New Aspirations by Generation - The 2013 Generational Trend Brief by Sphere Trending features attitude shifts and macro trends shaping the aspirations of Gen Now, Gen X, Zoomers and Prime Timers. For more on our generational research and trend forecasts contact www.spheretrending.com

1. new aspirations by generation
© 2013 Sphere Trending, LLC
GENERATIONAL TREND BRIEF
2013

2. 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
© 2013 Sphere Trending, LLC
ages:
pop:

3. fearless
culture
maker
culture
curated
culture
independence
culture
prime timersgen xgen 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
© 2013 Sphere Trending, LLC

4. 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

5. • age compression
• dream differently
• ethnically diverse
• raised with technology
• first creative class
• smartest generation
• “do-it-my-way” consumer
gen now, just the facts….
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DESIGN RULZ
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BUMBLE CAFE

6. © 2013 Sphere Trending, LLC
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
18% of total households
21% of after tax spending
© 2013 Sphere Trending, LLC

7. • 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….
© 2013 Sphere Trending, LLC
TWIN CITY CLOSET
DESIGNING SOLUTIONS
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STYLE ESTATE

8. © 2013 Sphere Trending, LLC
zoomers, they are the….
affluent homeowners
ages 47-67
38% of total households
41% of after tax spending
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
© 2013 Sphere Trending, LLC

9. • 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….
© 2013 Sphere Trending, LLC
TERRAIN
AD
© 2013 Sphere Trending, LLC
ALDO BERNARDI

10. © 2013 Sphere Trending, LLC
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

11. ©2013 Sphere Trending LLC
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To learn more about our deep dive generational
trend forecasts and customized macro trend
reports, contact us today:
www.spheretrending.com
email: mmankvitz@spheretrending.com
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