A global study conducted by the LEGO Group reveals that girls as young as five experience pressure to attain perfection and this impacts their creative confidence. The study highlights societal trends affecting children's creative development, emphasizing the need for change to unlock girls' creative potential. Language bias also plays a significant role, with gendered descriptions disproportionately attributing certain traits to boys over girls.
Addressing the findings of its global survey, which will undoubtedly be useful for market research, the LEGO Group launches a series of initiatives, including free workshops, a parenting guide, and collaborations with partners like Save the Children and The LEGO Foundation. The goal is to foster an inclusive environment where girls can freely express their creativity and play without fear of judgment or pressure for perfection. Through these efforts, the LEGO Group aims to empower girls and promote gender equality in creative spaces.
Brand-Led Global Studies
The LEGO Group Conducted a Study That May Inform Market Decisions
Trend Themes
1. Creative Development Trends - Exploring societal influences on children's creativity and addressing gender biases for inclusive innovation opportunities.
2. Innovative Market Research - Utilizing global studies to inform market decisions and develop initiatives that empower and engage target audiences.
3. Gender Equality Initiatives - Fostering inclusive spaces for girls to express creativity freely and partnering with organizations for impactful collaborations.
Industry Implications
1. Toy Manufacturing - Incorporating insights from global studies to create gender-inclusive toys and experiences that enhance children's creative confidence.
2. Market Research - Leveraging data-driven approaches to understand societal trends and implement strategies that resonate with diverse consumer demographics.
3. Education & Nonprofit - Collaborating with companies like The LEGO Group to promote gender equality in creative education and empower girls through innovative learning initiatives.