# Breeding Benevolence Parents turn to socially conscious children's products & services. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Jul 28, 2012 | Category: [Social Good](https://www.trendhunter.com/pro/category/social-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/breeding-benevolence ## Key Figures - Trend score: 3.7/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Dec 20, 2011 to Jul 10, 2012 - Published: Jul 28, 2012 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Millennial - Top markets: North America, Europe, Asia ## Themes within the Breeding Benevolence trend ### 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. ### 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. ### 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. ## What the Breeding Benevolence trend means for industry ### For 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 for Breeding Benevolence Trend score 3.7 out of 10, from popularity 52%, activity 51%, freshness 8%. - Popularity: 52% - Activity: 51% - Freshness: 8% ## Examples of the Breeding Benevolence trend 7 featured examples from Dec 20, 2011 to Jul 10, 2012. - [Principled Children's Fashion](https://www.trendhunter.com/trends/tiny-revolutionary): Tiny Revolutionary Creates Kids Tees with Positive Messages (Category: Social Good) Implication: The children's fashion industry can explore disruptive innovation opportunities by incorporating positive and empowering messages into their clothing lines. - [Eco Ocular Washing Machines](https://www.trendhunter.com/trends/swish-sustainable-diaper-cleaner): The Swish Sustainable Diaper Cleaner Encourages Cloth Nappy Use (Category: Eco) Implication: 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… - [Empowering Crochet](https://www.trendhunter.com/trends/pebble-baby): Fair Trade 'Pebble' Baby Line Employs Women in Bangladesh (Category: Social Good) Implication: Disruptive innovation opportunity: Incorporate sustainability and ethical practices into the production of baby toys and accessories. - [Organic Handmade Rattles](https://www.trendhunter.com/trends/noli-noli): 'Noli Noli' Uses Beeswax and Shea Butter for Natural Fun (Category: Life-Stages) Implication: 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. - [Eco-Friendly Toy Subscriptions](https://www.trendhunter.com/trends/little-pnuts): Little Pnuts Sends Your Children an Exciting Surprise Each Quarter (Category: Eco) Implication: 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… - [Socially Conscious Newborn Fashion](https://www.trendhunter.com/trends/rockin-baby): Rockin Baby Benefits Haitian Mothers with "One-for-One" Slings (Category: Social Good) Implication: Fashion brands can incorporate social and environmental responsibility in their businesses, appealing to socially conscious consumers who want sustainable and ethical products. - [Cuddly Comfort Donations](https://www.trendhunter.com/trends/happy-blankie): Happy Blankie is a One-for-One Business Giving Children Something Soft (Category: Social Good) Implication: Retailers can adopt the One-for-One Giving model to increase customer loyalty and make a positive social impact. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Social Good - [Athlete-Partnership Charity Pizzas](https://www.trendhunter.com/trends/nick-bosa) - [Pet Rescue Food Donations](https://www.trendhunter.com/trends/badlands-ranch) - [Life Jacket Technology Advancements](https://www.trendhunter.com/trends/life-jacket-technology) All articles: [Social Good](https://www.trendhunter.com/socialgood)