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FuturistU > Demographics > Forecasting Micro-Generational Desire > Module 1 / 5

Intro to Forecasting Micro-Generations

Instructor: Armida Ascano
Forecasting Micro-generational Desire
Download the Forecasting Micro-generational Desire Trend Report
Generational targeting is at the core of consumer research; however, these segments come with a set of imperfections. Trend Hunter's Chief Insights Officer, Armida Ascano, has created a framework to work around these imperfections. The Micro-Generations Matrix breaks the typical generational segments down into smaller groups, making for a more nuanced, consumer-centric approach.

These micro-generations will be the foundation of this course, as we explore who each one is today, and what they want from their future. Who will the Neo Boomer become as they go deeper into retiring age? What happens when Pro Millennials turn 40? How will Z Tribe change the workforce? Get ready to answer these questions and more.
Related Trend Report: Forecasting Micro-generational Desire
Get Better and Faster

Insights by Trend Hunter AI

Eco Accountability
Consumers are holding brands responsible for their carbon footprint
Trend - Consumers are holding brands accountable for their environmental impact, driving a shift towards eco-action. This goes beyond mere greenwashing and performative gestures. Social media empowers consumers to expose greenwashing, demand transparency, and advocate for sustainable practices.
Workshop Question - How can your brand enhance transparency, authenticity, and genuine environmental efforts to meet the growing demand for eco-accountability from consumers?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Protected Display
Displays built into suitcases are designed for on-the-go situations
Trend - Businesses are launching portable monitors built directly into foldable cases. These cases house built-in batteries for the display while protecting the display from damage. This design results in several use cases for these displays from workplace showpieces to on-the-go entertainment.
Workshop Question - How could your brand develop products or services that enhance workplace utility?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Informed Restaurant
Restaurants are using AI forecasting tools to determine future menu items
Trend - Restaurants are using artificial intelligence (AI) analytics and forecasting tools to determine demand for each menu item. These tools use restaurant-specific and market-wide data to determine future-facing consumer interests, helping determine menu item creation and sales numbers.
Workshop Question - How could your company leverage its data with AI to improve its existing and upcoming services?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upgradeable Tech
Brands are launching tech products designed to be upgraded and repaired by users
Trend - Brands are launching technology products designed to be upgraded by the end-user. This includes laptops, smartphones, and gaming devices. This reduces manufacturing costs and consumer costs by allowing brands to sell single components at lower prices, instead of completely new devices to users who want upgrades.
Workshop Question - How can your brand reduce costs by creating product for the younger tech-familiar generations that can be easily upgraded and modified?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Agile Workplace
As more offices adopt a hybrid model more flexibility is needed
Trend - The post-pandemic workplace demands more flexibility than before. The average office worker knows how to be productive from home, making the idea of being in the office full-time harder to justify. Thus, hybrid workplaces are more common than ever; however, these come with a unique set of challenges that organizations in the industry aim to solve.
Workshop Question - How has your workplace culture changed, and how can you make these changes work to your advantage as an employer?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Evolved Education
Post-secondary institutions offer courses specific to Gen Z's hobbies and habits
Trend - Schools are targeting the skills and industries that Gen Z is making influential. In order to maintain their relevance in a rapidly evolving learning environment, honing in on students' personal hobbies and the skills they're self-taught in keeps these institutions evolving with their target market.
Workshop Question - How is your brand evolving with the cultural changes that Gen Z's influence has caused?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Work Protest
Office workers are protesting mandated returns to the office
Trend - Having grown accustomed to working remotely for several months, office workers are increasingly protesting mandates that require workers to go back to the office. Workers are now quitting, organizing against such policies, and/or ignoring these policies and continuing to work from home.
Workshop Question - How could your brand better prioritize flexibility for its employees?
4.1
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?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends