Category
Business
Assisted Conversion
Trend cluster
Category
Intergenerational
Ritual
Products and services typically targeted to Millennials are refocused.
4.6
Trend score
Trend
What is the Intergenerational Ritual trend?
Intergenerational Ritual: 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.
Insight
The consumer insight behind the Intergenerational Ritual trend
As North American Boomers are reaching (or have reached) retirement age, many within this demographic are assessing how they can use their free time to better their quality of life–particularly as it pertains to recreation. Older generations are no longer confined to the social norms that their predecessors adapted to, and are instead looking for ways to diversify their lifestyles.
Trend themes
Themes within the Intergenerational Ritual trend
Three behaviours holding the trend together01
Intergenerational Ritual
Products and services typically targeted to Millennials are now being transformed to better suit the needs and preferences of Boomers.
02
Plant-Based Boomer Beverages
Established brands and start-ups alike are creating vegan-friendly products specifically for the boomer demographic, like 'Perennial,' a non-dairy drink that targets consumers over the age of 50.
03
Boomer-Focused Podcasts
Alexis Ohanian created a podcast series called Business Schooled to highlight learnings from experienced, boomer entrepreneurs.
Industry implications
What the Intergenerational Ritual trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Both plant-based and boomer-targeted products offer disruption opportunities in the food and beverage industry.
For
Personal Development Services
Lifestyle coaching offers potential disruption opportunities in the personal development services industry.
For
Media and Entertainment
Creating boomer-focused content like podcasts responds to potential disruption in the media and entertainment industry.
Workshop question
How could your brand better connect to consumers across generational barriers?
Trend signals
Trend signals for Intergenerational Ritual
Trend score 4.6 out of 10, from popularity 71%, activity 58%, freshness 8%.
Popularity71%
Activity58%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Evidence
Examples of the Intergenerational Ritual trend
5 featured examples from May 8, 2018 to Jul 16, 2019CategoryFashion
Boomer-Headed Streetwear Editorials
Supreme Taps into Boomer Model Maye Musk for a Fashion Shoot
The fashion industry must embrace diversity in age and challenge ageism in marketing, design, and modeling.
CategoryLifestyle
Boomer-Targeted Cannabis Parties
Octavia Wellness Hosts Private Cannabis Parties for Boomers
Disruptive Innovation Opportunity: Organize events that cater to the boomer demographic, providing a platform for educating and introducing them to the benefits of cannabis in a s…
CategoryLifestyle
Plant-Based Boomer Beverages
Perennial's Non-Dairy Drink Targets People Over the Age of 50
Expanding plant-based nutrition industry to cater to older demographics can generate innovative disruption opportunities.
CategoryLife-Stages
Boomer-Focused Podcasts
Business Schooled Highlights Learnings from Experienced Entrepreneurs
The growth of boomer-focused podcasts highlights a need for business education that doesn't focus solely on the tech industry and Silicon Valley, creating opportunities for new ed…
CategoryLife-Stages
Boomer-Backed Lifestyle Coaching
Linda Clay Began Her Business in Her 60s After She Was Laid Off
Opportunity for disruptive innovation in the wellness industry by offering personalized coaching services and resources to help individuals achieve work-life balance.
