Embrace Multicultural Passions for Impact: Hispanic, Black, Asian
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 different races and ethnicities? And is your brand activating on these interests to fuel Brand Love and revenue growth?
To help our members ignite business growth among Multicultural consumers, we unveiled updated reports that include in-depth analysis across several key areas. Our latest insights dive deep into three key Passion Points:
Travel, Fashion, 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.
Fill out the form to download slides from our research report.
The Big Picture:
- Asian Americans have the travel bug. Become a partner in memory-making by helping Asian Americans dream up and book their next fantastic trip
- Black Americans are innate fashion trend setters. Encourage Black Americans to explore their inner creativity and promote fashion as a vital means of personal expression.
- Hispanics are community-oriented sports fanatics. Create opportunities for Hispanics to showcase their community and host engaging sports watch parties and events.
Key Insight #1: Travel
Asian Americans’ travel experience fuels their Inquisitive mindset and Discerning habits, planning for trips that are intentionally meant to expand their worldview in many ways.
Do This:
- Offer curated travel experiences that appeal to Asian Americans’ desire for exploration and cultural immersion.
- Amplify Asian Americans’ influence on travel in your marketing campaigns to drive Advocacy for the segment.
Key Insight #2: Fashion
Black Americans are innate fashion trendsetters, looking towards themselves for inspiration. For many, the various components of creating a “look” help them express their identity to the world.
Do This:
- Emphasize the importance of individuality and self-expression in fashion marketing efforts. Highlight stories of personal style evolution, creativity, and empowerment.
- Partner with Black designers, stylists, and influencers to co-create collections, curate looks, and share styling tips that resonate with the target audience.
Key Insight 3: Sports
For Hispanics, sports are about community and representation. The segment takes pride in following and playing their favorite sports. Black Americans are wide-ranging fans because they’re drawn to the inclusive potential of both men’s and women’s sports leagues.
Do This:
- Showcase stories of athletes representing their heritage on a global stage.
- Organize watch parties and sports-related events to bring Hispanic sports fans together.
- Highlight the achievements and contributions of Black athletes, particularly in women’s basketball, to inspire and empower the community.
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.