THE INSIGHTS I FAMILY Kids demand meaningful interactions with brands – ToyNews
The Insights Family surveys more than 469,040 children between the ages of 3 and 18 and 228,800 different parents each year in 22 countries on 6 continents. His last report, Make it counthighlights changing family dynamics and the importance for organizations to take a “family first” approach.
Here in his ToyNews’ latest feature, the company explains why toy companies need to consider the perspectives of children, not just their parents, when developing brand strategy.
As kids become more aware of global issues, it’s crucial that the brands they support embody the values they preach, with a much greater emphasis on social responsibility.
On average, the number of 6-9 year olds around the world buying from brands that represent them and what they represent has increased by +11% over the past six months.
Today, 91% of children aged 6 to 12 in Europe agree that it is important that the products they buy, the toys they play with and the clothes they wear come from companies that reflect their values.*
As children become more conscious consumers, they seek to support ethical businesses. They now recognize the power of their collective voice and seek to embody the notion of “voting with your wallet”. Children’s attitudes and values are passed on by word of mouth and also shared by key influencers on social media or YouTube. Listening to these conversations and understanding how they can benefit business operations is essential when seeking to resonate with young consumers. It also means that brands that do not embody the same values as children are at risk of falling through.
Concerns about the environment are always present; climate change ranks fourth among the concerns of children aged 6-9 worldwide (behind coronavirus, bullying and cruelty to animals). As a result, the number of children of this age buying with brands for their eco credentials has increased by +9% on average globally since the start of 2021. In Europe, this is particularly high in the UK (48 %) and Italy (46%), where almost half of this population would spend more on something that respects the environment.
As children look for new ways to improve their mindful shopping habits, there has also been an increase in independent shopping. Independent shopping among 6-9 year olds has increased year on year in Europe, with 1 in 10 children aged 6-12 saying they mainly shop at independent retailers. This is particularly high in Spain, with 17% of this population favoring these stores.
With the support of local businesses, a growing sense of community is developing. Children aged 6-9 in the UK who shop in independent stores are +21% more likely than the average child to consider it essential that their purchase engages them with a community. As a result, the number of parents with children aged 6-9 in the UK who shop locally has more than doubled since the start of 2021.
The target audiences are people, not just consumers.
Brands that want to engage with their target demographic need to make concerted efforts to appeal to the humanistic element of brand interactions. For licensees, that means seeking to give a platform to IPs and characters who embody those values. For licensors, this means integrating these values into their product scenarios and messaging. Successfully attracting children not only engages the family of today because of their influence, but secures brand loyalty in the future. The children of today will shape the stories of tomorrow as they continually engage in the global conversation.
Family Insights’ “Making It Matter” report goes into more detail on the importance of meaningful relationships and also explores other trends such as the growing influence of children in the home and ways brands can engage family. modern. This is the first report produced by the company’s new Industry Knowledge team, dedicated to identifying the next big opportunities for brands and organizations in the child, parent and family market. Download for free here: get.theinsightsfamily.com/familyreport2022.
* All data from the last six months of Kids Insights data (October 2021 – April 2022)
Download your free copy of The Insights Family’s Making It Matter report here: get.theinsightsfamily.com/familyreport2022