Another year—and more breathless change for us to learn about! We’re seeing a faster trend evolution than ever, given the pace of technological change these days and the global nature of our digital networks. Brands and marketers are now navigating an increasingly sophisticated consumer landscape.
After attending the 2018 Marketing Evolution Summit recently, here is just a small snapshot of a few of the most interesting trends, themes and phenomena to keep on your radar:
- Here come the Xennials
What will adulthood look like in 2020? A new generational cohort is emerging – one that marketers can’t ignore. Xennials, also known as New Adults, are a micro-generation, aged 30 to 45. They are older than typical millennials, but younger than generation X.
In advertising’s rush to woo millennial consumers, their older counterparts often feel overlooked, or alienated. An article featured in New York Magazine discusses: “For the good of both us old millennials and our young millennial siblings and friends, let’s stop acting like we’re all in the same boat.”
Having spent the last decade on the roller coaster started by the financial crisis, New Adults are now upending all the traditional markers of adulthood. The generation that popularized much of today’s hipster culture still seeks brands that are edgy and relevant but, today, they increasingly want a more refined and “adult” experience.