Understand and Embrace Women’s Passion Points
Learn how American Women engage with Passion Points, including food, travel, sports and fitness, fashion, games, and home and garden.

September 9, 2022
Elizandra Granillo – Analyst

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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
Women 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: Multicultural Women like cooking and baking the most

Women are less likely than Men to love cooking. Multicultural Women lean into cooking more than Non-Hispanic White Women and are the most into baking.

Women are less likely to enjoy cooking compared to men graph
Multicultural women have a strong preference towards baking

Context:

For Multicultural Women, cooking and baking are opportunities to connect with their heritage. It can be challenging to find baked goods they grew up eating, so baking them instead is a helpful option.

Action Step:

Provide examples of how your brand can help Multicultural Women connect with their cultural heritage through food.

Key Finding #2: Multicultural Women love to travel to connect with their heritage and be immersed in the culture

Multicultural Women are more likely to want to travel to places tied to their family’s heritage. When they do travel, they want to be immersed in the local culture through experiencing the food and living like a local.

Context:

Hispanic and Asian Americans are culture-focused and traveling to places that mean something to them culturally is one way they show their love of their culture. Asian Women are most likely to want to live like a local while traveling because of their inquisitive group trait, which shows up in their desire to learn about other places.

Action Step:

When showcasing travel as part of an overall marketing strategy, highlight what it means to travel like a local with cultural immersion at the center of the experience. Position travel as a tool to help people connect with their heritage and traditions.

Key Finding #3: Multicultural Women are passionate about fitness and exercise

Multicultural Women are passionate about fitness and exercise and will work out regardless of needing to do it to lose weight or be healthy. Walking is the most popular way to work out.

Context:

Multicultural Women’s love of fitness and exercise is part of a larger trend of being more health and fitness conscious. This shows up across category.

Action Step:

Showcase how your brand can help Multicultural Women reach their fitness goals. Walking is a very popular form of exercise, so highlight walking for its many benefits.

Key Finding #4: Women gamers prefer playing on their own

Women are more likely to play video games by themselves and on their mobile phones.

Context:

Women routinely experience bias and harassment online and that includes online gaming. As a result, many Women are choosing games that allow them to play alone and avoid toxic online interactions. Mobile games are often a more solo experience which may be way they lean into this channel for gaming more. However, Women are still active leaders in gaming and should be celebrated as such.

Action Step:

Showcase Women as leaders in the gaming industry and promote greater positivity for Women who enjoy gaming. It is also helpful to highlight solo games over more collaborative ones when engaging with Women in the gaming space.

Key Finding #5: Women are eco-conscious when it comes to fashion

Women, particularly those who are younger, love thrift shopping.

Context:

Women are conscientious shoppers. They care about the future of the world and thrift shopping is a sustainable, thoughtful, and economical way to shop.

Action Step:

Highlight your brand’s sustainable features and how your brand supports Women in being conscientious eco-friendly fashionistas.

Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.

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Elizandra Granillo

Elizandra Granillo
Analyst

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.

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