If you landed on this site it is not unlikely that you are searching for information about the generation born after the Millennial generation – or the generation born after the turn of the century. After the Millennials is the first and only consultant service and blog designated specifically to this generation. Or more precisely, it’s about the future they will shape and be shaped by in the coming years and decades. They are sometimes called the New Silents, Generation Z or the Homeland Generation. In this blog I call them Homeland Generation, but only as a working title. Because just like this blog, this new generation is a work in progress and will likely name themselves retrospectively. Nonetheless, empirical observations and generational theories allow us to already start to see some patterns.
My name is Anne Boysen and have studied this youngest generation since they were first conceived. Shortly after receiving my masters degree in Strategic Foresight, I was hired to do future oriented market research for one of the largest nutritional companies in the world. They wanted to learn how parents 5 to 25 years into the future would relate to infant care, child rearing and buying habits and hired a team of futurists to explore cutting edge trends and emerging issues. I was part of this team as researcher and project manager. Today this future is here!
Through years of exploring this new generation, their parents and the macro-environments they grow up in, I have experienced documented success in forecasting social changes and the new trends that often follow. Several of these new trends have manifested themselves and been confirmed by quantitative surveys and innovations leading to new product and marketing strategies years later. Here are a few examples:
- Our research team called it “iMedia” back in 2006. Today we call it Social Media.
- Online privacy: Despite the common notion that young people share “everything” online I predicted that younger people will embrace online privacy and ‘ephemeral social media’ experiences. Today there are ‘apps for that’.
- Childhood obesity: In 2011 I envisioned that the rise in childhood obesity would not continue. A plateau was reported in 2013, and in early 2014 the CDC could report a 43% decline in childhood obesity.
- Parenting: Based on generational theory and current trends I anticipated that Millennial parents would slow down the trend of overprotecting and over-scheduling children (helicopter parenting). I called it Resilience Parenting. A new survey reports that Millennial Parents is indeed more likely to embrace this new parenting approach.
But why should you care about this new generation? Because whether you work with product innovation, HR or marketing; whether you are an educator, parent or a grandparent, the next generation are the protagonists in the future. Can you afford to ignore them?
If you want to get in touch, collaborate or see how I can help your business, please don’t hesitate to contact me. Or you may just want to read a little more about how I work, what Strategic Foresight is all about or connect with me on LinkedIn.
I look forward to hearing from you!