# Holiday Tradition Exchanges Brach's Sweetness Swap Unites Different Generations By Laura McQuarrie | Published 2022-11-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sweetness-swap References: [brachs](https://www.brachs.com/SweetnessSwap)  [Brach's](https://www.trendhunter.com/trends/holiday-candy-lineup) Sweetness Swap is the first-ever [holiday tradition exchange](https://www.trendhunter.com/trends/kelsey-elizabeth-cakes) from the top-selling candy cane brand and it promises to bring people together across different generations. The results of a recent survey revealed that "while 77% of Americans across generations strongly believe in the importance of holiday traditions, younger generations are looking to try something new." Across generations, [candy canes from Brach's](https://www.trendhunter.com/trends/the-brachs-cane-opener) have remained a seasonal staple. Now, the iconic brand is uniting unlikely duos like Grammy award-winning artist and dad of three Macklemore and Barbara "Babs" Costello from Brunch with Babs. On Instagram Live, the pair will be partnering to recreate each other's favorite holiday activities. As part of the swap, fans can submit their own traditions in exchange for a sweet seasonal treat. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 18% | Activity: 18% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Holiday Traditions Evolution:** Younger generations are open to trying new holiday traditions, creating opportunities for brands to innovate and offer new experiences that align with evolving values. - **Inter-generational Connections:** Brands that encourage inter-generational connections through shared experiences and values can increase customer loyalty and engagement. - **Social Media Collaborations:** Partnering with influencers and customers via social media can increase brand exposure and create authentic connections with target audiences. ### Sectors Adopting This - **Food & Beverage:** Food and beverage brands can create new and unique seasonal products that align with changing traditions and values to appeal to younger generations and foster inter-generational connections. - **Social Media:** Social media platforms can offer interactive features and collaborations between brands, influencers, and users to create engaging and authentic experiences and reach new audiences. - **Entertainment:** Entertainment companies can offer new and diverse holiday-themed experiences that cater to evolving traditions and appeal to all generations, such as music, movies, and virtual events. ## Related on Trend Hunter - [Modernized Holiday Candy Lineups](https://www.trendhunter.com/trends/holiday-candy-lineup.md) - [Holiday Movie Candy Collections](https://www.trendhunter.com/trends/brachs-elf-candies.md) - [Cooling Wintergreen Candy Canes](https://www.trendhunter.com/trends/wintergreen-candy-canes.md) - [Festive Confectioner-Based Initiatives](https://www.trendhunter.com/trends/peppermint-bark.md) - [Branded Holiday Candy Collections](https://www.trendhunter.com/trends/frankford-candy-holiday-collection.md) - [Legacy Brand Holiday Candies](https://www.trendhunter.com/trends/hilco-2023-holiday-collection.md) - [Berry-Flavored Blue-Hued Christmas Candies](https://www.trendhunter.com/trends/blueberry-candy-canes.md) - [Sitcom-Style Thanksgiving Campaigns](https://www.trendhunter.com/trends/whipshots-pattis-good-life.md) - [Christmas Pudding Exchanges](https://www.trendhunter.com/trends/christmas-pudding-exchange.md)