The Insights Family
Toys for the future Photo by Guillaume-de-Germain on Unsplash One in four kids aged 3–9 worldwide list climate change as their top social concern.
In its regular column for ToyNews, The Insights Family considers the factors that are shaping the greenest generation yet, and what brands need to do to establish trust
T
he next generation of consumers are incredibly connected via social platforms, making them more
switched on to social issues than any generation before them. Influenced by idols their own age, such as Greta Thunberg and Isra Hirsi, kids are hyper-aware of current environmental issues and how the issue of global climate change threatens to affect their lives. In the last six months, 1 in 4 kids aged 3–9 worldwide listed climate change as their top social concern. Sustainability is at the forefront of kids’ minds; last year, 55 per cent of the same demographic said that they often consider the impact of their actions on the environment. Increasingly, sustainability is being taken very seriously within the global toy industry, with many manufacturers and brands making pledges to rethink their impact on the environment. For toy brands, much of the emphasis has been around reducing the use of plastic as much as possible. In recent years, we have seen the rise of plastic- free packaging, more use of renewable materials in products whenever possible
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and global leaders committing themselves to becoming carbon-neutral. Mattel, for example, has pledged to achieve 100 per cent recycled, recyclable or bio-based plastic materials by 2030. Similarly, Hasbro has reissued environmentally friendly versions of iconic toys including Mr Potato Head and NERF guns. This highlights the opportunity for brands to embrace sustainability, take up the challenge to innovate and improve both their product design and business operations, and to act as leaders in the toys and games sector. When we look at the impact of toys on the environment, we can consider the life cycle of a toy. In a rather unique way, toys are one of the few consumer goods that can be reused, passed on or stored away because of their emotional and sentimental value. One of the main
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barriers to passing on toys may be that families do not know how to pass them on safely, highlighting the opportunity for toy brands and manufacturers to partner with kids’ charities that could manage donations. Supermarkets and recycling points could also offer easy drop-off points, making it easier for parents to act environmentally. The environment is also a top concern amongst parents, ranking as the fifth biggest concern amongst parents across the world. According to Parents Insights data, it ranked as the fourth biggest concern amongst parents surveyed in the UK over the last six months. With parents being the primary source of money for kids aged 3–9, it is key for brands to mirror the values of parents when planning their marketing and product strategies. By adapting to fi t
1 in 2 kids aged 6–12 in the UK said they would spend more on something that is environmentally friendly and sustainable – an increase of 8% over the last 12 months
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