When looking to connect with consumers, brands first need to truly understand who they are—and Trend Hunter's Armida Ascano shows just how brands can do this to improve their consumer segmentation strategies in her 'Future of Generations Keynote.'
Ascano not only speaks to the major generational demographics that are on every marketer's radar, but shows how consumers who share the same overarching generation can greatly differ from one another. These Microgenerations are broken down into nine distinct categories that are defined by their unique traits and interests.
In identifying these Microgenerations, Ascano shows how teams can rethink their own consumer segmentation strategies to seek out new opportunities and connect with their consumers on a closer level.
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The Future of Generations Keynote
Trend Hunter's Armida Ascano Speaks to Demographic Evolution
Trend Themes
1. Generational Demographics - Understanding the unique traits and interests of microgenerations provides opportunities for brands to tailor their marketing strategies and connect with consumers on a closer level.
2. Consumer Segmentation - Rethinking consumer segmentation strategies allows brands to uncover new opportunities to engage with their target audience more effectively.
3. Microgeneration Identification - Identifying and categorizing microgenerations helps brands recognize the diversity within a generation and adapt their messaging accordingly.
Industry Implications
1. Marketing and Advertising - The marketing and advertising industry can leverage generational demographics and consumer segmentation strategies to create more targeted and impactful campaigns.
2. Market Research - Market research firms have the opportunity to help brands identify microgenerations and provide valuable insights to optimize consumer segmentation strategies.
3. Digital Technology - Developing innovative digital tools and platforms can assist brands in collecting and analyzing data to understand microgenerations and tailor their marketing efforts accordingly.