Joy in Every Tradition: A Guide to Multicultural Winter Holidays
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Compared to 40% Non-hispanic white
57%
of Multicultural Americans like it when brands include cultural holidays in their advertising.
Winter holidays are among the most emotionally meaningful moments of the year—and for brands, they’re a defining opportunity to show cultural fluency. As the U.S. becomes increasingly diverse, consumers bring a wider range of traditions, foods, and rituals to the season. Understanding those differences is essential for marketers who want to build authentic connections.
Our new report, Joy in Every Tradition: A Guide to Multicultural Winter Holidays, highlights how multicultural consumers celebrate the season and what they expect from brands that show up during these moments. Below is a preview of the themes shaping today’s holiday landscape.
The Holiday Season Is Deeply Cultural
Winter holidays are not just calendar events—they’re expressions of cultural identity and belonging. Many Americans maintain traditions rooted in heritage, family history, or community values. Others blend customs across cultures, creating new hybrid celebrations that reflect modern, multicultural households.
This cultural diversity shapes everything from food preparation and décor to the rituals people prioritize most. For brands, understanding the meaning behind these choices is the foundation of inclusive marketing.
Representation Matters—But Nuance Matters More
Consumers respond when they see their cultural traditions reflected respectfully in advertising. Yet what that “right representation” looks like varies. Some want their cultural holidays acknowledged directly. Others prefer more universal themes that still feel culturally aware.
The common thread: people want brands to move beyond generic holiday messaging and demonstrate genuine cultural insights.
Holiday Behaviors Reflect Deeper Values
While each group brings its own traditions to the season, shared motivations emerge. Winter holidays often reinforce:
- Family connection
- Cultural pride
- Intergenerational continuity
- Community and togetherness
These emotional anchors influence how multicultural consumers shop, plan meals, choose media, and engage with brands. Marketers who understand these drivers are better positioned to create campaigns that resonate.
Opportunities for Brands to Engage Thoughtfully
The season offers powerful moments to highlight cultural fluency, but only when the approach aligns with consumer expectations. Brands that meaningfully acknowledge cultural traditions—without overgeneralizing—can strengthen loyalty during one of the most emotionally charged times of year.
Download the report excerpt to explore the cultural insights shaping the season and learn how to elevate your holiday strategy with true cultural fluency.