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eLearning > Demographics > Micro-Generations Matrix > Module 4 / 5

Millennial Micro-Generations

Instructor: Armida Ascano
Millennials
Download the Millennials Trend Report
This module focuses in on the most-discussed, yet least-liked generation: Millennials. Millennial trends have an undeniable impact on society, but how does one make sense of the plethora of opinions surrounding this generation? The Micro-Generations Matrix sees three Millennial Micro-Generations: the Nouveau, Mid, and Pro Millennial.

Despite the rampant stereotypes surrounding this generation, Trend Hunter attempts to take a more objective approach to Millennial trends and the motivations of this varied group. Acknowledging that no 21 year-old feels the same as a 35 year-old, Chief Insights Officer Armida Ascano will walk you through the similarities and differences of the world's most notorious generation.
Related Trend Report: Millennials
Workshop Questions:
1. How could you help the Pro-Millennial battle Millennial misconceptions?
2. What is one small tweak that could help soothe Mid Millennials' anxieties?
3. How would your company change if Nouveau Millennials had more responsibility?
Get the 2021 Trend Report FREE
Featured Insights
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?
2.9
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?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Monetary Mindfulness
Mental health and finance combine to motivate younger consumers
Implications - Younger consumers who are just starting to consider their financial goals often find the money management process daunting and stressful. To alleviate this, the finance world is becoming more mindful of mental health and the need for holistic motivation. This shows a more sensitive, informed approach to a youth demographic who is delaying traditional milestones.
Workshop Question - How can you help ease the stresses of the youth demographic?
2.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Virtual Journaling
Digital journaling platforms adapt to modern-day consumer habits
Trend - Virtual journaling is increasingly popular and functions as an alternative to keeping a written journal. These apps help consumers stay consistent in the process of writing about their days, feelings, and goals.
Workshop Question - How could your brand modernize some of its more traditional products/services/campaigns?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Habit-Forming
Habit-forming apps help consumers reach and maintain their personal goals
Trend - Apps are helping consumers stay on track with their personal goals by helping them form and build good habits over time. These habit-building apps range in purpose, and can be used for anything from physical fitness to achieving professional goals.
Workshop Question - How could your brand help empower its customers?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Scheduling
Calendar apps help people structure and organize their social lives
Trend - Much like there are calendars for organizing professional, personal, and even household tasks, brands are now offering platforms that are designed specifically to organize users' social lives.
Workshop Question - How is your brand creating balance in its customers lives?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Personalized Sharing
Brands release apps that allow for more intimate sharing between friends
Trend - Brands are creating apps or functions within apps that allow for sharing more personal details or moments between friends. Things that people normally wouldn't involve others in--like meditation or investing--are being explored as ways to strengthen relationships.
Workshop Question - How is your brand fostering healthier relationships between customers?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Recommendation
Apps are connecting consumers by allowing them to share recommendations
Trend - Brands in the technology space are launching apps that allow close-knit social circles, comprised of family and friends, to share their recommendations on movies, restaurants, and more. These platforms aim to replace the anonymous review systems many may have relied on in the past.
Workshop Question - How can your brand leverage the influence of friends and family to reach consumers?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cash-Awarding Fitness
Fitness apps are now paying customers to exercise while using their apps
Trend - Brands are launching fitness apps that offer cash rewards for achieving fitness milestones. The activities range from walking to live-streamed fitness and encourage consumers to meet their goals for tangible rewards.
Workshop Question - How can your brand leverage rewards to incentivize consumers?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Tech Community
Socialization in the digital sphere becomes a necessity more than a habit
Trend - In tense and uncertain times, tech-specific relationship-building is becoming more of a need than a fixed habit among consumers. These services and the new ways consumers are using them are enhancing online relationships specifically, rather than functioning as a way to keep relationships going between meet-ups.
Workshop Question - How is your brand easing consumer burdens in times of individual or collective crisis?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Socialized Dating
Dating apps integrate friend-based features to boost matches
Trend - Brands in the business of creating dating apps are aiming to establish trustworthy connections by using friendship as a basis for matchmaking. Whether facilitating friendships first between potential matches, or using existing friends to vouch for users of the apps, these brands are prioritizing authentic connections.
Workshop Question - How could your brand align longstanding values with technological changes in its space?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends