US American Identity and Patriotism Consumer Report 2026
The upcoming 250th anniversary of the Declaration of Independence arrives at a moment marked by political volatility and an evolving sense of American identity. However, American pride remains..."
US Black Consumers: Culture and Community Report 2025
Black consumers make up close to 14% of the US population, however, their impact on US culture and society far outweighs their numbers. Whether they have been in..."
US Expressions of Identity Consumer Report 2025
Self-expression remains a critical aspect of consumers' personal identity, self-esteem and mental wellbeing. Authentic expression helps consumers feel seen and accepted through all stages of their personal growth..."
Canada Expressions of Identity Consumer Report 2025
More than half of consumers believe it's important to express their identities to the world around them – yet only 28% say they prefer to stand out (while..."
US Gender Identity and Expression Consumer Report 2024
Consumers’ outlook on gender identity and the gender spectrum are shifting. However, gender continues to be a critical aspect of consumers' identity and sense of self. Furthermore, the..."
Multicultural America: Cultural Celebrations and Holidays Consumer Report 2024
The US is becoming increasingly diverse and there's growing awareness of different cultural and religious holidays and celebrations. Consumers believe brands must adapt to the evolving mainstream by..."
Black Americans and Symbols of Identity 2024
Black American identity is layered and shaped by diverse experiences. Brands are a key part of the narrative around identity as they reflect images to the masses.
Courtney..."
US Hispanic Consumers and Symbols of Identity 2024
Many Hispanic consumers cannot see themselves reflected in marketing materials and the majority continue to see stereotypes in messaging.
Stefanie Kundakjian, Research Analyst
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US Expressions of Identity Consumer Report 2024
Multifaceted self-expression continues to be a primary aspect of identity for consumers, directly impacting their mental wellbeing and undeniably involving brands.
Lisa Dubina, Senior Culture and Identity Analyst
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The Modern Thai Identity Consumer Report 2023
Stay relevant with today's Thai consumers, who are more independent, desire emotional and spiritual upliftment, and are more serious about the planet than ever.Wilasinee Siriboonpipattana (Kaimook), Senior..."
US Customs and Traditions Consumer Report 2023
Brands are already a link to preserving customs and traditions. Celebrations are important buying occasions; particular holidays dictate spending preferences.
Stefanie Kundakjian, Research Analyst
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China Culture Marketing Market Report 2023
As cultural marketing enters a more advanced stage, consumers are not satisfied with mere novelty experiences but rather seek meaningful connections with brands. Brands must demonstrate how their..."
