Category
Lifestyle
Assisted Choices
Trend cluster
Category
Culture
Community
Hispanic consumers create festivals and meeting spaces to foster community.
2.0
Trend score
Trend
What is the Culture Community trend?
Culture Community: Metropolitan cities tend to have areas densely populated by those of one particular culture, creating a sense of community especially important to those who are new to the country. As the geographic makeup of North America changes, however, this sense of community becomes more difficult to establish. Festivals and events designed to immerse attendees in culture alleviate this problem, specifically within the growing Hispanic community.
Trend themes
Themes within the Culture Community trend
Three behaviours holding the trend together01
Cultural festivals
Festivals and events designed to immerse attendees in culture alleviate the problem of establishing a sense of community, specifically within the growing Hispanic community.
02
Inclusive themed entertainment
Events that offer a fun and inclusive space for people from different backgrounds, genders and sexual orientations can come together and enjoy the Latin festival together.
03
Educational experiences
Events that give people the unique opportunity to immerse themselves in Latin American cooking and other cultures.
Industry implications
What the Culture Community trend means for industry
Where the trend changes the playbookFor
Event planning
Opportunities to plan cultural festivals that bring together diverse communities for food, entertainment and education.
For
Hospitality and tourism
Opportunities to create inclusive and immersive travel experiences that take visitors on a journey through Latin American cultures.
For
Food and beverage
Opportunities to market and create educational experiences around unique Latin American dishes and other cultural cuisines.
Workshop question
Name one way your brand can create a cultural celebration to entertain and educate consumers?
Trend signals
Trend signals for Culture Community
Trend score 2.0 out of 10, from popularity 29%, activity 22%, freshness 8%.
Popularity29%
Activity22%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Culture Community trend
6 featured examples from Jan 10 to Jan 12, 2017CategoryPop Culture
Massive Latin Music Festivals
Pueblo Fest 2017 is Being Billed as the "Latin Coachella"
Organizing and hosting Latin music festivals can be a lucrative opportunity for event organizers and promoters.
CategoryLifestyle
Latino Community Markets
Cleveland 'La Placita' is Part of 'La Villa Hispana' Community Project
The retail industry can explore the potential of open-air pop-up markets and micro-retail businesses as a way to engage with diverse communities and drive sales.
CategoryLifestyle
Educational Latin Food Festivals
The 'Latin Food Fest' Features Hands-On Cooking Demonstrations
Organizing and hosting immersive food festivals that offer educational experiences for attendees.
CategorySocial Good
Latina Kitchen Pop-Ups
'The Tamale Kitchen' Sells Authetic Tamales Made by Latin Women
The rise of pop-up culinary events presents opportunities for food and beverage businesses to collaborate with diverse communities and promote authentic cultural experiences.
CategoryPop Culture
LGBT Latin Festivals
This Miami Festival is Aimed at Creating a Fun, Inclusive Space for Visitors
Opportunity for hotels, restaurants, and other hospitality-focused businesses to partner with LGBT Latin festivals and promote diversity and inclusivity.
CategoryLifestyle
Shopping Mall Latin Festivals
Toronto's Woodbine Latinfest Celebrated the City's Latin Community
Disruptive innovation opportunity: Incorporating technology like augmented reality to enhance the experience of attending and participating in cultural festivals.
