of Latin Music, encompasses 58 owned or operated radio stations, a live event series and a robust digital audio footprint. The company’s prominent digital assets include, streaming service Univision Now, the largest Hispanic influencer network and several top-rated apps. For more information, visit .

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Ann Murray-Dunning
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