Feast on This: Generational Insights on Thanksgiving Celebrations

Feast on This: Generational Insights on Thanksgiving Celebrations

THANKSGIVING: the classic foodie holiday everyone knows and loves. Make Thanksgiving stand out by activating on these generational insights that reveal some untraditional perspectives on ways consumers celebrate Turkey Day.

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​Essentials of African American Consumers

November 13th | 2PM

Thanksgiving is a widely celebrated and lighthearted holiday that presents brands with an opportunity to stay top-of-mind with consumers before holiday shopping rolls around. To appeal to Gen Z and Millennial consumers, segments that prize authenticity and experiences, brands need to show up in a genuine and engaging way. In summer of 2019, Collage Group fielded a survey to 2,800 people and analyzed the data to help members understand how to connect authentically with these young consumers around a variety of holidays. Below are three learnings from this research initiative that will help you connect with Gen Z and Millennials at Thanksgiving.

1. Gen Z and Millennials increasingly spend Thanksgiving with friends, reflected in the growing popularity of “Friendsgiving.” Use this as a secondary opportunity to activate consumers around the Thanksgiving holiday and stretch the time span of holiday consumption.

“Who do you celebrate Thanksgiving with?”

2. Almost half of consumers do not drink alcohol with their Thanksgiving meal. Appeals to alcohol consumption are best targeted at Millennials and coincide with the “Friendsgiving” narrative. For a family-centered approach, highlight other ways the holiday is festive, such as baking or watching football together.

“What do you tend to drink on Thanksgiving?”

3. Younger cohorts value nontraditional activities to celebrate Thanksgiving such as spending time with friends or shopping. Present younger consumers, especially those age 23-28, with opportunities for a holistic and unique shopping experience that doesn’t require them to sacrifice family time.

“What do you need to do to celebrate Thanksgiving properly?”

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Spooky Stats to Keep You up at Night: The GenYZ Halloween Insights Deep Dive

Spooky Stats to Keep You up at Night: The GenYZ Halloween Insights Deep Dive
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With Halloween a little over a month away, brands are starting to roll out their creepy (or festive!) campaigns. Keep the following generation-specific insights in mind while you finalize your campaign or consider a quick social media activation. Beware…creepy but creative activations and frighteningly useful insights lie ahead!

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Understanding America’s Cultural Transformation

October 16th | 2:00 PM

1. Eating and giving out candy is a major component of most consumers’ Halloween. Build activations related to trick-or-treating activities and sweets for all ages, not just children.

2. While Gen Z and Millennials are most likely to describe their Halloween celebrations as lively and rowdy, 18-28 year-olds are the most likely to celebrate Halloween at a party. When targeting 18-28 year-olds, tap into these younger consumers’ exceptionalist tendencies with aspirational, lively party vibes. This approach is particularly well-suited for alcohol brands that have the right to play in the party space.

Americans of all ages celebrate Halloween with a wide variety of activities, not only trick-or-treating and parties. Brands have numerous avenues to make themselves relevant such as home decorations, costumes, and haunted houses. Pursue options that allow your brand to seamlessly fit into the Halloween season.

Trick or Treat: A Deep Dive into Halloween

Trick or Treat: A Deep Dive into Halloween
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Boo! Halloween is quickly approaching and many brands are putting the finishing touches on their spooky holiday campaigns. Use the following insights to make sure your approach hits the mark with diverse America.

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Win with Experiences: How Young Americans Engage Though Holidays and Occasions

November 20th, 2019 
2:00 PM

HALLOWEEN affords brands the opportunity to activate in a lighthearted way, be they a candy brand or not. Our latest research on Holidays and Occasions includes a Halloween specific deep dive. Our research revealed interesting insights on how consumers’ perception of Halloween differ from their celebrations, and we have provided you with great brand activations that align with our insights.

1. There is a disconnect between people’s perception of Halloween and how they actually celebrate it. Celebrate all the preparations consumers make for Halloween, rather than just the “night of” party-related festivities.

2. Multicultural consumers are more likely to think that Halloween costumes are culturally appropriative. When activating around Halloween, be careful about what costumes and identities you portray. Steer clear of costumes that involve tropes associated with minority identities.

3. Almost a third of each segment attends a haunted house during the Halloween season. Haunted houses afford brands an extended time period to activate with consumers on the Halloween theme.