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Life-Stages Consumer Insights

Connected Diaper
Connected diapers for infants offer more easily manageable changings
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.
Workshop Question - How could your brand appeal to the new ways of thinking that come with generational differences?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Assisted Crossing
Brands are finding ways to better pedestrian safety through tech and design
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.
Workshop Question - How might your brand succeed in capturing the attention of the distracted consumer?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eco Education
Kids' toys evolve to offer elements of environmental awareness
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.
Workshop Question - What role are you as a company playing in terms of educating and influencing future generations on areas related to social good or the environment?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Stationery Aesthetic
For back-to-school, brands are drawing product inspiration from stationery
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.
Workshop Question - How could your brand curate a product that allows consumers a path for self-expression?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Speaker Companion
Kid-friendly features are being introduced to smart speaker systems
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.
Workshop Question - How can a voice-assisting feature enhance the feeling of companionship for your product?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Edutainment
Educational resources for kids adapt into more entertainment-focused options
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.
Workshop Question - How might you better connect with younger consumers through more content-specific strategies?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upcycled Play
Children's products are increasingly produced with upcycled materials
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.
Workshop Question - How could your brand place a greater emphasis on sustainable production?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Picky Play
Age-appropriate elements of play are brought into mealtime for picky eaters
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.
Workshop Question - How can your brand help your consumer be more proactive about thwarting bad habits?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
EQ Education
Early childhood education integrates emotional development to speak to modern needs
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.
Workshop Question - How could your brand better provide emotional growth for your customer?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Enviro-Diaper
Sustainably-sourced and processed diaper pulp serves as an accessible eco-swap
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.
Workshop Question - Identify one change your brand could make in creating a more sustainable offering
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends