The Insights Family
the changing priorities of families across the UK, toy brands and manufacturers will not only benefi t by earning the support of today’s parents but they will also gain the loyalty of future consumers.
Key takeaways Kids and parents value sustainability and are increasingly looking to make environmentally conscious purchases. By acting within these values, brands will appeal to the family audience and make their audience feel that they are empowered to be the change and make a diff erence. Sustainability is more than just packaging. Brands must be sure to place genuine importance on the environment throughout all business operations, including advertising, content, licensing, marketing and sales strategies. Products that are reusable and durable will earn the support of kids and parents who prioritise sustainability. Toy brands have the opportunity to use this to their advantage by building toy worlds with collectable, additional components that will engage repeat custom.
Infl uences Diff erent factors shape the attitudes of kids and are ensuring that sustainable practices will become the norm. Brands can look to reach their target audience by moving into these spaces and refl ecting the values of young consumers.
Education
Sustainability is being woven into the school curriculum and is taught to children from an increasingly young age.
Content Entertainment platforms, video games and TV shows are promoting sustainability and shaping the narrative on climate change action, meaning kids are exposed to it throughout their ecosystem.
LEGO
Above: Graph shows the percentage of children aged 6-12 who said that they would spend more on something that is environmentally friendly and sustainable
Social media For the digital native generation, it is easier than ever for eco-inspiration to come from someone their own age. Greta Thunberg, 19, has 11 million followers on Instagram and Isra Hirsi, also aged 19, has 210 thousand followers on Twitter.
Responsibility for change
Brands Transparency is a key priority for maintaining trust with this constantly connected generation. Brands should evaluate how they can build their sustainability appeal. Brands already utilising sustainable practices should consider how they can push this environmental impact to the forefront of marketing campaigns.
Parents Sixty-three per cent of parents across all generations agree they encourage
is a key example of a brand that has committed itself to making a
positive impact by building a sustainable future. It has stated that it aims to make all core LEGO products and packaging from sustainable materials by 2030. Additionally, one of its schemes, called LEGO Replay, promotes a circular, zero-waste economy by giving consumers the chance to pass their bricks on to children in need of play, promoting reusing and recycling. Kids aged 3–9 who say that the environment is their biggest concern are 15 per cent more likely to name LEGO as their favourite toy. This suggests that the popularity of the bricks is tied to how they represent the values of their audience.
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The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviour and consumption patterns. Kids Insights surveys 7,780 children every week aged 3-18. Parents Insights surveys more than 3,800 parents of children between the ages of 1 and 16 every week. Both services operate in 22 countries across six continents and in total survey more than 469,040 kids and 228,800 parents a year. This means that the company interviews a new family member somewhere in the world every 45 seconds.
Spring/Summer 2022 | ToyNews | 43
children to think about their impact on the environment. Older parents tend to be more concerned about the environment than younger generations.
Retailers Across the world, eco-conscious teens over-index on strongly agreeing that they would spend more money on something that is environmentally friendly or sustainable (+28 per cent). As retailers consider their stock, cost should not outweigh the importance of promoting sustainability.
Government Governments can bring in legislation in order to encourage citizens to change their purchase attitudes and behaviours. Funding lifestyle alternatives, such as refill stations, would help to make sustainability more accessible.
Photo by sen-rg on Unsplash
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