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FuturistU > Demographics > Forecasting Micro-Generational Desire > Module 2 / 5

Forecasting Boomer Desires

Instructor: Armida Ascano
Hospitality
Download the Hospitality Trend Report
What do Boomer micro-generations want now that they have reached retiring age? Armida answers this question by exploring the formative years of both the Leading and Neo Boomer groups. By deep-diving how global occurrences have impacted these groups' view of the world, you will gain a more holistic understanding of the aging demographic.

Additionally, this module guides you through what to expect from the Leading and Neo Boomer groups over the next few years. You will learn what's important to these groups, how each is challenging stereotypes of what it means to age, and most importantly, what it could mean for your business.
Related Trend Report: Hospitality
Workshop Questions:
1. How can you help your ageing customer flourish in this new phase of their lives?
2. What could you do to aid Boomers in this era of “extended middle-age?”
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Featured Insights

Aged Education
Educational programs specifically for Boomers point to a redefinition of aging
Trend - Boomers are seeking out new training in order to operate in technologically integrated workflows. These individuals are taking these steps in order to address the fact that their experience on its own is no longer enough to grant them a competitive edge over their colleagues.
Workshop Question - How could you better invest in enhancing the skills of your older employees?
2.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Boomerlennials
Boomers' appetite for experience and story-based brands comes to the forefront
Trend - Despite stereotypes, Boomers and Millennials have a lot in common. Both generations have a large representation in North America, making them popular marketing targets. There are parallels between social media and hippie movements–preferences for activism and a focus on relationships. With this in mind, Boomers will begin gravitating toward products typically associated with Millennials.
Workshop Question - What is one tactic you've seen or used to target Millennials that would suit your ageing customer well?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Greying Gig Economy
Neo-Boomers both want and need to keep working, but on their own terms
Trend - Though the gig economy is mostly associated with a younger consumer, high levels of Neo-Boomers and Gen XS are participating in this movement as well. Services, platforms and events support this growing trend.
Workshop Question - How could you better maximize the experience and enthusiasm of older employees on your team?
3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Curiosity Aging
Boomers seek new opportunities and experience as they age
Implications - Boomers are redefining what it means to age by prioritizing new experiences and satisfying their sense of curiosity. Examples are seen in travel, entrepreneurship, and beyond. This shows that the characteristics this generation displayed in their youth remain intact as they age, a lesson that is invaluable when considering the growth cycle of today's youth demographics.
Workshop Question - What will have changed about your target demographic in 5, 10, and 20 years? How can you ensure your brand is relevant to them at every phase?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

Accessible E-Commerce
Brands make online shopping easier for elderly demographics
Trend - For senior demographics, modern technology can be more challenging to navigate. To change this, some online retailers are prioritizing senior demographics--both in the products they offer and in how their platforms are designed.
Workshop Question - How could your brand prioritize accessibility in its product design?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Reformed Routine
Social changes are influencing consumers to slow down and reassess their lives
Trend - More consumers in North America are adapting their priorities and routines to better align with their own happiness. This can involve consumers renouncing needlessly fast-paced lifestyles, quitting jobs in place of alternative opportunities, and generally focusing on their own happiness.
Workshop Question - How could your brand better align itself with its customers' or employees' values?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Baby Boomer Hobbyism
Aging consumers pick up increasingly niche hobbies during the pandemic
Trend - Hobbyism is the concept of turning typically mundane aspects of one's daily life into hobbies by becoming experts in these areas. Particularly popular during the pandemic, hobbyism is an offshoot of the Prosumerism Megatrend. Recently, the Baby Boomer generation has engaged in this behavior alongside younger generations.
Workshop Question - How can you keep up with an increasingly digital aging demographic?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Boomerlennials
The concept of Baby Boomers acting similar to Millennials extends online
Trend - 'Boomerlennials' refers to the phenomenon of Baby Boomers displaying behaviors typically associated with younger generations. Though this was first evident in spaces such as wellness and travel, it has expanded into the social media space. As a result, the aging demographic is seeking online platforms suited to their needs.
Workshop Question - What needs to change about the way your brand connects with Baby Boomers?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Remote Guidance
The rise of "digital nomads" has led to products and services in this space
Trend - With the COVID-19 pandemic making remote work increasingly common, more consumers have found themselves with greater independence with where they can travel and live. Brands are seeing opportunities within this "digital nomad" industry and are offering products and services that enhance this lifestyle.
Workshop Question - How is your brand offering flexibility to its employees or customers?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
WFH Culture
Brands replicate office culture from home for their employees
Trend - In order to keep employees engaged as many companies enter a year of work-from-home setups, many are trying to replicate in-office rituals virtually. These include everything from coffee breaks to chat rooms that are mapped out to look like offices.
Workshop Question - How is your brand keeping employees engaged?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Reskilling Workers
Brands help retrain out-of-work individuals amid the COVID-19 pandemic
Trend - In the wake of the COVID-19 pandemic, brands and governments are launching free initiatives to connect out of work individuals with retraining opportunities to find new job opportunities. These include scholarships, digital courses, and seminars.
Workshop Question - How is your brand supporting struggling customers?
2.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends