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eLearning > Demographics > Forecasting Micro-Generational Desire > Module 2 / 5

Forecasting Boomer Desires

Instructor: Armida Ascano
Hospitality
Download the Hospitality Trend Report
What do Boomer micro-generations want now that they have reached retiring age? Armida answers this question by exploring the formative years of both the Leading and Neo Boomer groups. By deep-diving how global occurrences have impacted these groups' view of the world, you will gain a more holistic understanding of the aging demographic.

Additionally, this module guides you through what to expect from the Leading and Neo Boomer groups over the next few years. You will learn what's important to these groups, how each is challenging stereotypes of what it means to age, and most importantly, what it could mean for your business.
Related Trend Report: Hospitality
Workshop Questions:
1. How can you help your ageing customer flourish in this new phase of their lives?
2. What could you do to aid Boomers in this era of “extended middle-age?”
Get the 2021 Trend Report FREE
Featured Insights
Aged Education
Educational programs specifically for Boomers point to a redefinition of aging
Trend - Boomers are seeking out new training in order to operate in technologically integrated workflows. These individuals are taking these steps in order to address the fact that their experience on its own is no longer enough to grant them a competitive edge over their colleagues.
Workshop Question - How could you better invest in enhancing the skills of your older employees?
3.2
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
Greying Gig Economy
Neo-Boomers both want and need to keep working, but on their own terms
Trend - Though the gig economy is mostly associated with a younger consumer, high levels of Neo-Boomers and Gen XS are participating in this movement as well. Services, platforms and events support this growing trend.
Workshop Question - How could you better maximize the experience and enthusiasm of older employees on your team?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Curiosity Aging
Boomers seek new opportunities and experience as they age
Implications - Boomers are redefining what it means to age by prioritizing new experiences and satisfying their sense of curiosity. Examples are seen in travel, entrepreneurship, and beyond. This shows that the characteristics this generation displayed in their youth remain intact as they age, a lesson that is invaluable when considering the growth cycle of today's youth demographics.
Workshop Question - What will have changed about your target demographic in 5, 10, and 20 years? How can you ensure your brand is relevant to them at every phase?
3.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Remote Guidance
The rise of "digital nomads" has led to products and services in this space
Trend - With the COVID-19 pandemic making remote work increasingly common, more consumers have found themselves with greater independence with where they can travel and live. Brands are seeing opportunities within this "digital nomad" industry and are offering products and services that enhance this lifestyle.
Workshop Question - How is your brand offering flexibility to its employees or customers?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Senior Renaissance
Brands are launching apps & activations that contribute to senior independence
Trend - Companies are debuting solutions that are geared toward connecting older demographics. Whether for the purpose of finding love or embarking on a new career path, these initiatives keep participants engaged and active.
Workshop Question - How might you connect and empower an older demographic?
2.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Familial Workplace
As Gen X enters leadership positions, workplaces become more family-centric
Trend - Older members of Generation X–a.k.a, Gen XS–are family-focused. At the same time, this generation has many financial responsibilities that require dedication to the workplace as well. This makes work/life balance a point of tension; however, as this generation enters leadership positions in the workforce, they're able to enact changes that are conducive to family-centric work cultures.
Workshop Question - What could change about your corporate culture to become more family-centric?
4.1
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
Intergenerational Ritual
Products and services typically targeted to Millennials are refocused
Trend - Lifestyle and purchase habits that are typically engaged with by Millennials, and targeted specifically to them, are now being transformed to better suit the needs and preferences of Boomers. Though staying the same in function and impact, the branding tweaks that introduce these products to new customers set a precedent for creating intergenerational branding.
Workshop Question - How could your brand better connect to consumers across generational barriers?
5.4
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