Babies

Implications - Brands begin creating cosmetic-like toiletry products for children in the hopes of generating a loyal following from young consumers. Typically adult-oriented products like perfumes are being redesigned for younger demographics, as a way for children to get a head-start on their personal brand and experiment with their personal preferences. Brands that begin to target young consumers first, are likely to remain in the consumers’ mind and therefore more likely to holster a loyal audience. [More]

Implications - For infants with allergies to cow's milk, the recent prevalence of infant formulas featuring goat's milk signals an increased appetite for hypoallergenic alternatives. Goat's milk formula serves as a nutritious alternative for parents prioritizing health and wellness for their infants, and underlines the evolution of large brands as they increasingly accommodate niche consumer needs and interests. [More]

Implications - As streetwear inspirations permeate all levels of contemporary fashion culture, established brands expand on their cult statuses by introducing capsule collections designed for young children. This progression speaks to the ability of brands to provide new product ranges that keep their original demographic enthralled as they age, as well as the new emphasis on youth-targeted options that broaden luxury experiences up to being family activities. [More]

Implications - Brands are now accommodating a new generation of parents that often prioritizes personal health and pre-pregnancy routines, alongside their new responsibilities as parents. This reactive shift recognizes the importance of multifunctionality in convenience, as it takes a "two birds one stone" approach to parenting while maintaining health. [More]

Implications - With environmental pollution being hazardous to health and only gaining intensity in populated areas, brands are beginning to create products for infants that prevent them from breathing in contaminated air. These emerging innovations come as babies are the most vulnerable population, highly susceptible to the health hazards associated with pollution. This shift reflects the widely acknowledged fact of climate change and pollution's effects, and works to cater to concerned consumers' desire for preventative products, rather than those that simply offer treatments post-consequence. [More]

Implications - Millennials are notoriously globally minded, using the Internet as a way to gain insight into social issues and expose themselves to different situations to gain empathy. They want to instill the same values in their children. Toy companies are responding by crafting products and services that not only expose kids to various issues, but educate them on how to practice empathy in a tangible way. [More]

Implications - Between paying off school debt and having taken on unpaid internships and other career hardships, the older Millennial is not willing to sacrifice their career to have children. They plan to maintain both by leveraging the help of assistive technology. This goes beyond the logistics of parenting, and into productionizing qualitative aspects of parenting. [More]

Implications - Creativity and self-expression are important to the socially minded Millennial. This does not change as the Millennial enters parenthood, and in fact is a value they're passing on to their own children. Brands are responding by developing products that are conducive to an aspirational, enviable childhood. [More]

Implications - Having gone through post-secondary education during the recession, Millennials have accumulated a fair amount of debt. This adds conflict to their transition into parenthood. As a response, services that are more economical in their approach to baby products are well received. In stark contrast to "budget-conscious" services, these focus on giving the Millennial more bang for their buck, enabling a happy balance between aesthetic-friendly services, and those that offer savings. [More]

Implications - The Millennial consumer remains motivated by the same things as they age. One of their key motivators being personal brand and a sense of fun and adventure, Millennial parents will react positively to fad-focused parenting products. This demonstrates the Millennial's need to balance between the self and tangible responsibilities as they age. [More]