generational trend brief 2013

new aspirations by generation

© 2013 Sphere Trending, LLC

GENERATIONAL TREND BRIEF

2013

Sphere Trending is known for its

Generational Expertise

<18 18-36 37-46 48-67 68+

74 84 43 80 47

million million million million million

by the numbers


ages:

pop:

fearless

culture maker

culture

curated

culture independence

culture

prime timers gen x gen now zoomers

goal

design mantra

needs

identity

ages 18-36 ages 37-46 ages 68+ ages 47-67

mash-up

be brave

connect to

technology

be practical

fluid

connect to

family

be indulged

selective

connect to

friends

be rejuvenated

comfort

connect to

community

new aspirations by generation


32% of Gen Now adults have already

achieved home ownership and the

majority of the rest of the generation

consider it a future goal. ERA Real Estate

Be Brave Post-Recession – we have a

whole new generation of homeowners

and they love color, design and

texture; home is a personal style

statement of themselves.

gen now, they are the….

newest homeowners © 2013 Sphere Trending, LLC

ages 25-36

23% of total households

21% of after tax spending

• age compression

• dream differently

• ethnically diverse

• raised with technology

• first creative class

• smartest generation

• “do-it-my-way” consumer

gen now, just the facts….


DESIGN RULZ


BUMBLE CAFE


gen x, they are ….

key family homeowners

In key family formation/raising stage

Looking for a home where rooms can

multi-task as needed

Gen X are entering their peak earning

years yet stymied on upward home

mobility due to the disastrous effect of

the recession on their current home

equity and earnings.

ages 37-46




• two-thirds of Gen X are married

• 71% have minor kids at home

• design savvy

• practical; authentic

• entrepreneurial

• creating haven & hive

• trading down to trade up

• “do-it-yourself” consumer

gen x, just the facts….


TWIN CITY CLOSET

DESIGNING SOLUTIONS


STYLE ESTATE


zoomers, they are the….

affluent homeowners

ages 47-67



Younger boomers have 31 years more

of expected life than their

counterparts in the last century – new

lifestage called “Adulthood II”

Currently, staying put in the workforce

and staying put in their homes - about

74 percent expect to work in

retirement Bloomberg


• physically and mentally 20

years younger than prior

generations at their age

• redefining luxury &

discretionary income

• 4 generation caregivers

• “do-it-for-me” consumer

• close connection to

grandchildren & family

• buying experiences & lifestyle

zoomers, just the facts….


TERRAIN

AD


ALDO BERNARDI


TERRAIN

risk adverse

generic event

mainstream style

good enough

selling (push)

brave & bold

an adventure

signature style

something special

inspiring (pull)

new conversations for new generations


©2013 Sphere Trending LLC

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generational trend brief 2013

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