Understand and Embrace Black Consumer Passion Points
Learn how Black American consumers engage with Passion Points, including food, sports and fitness, travel, fashion, games, and home and garden.
Passion Points are the activities and areas of life people are deeply interested in. They are the “things” Americans prioritize when spending their time, money, and attention. In other words, Passion Points are concrete expressions of culture.
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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 Black Consumer Insight #1: Powerful Memories Are Made in the Kitchen
Black Americans feel at home cooking and baking in their kitchens.
Context:
Many Black Americans grew up in the kitchen learning how to cook from older family members. They see preparing a meal as time to spend with family, create memories, and express love and care for others through food.
Action Step:
Portray cooking and baking as a full family (plus friends) activity and emphasize the real motivator for Black Americans’ enjoyment making food at home: relationships.
Key Black Consumer Insight #2: Black Travelers Welcome Discomfort
Black Americans are more likely than others to travel to get out of their comfort zone, but they prefer to do so domestically in the U.S.
Context:
Historically, prejudice followed Black Americans along with them on trips. But now, the Greenbook has evolved into influencers and Black consumers’ Group Traits of Determined, Real, Believing, and Forward-thinking merge to make this segment uniquely optimistic and adventurous travelers.
Action Step:
Boost Black Americans’ excitement for U.S. locations and weave local interests into your travel messaging.
Key Black Consumer Insight #3: Black Athletes Are Leaders In and Out of Their Sport
Black Americans are dedicated sports fans who follow their favorite teams, as well as the careers of specific athletes.
Context:
Black athletes have served as American heroes for Black sports fans (and all sports fans) for decades. As a result of that earned trust and influence, Black athletes have often refused to “stick to sports” and have weighed in on important social and political issues that matter to the Black community. Since 2020, this trend has only ramped up with athletes like Lebron James, Serena Williams, Colin Kaepernick, Maya Moore, and others speaking up for equality.
Action Step:
Recognize the influence and social/political clout of Black athletes and partner with them on marketing efforts.
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