Activate on Holidays, Occasions, and Moments that Matter to Parents & Kids

Holidays and occasions are focal points for many parents—opportunities to connect with loved ones, pass on cultural and family traditions to their children, and express themselves through decorations, food, entertainment, and more. These celebrations are also key inroads for brands to deepen connection with American consumers.

But as consumers age into new life stages, and as our society evolves, so do the ways Americans approach holidays and occasions. Brands should keep up with the latest shifts and trends to maintain relevance.

To help your brand connect with American parents, our latest study explores a broad selection of the most important holidays and occasions across generations and shares key insights and action steps that fuels Brand Love.

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:

• Holidays are opportunities for FUN! As celebration-loving Millennials embrace parenthood, they are doubling down on holidays as anchors for connecting with others, honoring different cultures, and creating much-needed excitement for festive occasions.
• Parents value cultural education but have limited bandwidth to explore every holiday. Parents can’t do it all. Despite their desire to share cultural awareness and education, many need a helping hand. Holidays are a great opportunity for brand engagement.

Key Insight #1: Why Parents Celebrate

Today’s mostly-Millennial Parents view holidays and occasions as a vehicle to share culture—their own and others’—with their kids. These special occasions also provide a much-needed opportunity for fun and connection.

• Do This: Position holiday engagement around opportunity for cultural learning and sparking joy in the mundane.
• Try This: Providing kid-friendly recipes and suggest new ways to celebrate lesser-known occasions.

Key Insight #2: How Families Celebrate

Parents are highly involved in holiday planning. They’re especially likely to change their shopping habits for special occasions, opting for seasonal items and family treats. But Parents’ desire to create memorable experiences is tempered by the pressure that comes with holiday planning.

• Do This: Acknowledge the strain holidays can put on already busy parents. Help by encouraging low-effort holiday celebration ideas. It’s not the effort, but the magic it creates that counts.

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.