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eLearning > Demographics > Micro-Generations Matrix > Module 5 / 5

Gen Z Micro-Generations

Instructor: Armida Ascano
Gen Z
Download the Gen Z Trend Report
Trend Hunter's Micro-Generations Matrix course caps off with a look at the youth generation, answering the question: which Gen Z trends are shaping our world, and how will they shape the future? This elusive generation of digital natives is known by their unmatched understanding of the Internet, expectations surrounding inclusivity and politics, and love of social communities.

That said, there is more to learn about Gen Z trends and the motivations shaping them. For this, we split the generation into two, allowing a better understanding of how things like influencer marketing or hashtag activism have impacted, and will continue to impact, this group. Perhaps the most integral of all, this module will help you understand how to better prepare for the future of generational study and consumercentricity.
Related Trend Report: Gen Z
Workshop Questions:
1. What are you doing to prepare for Z-Tribe entering the workforce?
2. How could you better assist in Z-Alpha reaching their full potential?
Access Advisory Services
Featured Insights
Youthful Omnichannel
Older Gen Z's conflicting needs are consolidated through retail tech
Implications - The older half of Generation Z -- dubbed 'Z-Tribe' through Trend Hunter's research -- has conflicting appreciations for both in-store shopping, and streamlined digital experiences. Omnichannel consolidates these needs. Some retail brands are taking this a step further by explicitly targeting this youth generation through store design, experience, and integration of their social media habits.
Workshop Question - What demographic represents your biggest opportunity, and how can you more explicitly target them?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fan-Funded Influencer
Content creators are supported directly by peers as opposed to brands
Implications - Up until this point, the formula for successful influencer marketing was fairly cut and dry; a person becomes an influencer by creating engaging content, gains brand partnerships, and monetizes content as an ambassador. This model is turned on its head with peer-to-peer funding platforms that enable fans to send money directly to content creators. The shift to a many-to-many model speaks to the true intended nature of social media influence, placing more focus on truly entertaining content than the influence or exposure of a third party.
Workshop Question - How could consumer-generated content become a threat to your company, and how are you preparing?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Autonomous Education
Kids gain autonomy with responsive technology that encourages self-education
Trend - As kids become increasingly accustomed to technology, parents are turning to products that feature heightened interactivity and responsive qualities to add an element of education to their early upbringing. More than just a source of entertainment, these toys offer smart, responsive technology to provide education in a more engaging, autonomous manner. Offering ways to learn through methods of playful engagement, these examples not only showcase the use of smart technology among kids, but also the move toward more autonomy and self-education.
Workshop Question - How could you adapt your product or service to offer your consumers more autonomy and independence?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Digital Parent
Digital tools are allowing for new forms of engagement between parents and children
Trend - Digital parenting tools are allowing parents to create connections with their children in new ways. Everything from personalized conversation cues to positive reinforcement-based teaching are being used via various platforms to ease the parenting process.
Workshop Question - How could your brand better help its customers cope with the stress of their responsibilities?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
App-Powered Store
Brands in China are partnering with WeChat for experiential in-store experiences
Trend - The use of WeChat to create in-store shopping experiences that feature digital experiences and enhancements is on the rise in China. These partnerships allow for more seamless interactions considering the prevalance of the WeChat app--allowing customers to engage in-store without having to download any additional apps.
Workshop Question - How is your brand catering to the digital habits of younger demographics?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Creative
Gen Z consumers aim to develop skills outside of the traditional school system
Trend - Today's Gen Z consumers are increasingly turning to platforms, services and spaces that expand their worldviews and skills, but without the constraints of traditional schooling. Everything from photography programs to financial literacy courses allow them to better hone skills that they aren't often exposed to in the education system.
Workshop Question - How could your brand appeal to Gen Z's sense of creativity and personal expression?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Addition
Retail brands make the store a destination post-Pandemic
Trend - Still betting on the experience economy, brands are launching retail initiatives that are seemingly unrelated to their products or services. These are solely designed to provide such a high level of surprise and delight to override concern for visiting public spaces. These activations are created with COVID-19 safety and hygiene guidelines in mind, yet also draw over-the-top inspiration from adjacent industries.
Workshop Question - Conceptualize an experience that will fit into the COVID-19 climate.
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Post-Crisis Retail
Brick and mortar spaces will likely undergo long term changes post-COVID
Trend - After the restrictions on public movement due to COVID-19 have eased or lifted around the world, retail spaces will still require additional safety measures in order to keep infection risks at a minimum. This will occur (and is already occurring) in the form of contactless payment systems, limiting customers in-store, and redesigned layouts that enforce physical distance between customers.
Workshop Question - How is your brand preparing for a post-COVID world?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
In-Store Influencer
Brands are creating in-store influencer opportunities to increase engagement
Trend - Brands are inviting influencers to their brick-and-mortar retail locations for more interactive and engaging partnerships. These collaborations are often realized as consumer-facing marketing resources, or a way for the brand to help influencers supercharge their social media content.
Workshop Question - How might your brand engage influencers in the retail space?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Open-Source Social
Social media platforms offer open-source functions for creativity
Trend - Social media platforms that are designed around or offer specific open-source functions are increasingly popular as brands look to empower their customers to create their own online experiences. These platforms and functions empower promote both creativity and autonomy in the digital space.
Workshop Question - How could your brand prioritize customer creativity and/or autonomy?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
gARment Play
Apparel brands incorporate augmented reality into clothing for an immersive effect
Trend - Brands are harnessing the power of augmented reality to create a unique and dynamic experience for consumers—one that can often be shared on social media with the push of a button. Either used as a marketing strategy or directly applied to the piece of clothing, this feature brings fashion and technology closer together.
Workshop Question - How would you harness technology to elevate your product/service?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends