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eLearning > Demographics > Micro-Generations Matrix > Module 3 / 5

Generation X Micro-Generations

Instructor: Armida Ascano
Convenience Culture
Download the Convenience Culture Trend Report
The third Micro-Generations Matrix module is all about Gen X trends. Born between two large, highly discussed generations, Generation X is often forgotten. At Trend Hunter, we break this generation into two segments to better understand their needs and impact.

Known to most as the generation behind the first wave of technology, grunge music, and more, Generation X is at a prime age for impacting business trends. However, Gen X trends vary across these two Micro-Generations. Their shared experiences as former latchkey kids have different results in terms of how they view family; their view of the dot-com bubble bursting has created varied approaches to work-life balance. Which Gen X trends will most impact your organization, your target demographic, and your future business?
Related Trend Report: Convenience Culture
Workshop Questions:
1. What could you do to help Gen XS achieve a feeling of accomplishment?
2. How could you better leverage your Gen Xenos employees' rebellious streak?
Get Better and Faster
Featured Insights
Stimulated Disruption
Entrepreneurial thinkers can swap ideas to easier find inspiration
Implications - Trend Hunter's research shows that younger members of Gen X -- dubbed 'Generation Xenos' -- are more likely to start businesses than Millennials. Their inherent desire to think disruptively means they spend more time ideating than other entrepreneurial generations. This process is streamlined through listening tools and social networks solely dedicated to stimulating creativity.
Workshop Question - How are you giving your more insatiable team members a platform for disruption?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Micro Saving
Apps use micro payments to invest and pay down debts
Implications - Brands are offering financial apps that allow users to invest, save or reduce debts with small sums of money. This shift comes as consumer debt in the U.S. remains higher than it has ever been, and the majority of Americans fear stock markets–in part due to past experiences with financial crises, and a lack of education in the subject. The use of micro investment, debt reduction and saving apps resolves the intimidating nature of growing financial portfolios by removing reluctance-evoking barriers, including high risks and steadfast commitment.
Workshop Question - How can your business reduce some of the barriers associated with customers committing to its brand?
3.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
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?
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
Payment Split
Cost-splitting apps enhance the convenience of daily rituals
Trend - A plethora of payment-splitting apps can now be observed across categories. With the idea of making bills easier to pay, these apps are appearing across sectors from restaurant visits to managing household expenses.
Workshop Question - How could your brand ease the purchase journey for its customers?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Crypto Education
Crypto education apps are broadening the market of investors
Trend - Future-focused crypto education apps are expanding the market of buyers for this digital asset by giving them confidence and foundational knowledge of the space. Simplified and gamified apps are making crypto education entertaining and rewarding, prioritizing both function and accessibility.
Workshop Question - How are you helping educate your consumers with the more detailed aspects of you product?
4.3
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
Assisted Finance 2.0
Millennials turn to tracking apps to better keep tabs on their finances
Implications - Tracking finances is no easy feat, and consumers are looking for more streamlined solutions to make banking and saving money more intuitive. Tapping platforms and services that integrate organizational capabilities and AI features, consumers seeking out ways to better track and monitor their savings through tech and platforms they're already accustomed to. Utilizing predictive technology and organizational frameworks, consumers are taking a hands-off approach to keeping their finances in line through emerging technology, apps and platforms that they're already used to using.
Workshop Question - In what ways could you make your product offerings more efficient and hands-off? What technology could you integrate?
2.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Automated Investment
Consumers tap services that allow them to automatically save funds
Implications - Seeking to ease anxiety and stress that often accompanies financial saving, younger consumers, like Millennials, are tapping into automated alternatives to make the process more streamlined. More than just tracking everyday finances, platforms and financial services are arising that allow consumers to automatically save, invest and contribute to an overall financially secure future. Whether it be tying payment transactions to investments or automatically converting spare change into digital currencies, Millennials are seeking out ways to save that require little to no effort.
Workshop Question - How could you adapt your services or product offerings to become more seamless within your consumer's day-to-day routine? What steps could you eliminate?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Streamlined Support
Devices built into chat apps create closeness among young consumers
Implications - Given Millennials are the largest generation in North American history, Trend Hunter splits the Millennial group into three micro-generations. The Nouveau Millennial is the youngest of the group; through a combination of professional dissatisfaction and a dependency on interpersonal relationships due to helicopter parenting, this group is more reliant on their friend groups. Services that facilitate bonding in this group's recognized communication channels help them balance important friendships with their newly attained adult responsibilities.
Workshop Question - What can you do to encourage bonding among fans of your brand?
3.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Secondary Occupation
Millennials and Gen Z use different platforms to balance their various jobs
Implications - With Millennials being much more likely to have multiple jobs than the generations that precede them, they're turning to a variety of resources that help them organize their work, schedules, and money. This shift is not simply a result of financial need, but of the oft-unrecognized entrepreneurial tenacity of this generation, with brands meeting them halfway by helping them curate the experiences they'd like in their professional lives.
Workshop Question - How could your brand create more seamless experiences to ease the life of its consumers?
3.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends