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FuturistU > Demographics > Micro-Generations Matrix > Module 1 / 5

Intro to Micro-Generations

Instructor: Armida Ascano
Micro-Generations Matrix
Download the Micro-Generations Matrix Trend Report
Trend Hunter's Chief Insights Officer, Armida Ascano, introduces you to the Micro-Generations Matrix as a new approach to examining generational trends. She outlines the methodology, advantages, and objectives of Trend Hunter's approach to segmentation. This begins with acknowledging the stereotypes many generational trends are based in, as well as the origin stories of each well-known generational segment.

What's interesting, however, is not the way generational segmentation categorizes consumers, but the unexpected commonalities outside of those categories. Therein lies the thinking behind the Micro-Generations Matrix -- it is an interesting new way to rethink both key variables, and shared experiences of groups born within a similar time frame, as well as how this will impact generational trends moving forward. Are you ready for the future of generational study?
Related Trend Report: Micro-Generations Matrix
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Insights by Trend Hunter AI

Scrolling Management
Social media platforms implement tools to mitigate doom scrolling
Trend - Social media platforms have developed new tools to help consumers manage their screen time. As doom scrolling becomes an increasing concern for many users, companies are implementing features that limit the user's content access to foster a healthier online environment.
Workshop Question - How is your brand ensuring the consumer's health and safety?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Finance
Banking apps are including online retail features and functions
Trend - Banking apps are becoming increasingly functional, now with extended features that allow people to shop (or sell) within the apps. These features help customers consolidate some of their lifestyle habits, merging banking and shopping to create simpler online experiences.
Workshop Question - How is your brand prioritizing convenience for its customer base?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Single Use-Reduction
In-store refill stations are no longer specific to personal care
Trend - As brands look to become more eco-friendly, in-store refill stations are one way they're shifting toward sustainability. This shift includes everything from coffee refill stations to supermarket skincare refills.
Workshop Question - How is your brand prioritizing sustainability?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
In-Game Inclusion
In-game features, storylines and campaigns prioritize inclusive representation
Trend - In-game functions, stories and marketing campaigns are prioritizing inclusion for a range of demographics. Everything from real-time language translators to history based, anti-racist storylines are giving the industry some much-needed inclusion and representation.
Workshop Question - How is your brand prioritizing accurate representation and inclusion?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Drive-In Culinary
Drive-in culinary experiences are popular amidst pandemic restrictions
Trend - Food brands are offering consumers distinct and safe experiences by centering dining into drive-in formats. These dining experiences are being experimented with by everything from fast food chains to fine dining restaurants.
Workshop Question - How is your brand prioritizing both recreation and safety?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mainstream Vegan
Mainstream candy brands are offering vegan alternatives to original products
Trend - Multinationals and well-known brands that offer candy are now adapting to vegan diets and preferences, and are offering versions of their candy products that are suitable to eat for people who don't consume meat or dairy.
Workshop Question - How is your brand prioritizing the varying needs of its customers?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Smart Factory
Manufacturing tech is increasing productivity, efficiency, and customer experience
Trend - Brands have relied on robotic assistance to expedite processes in manufacturing facilities and many are taking it one step further with artificial intelligence, IoT, and other tech innovations. As a result, companies are increasing convenience, efficiency, and customer satisfaction while keeping costs down.
Workshop Question - How can your brand utilize smart tech to enhance manufacturing?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
In-Mall Support
Brands are making it easier to support businesses located in shopping centers
Trend - The closure of in-store browsing and shopping in several regions due to COVID-19 has prompted shopper centers to create simplified solutions to help consumers shop locally. These include in-mall restaurant ordering platforms and mall-specific curbside apps.
Workshop Question - How can your brand make its products or services easier for consumers to support amid fluctuating shopping restrictions?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Cosmetic
Cosmetic brands are being more experimental with their virtual experiences
Trend - Distinct virtual experiences that are facilitated by cosmetic brands are on the rise as businesses look to balance customer and employee safety with their bottom line. Experiences include everything from virtual game pop-ups to virtual makeup studios.
Workshop Question - How could your brand balance safety and experience?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Affordable Foodie
Brands are offering creative and cost-effective menu options, targeted at Gen Z
Trend - Food companies are attempting to cater to younger demographics by building menus that boast interesting experiences in affordable ways. Pertaining to cuisine, aesthetics, or both, the emphasis is placed on fresh, healthy, and local food, as well as on sharable plates.
Workshop Question - How can you revamp your product/service to be more affordable to Gen Z consumers?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends