Ideas
Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI + Human Methodology
Learn how Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 500,000 cutting edge ideas.
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?
Jeremy Gutsche Keynote Speaker
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?
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
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?
3.3
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
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Habit-Forming
Habit-forming apps help consumers reach and maintain their personal goals
Trend - Apps are helping consumers stay on track with their personal goals by helping them form and build good habits over time. These habit-building apps range in purpose, and can be used for anything from physical fitness to achieving professional goals.
Workshop Question - How could your brand help empower its customers?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Familial Workplace 2.0
Family-friendly workplaces become more important as Gen X works at home
Trend - The older Generation X micro-generation -- known as Gen XS -- has always been quite family-focused; they are even more so during quarantine, as many of them are working from home. Balancing this requires even more of a push toward a family-friendly office culture.
Workshop Question - What are you doing as an employer to provide busy team members with respite?
5.4
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
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?
3.8
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?
3.1
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?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends