Gain Brand Momentum through Women’s Passion Points
Passion Points are the activities that get people excited! This is the stuff Americans get fired up about and the places in which they invest their time, money, and attention. In other words, Passion Points are tangible expressions of culture.
Collage Group’s coverage of Passion Points includes in-depth analysis across six key areas of American consumers’ lives. Our latest report dives deep into four key Passion Points for Women: Food and Dining, Home, Travel, and Fashion.
Download an excerpt from our latest report to uncover the attitudes and behaviors that inspire enthusiasm, drive brand Relevance, and gain greater Momentum with this segment. In the meantime, check out the key insights and action steps from the full study.
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The Big Picture:
- Women pursue passions of their choice, regardless of social expectations.
They infuse stereotypical “women’s roles” like nurturing cook, savvy homemaker, and shrewd travel planner with self-care, creativity, and fun. This self-directed approach allows them to find true fulfillment in these tasks rather than seeing them as mere chores. - They turn hobbies into enterprises.
By leveraging digital platforms, embracing DIY projects, pursuing their unique vision, and collaborating with others, Women turn their passions for home decorating and fashion into personally and financially rewarding ventures.
Why It Matters:
Women seek partners who can help nurture their passion for different hobbies and pursuits. Brands can intentionally elevate the importance of self-care, creativity, and fun in women’s interests—food, home decorating, travel, or fashion. At the same time, brand initiatives that push back against gendered expectations and support women’s journey of reclaiming personal agency will resonate powerfully with this segment, foster long-term loyalty, and create lasting positive memories with the brand.
Key Insight:
Women reject cooking as an obligation and reclaim it as a source of joy and personal satisfaction.
Women of all ages are reclaiming agency by dissenting against gendered social expectations to be the primary cooks in the household. Popular social media trends such as #Girldinner encourage women to reconsider their relationship with food preparation and normalize simple, no-fuss meals that might not even require any cooking.
Do this:
- Break the mold of Women as primary home cooks in your messaging and visuals to energize your brand Momentum.
- Create engaging food content that inspires all Women—those who choose to cook and those who prefer to watch others do it.
Contact us today to learn how you can gain access to our full report and understand the insights and strategies that will help your organization stay ahead and make a meaningful impact.