Youth

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]

Implications - Recognizing the strain of back-to-school-blues, brands are combating feelings of stress through more lighthearted marketing. In the age of social media and constant connection, consumers are more receptive to strategies that ease anxiety caused by intense social situations. Humanization and simplicity will result in consumers enjoying a welcome reprieve from daily stress. [More]

Implications - The desire for more education on essential, yet under-discussed topics such as sexual health or finance is echoed by both members of Generation Z and their parents alike. Educational resources that are explicitly teen-friendly by way of medium or messaging are manifesting as a result. This solidifies the idea that Generation Z is not a complacent youth generation, but one that thinks deeply about their future and potential success. [More]

Implications - In an effort to make brick and mortar retail spaces more of a destination for families, brands are offering in-store customization of toys and products for kids. Encouraging the children of maker parents to add their own personal touch to a product and make it truly unique to them, these brands are creating memorable moments for families to share in, enhancing engagement within the retail space. This interactivity appeals to the Gen Z demographic as they are interested in taking their world into their own hands and creating rather than passively buying. [More]

Implications - With their penchant for self-taught skills and digital prowess, kids are savvier than ever, empowering them to take center stage at their own festivals and events where they can gain new knowledge and show off their creativity. Modern parents increasingly want their children to have an entrepreneurial mindset from a young age, resulting in a huge shift from play-focused family activities towards educational and empowering activities that encourage personal growth. [More]

Implications - Skills like coding and engineering are more in-demand in the digital age. Parents are preparing their children for this through educational toys, but education on STEM practices is useful for those of all ages. Subscription kits that teach STEM open education up to all ages while also enabling streamlined learning. [More]

Implications - Creating a sense of positive brand recognition, brands that are looking to establish a presence on college campuses are doing so by offering career training and networking opportunities. This is especially poignant for members of Generation Z who are more career-focused and linear in their thinking than the Millennial generation. [More]