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.
View our webinar replay and download the attached presentation for key insights and implications:
Passion Points are the activities and areas of life 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 the 8 Passion Points we know are most important to American consumers. This work offers brands and marketers important tools to engage and win multicultural consumer segments.
To get you started with our Passion Points research, read on for topline findings on Hispanic consumers, as compared to other racial and ethnic segments.
When we asked respondents to rate their interest in cooking and baking, we found that 67% like or love cooking, and 63% like or love baking. Hispanic Americans have an even higher interest in cooking and baking, with 71% saying they like or love cooking and 69% saying they like or love baking. So, why is that the case?
One reason is: Hispanic Americans cook or bake to help them connect with their family’s culture. 35% of Hispanic Americans cook to connect with their culture, compared to just 27% of the total population. Bicultural and Unacculturated Hispanics particularly enjoy cooking for this reason. But the love of cooking isn’t just about family culture…
Hispanic Americans are also more likely to enjoy cooking for the broader social connections it allows. In our research, we found that 60% of Hispanic Americans say they enjoy cooking and baking with others, and 73% say they like discussing recipes with others. This desire for connection speaks to Hispanic Americans’ group trait of warmth, which is characterized by a drive to build meaningful relationships and an openness towards others.
Hispanic Americans Love to Both Cook and Bake
% of each segment that likes or loves cooking
% of each segment that likes or loves baking
When we asked respondents how they feel about traveling, most (72%) said they like or love it. Hispanic Americans are particularly fond of traveling, with 78% saying they like or love it. Unacculturated Hispanics especially enjoy traveling. Data from 2021’s Passion Point research suggests that the greater desire to travel is likely tied to having family and friends that live outside of the United States.
When forced to choose whether vacation is about relaxing or doing exciting things, most Hispanic Americans (57%) said relaxing. However, when we look by New Wave (individuals aged 18-42) and Old Guard (individuals age 43-76), we see that younger Hispanics seek out travel that is “exciting.”
Younger Americans Uniquely Seek Out Adventurous Travel
Which of the following statements do you agree with most, even if neither is entirely correct?
New Wave Hispanic (18-42)
Old Guard Hispanic (43-76)
For me, going on vacation is about relaxing
For me, going on vacation is about doing exciting things
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Understanding Black Consumer Passion Points: Music, Fashion and Religion
Collage Group’s Multicultural Passion Points research includes the latest insights on the topics and activities where multicultural consumers invest their time, money, and enthusiasm.
The research covers Hispanic, Black, Asian and White consumers as part of our Multicultural program, and expands into generation, sexuality and gender in the Generations and LGBTQ+ & Gender Programs.
Passion Points help brands:
• Build authentic creative to ensure messaging campaigns speak to consumer’s lived experiences. • Evaluate cross-segment opportunities to extend reach through shared passion points. • Identify opportunities to seamlessly engage consumer passion points, and find a logical fit to connect more deeply with specific consumer segments.
Diving deeper into Black consumer passion points, we identify three of the eight areas (overall) that are uniquely of interest to this segment: music, fashion and religion. Read on for more details and fill out the form for a larger sample of the research.
Black consumers have distinct tastes for R&B, hip-hop and gospel music when compared to consumers of other races/ethnicities. In particular, seven in ten Black consumers listen to R&B, which marks a truly statistically significant difference when it comes to multicultural consumer music preferences.
Further, Black American consumers enjoy talking about their favorite music the most, with nearly seven out of ten respondents expressing a passion in this area.
Clothing that is unique and comfortable is the preference for Black American consumers. Further, all multicultural consumers want clothing that makes them feel confident.
And, nearly 50 percent of Black consumers consider themselves to be stylish or fashionable, with a focus in hair/beard, shoes, jewelry, eyeglasses and makeup.
Black Americans are most likely to routinely practice religion, and religious and spiritual beliefs influence music choices for more than one in four Black consumers.
Further, nearly half of Black and Hispanic Americans are actively involved in a religious community, ranking higher than Asian (46%) and White (37%) consumers.
Beyond these top-line findings, Collage Group members have access to insights on why Black Americans, and other segments, over- or under-index on Passion Points, and the nuances brands should be aware of as they activate on these trends.
To learn more, you can download the excerpt above or contact us by filling out the form below.
Collage Group’s LGBTQ+ & Gender research equips members with a “cultural toolbox” that provides deep insight into consumer segments, enabling brands to authentically engage and communicate with their audience.
One pillar of this cultural research is called Essentials, which gives a 360-degree view of the LGBTQ+ & Women consumer landscape, spread across two different types of content: Cultural Traitsand Passion Points. TheCultural Traits are designed to provide you with high level Cultural Attributes and more specific Group Traits to understand critical personality characteristics for a given segment or generational cohort, sexuality, or gender.
The research below is from Passion Points, a study that focuses on the activities that Americans like doing and the interests and enthusiasms they have. If Cultural Traits are the drivers behind decision-making, Passion Points are what Consumers spend their time deciding on. Or as we say, Passion Points are “concrete expressions of culture.”
Nearly half of the LGBTQ+ segment consider themselves to be a “film buff.” That’s significantly higher than Non—LGBTQ+ by 14 percentage points.
This signifies a deep level of fandom and confidence in their knowledge base about films—focus on films as a serious hobby. This particular attitude may be driven by their passion for representation in storytelling.
When we asked people if they think of themselves as experts or movie buffs, women were significantly less likely to agree. Only one in three women consider themselves movie buffs, while four of ten men agree. This could have something to do with societal pressures on women to be less self-endorsing. They are less likely claim that they’re an expert, but this doesn’t mean that women are less passionate about movies and shows than men are.
Since LGBTQ+ Americans are more likely to enjoy staying connected with celebrity news, they’re also more likely to receive their food inspiration from social media.
In fact, 58% of LGBTQ+ say they get food inspiration from social media and follow food influencers like chefs or other people for recipes.
One interesting way that women’s interest in food differs from that of men is their interest in seasonal foods and drinks. Two thirds of women say their tastes changes throughout the seasons, significantly more than men. Whether this is looking for soups and hearty stews in the cold winter, or trying a special at a restaurant that features fresh summer vegetables, women are flexible and adventurous in their taste. This means that they’re often looking for new recipes, new foods and drinks to try.
Keep your brand on the cusp of consumer intel with Collage Group's LGBTQ+ & Gender research. Fill out the form below to start a conversation about the benefits of membership.