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eLearning > Demographics > Forecasting Micro-Generational Desire > Module 1 / 5

Intro to Forecasting Micro-Generations

Instructor: Armida Ascano
Forecasting Micro-generational Desire
Download the Forecasting Micro-generational Desire Trend Report
Generational targeting is at the core of consumer research; however, these segments come with a set of imperfections. Trend Hunter's Chief Insights Officer, Armida Ascano, has created a framework to work around these imperfections. The Micro-Generations Matrix breaks the typical generational segments down into smaller groups, making for a more nuanced, consumer-centric approach.

These micro-generations will be the foundation of this course, as we explore who each one is today, and what they want from their future. Who will the Neo Boomer become as they go deeper into retiring age? What happens when Pro Millennials turn 40? How will Z Tribe change the workforce? Get ready to answer these questions and more.
Related Trend Report: Forecasting Micro-generational Desire
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Insights by Trend Hunter AI
Permanent Remote Work
Brands are allowing employees to continue remote work post-pandemic
Trend - Amid the COVID-19 pandemic, many brands have been forced to quickly implement a work-from-home policy to help prevent the spread of the virus. Many found the shift to remote work to be without issue—with productivity and profits remaining the same. As a result, brands are implementing permanent work from home strategy, even post-pandemic.
Workshop Question - How could your company provide consumers with flexibility in times of uncertainty?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Temporary Tattoo 2.0
Updates to the positioning and formulations of temporary tattoos
Trend - As tattoos have become more accepted and more common over the years, brands selling temporary tattoos have made considerable strides in making their offerings more similar to permanent tattoos. This includes not only the experience, by way of having them done by a professional in a studio setting, but also in terms of their longevity and realism as well.
Workshop Question - What's a product or service your core customer loves? How could you reinvent that product by focusing on solving its main drawback?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Aged Education
Educational programs specifically for Boomers point to a redefinition of aging
Trend - Boomers are seeking out new training in order to operate in technologically integrated workflows. These individuals are taking these steps in order to address the fact that their experience on its own is no longer enough to grant them a competitive edge over their colleagues.
Workshop Question - How could you better invest in enhancing the skills of your older employees?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Intergenerational Ritual
Products and services typically targeted to Millennials are refocused
Trend - Lifestyle and purchase habits that are typically engaged with by Millennials, and targeted specifically to them, are now being transformed to better suit the needs and preferences of Boomers. Though staying the same in function and impact, the branding tweaks that introduce these products to new customers set a precedent for creating intergenerational branding.
Workshop Question - How could your brand better connect to consumers across generational barriers?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Greying Gig Economy
Neo-Boomers both want and need to keep working, but on their own terms
Trend - Though the gig economy is mostly associated with a younger consumer, high levels of Neo-Boomers and Gen XS are participating in this movement as well. Services, platforms and events support this growing trend.
Workshop Question - How could you better maximize the experience and enthusiasm of older employees on your team?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Playlist
Brands get into playlists with specially curated songs for their consumers
Trend - The nature of playlists are simple – they're custom to the specific interest of the listener. And while people all over the world are creating their own tracks, brands are stepping in to create highly curated lists themselves.
Workshop Question - In what way can you connect with your consumer on a deeper, emotional level? What element of their lifestyle could you tap?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Appetite
Brands target Gen Z's for their passion for food
Trend -The culinary world continues to boom as a result of a passion for food by generations like Gen Z. Social media channels enhance their knowledge about local and bucket-list destinations. Brands are revamping their products to appeal to Gen Z's as their interest in this space continues to grow. This shift caters to Gen Z's prioritization of social media-friendly experiences.
Workshop Question - Can your product/service shift to target emerging demographics like Gen Z?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Streamlined Management
Money management apps become increasingly specific in their goals
Trend - Finance management apps are increasingly designed with highly specialized saving or money management goals. These apps offer more goal-oriented money management options, like saving for a wedding.
Workshop Question - Conceptualize an app for your business that has one specialty focus.
4
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?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Trackable Gaze
Software tracking eye movement delivers valuable insight to marketers
Implications - Eye-tracking technology is becoming increasingly prevalent in market research in order to optimize user experience in the digital space. Through the use of biometric tracking software via mobile and desktop devices, brands are better able to understand precisely where consumer attention is drawn, and how they navigate the tools. This new technology speaks to the struggle many brands have had in recent years with understanding how to better establish authentic connections with consumers.

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Workshop Question - How might your brand leverage eye-tracking software to establish a better connection with your consumer?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends