Act on Shifting Passions: Fuel Growth from Gen Z to Boomers

Passion Points are the activities and areas of life that consumers prioritize when spending their time, money, and attention. In other words, Passion Points are tangible expressions of culture. This is the stuff Americans get fired up!

Do you know how these interests are evolving for American consumers across generations? And is your brand activating on these interests to fuel Brand Love and revenue growth?

To help our members ignite business growth among consumers across generations, we unveiled updated reports that include in-depth analysis across several key areas. Our latest report delves deep into three key Passion Points:

Food and Dining, Video Games, and Sports.

This blog and download include a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock access to our cultural intelligence engine.

The Big Picture:

• Younger Americans seek escapism and community. Gen Z and Millennials embrace the foodie lifestyle, discover themselves through heritage travel, and engage in gaming subcultures.
• Midlifers reshape passions to fit family life. Millennials and Gen X seek adventurous flavors – while dining at home, explore the world – but keep it domestic, and play to win – except when they let their kids win.
• Older Americans embrace fun and fandom. Gen X and Boomers fuel good times with their passions; checking off bucket list travel destinations and taking pride in American sports culture.

Key Insight #1: Food and Dining

Inherently diverse younger generations embrace the cuisines of both their own heritage and other cultures. As Gen Z and Millennials become parents, they’re using food as a tool to maintain their culture and pass it onto their children.

Do This:

• Emphasize your brand’s cultural heritage or how it can contribute to cultural dishes.
• Recognize the importance of culturally specific foods in the family meal space and create simple options with diverse flavor profiles to meet the needs of busy parents.

Key Insight #2: Video Games

Across generations, Americans enjoy video games to escape from their everyday routines. Younger gens especially love the creative aspects – customizing their characters and doing things they can’t do in real life. Gen Z is drawn to gaming for the competition and social connection.

Do This:

• Message around why video games are important to each generation. For Gen Z, connect playing video games to their emphasis on mental health by positioning gaming as a way to express themselves and unwind.

Key Insight 3: Watching Sports

Younger generations are more likely to be fans of specific athletes and follow sports online through social media.

Do This:

• Draw younger fans into the game by creating snackable content that highlights individual athletes and behind-the-scenes action. Facilitate fans feelings of connection to players and their game.

Interested in more? Contact us for additional studies on how to connect with today’s consumers, and to learn how to make your brand a winner with high-growth segments.