Youth

Implications - With interactive products and services related to play or STEM-learning for kids saturating the market, smaller brands are introducing a relatively overlooked art among children – cooking. The empowerment of "kid chefs" through various tools, subscriptions and services allows for the existence of both independent learning and interpersonal bonding within families – based in the preferences of Millennial parents prioritizing individual growth in their children. [More]

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 companies trying to lure and retain Millennial employees, student loan repayment benefits are topical efforts that have the opportunity to encourage loyalty. This creative benefit strategy challenges the workplace stereotype that Millennials are less concerned with money and are more enticed by lifestyle-based perks. As the high cost of replacing fickle Millennial workers remains a consideration for employers and the average repayment balance for graduates continues to rise, efforts like this serve as an effective retention strategy by aligning the values of the employer and employee. [More]

Implications - Whether in the form of pre-made snacks or supplement powders, protein-powered products that ensure children consume an adequate amount of energy-boosting food and drink are winning over wellness-driven parents. This progression highlights the relationship between adult and children's wellness fads, as well as the interest in child-safe healthcare products that satisfy the same expectations as products championed for their adult parents. [More]

Implications - Offering more than a game or activity, modern toys are doubling as unique accessories for increased functionality. From stuffed animals that transform into clothing accessories to toys that you can wear around your wrist, these examples not only speak to the need for more practical sources of play, but also to how brands are seeking to become much more ingrained in the lifestyle and routine of their consumers. [More]

Implications - Brands are offering business models that aim to empower children, getting them involved in everything from travel planning to digital money tracking. This shift comes as Millennial parents increasingly consider independence and skill-building to be invaluable when raising their children. [More]

Implications - Educational programs for children are now being offered in virtual formats that offer a more entertaining learning experience. This shift comes as traditional passive learning techniques are slowly phased out, to be replaced by more engaging and interactive methods. Immersive education in this form offers a diversity and flexibility for parents and children alike, as it sidesteps the physical and mental limitations of the classroom. [More]

Implications - In light of the movement towards healthy choices for kids, the obverse side of that development has been hyper-decadent treats. Fusing classic candy and dessert favorites with already decadent beverages like soda and milkshakes, brands offer up sweet drinks as a reward for otherwise healthy eating. Recognizing and appealing to an acceptable degree of indulgence opens up avenues for guilt-free consumption in an industry dominated by health-conscious marketing tropes. [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 - 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]