Generation Trends

Generation trends are the characteristics of a whole generation. They highlight the deep desires, needs, fears and pleasures of a certain age group, on which many choices in life are based.

Generation trends can last from fifteen years up to a whole lifetime of a generation. They are based on key (disruptive) generational events and the so-called formative years of a generation: the timeframe during which the members of the generation were between 12 and 24 years old.

We work with four generation cohorts. Generation Baby boom and Generation X are well known and agreed upon by sociologists. What comes after Generation X is still disputed. These cohorts are labelled Millenials, iGeneration, Generation MTV, Generation Einstein, Generation Now, Digital Natives, Next Generation, etc.

TrendsActive distinguishes two ‘younger’ generations: Millennials and Digital Natives. The names are arbitrary, the definitions absolutely not.
Please keep in mind that the age cohorts are not absolute, there is a transitional period of around five years.

 

 

DIGITAL NATIVES

DIGITAL NATIVES

They look like us, they talk like us, but they are almost a completely different species. The digital natives grew up surrounded by technological advances such as (high speed) internet, mobile phones and social media. They learn and think differently and have different priorities in life than generations before them. They grew up in prosperous, quiet times and are more visual than we can imagine. The sooner companies get to know this generation, the better.

Born between 1995 – 2010

  1. Keywords:
  2. born digital
  3. /
    digital natives
  4. /
    distracted
  5. /
    generation trend
  6. /
    learning by doing
  7. /
    self-centred
Samples of questions that will be answered
  • What makes the digital natives so radically different?
  • How can I catch their attention?
  • How do the digital natives like to see themselves depicted?

MILLENNIALS

MILLENNIALS

We can say a lot of things about millennials. For example: they are dualistic, optimistic realists who love eclectic stuff that’s real. The millennials are very different from their predecessors, generation X, but surprisingly similar to the generation that comes immediately after them (digital natives). We sometimes call millennials the light version of the digital natives (in the sense of Coca-Cola Light). The millennial generation is a very important cohort, as they were the first generation to grow up after the Cold War. In a new world order and its explosion of technology, new media, products and marketing.

Born between 1980 - 1995

  1. Keywords:
  2. generation trend
  3. /
    media aware
  4. /
    millennials
  5. /
    positive and realistic
  6. /
    realness
  7. /
    smart and skilled
Samples of questions that will be answered
  • Why should I focus on millennials?
  • What does conscious positive realists mean?
  • How do the millennials like to see themselves depicted?

GENERATION X

GENERATION X

The so-called ‘forgotten generation’ are treated true to their name: like they are virtually forgotten. Few brands seem to focus on the wishes and needs of this generation. That is a pity, as the Gen X-ers are the parents of Digital Natives. Therefore, they have more influence on the youngest generation than companies may realize. X-ers are also on the brink of taking over companies and politics from the boomers – and when they do, they will do things differently.

Born between 1960 - 1980

  1. Keywords:
  2. anti
  3. /
    busy
  4. /
    cynical
  5. /
    generation trend
  6. /
    generation x
  7. /
    limited edition
Samples of questions that will be answered
  • How can I reach Generation X?
  • Why is the forgotten generation relevant to my business?
  • What will this generation do different when they come into power?

BABY BOOMERS

BABY BOOMERS

Everybody knows the Baby boomers. They are the biggest generation cohort with the greatest wealth of any generation. In contrast to the generations before them, they like to spend their money. They are very active and open to new experiences. These facts alone should make this generation the focus of many companies. But, surprisingly, most companies seem to focus only on the young. So it’s not surprising that most Boomers still don’t feel understood and catered to by brands and organizations. This lecture presents the tools to unlock the Babyboom potential.

Born between 1945 - 1960

  1. Keywords:
  2. babyboomers
  3. /
    dominant
  4. /
    generation trend
  5. /
    health
  6. /
    quality
  7. /
    wealth
Samples of questions that will be answered
  • How can I appeal to baby boomers?
  • How digital savvy is this generation?
  • How do baby boomers like to see themselves depicted?

KIDS (& PARENTS)

KIDS (& PARENTS)

The age group of 0 to 12 year olds are a difficult one to grasp. There are three reasons for that. 1. There are huge differences within this age group – from a developmental psychological point of view a four year old and a nine year old are completely different  2. Also, kids cannot be seen separate from their parents. 3. This group has not gone through their formative years (12-24 years old) yet.

Therefor TrendsActive’s kids research takes the current zeitgeist and the parents of today as the foundation for its kids trends. Today’s world is very different than it was just a decade ago and this has a big influence on the kids of today. We also see shifts in raising children with new millennial generation parents. Kids have more influence on their parents than ever before and it has been said that we have entered the ‘era of the child’. Therefore, this generation deserves special attention. Get to know them before it is to late.

  1. Keywords:
  2. born digital
  3. /
    cradle to grave marketing
  4. /
    digital pacifier
  5. /
    generation trend
  6. /
    kids
  7. /
    parents
  8. /
    project parents
Samples of questions that will be answered
  • What is so different about the world today and how does it affect kids growing up?
  • How can I get the attention from parents?
  • Why are kids relevant for my business?
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