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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?”
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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?
4.1
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?
5.4
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?
4.3
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?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
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?
6.2
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?
4.3
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?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Curated Snacking
Boomer-targeted nutritious food options focus on points of differentiation
Trend - Brands working to offer nutritious foods by offering elevated products and services that enhance the benefits or enjoyment of the meals or snacks being sold to boomers. Whether that's through the infusion of cannabis properties or gourmet meals that require little prep, the curation of enhanced nutritious items gives consumers more motivation to purchase.
Workshop Question - How could your revamp some of its more traditional products/services?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Boomerized Digital
Empowered Boomers turn to tech-powered fitness tools to stay in shape
Implications - An increasing number of fitness-related apps and devices are being used to encourage seniors to lead healthier lifestyles. These tools offer the dual functionality of allowing aging consumers to more seamlessly monitor their wellness paths, while staying abreast of emerging technologies. This confirms the appetite that many Boomers have to experiment and engage with technology more generally and speaks to the way technology facilitates more diverse expressions of wellness for this demographic.
Workshop Question - How might your brand use technology to better connect with Boomers?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Festival Wellness
Health and wellness take inspiration from music festivals
Trend - Brands focused on health-related products and services are adopting the festival model to create large, festival-like events for consumers to experience. These events tap into the loyalty of their more passionate customers.
Workshop Question - Conceptualize a festival that centers around your business' brand, products and/or services.
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends