Brands and businesses will have to adapt to a rapidly growing diverse and multicultural consumer base across the United States. Consumers now expect brands to approach religious and cultural celebrations with deep understanding and sensitivity. This requires thorough research to ensure that marketing accurately reflects these traditions and values, avoiding stereotypes.
Consumers believe brands must adapt to the evolving mainstream by inclusively acknowledging diverse observances in an informed and respectful manner. Understanding the relative importance and participation in different cultural holidays by various consumer groups will help brands identify which types of celebrations to engage with to build relationships and which ones can be leveraged to focus on growing revenue.
Attitudes and behaviors towards traditions prove multicultural consumers are open to some change, and brands have opportunities to support new traditions and adaptations. Shifting norms around family also presents opportunities for brands, particularly for personal events such as birthdays and celebrating relationships with pets.
Ultimately, Americans love to have a reason to celebrate. Apart from major holidays and cultural celebrations, personal events offer brands the chance to meet consumers’ wishes to craft moments of joy and treat their loved ones. Creating inclusive offers that recognize the nuances in what multicultural consumers value can inspire discretionary spending to make these occasions more memorable.
For the purposes of this Report, cultural celebrations and holidays include:
Readers of this report may also be interested in our US Expressions of Identity Consumer Report, or our range of Consumer Behaviour Market Research.
Stefanie Kundakjian develops multicultural insights. She has over five years of experience carrying out custom research on diverse demographics in the Americas, Europe, and Eurasia. She holds an MA in International Affairs from the American University of Paris and a BA in Spanish and History from Grinnell College.
Foster relationships and build trust with multicultural audiences by thoughtfully engaging with cultural/religious holidays and other occasions to celebrate.
Stefanie Kundakjian
Research Analyst
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