Celebrating Through the Ages: Generational Insights on Holidays and Occasions

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Celebrating Through the Ages: Generational Insights on Holidays and Occasions

You asked and we delivered: insights on holidays and occasions are here! Make the most of seasonal festivities by using this data to better connect with both younger and older consumers.

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How to Navigate the Streaming Revolution in a Diverse America

December 4th | 2PM

Our 2019 Holidays and Occasions research reveals what marketers and insights leaders need to know to connect with consumers around major holidays such as Christmas, Thanksgiving, and Halloween, and special occasions like barbecues and nightlife. We’ve gathered our findings and recommendations from this research into a series of mini-decks that explore how consumer attitudes and behaviors surrounding these events vary across generations. In this bundle of decks, you’ll find insights specific to each celebration along with executional examples of brands activating on consumer festivities.

1.

While major holidays remain important across generations, Gen Z and Millennials over-index on minor holiday celebrations. These niche and culturally-specific holidays are an opportunity to connect with younger consumers who are more diverse and tend to be more inclusive.

2.

Younger consumers are more open-minded towards advertising around niche and culturally-specific holidays. Show Gen Z and Millennials you’re in-tune with what they care about: don’t neglect these holidays and make sure to provide an accurate representation that doesn’t feel “culturally appropriative.”

3.

Gen Z and Millennials are culturally diverse and incorporate their unique backgrounds into traditional holiday celebrations, like eating both ethnic foods and turkey at Thanksgiving. Make sure to capture the “unconventional” yet realistic ways that consumers celebrate holidays to create a personalized connection.

Unleash the Power of Culture with Collage Group to Drive Growth for your Brand.

Multicultural Insights • Generational Insights

Motherhood in the Age of Social Media

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Motherhood in the Age of Social Media

While consumers of all ages and backgrounds engage in social media, Millennial and Gen X moms participate in specific social media behaviors that marketers and insights professionals need to understand.

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How to Navigate the Streaming Revolution in a Diverse America

December 4th | 2PM

FOR many moms, social media provides community and social interaction during a hectic and isolating season of life. It’s a place where they can turn to friends and strangers alike for crucial parenting advice, life hacks, and tried-and-true product recommendations as they navigate motherhood. Many even seek out information directly from brands on social media such as product details, promotions, and sales. In fact, Millennial and Gen X moms (those with children aged 14 or younger)


actually use social media at higher rates than their non-mom female counterparts
to obtain product and brand information.

As the graph below shows, about two-thirds of all moms (of children 14 or younger) “like” or “follow” products or brands on social media. This is especially the case for non-Hispanic moms, who are about twice as likely to do so as non-Hispanic non-moms: 66% versus 33% respectively. 

This indicates that moms are leaning on social media as a trusted source for product information beyond traditional media advertising and brands’ e-commerce sites. Brands that lack an accessible and descriptive social media page that showcases their offerings will be behind the curve with the many moms who rely on this source of product information.

More so than non-moms, most moms across segments like sharing their experiences and opinions about products and brands on social media. This is especially true for non-Hispanic moms, who again, are about twice as likely to engage in this way than non-Hispanic non-moms (63% versus 32%). Their difference with Hispanic moms (50%) is also statistically significant. If your brand wants to facilitate dialogue and shared experience on social media, then you should target those most inclined to participate: non-Hispanic moms followed by Hispanics moms.

You may be wondering which non-Hispanic segment(s) is driving the non-Hispanic mom over-index. We are too! So we’re going to be conducting research and digging deeper into the non-Hispanic moms group in 2020.

Both of the above data points align with trends we’re seeing on social media today. A growing number of moms are stepping into influencer roles to capitalize on the community and wealth of product recommendations they’ve accumulated through experience. For example, Claudia Felix-Garay (@thelatinamom), a Hispanic mom influencer with over 80k followers, Naomi Davis (@taza), a non-Hispanic White mom influencer with 463k followers, and Jennifer Borget (@jenniferborget), a Black mom influencer with over 90k followers all run accounts that evolved out of successful blogs. They write about their lives as mothers while also inviting readers to adopt aspects of their lifestyle by sharing what products they use and places they like to go. Brands that are interested in partnering with powerful social media influencers should consider moms!

As you head into the end of the year and prepare for your next social media push, remember to keep these stats (and moms!) in mind.  And keep an eye out for upcoming blogs on moms and our moms study coming out in 2020.

Feast on This: Generational Insights on Thanksgiving Celebrations

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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?”

Download a Sample of the Research.

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

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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.

Beyond the OTT Revolution: How Gen Z & Millennial Viewers are Reshaping Entertainment Media

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Beyond the OTT Revolution: How Gen Z & Millennial Viewers are Reshaping Entertainment Media
Connor Wahrman
Connor Wahrman

Connor is an Senior Analyst on the Product & Content team, conducting statistical and machine learning analysis of Collage's survey data. Before joining Collage, Connor received an M.A. in Quantitative Methods for the Social Sciences from Columbia University.

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September 25th, 2019

2:00 PM

As the marketplace for online shows and movies gets more and more crowded, reaching young viewers increasingly feels like swimming upstream. These are the insights you need to maximize the share of Gen Z & Millennial eyeballs on your content, platforms, or advertisements.

TODAY’S young consumers and households have high expectations for their show and movie providers. And it’s not because they’re entitled or picky – they’ve just happened to grow up in an extraordinary period of innovation, both in terms of how people access media and the diversity of high-quality content available.

From 1990 to 2010, when Gen Z viewers were just children, the world saw a revolution in entertainment media technology. Digital streaming to personal devices displaced the cable box for many households, and these kids were free to watch whatever they wanted, wherever they wanted. This unprecedented access to content continues to influence their consumer attitudes and behaviors today.

And direct-to-consumer media content allowed for the growth of media giants who don’t have to cater to all of America with their prime-time content. Today’s young consumers are floating down an endless stream of great TV tailored to their specific interests. They’ve matured in the age of “peak TV,” and they don’t expect to crest it any time soon.

These trends impact not only media providers, but also the brands who historically have advertised through them. If young viewers expect more control over their higher-quality media content, it stands to reason that they will be more sensitive towards advertising. Advertisers need to adapt to capture and keep viewer attention, both through rethinking product-content integrations and optimizing the advertisement experience.

To help Collage Group members navigate this new media landscape, in July 2019 we conducted a nationally representative survey of 3085 respondents, oversampling Gen Z and Millennial respondents for precision within these segments. With our members’ input, we designed a survey and conjoint analysis testing key hypotheses on how Millennial and Gen Z consumers compare to older generations, and one another, when it comes to shows and movies.

Take a sample of the research.

Activation IRL: Where and How to Win Young Consumers Through Experiences

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Activation IRL: Where and How to Win Young Consumers Through Experiences
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IF you’ve ever had a Facebook or Instagram account, you know how easy it is to broadcast which bands, teams, or foods you ‘like’.

You also probably know how easy it is to overlook these transmissions given the endless stream of social media content. “Showing up” is often a better and stronger way to communicate what you’re interested in and what you find important. And it’s the same with brands. You can claim all  

you want on social media that you’re “one of the gang,” but consumers may not take you seriously unless you “show up and hang out” with them.

To dig into this topic, we at Collage asked a series of questions to a nationally representative sample of 995 respondents with multicultural and youth oversamples. These consumers provided valuable insight as to what experiences they value and how they engage with brands at events.

Download a Sample of the Research

Do you know how to “show up” for younger consumers?

  • Multicultural
  • Millennial
  • Gen Z
  • Gen X
segments, especially Asian and Hispanic – lead attendance at food festivals
  • Millennial
  • Gen Z
  • Multicultural
women are the most likely to attend live sporting events
  • Millennials
  • Gen Z
  • Multiculturals
expect free samples at events, but they may not have the cash to later pay for what they've tried
  • Millennial
  • Gen Z
  • Multicultural
men and women are equally into “Instagrammable moments”

Six Passion Points of Millennial and Gen Z Consumers

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Six Passion Points of Millennial and Gen Z Consumers
Gen Z and Millennials are an essential component of your brand’s growth strategy.
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To capture your share of wallet from these consumers, you need to understand what they value and what appeals to them. Keep reading to learn how these segments’ interests in topics like music, movies, food, and fashion vary. If you’ve checked out recent installments of our GenYZ Essentials series, you know that these young, diverse segments are massive and have steadily increasing purchasing power. But what you may not know is how to best connect with and activate them.

To do that, you need to understand their interests in topics like music, movies, food, and fashion. Below are six passion points that your brand can activate on to show these consumers your brand understands and values what is important to them.

Fill out the form to view a sample from our research on consumer attitudes and behaviors around Millenial and Gen Z Consumers.

Essentials of Millenial Marketing
Three Key Takeaways for Gen Z

1. Gen Z are coming of age in the era of streaming, which has led to diverse music tastes and the blending of genres. While these young consumers tend to embrace diverse playlists, hip-hop is a favorite among Gen Z across race and ethnicity.

2. Video games are a huge form of entertainment among Gen Z—bigger than movies, television, and books for almost one-third of the segment. Sponsoring/activating with popular gamers is a good way for brands to connect with this segment, especially the youngest cohort of males (ages 13-17).

3. Gen Z value aesthetics, but they see beauty as more than just looks. Many use makeup as an outlet for self-exploration and expression in ways that may challenge the conventional notion of beauty. In fact, over half of the older Gen Z and younger Millennial cohorts consider makeup a “wellness product”.

Three Key Takeaways for Millenials

1. Millennials have broad and experimental food palette. In addition to seeking novel food experiences, they are interested in the health, sustainability, and convenience of food options.

2. Millennials are cord-cutters that rely heavily on a variety of streaming services to access content. The misadventures and existential wanderings of bright, but confused and soul-searching characters are a common theme in Millennial-led shows.

3. Travel is important to Millennials. This segment travels more frequently than older segments and many prioritize travel over buying a home or paying off debt. These young consumers often seek travel destinations that allow them to engage in new experiences and capture Instagrammable moments.

Fill out the form below to contact us to learn more about our Millennial and Gen Z consumer research.

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Other Recent Generational Research Articles & Insights from Collage Group

The Essentials of Gen Z and Millennial Marketing

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Our 2019 Essentials of Gen Z and Millennial Marketing lies at the core of our mission, deep diving into the essentials of generational marketing.