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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
Jeremy Gutsche Keynote Speaker

Insights by Trend Hunter AI

WFH Design
Work-from-home products are designed with aesthetics in mind
Trend - Now that work-from-home setups have become the norm, many consumers have settled into this new lifestyle. Now, brands are offering functional but design-friendly pieces that help people settle in to their home offices in the long-term.
Workshop Question - Which of its customers' lifestyle changes will your business continue to adapt to?
8.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Foundation Formula
Cosmetic foundation formulas are becoming increasingly unique
Trend - In order to stand out in a highly competitive market, makeup brands are drastically altering traditional foundations with unique formulas and benefits that are often unexpected. Products include everything from clear foundations to liquid-to-powder formulas.
Workshop Question - How is your brand prioritizing innovation?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Brand Activist
Influencers are replaced by representatives of social change in online campaigns
Trend - The pandemic ushered in varying degrees of change, including a political reckoning wherein the idea of activism became more mainstream and social media-friendly. Brands looking to participate in these conversations in a way that goes beyond lip service are doing so by replacing influencers with known activists.
Workshop Question - What is a cause that is important to your brand, and how can you become more vocal and active about it?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessible Vaccination
Branded offerings and features aim to make COVID-19 vaccines accessible
Trend - Vaccine hesitancy and inaccessibility have been issues in different parts of North America, and so some brands are making the process more accessible with offerings like appointment information, transportation, and work accommodations to encourage people to get vaccinated.
Workshop Question - How is your brand prioritizing vaccine accessibility for its customers or employees?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Psychedelic Mindfulness
Wellness apps are launching with immersive and visually impactful stimuli
Trend - Over the last few years, wellness apps have become increasingly popular and now, entrepreneurs are revolutionizing the category by offering more immersive experiences for meditation and breathwork. These services embody visually psychedelic effects that are research-backed to encourage individuals to explore their consciousness and relax.
Workshop Question - Conceptualize an immersive mindfulness experience.
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Market
Brands aim to connect to Gen Z's creativity in their campaigns
Trend - Gen Z creativity, typically expressed through digital platforms, has become a key quality of this generation. Brands are aiming to appeal to this generation using the same collaborative and creativity-based approach that this generation brings to the pop culture and entertainment space.
Workshop Question - How is your brand pivoting to better appeal to Gen Z?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Apparel Tracking
Clothing and accessories are adapted with smart, health-tracking functions
Trend - Tech and clothing brands are offering seamless ways for people to track and monitor their health and fitness with clothing items and accessories that offer these capabilities. Everything from socks to shirts now offer these functions.
Workshop Question - How is your brand prioritizing seamless integration into its customers' lives?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Creative
Gen Z consumers aim to develop skills outside of the traditional school system
Trend - Today's Gen Z consumers are increasingly turning to platforms, services and spaces that expand their worldviews and skills, but without the constraints of traditional schooling. Everything from photography programs to financial literacy courses allow them to better hone skills that they aren't often exposed to in the education system.
Workshop Question - How could your brand appeal to Gen Z's sense of creativity and personal expression?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Tech Fatigue
Brands are introducing special features and products to battle burn-out
Trend - As the strict rules imposed because of the COVID-19 pandemic persist, companies are attempting to answer consumer worries about tech fatigue. This comes in the form of special built-in features on meeting platforms or concrete products that limit stimuli.
Workshop Question - How might you battle screen fatigue for consumers?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Neutral Beverage
Beverage brands prioritize carbon-neutral or negative production
Trend - Brands in the beverage space are re-shifting production processes to reduce their impact on the environment--aiming for carbon-neutral or negative outputs. Brands attempting this include everything from water to alcohol beverages.
Workshop Question - How is your brand prioritizing reducing its carbon output, or impact on the environment in general?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends