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eLearning > Demographics > Micro-Generations Matrix > Module 1 / 5

Intro to Micro-Generations

Instructor: Armida Ascano
Micro-Generations Matrix
Download the Micro-Generations Matrix Trend Report
Trend Hunter's Chief Insights Officer, Armida Ascano, introduces you to the Micro-Generations Matrix as a new approach to examining generational trends. She outlines the methodology, advantages, and objectives of Trend Hunter's approach to segmentation. This begins with acknowledging the stereotypes many generational trends are based in, as well as the origin stories of each well-known generational segment.

What's interesting, however, is not the way generational segmentation categorizes consumers, but the unexpected commonalities outside of those categories. Therein lies the thinking behind the Micro-Generations Matrix -- it is an interesting new way to rethink both key variables, and shared experiences of groups born within a similar time frame, as well as how this will impact generational trends moving forward. Are you ready for the future of generational study?
Related Trend Report: Micro-Generations Matrix
Access Advisory Services
Insights by Trend Hunter AI
Wellness Drinking
Alcohol products integrate popular ingredients thought to purport better health
Trend - Beverage brands are catering to health-minded consumers through alcohol products that include added ingredients perceived to be healthy, often putting a focus on a functional physical benefit.
Workshop Question - Does your consumer perceive your product to be in opposition to some of their lifestyle goals? What's a way that you could you close that gap?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cocktail Crossover
Unexpected snacks take flavor inspiration from classic cocktails
Trend - While cocktail-inspired flavoring has been delighting experiential foodies for some time, a particular focus on more extreme examples that see the crossover of classic cocktail flavors and unexpected snacks can be observed.
Workshop Question - What yet-to-be explored flavor crossover could you experiment with in order to woo novelty-driven snackers?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Citrus Shakeup
Soda brands expand on classic flavors with fresh citrus additions
Trend - Perhaps as a response to the bevy of artisanal sodas entering the market in recent years, large soda brands are expanding on classic flavors with fresh citrus infusions that are both guilt-free and ideal as cocktail mixers.
Workshop Question - What steps can your brand take to incorporate fresh flavor enhancements that encourage a refreshed consumer trust in your product?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Micro-Learning
Quick digital education leverages instant communication for personal growth
Trend – Brands are creating micro-learning solutions for consumers who are looking to add value to their personal and professional development in a way that seamlessly fits into their lifestyles. These micro-learning platforms allow for quick and engaging forms of education in the digital space.
Workshop Question - How could your brand empower its employees or customers with micro-learning platforms?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Remixed Rosé
Brands combine rosé and cider to create an all-new flavor experience
Implications - Alcohol brands are reinventing traditional rosé wines by incorporating dry cider for a balanced, refreshing beverage. Appealing to the Millennial demographic through the use of "Millennial pink", these products are showcasing new flavor profiles that will also appeal to the new generation of alcohol drinkers. This shift in product development offers a chance for brands to connect with younger consumers and through them, build a loyal following.
Workshop Question - How does your brand appeal to the next generation of consumers?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Bonding
Brands leverage the deep bond between parent and child within co-play experiences
Implications - Finding common ground as squeeze generations, some members of Gen Z and Gen X have a tendency to form stronger, friend-like bonds in their parent-child relationships. This special connection has caught the attention of a select group of brands that are now leveraging this to offer co-play experiences that even further solidify this bond. By facilitating connections in this way, brands are able to develop and strengthen brand loyalty for parents and children alike.
Workshop Question - Is there a way for your product or service to better facilitate personal connection in the lives of your consumers?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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
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
Curated E-Commerce
Retailers are offering consumers suggestions by using both humans and tech
Implications - With e-commerce and brick-and-mortar competing for consumer’s attention, retailers in the digital space are incorporating personalized recommendations to guide the consumer’s shopping experience. Curated product options, either from employees or algorithms, enable brands to bring the guided and personalized nature of in-store shopping to the digital shopping space. The degree of personalization with the recommendations highlights how brands are striving to connect with individual consumers, ensuring that the consumer feels like they aren't seeing the same recommendations as everyone else.
Workshop Question - How can your brand utilize both technology and human interaction to better support your customer?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hyper-Targeted Campaign
Brands call out specific consumers preferences for individual appeal
Implications - As brands continue to prioritize personalization in their marketing tactics, we’re seeing brands take things a step further with hyper-targeted ads that call out specific consumer habits. Using data-driven information and location-based technology, brands are calling out individuals through social platforms as a way to connect with them on a more personal level. Moving away from "mass appeal", brands are willing to reference individual consumers as a means to create a more authentic, relatable message.
Workshop Question - How can your brand make your consumers feel noticed and appreciated?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends