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August 22, 2022
Jill Rosenfeld – Research Manager
Passion Points are the activities that get people excited. They are the “things” Americans prioritize when spending their time, money, and attention. In other words, Passion Points are concrete expressions of culture.
Collage Group’s coverage of Passion Points includes in-depth analysis across eight key areas of American consumers’ lives. This is the stuff Americans get fired up about and the places in which they invest their time and money. So, it’s an effective place for brands to both extend reach and deepen connection with America’s multicultural consumers. These activations can vary, from authentic creative and brand positioning to partnerships and sponsorships. In all cases, Passion Points provide critical insights for understanding which activations will be most successful.
Key Finding #1: Food Is for Socializing
LGBTQ+ Americans love to share their food experience (IRL and online) with other people.
Context:
LGBTQ+ Americans are more likely to value being hospitable and congenial with others. They’re also more likely to “consider someone ‘family’ if we are really close, even if we’re not related.” So, sharing experiences with others is a central part of their daily lives.
The LGBTQ+ segment also skews young, so social media and digital communications are second nature. That extends to using those mediums to consume and share pictures, videos, and information about food and meals.
Action Step:
Key Finding #2: LGBTQ+ Travelers Seek Adventure
LGBTQ+ Americans of all ages and younger non-LGBTQ+ Americans enjoy getting out of their comfort zone when they travel.
Context:
While finding travel locations welcoming of LGBTQ+ travelers is important, LGBTQ+ Americans also love to explore new cultures and enjoy new experiences. They’re unique Group Trait of Worldly highlights their penchant to be open-minded, cosmopolitan and experiential.
Action Step:
Key Finding #3: Video Game Fandom Provides Community for the LGBTQ+ Segment
Younger LGBTQ+ Americans uniquely love video games and see them as a vehicle for self-expression and socializing.
Key Finding #4: LGBTQ+ People Are Social Sports Fans
LGBTQ+ Americans may be less interested in following sports, in general, but they are more likely than others to host sports-viewing parties and go to sports bars to watch games with other people.
Context:
As a segment, LGBTQ+ Americans value being hospitable and congenial higher than other Americans. They also are more likely to say they consider someone “family” if they’re close, but not actually related.
Connecting with others is a deep priority for this segment and sports and fitness is a key way many LGBTQ+ Americans choose to build relationships with others.
Action Step:
Key Finding #5: LGBTQ+ Americans Use Style to Uniquely Express Themselves
Fashion is a stand-out Passion Point for LGBTQ+ Americans. They see themselves as fashionable and enjoy self-expression and bold choices in their style.
Context:
For many LGBTQ+ Americans, celebrating their uniqueness is not only fun, but also an essential element of discovering themselves. Fashion provides a creative, expressive, and individual outlet for celebrating their own identities externally.
And given how challenging it can be to come out when society isn’t always welcoming, the desire to embrace style and fashion towards self-identity cuts across age and generation.
Action Step:
Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.
Jill is a Research Manager on Collage Group’s Cultural Insights team focusing on the LGBTQ+ and Gender membership. She is a graduate of the University of Michigan’s Gerald R. Ford School of Public Policy. In her spare time, Jill enjoys exploring Washington DC’s restaurant scene and practicing yoga.
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After attending this webinar, you will walk away with enhanced vocabulary and insights for cultural resonance beyond specific groups to Cultural Fluency across many. Happy Pride!