Forecasting Micro-Generations

Generational targeting has been at the forefront of consumer research, but these segments have their limitations. Trend Hunter's Chief Insights Officer, Armida Ascano, created a framework to overcome these imperfections. The Micro-Generations Matrix breaks down the typical generational segments into smaller groups, creating a more nuanced and consumer-centric approach.

In this course, we will explore the foundation of these micro-generations, who they are today, and what they want from their future. We will dive deep into who the Neo Boomer becomes as they retire, what happens when Pro Millennials turn 40, and how the Z Tribe changes the workforce.

Why Generations are Antiquated

Generational study has a few flaws, starting with the fact that these four big generations - Boomers, Gen X, Millennials, and Gen Z - were first profiled a while back. Additionally, generational segments are quite homogenous, assuming that a group of people thinks, acts, and feels the same way because they were born within a large age range.

To overcome these limitations, Trend Hunter broke down the four larger generations into smaller micro-generations. The Micro-Generations Matrix factors in how old a group was when certain events happened in the world, creating a more nuanced approach to generational targeting.

Going Beyond American Stereotypes

Generational study tends to be Americanized, particularly with the Millennial generation. However, this generation is more connected globally than any before it. Stereotypes like a love of instant gratification and social media use are rooted in American behaviors, overlooking the different social media platforms used in other parts of the world.

It's crucial to understand what a generation wants out of life to forecast micro-generational desire. This approach has applications across multiple industries and considers the global nature of consumers and competition.

Complex Consumers in a Social Media Age

Lastly, today's consumers are more connected and focused on their sense of self, making generational study too reductive for their complexity. Social media allows for a broader connection with people worldwide, leading to more nuanced and rich identities. The Micro-Generations Matrix is no longer stiff categories but rather a scale where a person can fall across any of the nine micro-generations.

Forecasting micro-generational desire is critical to any business looking to stay ahead of the game. By breaking down generational segments and looking beyond American stereotypes, businesses can better understand the global nature of consumers and their complex identities. The Micro-Generations Matrix is a more nuanced, consumer-centric approach that helps overcome the limitations of generational study.