Subcultures have become an important part of the American Mainstream

At Collider, we believe the days where the middle road, mainstream, “normal” was celebrated are long gone. The middle is no longer a safe place for a brand to live in. We believe it’s a recipe for declining brand relevance. 

Given that millennials now need to stand out among an average of 500 friends online, they seek to differentiate themselves by constantly picking up new music, fashion, beliefs or ideas from the “fringes” of culture. In a way, it’s how rap got its start among white suburbanites. 

That same dynamic is highly present in the food world. More than 60% of the food trucks in the U.S. are based on food from another culture, and a significant portion of cuisine trends are based on the adoption of foreign foods. 

Brands that are on the cutting edge of culture today are more often than not, brands that inspire passion with key subcultures in the U.S. If you’re successful with Hispanics, African Americans or Asians, for instance, you’re more likely to be successful with Millennials overall. 

Experience in Marketing to Distinct Groups

Collider strategists have extensive experience in marketing to various sub-groups. Ken Muench and Jessika Gomez have several years of experience marketing to Hispanics, African Americans and Asians, while Greg Dzurik and Sam Renzi's extensive experience with Millennial's and help Collider finely decode that group for mainstream brands. 

Tools and Approaches Tailored for Mainstream Brands

Our research approaches and insight gathering techniques have been specifically created to help mainstream brands find the most relevant approach to winning with these groups. 

We’ve helped QSR win with Hispanics and Millennial foodies, packaged baking products win with African Americans, and pick-up trucks find their voice within the new Multicultural America.