Youth Consumer Insights

Trend - Brands in the cosmetic and beauty industry are offering their products to kids to mimic adult spa rituals. These products transform the bath time experience into a relaxing and sensory-focused activity to help kids feel pampered.

Insight - Throughout the pandemic, adult consumers have altered their lifestyles to focus more on self-care through home spa solutions and mindful practices. The stress of the last two years has taken a toll on kids as well as adults. Because of this, parents and guardians are looking for wellness products and services geared toward kids to mitigate stress and practice wellness rituals together.

Trend - As STEM skills are introduced to children at earlier ages, brands are offering subscription boxes with educational toys, visuals and activities that help build and improve children's STEM skills over time.

Insight - Millennial parents are particularly focused on fostering skills that will one day help their kids adapt to the world, whether that's in work, recreation, or creative outlets. Millennial parents want to get their children accustomed to these necessary skills at a young age, so they come easier to them as they grow older.

Trend - Brands are creating virtual services that help children learn various skills online. These platforms include everything from language-learning to virtual cooking camps--all of which prioritize skill-building in children.

Insight - The ongoing pandemic has made consumers even more present online than they were prior to the pandemic, and consumers all over the world have turned to the digital space in unprecedented numbers to work, consume content and learn new skills. These habits haven't just formed in adults--parents are looking for ways to keep their children engaged with various virtual platforms created for needs like education, skill-building, or entertainment.

Trend - Virtual childcare has increased dramatically in the wake of COVID-19. These services include one-on-one and group sessions and typically span one hour. This emerging sector not only supports parents seeking free time but also employs caregivers unable to work amid social distancing regulations.

Insight - Parents working remotely while looking after their children are facing considerable challenges. With school closures and physical distancing regulations, the lack of in-person childcare has left many parents feeling overwhelmed. Without traditional, in-person support systems many would lean on during this phase of their life, parents are eager for an alternative to keep their children engaged and offer free time for parents to work, manage household chores, or have much-needed alone time.

Trend - Many companies are debuting different products to engage kids on the topic of COVID-19 rules and encourage them to wear face masks when in public. This comes in the form of educational coloring books, face coverings that can be customized at home, and even mask-wearing plush toys.

Insight - Amid the COVID-19 pandemic, the immediacy of wearing face masks at all times when in public is strongly asserted. Some parents, however, are finding it challenging to relate this importance to their children, and this problem is especially emulated as businesses reopen and kids go back to school. With their child's safety in mind, many consumers seek out solutions in the form of products that can engage, entertain, and encourage their offspring.

Trend - Brands and designers are attempting to encourage children by teaching them manners and accountability. This comes in the form of products that track routines and chores, as well as sophisticated designs that are kid-friendly in functionality but boast grown-up aesthetics.

Insight - The government-imposed COVID-19 restrictions have caused many families to remain at home and in order to maintain peace, consumers are looking for ways to keep each other accountable in the house. This is especially pronounced within the child-parent relationship and adults are taking advantage of this time at home. They are engaging their kids in various activities that contribute to the child's overall character, whether it be pertaining to responsibility and maturity or simply something enriching like a new skill.

Trend - Amid the pandemic, many students will be learning from home this school year and in an effort to mimic the traditional school experience, brands are launching products ranging from mobile at-home dorm rooms to at-home recess boxes. These products will help students of all ages recreate the traditional school or college experience.

Insight - The pandemic has restricted many Gen Z consumers from experiencing traditional milestones that many of their parents and siblings went through. While adjusting to the current situation, these demographics are looking for ways to recreate these traditional experiences in their homes. This helps maintain a sense of normalcy and allows them to cope with feelings of anxiety. These consumers will flock to brands that understand this need and offer safe alternatives to mimic these "missed" experiences.

Trend - Food companies are attempting to cater to younger demographics by building menus that boast interesting experiences in affordable ways. Pertaining to cuisine, aesthetics, or both, the emphasis is placed on fresh, healthy, and local food, as well as on sharable plates.

Insight - Gen Z consumers are growing up in a cultural Zeitgeist that is defined by things like globalized diversity and the wellness movement. As a result, members of this demographic are showcasing an adventurous spirit, pertaining to the products and services they opt-in for. Given that many have not fully come into their buying power yet, Gen Z consumers are looking for affordability when considering an adventurous or health-focused experience.

Trend - The "cottagecore" aesthetic has become increasingly popular among consumers. This demographic is opting to don simplified clothing like sun hats, draped muslin dresses, and peasant-inspired dresses. The cottagecore community is flourishing on social media with various influencers leading the subculture.

Insight - When things feel chaotic and out of control, consumers often revert back to what is comfortable and familiar. Due to an unstable political climate, eco-anxieties, and the adjustment to the "new normal" of COVID-19, many consumers are looking for a safe and comforting form of escape. This demographic is engaging in traditional American activities like knitting, baking, and crafting alongside their community to express tenderness, connection, and their yearning for a more idyllic life.

Trend - Many of society's functions have come to a halt because of the COVID-19 global pandemic, affecting companies and consumers alike. As summer season comes, companies are swapping out summer camps for virtual experiences.

Insight - During times of high-stress, especially at a global scale, consumers are looking for a way to escape through safe experiences that recall natural routines. As summer comes, they are becoming more restless with mandatory physical distancing and restrictions. As a result, they turn to companies that offer virtual experiences that are reminiscent of normal life before the pandemic.