Celebrations Strategy Guide: How Brands Can Win Gen Z and Millennials Across Categories

This white paper explores how brands across multiple categories, from food and beverage to travel, can authentically engage Gen Z and Millennials by shifting from generic occasions to culturally meaningful celebrations.

A New Era of Celebration Culture

Gen Z and Millennials are reshaping what it means to celebrate. For these younger consumers, milestones now include personal growth, career wins, and even everyday joy. And they expect brands to celebrate with them—on their terms.

Food & Beverage: Meaningful, But Easy

Food plays a central role in modern celebration, but younger consumers are balancing emotional depth with convenience. Brands that offer meaningful meals without the hassle—think meal kits or curated menus—can earn strong emotional resonance.

Quick Eats, Big Emotion

Quick-service restaurants aren’t just for weeknight dinners anymore. Many Millennials now turn to them for special moments. Those that deliver not just speed but emotional connection will win loyalty.

Retail’s Role in Personal Moments

Gen Z and Millennials are blending online and in-store shopping to create personalized celebrations. Brands that offer trend-forward, easy-to-access celebration essentials will stay relevant.

Fashion with a Purpose

Clothing is self-expression—and celebration is a stage. Brands that spotlight identity and inclusivity through style are becoming part of consumers’ milestone moments.

Even Finance and Travel Join the Party

From birthday savings rewards to culturally rich getaways, financial services and travel brands have new roles to play in how younger consumers mark meaningful transitions.

The Bottom Line

Celebration is no longer just a date on the calendar—it’s a mindset. Brands that engage with cultural fluency and emotional authenticity will earn lasting relevance.

Download a free excerpt of Collage’s 2025 Celebrations Strategy Guide to explore what this shift means for your industry.