Consumer Research | Passion Points

Moving beyond total market strategy is essential for engaging with today's consumer landscape. By focusing on what's important to the consumer, Collage Group's Passion Points research fuels at-scale personalization that could deliver immense growth to your brand.

What Are Passion Points?

Passion Points are the activities and areas of life people of deep interest to consumers. They are the “things” that people prioritize when spending their time, money, and attention. And, they are concrete expressions of culture. Collage’s Passion Point research offers deep insight into 8 Passion Points we know Americans care deeply about. This work offers brands and marketers important tools to win multicultural consumer segments. 

How Do Passion Points Help Brands Engage With American Consumers?

Brands use Passion Points to both extend reach and deepen connection with America’s diverse consumers, across race and ethnicity, generation, sexuality and gender. These activations can vary, from authentic creative and brand positioning to partnerships and sponsorships. In all cases, Passion Point research provides critical insight for understanding which activations will be most successful.

Areas of Consumer Interest

Audio and Music icon
Consumer Passion Points Music and Audio
LGBTQ and Gender logo
LGBTQ+ Consumers Are Slightly More Passionate about Music, Games, and Clothes
Generations audience logo
Podcast Fandom Leans Young
Multicultural
Multicultural consumers have distinct music tastes
Food icon
Consumer Passion Points Food
LGBTQ and Gender logo
LGBTQ Americans are more likely to think of themselves as both foodies and health nuts
Generations audience logo
Millennials and food related identities chart
Multicultural
Bicultural and Unacculturated Hispanic Consumers Are Less Likely to Have Seasonal Tastes
Movies and shows icon
Consumer Passion Points: Movies and Shows
LGBTQ and Gender logo
LGBTQ+ Consumers Value Characters Who Share Many Aspects of Their Own Identities, Including Heritage, Gender, and Sexuality
Generations audience logo
Younger People Especially Enjoy Seeing Diverse, Relatable Characters
Multicultural
Multicultural Consumers Want More Experiential Movie-watching
Travel icon
Consumer Passion Points - Travel
LGBTQ and Gender logo
LGBTQ+ consumers want to travel the world
Generations audience logo
All Generations are interested in ancestral travel
Multicultural
Most Hispanics like to travel to visit family
Games icon
Consumer Passion Points - Games
LGBTQ and Gender logo
Two Thirds of LGBTQ+ Americans Have Fond Memories Playing Both Video Games and Board Games
Generations audience logo
Generational Differences Drive Game Type Preferences
Multicultural
Black and Hispanic Consumers Are Most Interested in Sports Games
religion icon
Passion Points - Religion
LGBTQ and Gender logo
LGBTQ+ Americans Are Less Likely than Non-LGBTQ+ Americans to Agree that Religion Is Primarily about Maintaining a Belief System
Generations audience logo
Gen Z consumers are less likely to be interested in religion
Multicultural
Half of Black and Hispanic consumers partake in religion
Sports and fitness icon
Passions Points - Sports and Fitness
LGBTQ and Gender logo
LGBTQ+ consumers like the culture around sports, but are less likely to like sports
Generations audience logo
Across the Board, Americans Agree That Sports Teach Valuable Life Skills
Multicultural
Most Hispanic and Black Americans Follow the Careers of Specific Athletes or Sports Figures
Fashion icon
Consumer Passion Points - Fashion
LGBTQ and Gender logo
A Sense of Personal Style Is Important for Many LGBTQ+ Americans
Generations audience logo
Younger Gens Focus on Fashion, Older Gens Want Comfort
Multicultural
Over Two Thirds of Black Consumers Express Their Personality through Their Appearance

Pinpoint The Passions of Your Winning Segment

Hispanic Passion Points

Hispanic Passion Points

Reading Time: 2 minutes. What matters most to Hispanic consumers? Collage Group’s latest Multicultural Passion Points study includes key insights into Hispanic consumers to enhance brand engagement and activation.

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