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Holidays and occasions are focal points for many Americans—opportunities to connect with loved ones, maintain cultural and family traditions, and express themselves through decorations, food, entertainment, and more.
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.
Read on and fill out the form for an excerpt from our
Activate on Meaningful Moments to Capture Consumers Across Generations presentation.
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.
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
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