September 1, 2022
Elizandra Granillo – Analyst
Passion Points are the activities and areas of life people are deeply interested in. They are the “things” Americans prioritize when spending their time, money, and attention. In other words, Passion Points are concrete expressions of culture.
Read on and fill out the form for an excerpt from our
Asian Consumer Passion Points presentation.
Collage Group’s coverage of Passion Points includes in-depth analysis across eight key areas of American consumers’ lives. This is the stuff Americans get fired up about and the places in which they invest their time and money. So, it’s an effective place for brands to both extend reach and deepen connection with America’s multicultural consumers. These activations can vary, from authentic creative and brand positioning to partnerships and sponsorships. In all cases, Passion Points provide critical insights for understanding which activations will be most successful.
Key Finding #1: Asian Americans Are Passionate about Cooking and Cook Meals to Maintain Cultural Traditions
Asian Americans rely on cooking and baking to maintain their cultural traditions.
Cooking traditional recipes connects Asian Americans with their cultural backgrounds. Food is a central part of their community and the places they are from, and they want to honor that in the kitchen.
- In advertising, highlight Asian Americans love for traditional meals and cooking either subtly or overtly.
- Offer examples of how your brand can help Asian Americans keep their love for traditional meals alive.
Key Finding #2: Asian Travelers Enjoy Overseas Adventures
Asian Americans love to travel internationally both to connect with their heritage and to have new cultural experiences.
Two thirds of Asian Americans are foreign born, and the other third are very likely to be second generation Americans. Their relatively recent immigration stories mean they are likely to still have personal and emotional connections with their country of origin. Traveling internationally helps them to connect with their heritage.
Asian Americans are also inquisitive, and they like to travel to experience new foods and different cultures than their own.
- Engage with Asian American travelers by emphasizing the personal connections they have across global locations.
- Position travel as a tool to help people connect with their heritage and traditions.
- Stimulate Asian American’s curiosity for different cultures and lifestyles by inspiring them to create new memories abroad.
Key Finding #3: Asian Americans Share a Unique Passion for Fitness and Exercise
Asian Americans lead the multicultural segment in having a passion for fitness and exercise, especially walking and doing yoga. They over-index on the use of multiple types of gyms and gym equipment.
Asian Americans consistently prioritize their health and fitness because they are health focused. They choose a variety of ways to be active but similar to most Americans, walking wins. That’s probably because it’s pretty easy to do!
- Help Asian Americans understand how your brand can be a part of their healthy lifestyle.
Key Finding #4: Younger Asian Americans Express Themselves Through Fashion
Younger Asian Americans see fashion as a way to express their individuality.
Asian Americans aren’t afraid to make fashion choices that are bold and unique. They are pioneers in streetwear culture because of the ways they can express themselves through their clothing and accessories. Streetwear also means comfortable clothing, something else that Asian Americans prefer in their fashion!
- Show how your brand can make Asian Americans feel comfortable while still staying true to themselves and expressing who they are.
Key Finding #5: Asian Americans are Analytical Gamers
Asian Americans share an interest in analog and digital strategic thinking games.
Asian Americans are analytical and like to think about their options before making decisions. Games that require thinking before making a final decision (e.g., word games or crossword puzzles, chess) provide an example of their analytical mindset.
- Capture the attention of Asian Americans by focusing on strategic thinking games or highlighting them playing these types of games in your advertising.
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Elizandra is an Analyst on Collage Group’s Product & Content team. She is a 2020 graduate from San Diego State University where she studied Anthropology. Her previous experience includes ethnographic research across the Tijuana-San Diego Border Region.