Armida
Ascano

Generational behavior is shaped by shared experiences within age groups. Recent global, social, and environmental events have introduced a common shared experience, one that is set to permanently reshape generational identities. We examine it through a microsegmented lens to grasp the intricacies of life in an AI-driven world.

The modern workplace faces an unprecedented transformation, driven in part by the rapid advancement of AI. While some employers are opting for full-time in-office work, others are embracing remote-first approaches or pursuing hybrid models. Navigating this shift while addressing diverse employee expectations poses a historic challenge. How can employers adapt their cultures to align with these evolving priorities and new technological advancements?

Through an exploration of each of the 9 Micro-Generations' formative years, impactful global events, media and pop culture, attendees will walk away with a thorough understanding of who each group is today, and the trends relevant to them over the next 3-5 years.

This presentation introduces Trend Hunter's Micro-Generations as a way to rethink traditional demographics through a more consumer-centric lens. Our first presentation exploring micro-generational study, this session uncovers new ways to think about modern consumers, what motivates them, and how to more accurately target them.

This session is based in Trend Hunter's own reusable Trend Hunting framework, the 6 Patterns of Opportunity, and our newly developed network of 18 evergreen consumer behavior-based trends. Each Megatrend will be briefly explained, with the most relevant explained more in-depth. These trends cross industries, and are illustrated through case studies from various categories.

In a post-pandemic world, consumers will be making up for lost time in way that dramatically impacts leisure and tourism. More importantly, the best way to learn what consumers really want is to understand what they do in their leisure time and why. This presentation explores the internal and external motivators behind what consumers define as fun today.

Learn about how opposing trends are competing to shape consumer psychology and behaviour. This presentation explores the concept of trend tensions; opposing trends born from a singular consumer desire or psychological need. Now that shifts in consumer desire happen faster and in a more polarizing way than ever, how is your brand plugging into major cultural shifts?

As content and culture becomes increasingly democratized, the lines between generations become blurred. What are the similarities and differences between Gen Z, Millennials, Gen X and Boomers in the modern age?

The Millennial generation is the largest in North America, as well as the most widely discussed. This generation is associated with youthful traits and a fresh perspective on society; but what does this mean now that the generation is in adulthood? This presentation explores who the Millennial is today, and how their motivations and desires will impact various industries.

The upcoming youth generation is our new obsession; through our research, we've uncovered insight into how they view society, their inherent urge to create, and why they're often referred to as "Walking Ad Blockers." Our session on Generation Z is therefore heavily based in myth-busting. What do we think we know about the limitless generation, and what is the truth?

Though the term "foodie" was coined in the early 90s, it has increased in popularity in the face of social media. Many factors are at play within foodie culture, from elitism, to adventure, to the pursuit of an instagrammable lifestyle. How does this change what consumers expect of brands?

North American Society is more diverse -- racially, sexually, financially -- than ever before. Yet, the fact remains that big businesses from various industries are still targeting, employing, and empowering a fairly homogenous group. How can your brand break out of this pattern in a meaningful, authentic way? What does it mean to not just acknowledge diversity, but advocate for true inclusivity? This session will highlight tactical steps to accommodating the diversity of today's market.