Youth

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]

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 - 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]

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 - 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]