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 Babyboom and Generation X are well known and agreed upon by sociologists. What comes after Generation X is still disputed. These cohorts are also labelled Millenials, iGeneration, Generation MTV, Generation Einstein, Generation Now, Next Generation, etc.
TrendsActive distinguishes two ‘younger’ generations: Generation Y and Generation Game. The names are arbitrary, the definitions absolutely not.
Please keep in mind that the age limits are not absolute, there is a transitional period of around five years.

born between 1990 – 2005
 

They look like us, they talk like us, but they are almost a completely different species. The Generation Game (also known as Millenials) grew up surrounded by technological advances such as (high speed) internet, mobile phones and MSN. 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 first Gen Gamers are entering the workforce, and they are causing quite a shock. The sooner companies get to know this generation, the better.

 

We can say a lot of things about Generation Y. For example: they are dualistic, optimistic realists who love eclectic stuff that’s real. The Gen-Yers are very different from their predecessors, Generation X, but surprisingly similar to the Generation that comes immediately after them (Generation Game). We sometimes call Generation Y the light version of the Game Generation (in the sense of Coca-Cola Light). Gen Y 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.

 

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 Generation Game. 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.

 

Everybody knows the Babyboomers. 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.