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May 16, 2023
Natalie Griffith – Director, Product & Content
These celebrations are also key inroads for brands to deepen connection with American consumers.
But as consumers age into new life stages, and as our society evolves, so do the ways Americans approach holidays and occasions. Brands must keep up with the latest shifts and trends to maintain relevance.
The Big Picture:
This study explores a broad selection of the most important holidays and occasions across generations to help your brand connect with your target audience. Download the attached presentation and watch the webinar replay for more.
Find dedicated presentations for each individual holiday and occasion below and even more insights in our member data tools:
In the meantime, take a look at a few key insights and action steps that encompass our Holidays & Occasions research at large:
Key Insight #1: Emerging into Adulthood
As Gen Z and Millennials emerge into adulthood and parenthood, they’re invested in creating their own traditions when celebrating holidays and occasions. They’re tapping into their creativity and self-expression in order to evolve celebrations and do things their own way.
Do This:
Offer younger generations ways to customize their celebrations, tying together traditions with new elements to make it feel individualized.
Key Insight #2: New Leading Roles
The middle generations—Millennials and Gen Xers—are taking more of a leading role in executing family holiday celebrations, while Boomers’ leading role subsides.
Do This:
Shift your target audience to these middle generations who are the core decision-makers at the holidays.
Evolve your messaging value proposition to align with the attitudes and behaviors of Millennials and Gen Xers.
Natalie has over 10 years of experience in consumer insights and brand strategy, including 3+ years as lead researcher in Gartner Iconoculture’s Gen Z practice. Natalie has managed research projects across industries, including extensive work in financial services, media, technology, and food and beverage. Natalie holds a B.S. in Psychology from Tulane University.
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Understand & Embrace LGBTQ+ Terminology: A Pride Month Celebration
Authentically engaging and supporting the LGBTQ+ community is about more than saying the right word to refer to the right person, it’s about dignity and empathy.
Terminology is really a matter of respect: saying I see you, and I affirm your identity.
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!