Category
Lifestyle
Assisted Choices
Trend cluster
Category
Breeding
Benevolence
Parents turn to socially conscious children's products & services.
3.7
Trend score
Trend
What is the Breeding Benevolence trend?
Breeding Benevolence: Today's younger consumers are more socially conscious, whether they're concerned about the environment or the clean water crisis in developing economies. According to a 2012 report from Nielsen, almost half of the under-40 consumers surveyed indicated a willingness to pay more for products and services from companies associated with a social cause. It follows, then, that today's parents are more willing to purchase conscious children's products and services, from newborn clothing and baby rattles to green toys, thereby introducing and spreading the message of socially responsible living to their children.
Trend themes
Themes within the Breeding Benevolence trend
Three behaviours holding the trend together01
Socially Responsible Products
Consumers are demanding more eco-friendly and ethically sourced products, and children's products aren't exempt, giving rise to social enterprise and conscious consumerism opportunities.
02
One for One Business Model
One-for-one business models like Happy Blankie and Rockin Baby show how a simple gesture can go a long way for both customers and those in need, paving the way for socially conscious brands and an opportunity for goodwill enterprise.
03
Toy Subscription Service
Toy subscription delivery services from Little Pnuts are attracting conscious parents with eco-friendly and sustainable product options, presenting an opportunity for toy makers to adapt to the ecommerce industry's changing demands.
Industry implications
What the Breeding Benevolence trend means for industry
Where the trend changes the playbookFor
Social Enterprise
A socially conscious business model doesn't only benefit the community but can also enrich a brand's perception, making this an opportune time for socially responsible enterprise.
For
Eco-Friendly and Sustainable Products
The demand for eco-friendly children's products can not only improve marketplace perception but also conserve the environment, opening doors for sustainable ventures catering to modern conscious consumers.
For
Toy Manufacturing and Online Retail
Toy manufacturers can take a cue from Little Pnuts' toy subscription service, combining sustainability and ecommerce into innovative product delivery methods, marking an opportunity for emerging online retailers.
Trend signals
Trend signals for Breeding Benevolence
Trend score 3.7 out of 10, from popularity 52%, activity 51%, freshness 8%.
Popularity52%
Activity51%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Breeding Benevolence trend
7 featured examples from Dec 20, 2011 to Jul 10, 2012CategorySocial Good
Principled Children's Fashion
Tiny Revolutionary Creates Kids Tees with Positive Messages
The children's fashion industry can explore disruptive innovation opportunities by incorporating positive and empowering messages into their clothing lines.
CategoryEco
Eco Ocular Washing Machines
The Swish Sustainable Diaper Cleaner Encourages Cloth Nappy Use
There is a great opportunity for companies in the home appliance industry to create compact and energy-efficient standalone devices that offer the same efficiency as traditional m…
CategorySocial Good
Empowering Crochet
Fair Trade 'Pebble' Baby Line Employs Women in Bangladesh
Disruptive innovation opportunity: Incorporate sustainability and ethical practices into the production of baby toys and accessories.
CategoryLife-Stages
Organic Handmade Rattles
'Noli Noli' Uses Beeswax and Shea Butter for Natural Fun
The toy manufacturing industry can explore the use of organic materials and artistic design to create unique and eco-friendly toys like Noli Noli's rattles.
CategoryEco
Eco-Friendly Toy Subscriptions
Little Pnuts Sends Your Children an Exciting Surprise Each Quarter
The toy industry can incorporate eco-friendly and kid-powered toy concepts to innovate and improve their offerings as a response to growing consumer demand for sustainable and bat…
CategorySocial Good
Socially Conscious Newborn Fashion
Rockin Baby Benefits Haitian Mothers with "One-for-One" Slings
Fashion brands can incorporate social and environmental responsibility in their businesses, appealing to socially conscious consumers who want sustainable and ethical products.
CategorySocial Good
Cuddly Comfort Donations
Happy Blankie is a One-for-One Business Giving Children Something Soft
Retailers can adopt the One-for-One Giving model to increase customer loyalty and make a positive social impact.
