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eLearning > Demographics > Forecasting Micro-Generational Desire > Module 3 / 5

Forecasting Gen X Desires

Instructor: Armida Ascano
Convenience Culture
Download the Convenience Culture Trend Report
In this module, Armida will introduce you to our Generation X micro-generations: Gen XS and Gen Xenos. Despite the fact that these generations are in their prime spending years, they are often overlooked by marketers. A look through their formative years and their transforming values, however, will show you that discounting this generation and its influence would be dire.

So how do you capture the attention of such a busy generation? Understanding the nuanced differences between the Generation X micro-generations will help you achieve this.
Related Trend Report: Convenience Culture
Workshop Questions:
1. How could your brand or product provide busy Gen Xers with a sense of relaxation and ease?
2. Gen Xers don’t trust anyone as much as they trust themselves; how can your brand work around that?
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Featured Insights
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?
5
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?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mundane Multitask
Practices typically used in the workplace are applied to personal admin
Trend - Today's consumer is taking advantage of apps and services that apply the same productivity and multitasking methods typically used in professional capacities, to manage their responsibilities, daily routines and personal banking.
Workshop Question - What is one way you could alleviate pressure on your Generation X employees?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Evolved Rebellion
The former Gen Xenos stereotype of teen rebellion is leveraged for new purposes
Trend - The younger Gen X micro-generation, Gen Xenos, is largely known for the rebellious Bart Simpson-esque stereotype associated with late-80s teenagehood. That spirit of rebellion has transformed into a desire to live by their own rules while balancing the responsibilities of middle age.
Workshop Question - What was your target demographic like 5, 10, 15 years ago, and how does that impact them now?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Psychological Backing
Apps that focus on personal and professional streamlining utilize psychology
Trend - Whether used to enhance personal well-being, physical health or professional improvements—apps that are able to use the fundamental principles of psychology to analyze and offer best results are increasingly popular among consumers.
Workshop Question - How could your brand better streamline the responsibilities of its customers or employees?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Parental Perk
Employer parental benefits mitigate the impact of the 'motherhood penalty'
Trend - While reaching pay equity for workers remains a complicated and nuanced issue, some businesses are offering their employees benefits that aim to mitigate the impact of loss of income that one often experiences when becoming a mother, which is also known as the 'motherhood penalty.'
Workshop Question - How do your company practices impact society as a whole and how can you change this for the better?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Generational Calendar
Emerging calendar apps are catered to the lifestyles of younger generations
Trend - Organizational apps are being designed specifically to ease and streamline Millennial and Gen Z's day-to-day routines. With functions that include everything from story-driven layouts to focusing on planning real-life interactions, these apps are able to tap into the various habits and motivations of younger generations.
Workshop Question - How could your brand tweak its product/service to better suit Millennial and Gen Z preferences?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dynamic Coaching
Customer "coaching" becomes commonplace in a variety of industries
Trend - Apps, products, and services that actively coach individuals are no longer relegated to fitness alone. Today, brands in a wide range of industries are offering access to both tech and human-sourced coaching that enhances one's skills or speeds up the process of goal-meeting.
Workshop Question - Conceptualize an on-brand coaching system that your brand could offer its customers.
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Stimulated Disruption
Entrepreneurial thinkers can swap ideas to easier find inspiration
Implications - Trend Hunter's research shows that younger members of Gen X -- dubbed 'Generation Xenos' -- are more likely to start businesses than Millennials. Their inherent desire to think disruptively means they spend more time ideating than other entrepreneurial generations. This process is streamlined through listening tools and social networks solely dedicated to stimulating creativity.
Workshop Question - How are you giving your more insatiable team members a platform for disruption?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Familial Finance
Money management services explicitly cater to those with dependents
Implications - Having a family creates financial strain for the average consumer, especially members of Generation X. This generation finds themselves taking care of their families, while also trying to recover from post-recession debt. Money management services focused specifically on family care aid in this process, speaking to the nuanced priorities of the often-overlooked generation.
Workshop Question - What is one specific concern your customer has that you can zero in on?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Secondary Occupation
Millennials and Gen Z use different platforms to balance their various jobs
Implications - With Millennials being much more likely to have multiple jobs than the generations that precede them, they're turning to a variety of resources that help them organize their work, schedules, and money. This shift is not simply a result of financial need, but of the oft-unrecognized entrepreneurial tenacity of this generation, with brands meeting them halfway by helping them curate the experiences they'd like in their professional lives.
Workshop Question - How could your brand create more seamless experiences to ease the life of its consumers?
3.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends