Consumer Insights > Life-Stages

Chocolate brands are beginning to target their products specifically to Millennial and Gen Z demographics by combining their offerings with the various fads and trends that these generations are drawn to. This shift serves to cater to the desire of these consumer groups to engage with brands on another level – whether that be through social channels, or simply an enhanced interest in their more dynamic products. As brands seek to create better connections with consumers, doing so by tapping into their niche interests takes their products and services to the next level. [More]

Implications - Targeting low-wage earners, brands are creating budget-friendly products that boast practical, familiar characteristics at significantly reduced prices. This speaks to younger consumers, like Millennials and members of Gen Z, who are eager to enjoy the luxuries of adulthood, but have yet to achieve financial independence. New product developments showcase different avenues for brands to cultivate ongoing loyalty with consumers, as they progress into more independent and prosperous life stages. [More]

Implications - Though Boomers don't engage with social media as much as other generations, this doesn't mean they don't spend time online. Having more free time and longer attention spans than Millennials or Gen Z, Boomers are more likely to use time online browsing professional websites such as LinkedIn and social news outlets. This calls for longer videos, more mature content creators and lengthy online adverts targeting those who are seeking more serious, long-form content. [More]

The popularity of fashion and beauty blogs as a significant source of entertainment and inspiration has reached the Baby Boomer generation. Their involvement in this form of creative expression counters the notion that the Boomer generation only recognizes traditional artistic platforms. The demographic's entrance into this particular platform signifies the proliferation of not just the Internet, but Internet culture in new, unexpected places. [More]

Implications - Toys that are conducive to tactile building activities improve motor skills and spatial understanding. Updating these for the increasing necessity of digital skills means adding an interactive component. This increases the engagement of the toys, while also contributing to the development necessary in the digital age. [More]

Implications - Progression into parenthood sees health-focused Millennials looking to parallel their devotion to fitness into their children’s lives. As a result, brands pull ideas from technological markets, such as virtual reality, as a way to offer innovative new solutions to traditional activities of play. Younger generations growing up in the digital age understand the importance of being digitally connected in all facets of their lives. [More]

Digital toys are incorporating musical features into their functions in order to enhance user experience. The infusion of music into toys with varying digital functions enhances engagement with them on a multi-skilled level. This shift speaks to the cultivation of both intellectual and creative skills on parents' end, especially as Millennial parents reveal a focus on wanting to raise well-rounded children who have the flexibility to experiment. [More]

Implications - As IoT continues to take over and connected technology seems to be getting more sophisticated by the second, brands are releasing peripherals that can make the transition into a high-tech lifestyle much more simplistic. Particularly helpful for non-digital natives such as Gen X and Boomers as well as those who are just being introduced to the connected landscape, products that are foolproof act as buffers that prevent user error. While technology may be getting smarter, we're seeing a ripple effect towards simplicity and ease of use within consumer priorities. [More]

Implications - Boomers are redefining what it means to age by prioritizing new experiences and satisfying their sense of curiosity. Examples are seen in travel, entrepreneurship, and beyond. This shows that the characteristics this generation displayed in their youth remain intact as they age, a lesson that is invaluable when considering the growth cycle of today's youth demographics. [More]

Implications - With 90s nostalgia in full swing throughout the fashion and beauty industries, brands are incorporating iconic motifs into their back-to-school products to resonate with younger consumers. Modern youth is experiencing high rates of stress and anxiety which can be amplified when faced with returning to studies. However, statistics are showing that young students are finding joy in back-to-school shopping where they get to have a say in what's being purchased for them, encouraging brands to incorporate feel-good nostalgia into their offerings. [More]