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

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.

Trick or Treat: A Deep Dive into Halloween

Trick or Treat: A Deep Dive into Halloween
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Boo! Halloween is quickly approaching and many brands are putting the finishing touches on their spooky holiday campaigns. Use the following insights to make sure your approach hits the mark with diverse America.

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Win with Experiences: How Young Americans Engage Though Holidays and Occasions

November 20th, 2019 
2:00 PM

HALLOWEEN affords brands the opportunity to activate in a lighthearted way, be they a candy brand or not. Our latest research on Holidays and Occasions includes a Halloween specific deep dive. Our research revealed interesting insights on how consumers’ perception of Halloween differ from their celebrations, and we have provided you with great brand activations that align with our insights.

1. There is a disconnect between people’s perception of Halloween and how they actually celebrate it. Celebrate all the preparations consumers make for Halloween, rather than just the “night of” party-related festivities.

2. Multicultural consumers are more likely to think that Halloween costumes are culturally appropriative. When activating around Halloween, be careful about what costumes and identities you portray. Steer clear of costumes that involve tropes associated with minority identities.

3. Almost a third of each segment attends a haunted house during the Halloween season. Haunted houses afford brands an extended time period to activate with consumers on the Halloween theme.

Day of the Dead: A Time for Tradition

Day of the Dead: A Time for Tradition
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Take a deep dive into how consumers perceive Day of the Dead. This excerpt from Collage Group’s comprehensive Holidays and Occasions research reveals important insights into consumer perceptions of this predominantly Mexican holiday.

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Understanding America’s Cultural Transformation

Wednesday, October 9th | 2:00 PM

Day of the Dead is an important Mexican holiday that often gets tacked on to Halloween advertisements. We heard from many brands that they do not completely understand this holiday or their right-to-play in the space. Our latest research on holidays and occasions helps elucidate how Day of the Dead differs from Halloween, how consumers celebrate it, and solid brand activations around the holiday. Download a sample of the research:

1. Hispanics who celebrate Day of the Dead perceive it as more traditional and religious than Halloween. Do not conflate Day of the Dead with Halloween. Day of the Dead activations should incorporate traditional and religious elements such as creating altars and visiting graves.

2. Day of the Dead is a predominantly Mexican holiday, and the way consumers celebrate varies by acculturation level. Utilize social media for low-cost, targeted activations that highlight acculturation-specific nuances in Day of the Dead celebrations.

Four Things You Need to Know About the U.S. Hispanic Population

Four Things You Need to Know About the U.S. Hispanic Population
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It’s 2019. At this point, no one should be surprised to learn that Hispanic consumers are a must-have for brands that want to maintain and grow market share. Even though the writing’s been on the wall for years, many brands are still struggling to connect with this segment in an authentic and natural manner. A first step to making this sort of connection is to understand who Hispanics are and what they value. Hover over the tiles below to reveal our insights.

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Driving Growth in a Diverse America: Food & Beverage

Wednesday, September 25th | 2:00 PM

Hover to Reveal

1.

Age

1.

In addition to being large, the Hispanic segment is also remarkably young, with a median age of 29 compared to 40 for the non-Hispanic population. Hispanic prominence in the U.S. will increase as this young segment ages and their education level and median income continue to rise.

3.

Heritage

3.

Although Hispanics firmly believe in keeping and cultivating their cultural heritage, they have had to adapt culturally as immigrants and minorities. As a result, duality is their reality—they navigate the different cultural worlds they inhabit in a way that is easy and authentic. This ability allows the segment to serve as integrators and amplifiers of culture.

2.

Language

2.

The Spanish language will be an important feature of the U.S. consumer landscape for the foreseeable future. After all, 72% of Hispanics speak Spanish at home, and 85% of Hispanic parents speak Spanish to their children.

4.

Family

4.

Hispanics place an emphasis on family as a source of one’s identity and protection against the hardships of life. They are loyal to family and support each other financially and morally. Family relations are grounded in respect and interdependence.

Related Content

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

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.

This Is How Multiculturals Do Breakfast & Brunch

This Is How Multiculturals Approach Breakfast & Brunch
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Need to get your brand to the top of the morning? Read along and download the report to learn more about the nuances of what Hispanic, African American, and Asian consumers eat and drink for the most important meal of the day.

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Essentials of Hispanic Marketing 
September 11th, 2019
2:00 – 3:00 PM

In The Food and Beverage Revolution, we at Collage learned that convenience and health are the two factors driving breakfast decisions. But we wanted a second helping of insights that could go deeper into what choices multicultural consumers are making with their morning meals, as well as how they’re approaching the increasingly important occasion of brunch. To learn more, we asked a series of questions across two nationally representative samples, each with roughly one thousand respondents and multicultural/youth over-samples. These consumers gave us more than a taste of their breakfast and brunch behaviors.

1. African Americans have the largest gap between the perceived importance of breakfast and its actual consumption

2. Multicultural consumers are most likely to see brunch as an opportunity to “treat themselves”

Can you guess which segments complete each insight? Download a sample of the research to see the answers.

Hispanic, Asian, African American, White consumers eat the widest variety of breakfast foods, weekend or weekday
White, Asian, African American, Hispanic women prefer sweet and cold breakfast foods relative to men, but multicultural women do not

It’s Christmas in August: We Bring You the Gift of Insight

Want to Win the Holidays? Start Early with these Essential Consumer Insights
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Win the Holidays All Year Long.

This year, research into holidays and occasions was the most requested topic among our clientele of America’s top brands. Many of the calendar holidays are cultural touchpoints that represent billions of dollars in consumer expenditure each year. Whether it’s Mother’s Day, St. Patricks day, Kwanzaa or Christmas – our research can help you understand which audience has the largest buying potential – and how to reach them.

Before you dive into specific holiday insights, take a minute to review the three learnings below that reveal general holiday attitudes among consumer segments.

1.

Consumers value both tradition and individualism in their celebration, particularly Hispanic and African Americans. Show consumers that you understand this tension by illustrating how these segments can use your brand to individualize holiday traditions.

2.

Hispanic and Asian consumers are less likely to celebrate “traditional” American holidays like Fourth of July and Thanksgiving. To win with these consumers around these holidays, focus on segment-relevant themes such as immigration and family.

3.

Consumers are least likely to take offense at brand advertisements that activate on cultural holidays related to their race/ethnicity. If you choose to activate on a cultural holiday, use authentic members of the culture to communicate that the relevant segment is okay with the activation to diffuse concern from other segments.

Three Barbecue Insights to Fire Up Your Connection with Diverse America

Three Barbecue Insights to Fire Up Your Connection with Diverse America
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There’s one month left of summer and that means there are still many summer barbecues to be had. But the end of summer doesn’t mean barbecue season is over. Fall is just around the corner with a plethora of back to school and sports related barbecues.

As you activate with consumers throughout the year around the barbecue occasion, you’ll need to keep in mind how barbecues and cookouts vary for different segments. Multicultural consumers are more likely to agree that there is a difference between barbecues and cookouts.

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Navigating the OTT Revolution and Beyond: How Youth is Changing Content Consumption and the Media Landscape

September 4th, 2019

Our latest research on holidays and occasions features a deep dive into consumers’ barbecue experiences to help you navigate the occasion across segments. Read below for three key insights and download the barbecue insights deck for a deeper dive.

1. African Americans are more likely than other segments to have or attend a barbecue on traditional “barbecue holidays.” Most advertisements on barbecues do not include cultural winks to this segment. Focus on what matters to African Americans when advertising around these specific occasions—food, family/friends, and a lively atmosphere.

2. Hispanics are less likely than other segments to eat traditional barbecue foods such as hot dogs and hamburgers, and more likely to eat steak, chicken, and cultural foods. Make sure to appropriately represent what Hispanics have on their barbecue plates when engaged in targeted advertising.

3. Segments have barbecue-specific drinking preferences. White, Asian and Hispanic consumers lean towards beer, while African Americans prefer liquor. Alcohol brands should target their advertisements accordingly, while reminding consumers there are other available options.

How Brands can Engage During Hispanic Heritage Month

How Brands can Engage During Hispanic Heritage Month
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Hispanic Heritage Month begins on September 15. It’s time to start thinking about what your brand can do to connect with these important consumers. Marketers wonder about their permission to play during heritage months and, should they choose to activate, whether consumers will respond positively.

Our latest research on Holidays and Occasions provides a deep dive into cultural and heritage months, along with 9 other occasions. Don’t miss exploring these compelling new insights and activation case studies.

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Essentials of Hispanic Marketing
September 11th

KEY INSIGHTS FOR HISPANIC CONSUMERS

Hispanics celebrate their heritage month primarily through food. Pursue experiential marketing campaigns featuring food and/or educational events in the segments’ communities to highlight their value to your brand.

The most common reaction that Hispanics have to Hispanic Heritage Month activations is one of pride. During Hispanic Heritage Month, highlight historical contributions of Hispanics to America make consumers feel proud and included.

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

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”