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FuturistU > Demographics > Forecasting Micro-Generational Desire > Module 3 / 5

Forecasting Gen X Desires

Instructor: Armida Ascano
Convenience Culture
Download the Convenience Culture Trend Report
In this module, Armida will introduce you to our Generation X micro-generations: Gen XS and Gen Xenos. Despite the fact that these generations are in their prime spending years, they are often overlooked by marketers. A look through their formative years and their transforming values, however, will show you that discounting this generation and its influence would be dire.

So how do you capture the attention of such a busy generation? Understanding the nuanced differences between the Generation X micro-generations will help you achieve this.
Related Trend Report: Convenience Culture
Workshop Questions:
1. How could your brand or product provide busy Gen Xers with a sense of relaxation and ease?
2. Gen Xers don’t trust anyone as much as they trust themselves; how can your brand work around that?
View Innovation Webinars

Featured Insights

Familial Workplace
As Gen X enters leadership positions, workplaces become more family-centric
Trend - Older members of Generation X–a.k.a, Gen XS–are family-focused. At the same time, this generation has many financial responsibilities that require dedication to the workplace as well. This makes work/life balance a point of tension; however, as this generation enters leadership positions in the workforce, they're able to enact changes that are conducive to family-centric work cultures.
Workshop Question - What could change about your corporate culture to become more family-centric?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Incremental Entrepreneurship
Services that enable small steps help busy consumers start businesses
Implications - Many consumers today want to start their own businesses, however, juggling entrepreneurship and personal responsibility can be difficult. This is especially true for Gen Xenos consumers, who are both inclined to start their own business, and dedicated to their family life. Services that enable one to approach entrepreneurship in incremental steps help maintain a work-life balance while also enabling the pursuit of that dream.
Workshop Question - How can your company provide entrepreneurial employees with more ambitious opportunities?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mundane Multitask
Practices typically used in the workplace are applied to personal admin
Trend - Today's consumer is taking advantage of apps and services that apply the same productivity and multitasking methods typically used in professional capacities, to manage their responsibilities, daily routines and personal banking.
Workshop Question - What is one way you could alleviate pressure on your Generation X employees?
2.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Evolved Rebellion
The former Gen Xenos stereotype of teen rebellion is leveraged for new purposes
Trend - The younger Gen X micro-generation, Gen Xenos, is largely known for the rebellious Bart Simpson-esque stereotype associated with late-80s teenagehood. That spirit of rebellion has transformed into a desire to live by their own rules while balancing the responsibilities of middle age.
Workshop Question - What was your target demographic like 5, 10, 15 years ago, and how does that impact them now?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

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?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Modular Work
Home office systems with modular designs make spatial adaptation easier
Trend - Modular home office systems are becoming more popular as working from home has become the norm since COVID-19 was declared a pandemic. These systems allow for consumers to build offices at home in ways that are simple and spatially functional.
Workshop Question - How is your brand catering to the long-term changes brought on by the pandemic?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Increased Output
Video conferencing platforms are offering more service diversity to consumers
Trend - Brands are optimizing video conferencing platforms and tools to deliver increased effectiveness to users. These new features strengthen the experience by enabling increased and diverse output—from podcasts to digitized minutes.
Workshop Question - How can your brand increase the productivity of consumers at home?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Habit-Forming
Habit-forming apps help consumers reach and maintain their personal goals
Trend - Apps are helping consumers stay on track with their personal goals by helping them form and build good habits over time. These habit-building apps range in purpose, and can be used for anything from physical fitness to achieving professional goals.
Workshop Question - How could your brand help empower its customers?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Flexible Work
Employers are forced to be flexible as COVID-19 changes Millennial lifestyles
Trend - The ongoing pandemic has revealed in many workplaces that young employees' already-flexible mindset when it comes to work will likely be forever evolved. Brands and institutions are using that as an opportunity to make or offer long-term changes that better fit the Millennial expectation for flexible work.
Workshop Question - How is your brand adapting to changing values as the pandemic continues?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Familial Workplace 2.0
Family-friendly workplaces become more important as Gen X works at home
Trend - The older Generation X micro-generation -- known as Gen XS -- has always been quite family-focused; they are even more so during quarantine, as many of them are working from home. Balancing this requires even more of a push toward a family-friendly office culture.
Workshop Question - What are you doing as an employer to provide busy team members with respite?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Scheduling
Calendar apps help people structure and organize their social lives
Trend - Much like there are calendars for organizing professional, personal, and even household tasks, brands are now offering platforms that are designed specifically to organize users' social lives.
Workshop Question - How is your brand creating balance in its customers lives?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends