《GWI & Pinterest:Party on:新一代庆祝活动(2023)(英文版)(37页).pdf》由会员分享,可在线阅读,更多相关《GWI & Pinterest:Party on:新一代庆祝活动(2023)(英文版)(37页).pdf(37页珍藏版)》请在三个皮匠报告上搜索。
1、The evolution of what,why,and how we celebrateCelebrationParty on:a new generation of The evolution of celebrationsWhy do we celebrate?Whos celebrating more,and in new ways?How can price-conscious consumers party on?Going along with the vibe What atmosphere do people most want a cel-ebration to have
2、?Has this shifted over time?Does it vary depending on the type of celebration?Collaborating on the main eventHow do hosts and guests join forces to create an event?Which groups are injecting the most creativity and energy into celebrations?How brands can helpWhich consumer pain points are holding ce
3、le-brations back?And how can businesses help resolve these?Discover our dataForewordA party planning checklistThe evolution of celebrations Personal applause:Celebrating “just because”Bond building:Low-key and laid-back Merriment making:Passion-led partying Moment marking:A celebration of lifeCommem
4、orating culture:Sensational twists on traditionsCome and join the partyAppendixNotes on methodologyMore from GWI0804754596567 69In this reportClick the dots to navigate 4MethodologyGWI methodologyFigures in this report are drawn from GWIs online research among inter-net users aged 16-64.T
5、he data in this report is primarily taken from our GWI Zeitgeist July 2023 study among 10,200 consumers in 8 markets:France,Germany,the UK,Brazil,Canada,the US,Australia,and Japan.We also reference data from GWI Core,our main flagship survey of inter-net users aged 16-64;GWI USA,our research into th
6、e lives and behaviors of American internet users aged 16+;and other GWI Zeitgeist studies,which draw timely,monthly insight from consumers in 12 markets.Pinterest methodologyTo begin the project and inform GWI survey development,Pinterest led rich qualitative research in partnership with Pepper Stra
7、tegies,including oral interviews,in-depth secondary source research,and descriptive trendspot-ting.This resulted in our five-part celebrations framework highlighted throughout the report.Search growth data in this report is drawn from Pinterests on-platform user behaviors,comparing the period of Jul
8、y 2022 vs.July 2023(YoY growth).These queries comprise all English-language searches during the time period,around the globe.Growth percentages are adjusted by the overall growth of total platform searches,removing the influ-ence of platform growth during this time period to isolate changes in consu
9、mer behavior.Queries specifically attributed to Gen Z*are search queries that are growing YoY within this particular age segment during the same time frame(July 2022 vs July 2023).*Pinterest is not currently serving ads to EU users under 18.6Each chart from GWIs ongoing global research in this repor
10、t contains a hyperlink that will bring you straight to the relevant question on our Platform,where you can investigate all data by demographics,over time,and among your own audiences.Discover the data on the GWI platformInformation about the source and base SourceBaseEach of the graphs is numbered M
11、ore information can be found in the Appendixsection at the end of this reportJust click this iconto explore the dataon the platformScreens are for illustrative purposes only.Results may vary.8ForewordFor many of us,the word“celebration”immediately brings to mind images of birthdays and weddings,baby
12、 showers and retirement parties,national holi-days and religious occasions.But global events-from pandemics and protests to cost of living crises-have redrawn celebration bound-aries.Celebrations dont have to be big or involve large groups.They dont have to be perfect or traditional.They might not e
13、ven need a reason.Theres an evolution taking place in terms of what we celebrate,how we choose to do it,and with whom we want to share the moment.GWIs mission is to help humans everywhere understand each other.To take the pulse of todays party land-scape,we couldnt think of a better partner than Pin
14、terest-the starting place for so many of the worlds celebra-tions.Together,we took a fresh look at celebrations,through the lens of a mul-ti-market study,to find out how todays consumers really feel about them.Lets get this party started.Celebrations are more than just moments in time.At Pinterest,w
15、e believe that celebrations are a funda-mental human expression of love,connection,confidence,merriment,awe that have an honored place in the ebb and flow of our lives.We use celebrations to connect with our loved ones,mark rites of passage,enjoy the changing of seasons,and bring crea-tivity and mag
16、ic to the everyday.Pinterest is the first stop for cele-bration planners of every stripe to visualize their plans and make them a reality.In fact,theres a cele-bration planned every 3 seconds on Pinterest,with over 14.6 million cele-bration-related boards created in the past year alone1.Research sho
17、ws that Pinterest is the#1 social media plat-form used to plan events2.And,with over 465 million monthly active users3,the opportunity to get your brand in front of open-minded and high-intent hosts and guests is huge.Pinterest is where the party starts!When we decided to understand how celebrations
18、 are evolving to make space for societal and generational change,we immediately thought of GWI.In working with the GWI team,we found a like-minded counter-part for global research and thought partnership.Cheers!JASON MANDER GWIDARON SHARPSPINTERESTJENNA LANDIPINTEREST 10A party planning checklistGro
19、up antics:Hosts with the most collaborateCelebrations are a group effort,with guests often getting involved.Many hosts and attendees get inspiration from their online communities too,so its important to optimize content for key search terms,and get it out early.Todays cultural cocktail:Old tradition
20、s,with a modern twist Brands should account for where their audience is based when making cam-paign plans.As some markets step away from traditions,others are find-ing comfort in,and putting a fresh spin on,established ones.Why wait?:The more milestones,the betterDivorce parties and diamond birthday
21、s are examples of consumers reimag-ining traditional celebrations and marking new occasions.Its up to busi-nesses to contribute to the flow of ideas by suggesting new ways to stand out.Dancing on my own:The rise of solo celebrationsLockdowns gave us time to explore who we are,which helps explain why
22、 cele-brating personal achievements alone or“just because,”is a rising trend.Brands can shine a light on these casual,inex-pensive events,especially as inflation continues to bite.Moments that matter:Intimate gatherings are inCelebrations are often an emotional outlet,providing a temporary escape fr
23、om negativity and a chance to relax with a close circle of friends.Laid-back,low-key party vibes could give relevant marketing content a boost.12The evolution of celebrations 14Celebrations are one of the oldest,most universal ways to connect,col-laborate,and embrace lifes moments.Now,parties are ge
24、tting personal,and celebrations are evolving theyve even been shown to benefit your health4.Spurred on by lockdowns,attitudinal changes,and rising living costs,the ways in which we celebrate have had to adapt.A little over half of consumers say theyre celebrating as often as they were pre-pandemic5;
25、in this report,were most interested in those who are celebrating in new and different ways,and what these shifts mean for businesses.For consumers,celebrating is most typically about marking special occa-sions and expressing appreciation,but less traditional events are putting new motivations on the
26、 map(think social causes,friendships,or watch parties).Those who celebrate them are most distinct for wanting to impress others,express their identity,and recognize personal achievement;these incentives help explain many of the niche search trends weve been seeing on Pinterest.Impressing others is a
27、n incentive worth calling out.With an ever-expanding array of sharing platforms,everyones an influencer in a way.For instance,Pinterest searches for“underwa-ter theme party food6”(+360%YoY)and occupation-themed graduation bashes like“physician assistant grad-uation party7”(+140%YoY among Gen Z)are g
28、rowing,as hosts love to stand out and show off their creativity.And as our motivations for celebrating shift in line with what were toasting to,social media users are set to push the boundaries even further,creating extraordinary everyday events.Meet the new class of celebrationsGWI Report:Go behind
29、 the screens with the social trends you need to supercharge your strategy Get your copy 16 16The evolution of celebrationsSaveLess traditional events are putting new motivations on the mapWhy we celebrate%in each group who say the following are why they celebrateTraditional occasions include:birthda
30、ys,national holidays,relationship events,religious/cultural occasions,and life stages Less traditional occasions include:TV shows/movies,social causes,sports games/matches,and friendships10,200 consumers across 8 markets aged 16-64;9,188 who celebrate traditional occasions,and 2,200 who celebrate le
31、ss traditional ones GWI Zeitgeist July 2023All consumersTraditional occasionsLess traditional onesTo mark a specialoccasionTo expresslove/appreciationTo connect withothersFor my personalwellbeing/happinessTo commemorate myculture/religion/familytraditionsTo recognize apersonal achievementTo express
32、my identityTo impress myfriends/followers5443373293324114181613Those who celebrate.18 181The evolution of celebrationsOff the back of Pinterests qualitative research,weve identified a framework for many of the newer celebrations were seeing.We divided them into 5 categories,eac
33、h of which reflects a different human need.Using a com-bination of Pinterests search growth and GWI data,were able to see each category come to life.Personal applause is an emerging type of celebration driven by reflection and satisfaction,and associated with confidence.“Revelers”are often solo indi
34、viduals,taking time for gratitude,solitude,and indulgence after personal achievement,or just because!Merriment making is the most lively,showy celebration type,driven by crea-tivity and amusement,and associated with joy.Those celebrating in this cat-egory are often large and boisterous friend groups
35、,taking time to explore passion,surprise,and silliness.Bond building is a celebration type thats taken on renewed interest and investment post-pandemic,driven by intimacy,and associated with connec-tion.Celebrants are often small groups taking time for appreciation and com-fort in their close social
36、 circles.Moment marking is perhaps the celebration type that comes most readily to mind,driven by recognition and esteem,and associated with the people we love.Celebrants can be just about anyone friends,family,col-leagues taking time to acknowledge and perhaps give gifts in a celebration of life ch
37、anges(think big birthday par-ties,weddings,or going away parties).Commemorating culture is the most seasonal-moment-driven and com-munity-centric celebration type,anchored by nostalgia and pride,and associated with tradition.Celebrants are most often families or spiritual or cultural communities,set
38、ting aside time for duty,ritual,memories,or family togetherness.*A framework for todays weird and wonderful celebrationsPersonal applause:Celebrating“just because”Bond building:Low-key and laid-backMerriment making:Passion-led partyingMoment marking:A celebration of lifeCommemorating culture:Sensati
39、onal twists on traditions14253*Please note that Pinterests Advertising Guidelines prohibit targeting of any audience based on race,ethnicity,religious beliefs and sexual orientation,among other things 20The evolution of celebrationsReflection&satisfactionConfidenceIntimacy&belonging ConnectionCreati
40、vity&amusementJoyRecognition&esteemPeopleNostalgia&prideTraditionMore info on page:28More info on page:31More info on page:40More info on page:47More info on page:54Personal applauseBond buildingMerriment makingMoment markingCommemo-rating culture14253“Alone but happy”“Solo travelling”“Goal celebrat
41、ion”“Private party aesthetic”*“How to pamper yourself”+1710+140+115+110+80“Galentines party aesthetic”“Friendsgiving food ideas”“Intimate backyard dinner party”“PJ theme party outfit”“Adult tea party ideas”*All search terms are sourced from English language searches among all Global pinners,except t
42、hose marked with an asterisk which are specific to Gen Z Global pinners aged 18-24.+1285+540+295+290+125*“Color theme party ideas for adults”“Disco night theme party”“Mermaid dinner party”“Moulin rouge theme party decoration”“Cyberpunk theme party”+9445+655+445+245+160“Elopement dinner party”“Divorc
43、e theme party”“60s theme party ideas 60th birthday”“Farewell theme party”“Block party wedding”+320+190+185+75+30“Christmas casino theme party”“Autumn equinox celebration”*“4th of July aesthetic party”*“Iftar party”*“Halloween dinner party food elegant”+175+170+125+115+85Modern manifestations of cele
44、brationsYear-on-year%growth in relevant Pinterest searchesEmotionsMotivationsPlease note that Pinterests Advertising Guidelines prohibit targeting of any audience based on race,ethnicity,religious beliefs and sexual orientation,among other things.222The evolution of celebrations3Parents with young c
45、hildrenUrban residentsMillennial menAll consumers27235Celebrations allowme to showcase and embrace my true selfId describe myself as confidentI celebrate occasions/eventsthat I didnt used toI feel more comfortable celebrating certain eventsthan in the pastThroughout our study,certain grou
46、ps captured our atten-tion for celebrating in unique ways young men in particu-lar.This group is more likely to say celebrations allow them to embrace their true selves,and describe themselves as confident,hinting at the pos-itive impact celebrations can have on our lives.Across the West,millennial
47、men are also over 30%more likely to report marking occasions they didnt used to compared to women their age,a sign that the gender balance of some functions is leveling out.This shows up in Pinterests data,with searches for“bachelor party gifts for guys”(+205%YoY among Gen Z)and“party fits for men”(
48、+465%YoY)booming8.Key demographicsYoung men are ahead for celebrating TV events,friendships,and religious/cultural occasionsWhen it comes to what theyre celebrating,young men are most ahead for sports matches,social causes,TV shows,friend-ships,and religious/cultural occasions.Movembers suc-cess(whi
49、ch sees people grow mustaches to raise awareness for mens wellbeing)points to their growing comfort around discussing once-taboo topics.Since 2020,theres been an 18%rise in US millennial men saying they always try to voice what they feel9,and the number saying their faith/spirituality is important t
50、o them is higher than in previous years10.Their participation in events like Malentines Day(a spin-off of Valentines Day,where men celebrate their male friendships)suggests many are keen to be more open and connected to others.Certain demographics stand out for celebrating moreCelebrations have majo
51、r upsides%in each group who say theyre celebrating more than they were pre-pandemic%of millennial men who agree with the following10,200 consumers across 8 markets aged 16-64,and 1,113 millennial men aged 27-40GWI Zeitgeist July 2023 24The evolution of celebrationsArts&crafts party(e.g.crochet party
52、)35%Slideshow presentation party or other creative get-together 32%Friendsgiving,Galentines,or otherfriendship celebration27%Unusual themed wedding34%Winesday,adultslumber party,or other casualget-together31%Watch party26%Wellness,self-care,or other relaxation-centric party34%Creative themed birthda
53、y party27%Equinox or otherseasonal party24%Budgets may be smaller,but many are getting around this via casual,vibey get-togethers%of those whove celebrated the following in the last year and are celebrating more than they were pre-pandemic10,200 consumers across 8 markets aged 16-64GWI Zeitgeist Jul
54、y 20234Financial pressure is currently disrupt-ing the world of celebrations.Among consumers who say their savings would only cover their living expenses for less than a month,35%report celebrating less11.But money concerns can,and are,encouraging others to get creative.Gen Z Pinners have increased
55、their searches for“budget friendly birthday party ideas”by 200%and“party bal-loons diy”by 295%since last year12;and these are just two of many cost-saving solutions on their radar.On the whole,its not that people dont want to honor lifes special moments,and cost-con-scious consumers neednt lose out.
56、With almost 1 in 4 saying theyd con-sider homemade decorations,invites,and party favors to cut costs13,there are lots of ways for brands to give todays DIY trend a boost.Its up to them to suggest budget-friendly,inclu-sive ways to join the party.Some of inflations silver linings GWI Report:Whos spen
57、ding and whats trending in the“bad vibes”economyStep inside 26The evolution of celebrationsPersonal applause is an emerg-ing type of celebration driven by reflection and satisfaction,and associated with confi-dence.“Revelers”are often solo individuals,taking time for grat-itude,solitude,and indulgen
58、ce after personal achievement,or just because!“Princess treatment”“Solo date ideas at home”“Alone birthday celebration”“Spoiling myself”“Treat yourself quotes self care”+595%+545%+175%+165%+30%1 Personal applause Celebrating“just because”5Year-on-year%growth 28Saveconsumers who mark less traditional
59、 occasions say they celebrate for the sake of their personal wellbeing or happinessLockdowns gave people more time to explore who they are and get to know themselves better.In fact,more consumers say they feel comfortable spending time alone now compared to 201914.More time alone encouraged people t
60、o reflect,build confidence,and say YOLO(you-only-live-once).The share of Americans who describe themselves as open-minded,assertive,and crea-tive is at its peak,and theres been a 19%rise in UK vacationers saying they intend to travel by themselves since 202215.This has helped make solo cele-brations
61、(think“treat yo self”)a growing trend,giving events like a solo birthday and fancy dinner for one more wind.Covid lockdowns also pushed self-care higher16 up societys agenda.Not only are more employees seeking a good work-life balance,the number of US students saying they often take time to pamper t
62、hemselves has risen by 32%since this time last year,with younger groups being especially likely to hold this view17.Jumps in Pinterest searches for“prin-cess treatment”,“spoiling myself”,and“treat yourself quotes self care”are a testament to this18.Its clear many people are keen to indulge their gui
63、lty pleasures whether thats treating themselves to a cosmetics subscrip-tion or ticking something off their bucket list.As the world evolved,so did celebrations2/5 30Personal applause6Bond building is a celebra-tion type thats taken on renewed interest and invest-ment post-pandemic,driven by intimac
64、y and associated with connection.Celebrants are often small groups taking time for appreciation and comfort in their close social circles.“Dinner party vibe”“Cozy game night”“Bouquet making party”“Wine theme party ideas”“Whimsical dinner party”+290%+245%+220%+210%+95%2 Bond building Low-key and laid
65、-backYear-on-year%growth 32Bond buildingOne theme weve spotted across our research is a move toward low-key,laid-back settings when celebrating.People seem to want safe spaces where they can be vulnerable with an intimate circle.Just as office workers clung to the comfy clothing they got used to dur
66、ing lock-downs,consumers have grown to like wholesome celebrations.1 in 3 have noticed events getting smaller over time,and over half feel theyre becom-ing more informal.This opinion is even stronger among aspirational groups and trendsetters,making it less likely that preferences will revert back i
67、n the future.Even major events like weddings are wearing a new suit,with two-thirds of US/UK consumers who intend to get married saying they want to set their own wedding traditions19.Many fiances have since ditched their hopes of a costly,crowded ceremony,opting for a small,informal one that offers
68、 quality time with guests instead.Smaller,less formal events are becoming more popularSaveof premium buyers think celebrations are becoming more informal65%34Bond buildingThis move toward smaller,less formal celebrations is reflected in the quali-ties we most want them to have.Before all else,people
69、 expect events to be fun and comfortable.To some,celebrations are a means of escape20 from the doom-scrolling and negativity theyve grown accustomed to.The number of Americans who say theyre never satis-fied with their life has grown since 2020,and the share of US podcast listeners tuning into self-
70、help content has reached its highest point since we started tracking it21.A lot of what were experiencing is beyond our control,but we can choose how,and how often,we celebrate.While people generally crave enjoying,relaxing events,some occasions call fancier moods to mind.Those who cel-ebrate life s
71、tages like promotions have a stronger appetite for formal events.And those who mark friendships stand out for wanting a fancy atmosphere.Pinterest searches for“galentines party aesthetic”(vibes and decor for an all-female get-together)have grown 1285%YoY22,and many who take part want this day to fee
72、l elegant.Laid-back celebrations as a means of escape 36Bond buildingFunMeaningfulLaid-back/comfortablePersonalTraditionalIntimateCreative/originalIronic/funnyNostalgicTrendy/coolFormalFancy57463027Celebrations need to be enjoyable and relaxing above all elseThe mood is partly set by the
73、celebration%of all consumers who most want their celebrations to be the followingMost distinctive quality/vibe among those who say they typically celebrate the following7BirthdaysNational holidaysReligious&cultural occasionsLife stagesRelationship eventsA sports match/gameFriendshipsFunMeaningfulTra
74、ditionalFormalIntimateIronic/funnyFancy10,200 consumers across 8 markets aged 16-64GWI Zeitgeist July 2023 38Bond building8Merriment making is the most lively,showy celebration type,driven by creativity and amuse-ment,and associated with joy.Those celebrating in this category are often large and boi
75、sterous friend groups,taking time to explore passion,surprise,and silliness.“Bollywood character theme party outfit”“Fairy dinner party”“Powerpoint party ideas”“Formula one theme party”“Alien theme party outfit”+1215%+575%+185%+105%+95%Passion-led partying3 Merriment makingYear-on-year%growth 40Gen
76、Z are the driving force behind many unique party trends.Societies will prob-ably always celebrate birthdays and national holidays,but younger groups are spreading joy across a diverse range of everyday moments,rather than focus-ing on traditional ones.Some of the less conventional celebrations theyr
77、e redi-recting their attention to are around friendships,TV events,and social causes.With many Gen Z still in their formative years,wed expect making memories to be a priority;and theyre much more likely to say theyre seeking out new activities and friendships compared to 201923.Theyre essentially s
78、howing the world they dont need a reason to celebrate,and daily moments that may look unremark-able to others are in fact meaningful to them.Even standard-seeming celebra-tory moments are met with special care and intention,with Pinterest searches for“house party fits”(+260%YoY)and“snacks for work p
79、arty”(+290%YoY)showing attention to detail24.Gen Z are celebrating the everydayGWI Report:From social and shopping,to finances and brand discovery,get to know whats trending in Gen Zs worldGet your copyPinterest is not currently serving ads to EU users under 18.42Merriment making 42Pinterest is not
80、currently serving ads to EU users under 18.Gen Z are showing the world they dont need a reason to celebrate.Daily moments which look unremarkable to others are meaningful to them.Gen Z(16-26)Millennials(27-40)Gen X(41-59)Babyboomers(60-64)BirthdaysNational holidays(e.g.Thanksgiving)Relationship even
81、ts(e.g.weddings,divorce)Life stages(e.g.going-away party)A sports match/gameFriendships(e.g.Galentines Day)Religious and cultural occasions(e.g.Eid)New family members(e.g.baby showers)A TV show/movieA social cause(e.g.Pride)664224770463257245327246361456101022Redirec
82、ting attention to less conventional celebrations%in each generation who say they personally celebrate the following occasions the most10,200 consumers across 8 markets aged 16-64GWI Zeitgeist July 20239Please note that Pinterests Advertising Guidelines prohibit targeting of any audience based on rac
83、e,ethnicity,religious beliefs and sexual orientation,among other things.44Merriment makingTodays hosts have a lot to think about and tend to welcome,if not actively seek,their guests input.With 43%of Americans claiming to have at least one dietary requirement25,and around a fifth of men in their 20s
84、 saying they drink non-alcoholic beer monthly26,inclusive planning is important which is where digital invites,polls,and prefer-ence sheets can help.Visual inspiration isnt just for party plan-ners;the market for this kind of content is much bigger.Its less common for guests to just show up these da
85、ys,especially younger ones.Celebrations are a collec-tive effort,with attendees also investing time and energy into them.Hosts inject meaning into a celebration by collaborating with friends and online communities,often asking guests to contribute creatively,as well as finan-cially.41%of hosts have
86、celebrated a themed birthday in the last year,and events like color-coded or goth dinner parties call on guests to dress a certain way,share ideas,or bring something to boost the party aesthetic.Joining forces to create meaningful celebrations1/3 consumers prefer to have a theme for their events.Its
87、 not about any single item,its a whole lookAttendees often get in on the fun and hosts welcome their input%in each group who say theyre likely to do the following if/when they plan a celebration10,200 consumers across 8 markets aged 16-64GWI Zeitgeist July 2023*hosts are those who love investing tim
88、e,creativity,and effort into hosting celebrationsAttending celebrations56%54%Gen Z&millennials43%41%Gen X&baby boomersHosting celebrations I love investing time,creativity,and effort into.Hosts*Set a budgetAsk friend(s)to collaborate with mePlan activities/entertainmentIncorporate personal touchesSe
89、nd digital invitationsCreate a theme for my celebrationResearch social media for inspirationConsider accessibility/inclusivity(e.g.dietary requirements)Choose sustainable/eco-friendly optionsSeek recommendations from influencers,articles etc.4627282623242232021161615137All consumers 4610M
90、erriment makingMoment marking is perhaps the celebration type that comes most readily to mind,driven by recognition and esteem,and associated with the people we love.Celebrants can be just about anyone friends,family,colleagues taking time to acknowledge and perhaps give gifts in a cel-ebration of l
91、ife changes(think big birthday parties,weddings,or going away parties).“Baby 40 days party decor”“Retro birthday theme party ideas”“Engagement tea party”“Anniversary theme party ideas at home”“Diamond birthday theme party ideas”+190%+175%+160%+95%+45%4 Moment markingA celebration of lifeYear-on-year
92、%growth 4811Moment marking12Celebrations have always been about marking lifes important moments,but people are taking a fresh look at how these milestones are celebrated.Plus,theres a long list of things consumers think societies should celebrate more.Age tops the chart,with novel birthday celebrati
93、ons making a splash.A“dia-mond birthday”(+45%YoY27)refers to the year you turn the last two digits of your birth year.For example,someone born in 2013 will have their diamond birthday on their 13th birthday in 2026.Celebrate often,and unexpectedly 1/5 Gen Z think societies should celebrate job/occup
94、ation moreGender identityBody sizeSexual orientation1.811.651.45Body sizeEthnicity/raceSexual orientation1.41.271.23Family/caregiver statusAge/generationMarital status1.051.041.03ReligionAge/generationMarital status1.221.171.02Gen ZAged 16-26Aged 27-40MillennialsAged 41-59Gen XAged 60-64Baby boomers
95、13810IndexAverage internet user(Index 1.00)740211.40Celebration by generation%in each generation who think people/society should celebrate the following more,sorted by indexIndexes are used to compare each group against the average(1.00).For example,an index of“1.20”means that a given gro
96、up is 20%above the global average10,200 consumers across 8 markets aged 16-64GWI Zeitgeist July 2023Please note that Pinterests Advertising Guidelines prohibit targeting of any audience based on race,ethnicity,religious beliefs and sexual orientation,among other things.50Moment markingOlder generati
97、ons who are more likely to celebrate traditional moments are going all out.One of Pinterests 2023 predictions is that older groups will plan epic bashes for major milestones28,with significant YoY increases in Pinners searching for“golden anniversary party”and“100th birthday party ideas”.Brands can
98、help ensure these events take on new meaning among these audiences by sparking their creativity and depicting relatable role models.Meanwhile,as younger groups continue to settle down later29 in life,theyre especially keen to sharpen focus on things that can be celebrated right now whether that take
99、s the form of“deploy-ment party ideas going away”(+250%YoY among Gen Z)or a“physician assistant graduation party”(+140%)30.Gen Z are also more diverse31 than generations before them,which is pos-sibly why theyre pushing new ways to celebrate their identities.Creating safe spaces for people to share
100、these parts of themselves is one way for businesses to become allies.GWI Report:Dive into what matters most to millennials today with insights on their spending habits,social media use,and moreGet your copy 52Moment marking13Commemorating culture is the most seasonal-moment-driven and community-cent
101、ric cel-ebration type,anchored by nostalgia and pride,and associ-ated with tradition.Celebrants are most often families or spiritual or cultural commu-nities,setting aside time for duty,ritual,memories,or family togetherness.“Brazil carnival theme party”“Summer solstice party”“Halloween block party
102、games”“Diwali celebration”“Day of the dead party”+315%+245%+85%+60%+55%5 Commemorating cultureSensational twists on traditionsYear-on-year%growth Please note that Pinterests Advertising Guidelines prohibit targeting of any audience based on race,ethnicity,religious beliefs and sexual orientation,amo
103、ng other things.5414Saveof Americans say contributing to their community is important to themWhen responding to changes in what and why people celebrate,its important for brands to consider where their audi-ence is based,as attitudes and behaviors will be quite different from one market to the next.
104、Americans continue to find comfort in,and put fresh spins on,long-standing traditions.Theyre miles ahead of other markets for observing national,religious,and cultural holidays;even Halloweens“spooky season”gains popularity32 as early as July here.This is possi-bly why connecting with loved ones is
105、Americans most distinctive reason for celebrating,and why they stand out for wanting events(and their portrayals)to be meaningful.Where cultural identities take center stageFranceGermanyLife stagesNew family membersFor my personal wellbeing/happinessTo commemorate my culture/religion/family traditio
106、nsTo impress my friends/followersFor my personal wellbeing/happinessTo express my identityTo mark a special occasionTo recognize a personal achievementTo connect with othersTo connect with othersTo express love/appreciationTo recognize a personal achievementFor my personal wellbeing/happinessTo reco
107、gnize a personal achievementTo connect with othersTo impress my friends/followersTo mark a special occasionA social causeA sports match/gameReligious and cultural occasionsA TV show/movieReligious and cultural occasionsBirthdaysReligious and cultural occasionsNational holidaysA sports match/gameNew
108、family membersA TV show/movieA social causeFriendshipsLife stagesUKCanadaUSABrazilAustraliaJapan21212Each countrys most distinctive celebrations and reasons for celebrating*Each countrys top 2 over-indexes for what/why they celebrate,based on the%who celebrate the following most/do so for
109、 these reasons10,200 consumers across 8 markets aged 16-64GWI Zeitgeist July 202336%56Commemorating cultureMany Americans want to show the world who they really are,with over 3 in 10 People of Color in the US saying they feel more connected to their heritage than they did a year ago34,and Pinners in
110、creasingly searching for cultural pride events like“Filipino debut theme party ideas”(up 200%YoY)and“Pakistani dinner party menu ideas”(up 165%YoY)35.UK consumers are big on cultural occa-sions and more keen to express their identity via celebrations too,and its easy for organizations to tap into th
111、is.For example,on the first Friday of Ramadan in 2023,Londons Victoria&Albert Museum hosted an“open iftar”event.Organizers aimed to encourage Londons Muslim communities and international students to share iftar,providing a home away from home where strangers could become friends through an appreciat
112、ion of old traditions and new interests.Discover new trends based on interests,demographics,season and more using Pinterest TrendsPinterest TrendsTry the toolPrimal movementBack away from the screen.Workouts will go primal in 2023.Micro makeoverBobs,braids,nails:the future says cut em shorter.The YO
113、LO yearsMore years,more reasons to party.The golden years get lit.Sci-fi fitsReplace your OOTD with the OOTF with these futuristic fits.All images on this page are from the Pinterest Predicts 2023 report Please note that Pinterests Advertising Guidelines prohibit targeting of any audience based on r
114、ace,ethnicity,religious beliefs and sexual orientation,among other things.58Commemorating cultureSaveHalf of consumers say visual inspiration helps them decide how to plan their celebrationCelebrations arent isolated events.In the same way that books are inspired by other stories,we all feed off eac
115、h others party ideas.Whats more,this process often and increasingly hap-pens online.Our ongoing quarterly global research36 offers some background to this.When it comes to consumers reasons for using the internet,“finding ideas/inspiration”has risen in rela-tive importance over time,overtaking“resea
116、rching products/brands”.And weve seen similar patterns emerge among US social media users,espe-cially those who enjoy entertaining at home,who are more likely to say they use platforms for inspiration-hunting37.Celebrations are occasions people look forward to and plan their year around,and brands n
117、aturally want to be associated with them.In order to show up on the worlds vision board,companies should aim to include rel-evant keywords in their content,and take advantage of small moments,not just major holidays.With US Pinterest searches for“Christmas decor ideas”gaining momentum in August38,it
118、s also important for businesses to get in front of early inspiration-seekers and planners,as well as paint a vivid picture with their products.Indulging the inspiration-hungry consumerCome and join the party 60Come and join the partyThere are a number of ways brands can join the fun,inspire people t
119、o cel-ebrate more,and supply an emotional outlet.When looking to expand on their current offerings,companies should look at peoples pain points,especially those who say theyre celebrating less.These consumers are more likely to focus on major holidays,so budget concerns and guest expectations weigh
120、heavily on their minds.This means new ways to creatively offset expenses are even more important when speaking to this audience.Similarly,brands can remind cus-tomers that its okay to ask guests to financially contribute,while promoting relevant events.For example,an alco-hol brand could recommend a
121、 BYOB themed cocktail evening to its followers.With some consumers thinking about forgoing certain occasions in order to prioritize others,businesses should emphasize that small moments can be worthy of celebration.Finances aside,making the arrange-ments is also a common concern.Brands should commun
122、icate how straightforward their products and ser-vices make it to host or attend events.Promoting event planning guides,bundled services,and comprehensive celebration kits are just some of the ways they can suggest this.Its ultimately by helping to refine the meaning of celebrations that brands can
123、drive this timeless tradition forward by packaging them as worthwhile everyday moments that allow people to reflect,escape,connect,show love,and express who they are.Finding ways round celebrations speed bumps 62Come and join the party15Budget concerns/my financesUnforeseen challenges(e.g.cancellati
124、ons,the weather)Arranging the foodBalancing responsibilities/time constraintsCapacity planning(i.e.who to invite)Organizing gifts for guestsImpressing others(paring myself to others)Vendor and service coordinationSorting out the decorationsCreative inspirationHow unique/original my celebration is533
125、3262428Look out for sales/discountsSet a clear budgetLimit guest numbers434038232019Homemade decorations,invitations,or party favorsAsk guests to financially contribute(e.g.potluck)Prioritize some celebrations over others1513Opt for less popular dates and timesBorrow or rent suppliesSome
126、feel theres never enough time,or moneyCheap,but make it creative%of those who say theyre celebrating less and would find the following stressful were they to plan a celebration%of all consumers who say theyd consider doing the following to cut costs if they were to plan a celebration10,200 consumers
127、 across 8 markets aged 16-64;3,113 who are celebrating less GWI Zeitgeist July 2023 64Come and join the partyAppendixPinterest internal data;Global searches in English,Spanish,French,German,and Portuguese;August 1st,2022 through July 31st,2023 Pinterest Consumer Brand Equity;Global;Q4 2022Pinterest
128、public data;Global;Q2 2023Journal of Public Policy&Marketing,Celebrate Good Times:How Celebrations Increase Perceived Social Support,Brick,Wight,&Fitzsimons,2022GWI Zeitgeist;12 Markets;July 2023Pinterest internal search data;Global;July 2022 vs July 2023Pinterest internal search data;Global Pinners
129、 ages 18-24;July 2022 vs July 2023Pinterest internal search data;Global Pinners ages 18-24;July 2022 vs July 2023GWI USA;Q2 2020-Q2 202362232425262728293033738GWI Core;52 Markets;Q2 2020-Q2 2023GWI Zeitgeist;12 Markets;July 2023Pinterest internal search da
130、ta;Global;July 2022 vs July 2023GWI Zeitgeist;12 markets;July 2023GWI Zeitgeist;12 markets February 2023GWI USA;Q2 2020-Q2 2023 GWI Travel;10 markets;Q3 2022-Q3 2023GWI report,Connecting the dots,2022GWI USA;Q2 2022&Q2 2023Pinterest internal search data;Global;July 2022 vs July 2023GWI Custom;US&UK;
131、May 2023GWI report,Connecting the dots,2023GWI USA;Q2 2020-Q2 2023Pinterest internal search data;Global Pinners ages 18-24;July 2022 vs July 2023GWI Zeitgeist;12 markets;February 2023Pinterest internal search data;Global Pinners ages 18-24;July 2022 vs July 2023GWI USA;Q2 2023GWI Core;52 Markets;Q2
132、2023 Pinterest,global search data,analysis period Sep 2020 to Sep 2022.Pinterest internal search data;Global Pinners ages 18-24;July 2022 vs July 2023Pew Research Center,Decennial Census and American Community Survey(IPUMS),1900-2021Pinterest internal search data;Global;July 2022 vs July 2023Pew Res
133、earch Center,Current Population Survey Annual Social and Economic Supplement(IPUMS),1968-2018Which of these reasons do you celebrate these moments?Please select no more than threePinterest internal search data;Global;July 2022 vs July 2023 and Pinterest internal search data;Global Pinners ages 18-24
134、;July 2022 vs July 2023(as indicated)Compared to before the pan-demic,I find I am celebrating.To what extent do you agree or disagree with the following state-ments?Which of the following do you feel describes you?Have you celebrated any of the following in the last year?Have you celebrated any of t
135、he following in the last year?Pinterest internal search data;Global;July 2022 vs July 2023Pinterest internal search data;Global;July 2022 vs July 2023What do you most want a cele-bration to be?Please select no more than threePinterest internal search data;Global;July 2022 vs July 2023Which of the fo
136、llowing do you personally celebrate the most?Please select no more than threeTo what extent do you agree or disagree with the following statements?If you were to plan a celebration,are you likely to do any of the following?Please select no more than three Pinterest internal search data;Global;July 2
137、022 vs July 2023 Pinterest internal search data;Global Pinners ages 18-24;July 2022 vs July 2023Which of these things do you think people/society should be celebrating more?Please select no more than three Pinterest internal search data;Global;July 2022 vs July 2023 Pinterest internal search data;Gl
138、obal Pinners ages 18-24;July 2022 vs July 2023 Which of the following do you personally celebrate the most?Which of these reasons do you celebrate these moments?If you were to plan a celebration,which of the following,if any,would you find stressful?Please select no more than three If you were to pl
139、an a celebration,which of the following,if any,would you consider to cut costs?Please select no more than three1213141598NotesChartsGranularity,Trend Forecasting Data,2019-2023GWI Core;52 markets;Q2 2023GWI USA;Q2 2023Pinterest internal search data;Global;July 2022 vs July 2023 GWI report
140、,Connecting the dots,2023GWI USA;Q2 2020-Q2 2023Pinterest trends tool;US;trend visualization October 11th 2022-October 10th 2023 66The data in this report is taken from a mix of GWI sources,which are clearly stated at the bottom of each chart.Much of this report draws on data from a 2023 study condu
141、cted in partnership between GWI and Pinterest.This study surveyed 10,200 internet users in 8 coun-tries between the ages of 16-64.Fieldwork was con-ducted online between June 28th-July 3rd.Notes on methodologySample size by marketAustralia1,017Brazil1,064Canada1,009France1,046Germany1,048Japan759UK2
142、,154USA2,103Our research As part of our ongoing global research,each year GWI interviews over 970,000 internet users aged 16-64 across 52 markets.Respondents complete an online questionnaire that asks them a wide range of questions about their lives,lifestyles and digital behaviors.We source these r
143、espondents in partnership with a number of industry-leading panel providers.Each respondent who takes a GWI survey is assigned a unique and persistent identifier regardless of the site/panel to which they belong and no respondent can participate in our survey more than once a year(with the exception
144、 of internet users in Egypt,Saudi Arabia and the UAE,where respondents are allowed to complete the survey at 6-month intervals).Our quotasTo ensure that our research is reflective of the online population in each market,we set appropriate quotas on age,gender and education meaning that we interview
145、representative numbers of men vs women,of 16-24s,25-34s,35-44s,45-54s and 55-64s,and of people with secondary vs tertiary education.To do this,we conduct research across a range of international and national sources,including the World Bank,the ITU,the International Labour Organization,the CIA Factb
146、ook,Eurostat,the US Bureau of Labor Statistics as well as a range of national statistics sources,government departments and other credible and robust third-party sources.This research is also used to calculate the weight of each respondent;that is,approximately how many people(of the same gender,age
147、 and educational attainment)are represented by their responses.68Want more consumer insights worth celebrating?See what GWI can do for you.Book a free demoJASON MANDERCHIEF RESEARCH OFFICERLAURA CONNELL SENIOR TRENDS MANAGER SHAUNA MORANTRENDS MANAGERGet in touchJENNA LANDIDIRECTOR OF GLOBAL BRAND RESEARCH,PINTERESTDARON SHARPSBRAND RESEARCH,PINTEREST GWI 2023