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eLearning > Demographics > Forecasting Micro-Generational Desire > Module 4 / 5

Forecasting Millennial Desires

Instructor: Armida Ascano
Millennial Lifestyle
Download the Millennial Lifestyle Trend Report
This module is dedicated to the largest generation in North American history: the Millennial generation. At Trend Hunter, we believe this is the most misunderstood of all generations. Due to their size and complexity, this generation is split into three micro-generations: the Pro Millennial, Mid Millennial, and Nouveau Millennial.

At the core of this module is the idea that "Millennial" is no longer a synonym for "young." What changes about how this generation percieves your brand now that they have entered adulthood? Most importantly, what about this highly influential generation's preferences and lifestyle will most impact your industry?
Related Trend Report: Millennial Lifestyle
Workshop Questions:
1. Now that “Millennial” is no longer a synonym for “young,” what will change about how Millennials perceive your brand?
2. Do Millennials see your brand as a help, or hindrance, to their personal development? Why?
3. What could your brand do to help Millennials maintain a sense of freedom throughout adulthood?
Jeremy Gutsche Keynote Speaker
Featured Insights
Therapeutic Referral
Online services allow for better access to mental health resources
Trend - Businesses and institutions are offering platforms that provide personalized information on mental health resources that individuals in need can access. With accessibility often being a major roadblock for people in the process of getting help, these services are able to reduce barriers to mental healthcare.
Workshop Question - How could your brand prioritize in its business model?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Cities
As homes condense, community spaces expand
Trend - The design of cities and urban environments continue to evolve to suit today and tomorrow’s generations; with smaller homes and multi-generational households, cities are expanding their communal hubs and gathering spaces to bring urban communities closer together.
Workshop Question - How can your brand play a role in the consumer desire for more communal spaces?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Volunteer Matchmaking
Volunteering is streamlined through efficient apps & platforms
Trend - As new generations seek out ways to give back, methods of volunteering are adapting to be more inclusive of modern technology, lifestyle habits and overall convenience. From mobile apps that streamline the sign-up process to matchmaking-inspired platforms that pair users with cause, these services help redefine the act of volunteering.
Workshop Question - How might you encourage your consumers or audiences to give back? How could you potentially gamify the process?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Contemporary Adulting
Pro-Millennial consumers seek traditional milestones through modern methods
Trend - Modern brands in the lifestyle space are using strategies like customization, education, and interactivity in order to appeal to Millennials and offer them products and services to help them reach key milestones in their adulthood.
Workshop Question - "Millennial" is no longer a synonym for "young." How could this change the way your company views the Millennial demographic?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Micro-Learning
Quick digital education leverages instant communication for personal growth
Trend – Brands are creating micro-learning solutions for consumers who are looking to add value to their personal and professional development in a way that seamlessly fits into their lifestyles. These micro-learning platforms allow for quick and engaging forms of education in the digital space.
Workshop Question - How could your brand empower its employees or customers with micro-learning platforms?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Anti-Shareable
Service-based businesses prioritize smartphone-free experiences
Trend - With the movement against constant smartphone use being small in impact but tenacious in achieving its goal, brands that offer services like dining or travel services are limiting how much their customers are able to use their personal devices.
Workshop Question - How could your brand create memorable, rather than shareable, customer experiences?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessible Journey
Once-costly travel options are made more accessible for the average consumer
Implications - Brands associated with luxury travel are accommodating individuals with constrained budgets by offering more cost-effective, but still high-end, travel options. With the social media age putting more pressure on average consumers to live seemingly "luxurious" lives, this shift is able to accommodate elements of that preference in a way that remains accessible.
Workshop Question - How could your brand accommodate the shifts in consumer behaviour that have been accelerated or kickstarted by the social media age?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Socialized Dating
Dating apps integrate friend-based features to boost matches
Trend - Brands in the business of creating dating apps are aiming to establish trustworthy connections by using friendship as a basis for matchmaking. Whether facilitating friendships first between potential matches, or using existing friends to vouch for users of the apps, these brands are prioritizing authentic connections.
Workshop Question - How could your brand align longstanding values with technological changes in its space?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Curated Advice
Consumers turn to third parties to retrieve curated friendly advice
Trend - Brands are entering the business of friendly "advice-giving" by creating platforms, both virtual and otherwise, that consumers can take advantage of. This shift functions as both an extension of the expertise-based advice platforms that are popping up, as well as an officialized version of the consumer tendency to turn to the internet for guidance.
Workshop Question - How could your brand create a friendly advice tool for customer service purposes?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
On-Demand Expertise
Apps offer consumers convenient access to experts across various industries
Trend - Apps and digital platforms that offer consumers quick access to experts in areas they're trying to build knowledge in, or gain something out of, are on the rise as consumers seek out effective ways to assess their lifestyles or achieve their personal goals.
Workshop Question - How could your brand offer its expertise to consumers through digital platforms?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Purchase
Paths to purchase move beyond convenience into experiential realms
Implications - As streamlined payment options continue to evolve with the use of emerging tech, a shift toward more experiential purchasing solutions are on the rise to better engage consumers. Moving beyond mere convenience, brands are tapping into social platforms, multimedia outlets and even AI capabilities to add more memorable moments to the purchasing journey. Focusing on experience rather than speed, these paths to purchase are representative of a growing consumer desire for brand experiences that are engaging even prior to product consumption.
Workshop Question - Think of the typical path to purchase for your consumer. How could you tap into adjacent industries to elevate that experience into something more memorable?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends