GWI & Pinterest：Party on：2024节庆营销报告（中译版）（37页）.pdf

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 GWI081012142831404754596567 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