Connect with Americans across Generations through Holidays & Occasions
Holidays and occasions are focal points for many Americans—opportunities to connect with loved ones, maintain cultural and family traditions, 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 must keep up with the latest shifts and trends to maintain relevance.
Fill out the form for an excerpt from our Activate on Meaningful Moments to Capture Consumers Across Generations presentation.
The Big Picture:
- The conveyor belt of life is shifting the generations in charge of holiday celebrations. Nowadays, Millennials and Gen Xers are stepping up while Boomers’ lead role subsides.
- It’s party time. The pandemic, burnout culture, and loneliness epidemic culminate in an intense desire for connection and Americans are looking for reasons to gather and celebrate.
This study explores a broad selection of the most important holidays and occasions across generations to help your brand connect with your target audience. Download the attached presentation and watch the webinar replay for more.
Find dedicated presentations for each individual holiday and occasion below and even more insights in our member data tools:
In the meantime, take a look at a few key insights and action steps that encompass our Holidays & Occasions research at large:
Key Generations Insight #1: Emerging into Adulthood
As Gen Z and Millennials emerge into adulthood and parenthood, they’re invested in creating their own traditions when celebrating holidays and occasions. They’re tapping into their creativity and self-expression in order to evolve celebrations and do things their own way.
Do This:
Offer younger generations ways to customize their celebrations, tying together traditions with new elements to make it feel individualized.
Key Generations Insight #2: New Leading Roles
The middle generations—Millennials and Gen Xers—are taking more of a leading role in executing family holiday celebrations, while Boomers’ leading role subsides.
Do This:
Shift your target audience to these middle generations who are the core decision-makers at the holidays.
Evolve your messaging value proposition to align with the attitudes and behaviors of Millennials and Gen Xers.
This blog includes a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock full access to our Cultural Intelligence Engine.