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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?
Access Advisory Services
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?
3.3
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?
4.2
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?
2.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Dedicated Desktop
Companies are launching more apps specifically designed for desktop users
Trend - Companies are increasingly creating apps specifically designed to be used on a desktop, including apps for audio customization, social media, and organizational tools. The desktop-centric design empowers users with more functional capabilities when compared to their mobile counterparts.
Workshop Question - How can your organization better offer more functional products and services?
4.3
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?
7.7
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?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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
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
Curated Spontaneity
Apps and other digital platforms prioritize spontaneity for customers
Trend - Brands are facilitating spontaneity in consumers by offering platforms through which they're able to be more impulsive–in everything from travel plans to meeting up with friends and loved ones.
Workshop Question - How could your brand facilitate spontaneous interactions or purchases for its customer?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Visible Finance
Personal finances become a more social experience through collaborative tools
Trend - While personal finances were once a taboo subject, today an increasing number of financial services are leveraging the power of social visibility to help consumers meet their financial goals. Whether through group saving apps or comparative investment apps, a variety of solutions are appearing that leverage social visibility as an incentive for saving.
Workshop Question - Check in on some steadfast norms in your industry. Are there ways to divert from these norms to win brand love?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends