Life-Stages Consumer Insights

Trend - Connected diapers (or diaper add-ons) that alert caregivers when newborns require a diaper change are on the rise, prompting easier organization of the child’s schedule, and a better understanding of the general health of the baby being taken care of.

Insight - New parents, particularly Millennial parents, tend to be more open to raising children in a way that’s more progressive than the relatively traditional methods of parenting they were raised on. This can be observed in a variety of areas, whether that’s having children be more in-tune emotionally, having less rigid standards for gender expression, or incorporating technology in the process of raising a child.

Trend - Road safety is a two-way responsibility, shared between vehicles and pedestrians. As many technological advancements are geared to increase driver awareness, some designers create solutions for the pedestrians themselves who might be distracted by technology or have a visual impairment. In this way, the risk of injury becomes diminished.

Insight - Avoiding injury and damage is a prime concern for many individuals in cities. As more people move from rural towns to metropolitan centers to pursue opportunities, the anxiety increases as the environment becomes hectic and distraction-prone due to the influx of people. This results in a demand for objects and tech that have the ability to effortlessly capture the attention of individuals, allowing them to be alert in situations where their safety might be at risk.

Trend - As environmental awareness and sustainable lifestyles continue to be top of mind, a desire to instill similar values in kids is on the rise. As a result, the toy industry is expanding their offerings with activities and play sets that offer education on everything from food sustainability to concerns over ocean plastic.

Insight - Conscious consumers are looking beyond the mere impact and influence that they individually have on the environment, and instead they’re looking to instill those values and sentiments onto future generations. Realizing that the fight to save the planet requires much more generational engagement, a desire to impart knowledge onto children at a younger age is becoming more prominent. Thus, products and activities that offer more approachable ways to learn about the social and environmental impact of certain actions is becoming more readily available.

Trend - As consumers gear up for returning to school, companies offer whimsical products that draw inspiration from stationery. These are mostly part of novelty collections that merely draw on the aesthetic of notebooks, pens, and the like, instead of actually serving as conventionally functioning stationery.

Insight - Functionality trumps aesthetics for certain products, especially when said products are perceived to be disposable. For early Gen Zers, the personal brand takes precedence and it is strongly tied to the school environment. In the quest for accurate self-expression, many Gen Zers look for novelty products that will enable them to do so. In light of this, the industry presents a prosperous niche where disposable products can be used to inspire ones with a lengthier lifespan.

Trend - As the concept of the smart home is expanding and voice-control becomes a common feature of products, kid-friendly features enter the user interface of AI home assistants. These features engage, entertain and monitor children--alleviating some parental stress.

Insight - Being part of a digital-savvy generation, Millenials invite technology to play a formative part in their child's life. The integration of these features into the home allows for the parental aids to be omnipresent and close by when needed, adding a layer of convenience and security. In turn, this soothes the stress some might experience when they attempt to juggle life's tasks -- from going to work and doing chores to cooking meals for their kids and keeping up with the news.

Implications - Seeking to connect with kids through more engaging content, educational resources are evolving with the use of modern media outlets and platforms to better balance education with entertainment. Creating YouTube videos, TV shows and even pop-up experiences that blend elements of learning with storytelling, creativity and technology, brands are not only looking for ways to make learning more fun, but they're changing the way education is consumed, allowing for less formal, more interactive alternatives.

Trend - Products targeted to children, or parents of young children, are being made with upcycled materials that are purported to reduce environmental harm. Everything from clothing to toys are being produced with repurposed materials, allowing parents of young children more flexibility in lessening their eco footprint.

Insight - With older Millennials now being parents, the personal beliefs they hold are bleeding into how they approach childcare. Values like environmental responsibility and eco-friendly purchase decisions are now being imparted onto their Gen Z children, and shopping in a way that's sustainable is a large part of that. By introducing upcycled production into their kids' purchases, they're able to continue with their ethical shopping decisions in a way that also introduces those habits to the next generation.

Implications - For parents of picky eaters, mealtime can be a daily struggle. In an effort to better support these families and prevent children from developing poor eating habits, products that leverage age-appropriate mealtime interactivity and play are coming to market. This speaks to the desire that parents have to use tools to instill healthy eating habits in their kids proactively, rather than in a corrective way.

Trend - Now that Pro-Millennials have reached parenting age, expectations for the education system are shifting. Millennial parents are particularly interested in the emotional development of their children. Changes to the education system take time, but businesses are developing services to provide children with opportunities to foster self-awareness, and psychological well-being.

Insight - The reason why Millennial parents want to see more psychological and emotional development in the formal education system stems from their own experiences navigating the world today. This generation is statistically one of history's most reportedly anxious generations. As they age into parenthood, they have the will–and potentially, the power, due to their large numbers–to conceptualize and create the kind of world they wanted to grow and learn in for their own children.

Implications - Increasingly, diaper manufacturers are using sustainably-sourced and processed pulp in infant diapers. For eco-conscious parents who are unable or prefer not to use cloth diapers, a more sustainably-filled diaper satisfies their need for safe and environmentally friendly infant care solutions. Furthermore, this speaks to the incremental changes that many consumers are comfortable with making to be more environmentally-friendly in their consumption habits.