# Intergenerational Ritual Products and services typically targeted to Millennials are refocused. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 30, 2019 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/intergenerational-ritual ## Key Figures - Trend score: 4.6/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: May 8, 2018 to Jul 16, 2019 - Published: Jul 30, 2019 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Intergenerational Ritual trend ### Intergenerational Ritual Products and services typically targeted to Millennials are now being transformed to better suit the needs and preferences of Boomers. ### 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. ### Boomer-Focused Podcasts Alexis Ohanian created a podcast series called Business Schooled to highlight learnings from experienced, boomer entrepreneurs. ## What the Intergenerational Ritual trend means for industry ### For 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 for Intergenerational Ritual Trend score 4.6 out of 10, from popularity 71%, activity 58%, freshness 8%. - Popularity: 71% - Activity: 58% - Freshness: 8% ## Examples of the Intergenerational Ritual trend 5 featured examples from May 8, 2018 to Jul 16, 2019. - [Boomer-Headed Streetwear Editorials](https://www.trendhunter.com/trends/boomer-model): Supreme Taps into Boomer Model Maye Musk for a Fashion Shoot (Category: Fashion) Implication: The fashion industry must embrace diversity in age and challenge ageism in marketing, design, and modeling. - [Boomer-Targeted Cannabis Parties](https://www.trendhunter.com/trends/cannabis-parties): Octavia Wellness Hosts Private Cannabis Parties for Boomers (Category: Lifestyle) Implication: 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… - [Plant-Based Boomer Beverages](https://www.trendhunter.com/trends/perennial): Perennial's Non-Dairy Drink Targets People Over the Age of 50 (Category: Lifestyle) Implication: Expanding plant-based nutrition industry to cater to older demographics can generate innovative disruption opportunities. - [Boomer-Focused Podcasts](https://www.trendhunter.com/trends/business-schooled): Business Schooled Highlights Learnings from Experienced Entrepreneurs (Category: Life-Stages) Implication: 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… - [Boomer-Backed Lifestyle Coaching](https://www.trendhunter.com/trends/linda-clay): Linda Clay Began Her Business in Her 60s After She Was Laid Off (Category: Life-Stages) Implication: Opportunity for disruptive innovation in the wellness industry by offering personalized coaching services and resources to help individuals achieve work-life balance. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)