There was a lot of uncertainty in the first months of 2020. Topics like ‘coronavirus’, ‘due to coronavirus’, ‘understanding’, ‘lockdown’, ‘postponed’, and ‘stay’ could be seen in conversations around summer plans. The topic cloud for 2021 has a more positive outlook on things, with mentions including ‘summer holidays’, ‘summer vacation’, ‘2021 summer’, as well as mentions related to seasonal fashion and several names of vaccines.
Diving deeper, there are key differences in how different generations are thinking about their summer plans this year.
Breaking down the data by generation
We used Brandwatch’s ‘Ready to Use Social Panels’ to analyze English-language conversations around summer plans among baby boomers, Generation X, Generation Y (millennials), and Generation Z. But first things first. What are Social Panels, and how do they work?
Social Panels is a Brandwatch feature that allows users to gain a deeper understanding of unique groups of people based on a defined set of characteristics (eg interests, profession, location, gender, etc). You can create your own Social Panels, but Ready to Use Social Panels offer pre-built groups for users to choose from. With Ready to Use Social Panels at hand, organizations can conduct real-time social listening analysis and learn about their consumers quickly.
Our experts have built Ready to Use Social Panels for different generations, meaning we can check out what’s unique about each audiences’ conversation. Let’s dive in to learn more about each generation and their plans for summer 2021.