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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
Get the 2021 Trend Report FREE
Insights by Trend Hunter AI
Psychedelic Mindfulness
Wellness apps are launching with immersive and visually impactful stimuli
Trend - Over the last few years, wellness apps have become increasingly popular and now, entrepreneurs are revolutionizing the category by offering more immersive experiences for meditation and breathwork. These services embody visually psychedelic effects that are research-backed to encourage individuals to explore their consciousness and relax.
Workshop Question - Conceptualize an immersive mindfulness experience.
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Market
Brands aim to connect to Gen Z's creativity in their campaigns
Trend - Gen Z creativity, typically expressed through digital platforms, has become a key quality of this generation. Brands are aiming to appeal to this generation using the same collaborative and creativity-based approach that this generation brings to the pop culture and entertainment space.
Workshop Question - How is your brand pivoting to better appeal to Gen Z?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Apparel Tracking
Clothing and accessories are adapted with smart, health-tracking functions
Trend - Tech and clothing brands are offering seamless ways for people to track and monitor their health and fitness with clothing items and accessories that offer these capabilities. Everything from socks to shirts now offer these functions.
Workshop Question - How is your brand prioritizing seamless integration into its customers' lives?
8.1
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
Tech Fatigue
Brands are introducing special features and products to battle burn-out
Trend - As the strict rules imposed because of the COVID-19 pandemic persist, companies are attempting to answer consumer worries about tech fatigue. This comes in the form of special built-in features on meeting platforms or concrete products that limit stimuli.
Workshop Question - How might you battle screen fatigue for consumers?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Neutral Beverage
Beverage brands prioritize carbon-neutral or negative production
Trend - Brands in the beverage space are re-shifting production processes to reduce their impact on the environment--aiming for carbon-neutral or negative outputs. Brands attempting this include everything from water to alcohol beverages.
Workshop Question - How is your brand prioritizing reducing its carbon output, or impact on the environment in general?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
3.3
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?
3.2
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?
5.4
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?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends