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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?
2.4
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?
7.3
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?
2.8
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
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

Inclusive Productivity
Inclusive management and productivity apps combat ageism in the workplace
Trend - Workplace management platforms are adapting to the varying needs of a multigenerational workforce--with UX, resources and tools that account for tech gaps between generations. These platforms ease processes and foster communication with the aim of achieving age-inclusive hiring and working environments.
Workshop Question - How could your brand better adapt to a multigenerational workforce with different strengths?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Senior Retail
Retailers are making shopping more convenient for elderly demographics
Trend - As accessibility becomes a priority for more brands, some are offering initiatives that assist elderly shoppers in-store. In-store assistance, accessible environments and senior-specific shopping zones are all prioritizing convenience for elderly consumers.
Workshop Question - How could your brand better adapt to the needs of consumers who require accessible solutions?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mindful Entrepreneurship
Brands release programs that help users learn about and build businesses
Trend - Between competitive markets and economic instability, entrepreneurship has become more challenging for the average consumer to take on. Programs that help users learn about and navigate the process of building a business (or aspects of it) are becoming popular among aspiring entrepreneurs.
Workshop Question - How could your brand better support employees or customers in their personal pursuits?
3.4
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?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Investing
Investing for young Gen Z consumers is made easier with apps and communities
Trend - Gen Z is entering a new world of fintech, and banking apps, community platforms and services are being designed to help them navigate investing in the modern age. These platforms ensure that young consumers are able to set themselves up for the future in today's changing financial landscape.
Workshop Question - How could your brand better prioritize customer education and support?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Neobanking
Fintech responds to new financial needs with neobanking solutions
Trend - As Gen Z seeks financial independence, fintech companies are creating new banking-alternative solutions to meet the young generation's tech-based needs. The neobanking platforms are app-based and allow users greater access to their financial services with fewer limitations.
Workshop Question - How can your company cater to the new generation of consumers?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends