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eLearning > Demographics > Micro-Generations Matrix > Module 2 / 5

Boomer Micro-Generations

Instructor: Armida Ascano
Corporate Social Responsibility
Download the Corporate Social Responsibility Trend Report
Now that you are familiar with the methodology introduced in Module 1: Intro to Micro-Generations, it's time to meet the first set of Micro-Generations, which fall within what's traditionally referred to as the Boomer generation. We begin by acknowledging existing well-known Boomer trends, and their current state as the largest retiring-age demographic in North American history.

But what key differences are discovered when this group, originally spanning a 16-year age range, is split into two? How will it impact Boomer trends of the future? This module explores how the meaning of these shared experiences shifts when a few years of age difference are taken into account, creating groups that focus on social good, the redefinition of age, and extended careers to varying degrees.
Related Trend Report: Corporate Social Responsibility
Workshop Questions:
1. How can you help the Leading Boomer maintain a sense of adventure?
2. How can you help the Neo Boomer rebel against Boomer stereotypes?
Jeremy Gutsche Keynote Speaker
Featured Insights
Redefined Age
Baby boomers turn to spaces that evoke youthful nostalgia
Implications - Going against misconceptions that baby boomers in North America simply golf and go on cruises once they retire, individuals in this cohort are turning to a range of activities and spaces in which they're able to participate in what are traditionally considered to be youth-oriented activities. Such spaces cater to seniors seeking experiences that enrich their lives when they finally have time to do so, while rebelling against the stereotypes associated with their generation.
Workshop Question - How could your brand turn misconceptions about its targeted demographics around?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Integrated Charity
Boomers turn to more lifestyle-integrated forms of charitable donations
Implications - Boomers are increasingly seeking forms of charitable contributions that they are able to seamlessly integrate into their lifestyles and daily routines. These passive forms of social good are ideal for individuals in retirement who are prioritizing leisure over labor, allowing them to positively impact various causes without taking away from their primary interests.
Workshop Question - How could your brand seamlessly integrate a charitable element into its product/service?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Meditation Pairing
Brands are addressing digital fatigue and anxiety with new wellness features
Trend - Apps and video conferencing platforms are introducing built-in features and programming that will help consumers during their daily routines. Centered around mental health, these initiatives work toward staging interventions that help one build boundaries and healthy habits during COVID-19.
Workshop Question - How can your brand assist consumers in building healthier online habits?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Wearable Motivation
Products that boost motivation for those tracking their health are on the rise
Trend - Increasingly, brands related to health and fitness are releasing products and tools that are designed to encourage people in order for them to uphold and maintain their personal goals throughout the day.
Workshop Question - How could your brand authentically motivate or encourage its customers?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gamified Adulting
Apps encouraging Millennials to complete necessary tasks use gamification
Trend - Millennials are being catered to by new apps aimed at automating and gamifying unappealing but necessary tasks, like finance management or housekeeping. The game-like interface of these apps is critical to their success and resonance with this audience.
Workshop Question - What's a necessary, boring task your brand could make more appealing to the Millennial cohort?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Voiced Senior
Voice-activated technology helps seniors in their day-to-day
Trend - Voice-activated technology designed specifically for seniors is on the rise as companies look to offer accessible solutions for the needs that older demographics have. Products include everything from voice assistants to personal monitors that can be activated via speaking.
Workshop Question - How is your brand prioritizing accessibility in its product/service?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Stability
Post pandemic, companies step in to help customers get back on their feet
Trend - Times of crisis can take emotional, physical, mental and financial tolls on many. During these times of volatility, consumers will respond positively to brands that provide support. Once these times of crises pass, however, the aftermath can leave a sense of instability that brands can still help alleviate.
Workshop Question - What is one way you could help ease your customer's daily stress?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Incremental Entrepreneurship
Services that enable small steps help busy consumers start businesses
Implications - Many consumers today want to start their own businesses, however, juggling entrepreneurship and personal responsibility can be difficult. This is especially true for Gen Xenos consumers, who are both inclined to start their own business, and dedicated to their family life. Services that enable one to approach entrepreneurship in incremental steps help maintain a work-life balance while also enabling the pursuit of that dream.
Workshop Question - How can your company provide entrepreneurial employees with more ambitious opportunities?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Boomerlennials
Boomers' appetite for experience and story-based brands comes to the forefront
Trend - Despite stereotypes, Boomers and Millennials have a lot in common. Both generations have a large representation in North America, making them popular marketing targets. There are parallels between social media and hippie movements–preferences for activism and a focus on relationships. With this in mind, Boomers will begin gravitating toward products typically associated with Millennials.
Workshop Question - What is one tactic you've seen or used to target Millennials that would suit your ageing customer well?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Boomerpreneur
Support tools for Neo-Boomer entrepreneurs lean into the power of community
Trend - The life of an entrepreneur can often be a lonely one but increasingly, Neo-Boomer who own businesses are turning to resources that offer support from a community of their peers—offering them learning opportunities they otherwise would not have.
Workshop Question - What does community support look like for your target demographic? Is it found online or in-person?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Boomer Naturality
Aging demographics turn to purity-focused wellness to ensure contingent health
Trend - Though North American Boomers are widely known as a generation redefining age, they are still susceptible to the health concerns associated with aging. However, they are more open to alternative wellness products. This is why an increase in naturally health products for Boomers can be observed.
Workshop Question - How could you reframe the life stages of your target demographic's age group to better suit their generation's behavioral nuances?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends