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

Forecasting Gen Z Desires

Instructor: Armida Ascano
Toys
Download the Toys Trend Report
The final module in our course on Forecasting Micro-Generational Desire is dedicated to the youth generations. Combined, Z-Tribe and Z-Alpha comprise what's traditionally known as Generation Z. Although they are the newest generations in the realm of generational study, they are the largest globally.

The world is moving faster than ever, meaning the differences between micro-generations will only become more pronounced. What's most commonly known about these generations is that they are tech-savvy, highly diverse, and politically aware -- but what does that mean for their future? How does it impact what they want, and what they ultimately will change about the world in adulthood?
Related Trend Report: Toys
Workshop Questions:
1. How could you better listen to, or collaborate with, members of Generation Z?
2. What are you doing to prepare for Generation Z gaining buying power, or entering the workforce?
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Featured Insights

EQ Education
Early childhood education integrates emotional development to speak to modern needs
Trend - Now that Pro-Millennials have reached parenting age, expectations for the education system are shifting. Millennial parents are particularly interested in the emotional development of their children. Changes to the education system take time, but businesses are developing services to provide children with opportunities to foster self-awareness, and psychological well-being.
Workshop Question - How could your brand better provide emotional growth for your customer?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Teen Payment
Teen and youth-focused payment platforms are on the rise
Trend - Teen and youth payment platforms are on the rise as businesses recognize the buying power of Gen Z consumers. For the generation itself, these platforms appeal by catering to their preference for empowerment and independence in the purchase decisions they make, along with the convenience that comes with streamlined programs.
Workshop Question - How could your brand better cater to Gen Z consumers?
2.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Authentic Connectivity
North American consumers increasingly engage with global cultural trends
Implications - North American consumers, particularly those among Millennial and Gen Z demographics, are less culturally insular than the generations that preceded them, and are increasingly seeking authentic cultural connections and entertainment from abroad. Despite obstacles that include differing cultural norms and language barriers, the increasingly two-sided nature of cultural influence allows brands more diversity and flexibility in their process of appealing to a range of global entertainment and lifestyle rituals.
Workshop Question - Consider how your brand could prioritize cultural authenticity?
2.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Vietnam-Set Streetwear Lookbooks
Vietnam-Set Streetwear Lookbooks
MYGE Travels to Ho Chi Minh To Capture Its SS19 Collection
Streetwear imprint MYGE introduces its latest collection for the Spring/Summer 2019 season with an editorial shot in Ho Chi Minh, Vietnam. The range features graphic-heavy pieces that explore a... MORE
Exclusive Cross-Culture Cookies
Exclusive Cross-Culture Cookies
Oreo is Bringing Its 'China Six Flavors Series' to America
Some snack food flavors are only introduced for consumers in a specific part of the world and Oreo is now giving Americans the chance to get a taste of the China Six Flavors series. For four years,... MORE
play_circle_filled Equality-Promoting Soccer Ads
Equality-Promoting Soccer Ads
The Women's World Cup Ad by Nike Spotlights a Young Talent
Unequal gender representation in sports is not a new thing, however, brands and organizations are addressing that this year through empowering Women’s World Cup ads. The series of soccer... MORE
play_circle_filled Multi-Experiential Anime Festivals
Multi-Experiential Anime Festivals
Otafest is an Engaging All-Ages Festival in Calgary, Alberta
Otafest is an all-ages festival that brings together music, games, screenings, community panels, cosplay contests, interactive demos and more. The anime-inspired event welcomes rappers, K-pop and J-... MORE
play_circle_filled K-Beauty Music Videos
K-Beauty Music Videos
Kaja Teamed Up with (G)I-DLE for Its K-Pop Single 'Senorita'
K-beauty brand Kaja teamed up with South Korean girl group (G)I-DLE for the first K-pop single on its new EP. The music video for ‘Senorita’ combines the influence of both K-beauty with K-... MORE
Taught Masculinity
Brands present healthy interpretations of masculinity to young men and boys
Trend - The absence of healthy notions of masculinity can be harmful on the mental and emotional development of young boys, and brands are now taking it upon themselves to be part of the process that teaches the younger generation that masculinity doesn't only encompass the sometimes-restrictive perceptions that their predecessors were raised with.
Workshop Question - How could your brand present healthy ideals to its customer?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

Building Assurance
Brands target self-esteem and confidence when creating kids' products
Trend - Brands are creating items and resources designed to promote a positive sense of self-worth, self-esteem, and confidence in children. These products, which often include flashcards and toy companions, instill a healthy appreciation for oneself and help develop a positive self-image.
Workshop Question - How can your brand demonstrate emotional intelligence?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Intro
Generative AI is introduced to children through engaging toys and products
Trend - Like other STEM subjects, generative AI is being introduced to children at a young age. These toys and kid-friendly experiences help children gain a fundamental understanding of AI via conversation, collaborative storytelling, and/or play.
Workshop Question - How could your brand simplify its use of AI to add the most value for customers?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
EQ Play
Tech-driven toys designed to boost emotional intelligence destigmatize devices
Trend - As discussions around the impact AI will have on young people increase, those in the toy space are finding ways to use this and other technologies in more positive ways. Allowing kids to use technology comes with a certain stigma. Undoing this negative perception is about integrating emotional development into play, enabled by tech.
Workshop Question - What role do your products or services play in their end users' development?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Shoppable Short
Shoppable short-form video content enhances digital shopping experiences
Trend - Shoppable short-form video content and ads are becoming increasingly prominent digital strategies among brands across industries. This content merges traditional ads with modern tech habits--offering customers more engaging and convenient forms of online shopping.
Workshop Question - How could your brand more effectively engage customers with its online experiences?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Wealth Accessibility
Gen X as a whole is more focused on building generational wealth
Trend - As a whole, Gen X is being very intentional about building generational wealth. This demographic is using family-centric investment and banking services to not just build wealth, but to establish financial literacy among family members.
Workshop Question - How can your brand prioritize accessibility in its area of expertise?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
App-Based Parenting
Businesses offer parenting apps that go beyond raising infants
Trend - While parents have access to apps that help them raise infants, apps that help users with parenting throughout their children's many developmental stages are just now becoming popular. These apps help caregivers with everything from scheduling to prioritizing their kids' mental health.
Workshop Question - How could your brand make its customers' lives easier?
3.5
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?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends