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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?
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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?
7
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?
6.7
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?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
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?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Micro-Influence
Micro-blogging platforms allow consumers and influencers more control over content
Trend - Streamlined blogging and social apps are on the rise, as influencers look to better control the content they're able to create and sell, and as consumers look for content that's more personalized to their interests. With social apps like Instagram currently dominating digital culture, particularly among Millennials and Gen Z, creating spaces for smaller communities appeals to those looking for direct and genuine connections with peers and influencers.
Workshop Question - How could your brand establish authentic connections with its customers?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Vocabulary Flexibility
New toys & development apps help consumers expand their vocabulary
Trend - With gamified apps and interactive products, the process to learn new terms and phrases is easier than ever, and it allows consumers to learn at their own pace and allocate their own time to this hobby. New products allowing consumers to increase their roster of talents and improve their personal education on a flexible basis.
Workshop Question - How can you play a more impactful role in your consumers continued education?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
All-in-One Retail
Businesses focus on providing a multitude of products and services in one place
Implications - Brands are taking the one-stop-shop format to the next level by offering consumers easier ways to plan, access and complete all their necessary shopping needs in one go. Tapping in-store offerings as well as online apps, brands are realizing the importance of convenience when it comes to consumer experiences, and with that, are combining often different experiences to become one unique activity. From retail destinations that give you all your wedding necessities to branded apps that combine online loyalty programs with in-store functionalities, these examples not only offer convenience, but speaks to the growing desire for customized experiences among consumers.
Workshop Question - In what ways could your brand customize your product or service experience to be more convenient and aligned to their needs and rituals?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Milestone Social
The competitive older Millennial is satiated with adult achievement-sharing sites
Implications - The Millennial generation is the largest in North American history; Trend Hunter splits the group into micro generations, identifying the 'Pro Millennial' as the oldest. The Pro Millennial uses social media more competitively than other Millennial groups as it entered into their lives during early adulthood when future planning was already a focus. Social media sites that enable milestone sharing appeal to this generation as they provide an opportunity to share more meaningful content they can be proud of.
Workshop Question - How are you appealing to the Pro Millennial's competitive nature?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Entrepreneurship
Retail spaces prioritize the empowerment of small entrepreneurs
Implications - Businesses are using their physical and digital retail spaces to empower small entrepreneurs, offering various platforms for them to both create and sell their products and services. Such interactive spaces benefit small business owners for their ability to foster collaboration, bringing down the costs associated with marketing and retail space ownership.
Workshop Question - How could your brand foster collaboration with or between small businesses?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Direct Social
Social media platforms offer interactive, direct-purchase features
Implications - Social media platforms kept afloat by ad revenue are now creating direct-purchase functions, whether interactive or still in traditional picture or video forms. These functions create additional sources of revenue for the brands and the social media platforms themselves, while offering consumers simplified, convenience-minded methods of purchase.
Workshop Question - How could your brand leverage direct-purchase options on popular social media platforms?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Tech Directory
Stores leverage technology to help consumers find and learn about products
Implications - To improve brick-and-mortar retail, brands are implementing advanced technologies like store map apps and navigation tablets. Giving shoppers the power to browse and direct themselves through a store using technology satisfies the consumer desire for quick and easy in-store shopping experiences. Simplifying the consumer’s path to purchase improves omnichannel retail by reinforcing the seamlessness of today's retail landscape.
Workshop Question - How can your brand improve the consumer's path to purchase through technological advancements?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends