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

Forecasting Gen Z Desires

Instructor: Armida Ascano
Toys
Download the Toys Trend Report
The final module in our course on Forecasting Micro-Generational Desire is dedicated to the youth generations. Combined, Z-Tribe and Z-Alpha comprise what's traditionally known as Generation Z. Although they are the newest generations in the realm of generational study, they are the largest globally.

The world is moving faster than ever, meaning the differences between micro-generations will only become more pronounced. What's most commonly known about these generations is that they are tech-savvy, highly diverse, and politically aware -- but what does that mean for their future? How does it impact what they want, and what they ultimately will change about the world in adulthood?
Related Trend Report: Toys
Workshop Questions:
1. How could you better listen to, or collaborate with, members of Generation Z?
2. What are you doing to prepare for Generation Z gaining buying power, or entering the workforce?
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Featured Insights
EQ Education
Early childhood education integrates emotional development to speak to modern needs
Trend - Now that Pro-Millennials have reached parenting age, expectations for the education system are shifting. Millennial parents are particularly interested in the emotional development of their children. Changes to the education system take time, but businesses are developing services to provide children with opportunities to foster self-awareness, and psychological well-being.
Workshop Question - How could your brand better provide emotional growth for your customer?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Teen Payment
Teen and youth-focused payment platforms are on the rise
Trend - Teen and youth payment platforms are on the rise as businesses recognize the buying power of Gen Z consumers. For the generation itself, these platforms appeal by catering to their preference for empowerment and independence in the purchase decisions they make, along with the convenience that comes with streamlined programs.
Workshop Question - How could your brand better cater to Gen Z consumers?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Authentic Connectivity
North American consumers increasingly engage with global cultural trends
Implications - North American consumers, particularly those among Millennial and Gen Z demographics, are less culturally insular than the generations that preceded them, and are increasingly seeking authentic cultural connections and entertainment from abroad. Despite obstacles that include differing cultural norms and language barriers, the increasingly two-sided nature of cultural influence allows brands more diversity and flexibility in their process of appealing to a range of global entertainment and lifestyle rituals.
Workshop Question - Consider how your brand could prioritize cultural authenticity?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Taught Masculinity
Brands present healthy interpretations of masculinity to young men and boys
Trend - The absence of healthy notions of masculinity can be harmful on the mental and emotional development of young boys, and brands are now taking it upon themselves to be part of the process that teaches the younger generation that masculinity doesn't only encompass the sometimes-restrictive perceptions that their predecessors were raised with.
Workshop Question - How could your brand present healthy ideals to its customer?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Smart Savings
Connected piggy banks establish fiscal responsibility in kids
Trend - A heightened interest in connected piggy banks taps into the inclination that many Gen Z consumers have towards saving, while leveraging the smart capabilities that digital natives are familiar with.
Workshop Question - Conceptualize an offering your company could put forth that leans into the financial habits of your target demographic
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Interactive Cardboard
Brands leverage cardboard for the basis of eco-friendly playtime
Trend - Cardboard toys and kits provide kids with craft-oriented playtime that is low-tech. Such products help to encourage children’s creativity while appealing to environmentally-conscious parents who can recycle the items once their child has outgrown them.
Workshop Question - Consider how your brand could leverage eco-friendly materials to align with your consumer’s interests.
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Educational Wellness
Health and safety programs in schools offer solutions to contemporary issues
Trend - Traditional physical education programs in North American schools are being supplemented by alternative programs that teach children, teens and young adults coping skills that focus on current topics surrounding health and safety. These new programs show how brands and institutions can adapt to hone in on the social issues that young people now prioritize.
Workshop Question - How could your brand enable creative wellness programs for its customers or employees?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Children's Wearable
Children's wearables adopt more than just safety features
Trend - Wearables for kids are no longer only marketing their safety-based functions, but are also prioritizing the enhancement of routines that they can offer children. Focusing on everything from fitness to gaming, such products appeal to parents and their children alike.
Workshop Question - How could your brand enhance the routines of its customer?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Adolescent Awareness
Mindfulness is imparted onto children through new programs and products
Trend - As more adults seek out tools to support their mindfulness and meditation practices, the development of child-targeted versions of these offerings are gaining popularity. Everything from meditation to youth anxiety are now being addressed by various platforms and services.
Workshop Question - Think of your target consumer and consider their biggest, most fundamental goals. How could you play a bigger role in making those goals a reality?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Bonding
Brands leverage the deep bond between parent and child within co-play experiences
Implications - Finding common ground as squeeze generations, some members of Gen Z and Gen X have a tendency to form stronger, friend-like bonds in their parent-child relationships. This special connection has caught the attention of a select group of brands that are now leveraging this to offer co-play experiences that even further solidify this bond. By facilitating connections in this way, brands are able to develop and strengthen brand loyalty for parents and children alike.
Workshop Question - Is there a way for your product or service to better facilitate personal connection in the lives of your consumers?
4.5
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