CONSUMER
INSIGHT
Kids going green T
he latest data from the Kids Insights and Parents Insights portal shows that the environment continues to be a key issue among the younger generations. In the UK, over a third of preschool parents think it’s important for their children to take care of the environment - a yearon-year increase of 56%. Likewise, besides coronavirus, the environment ranks as the number one concern among teenagers in France, Germany, Italy and Spain. They’re not just talking about the environment either; it’s affecting their purchasing decisions, with almost half of tweens in the UK saying they are more likely to pay extra for something that is sustainable. Eco-friendly credentials are of growing importance to this generation and will increasingly affect their purchasing habits. As kids get slightly older, they also start showing increased concerns around issues such as human rights, too. Teens in India, Australia, Italy and the UK are increasingly concerned, and over a quarter of teens in Australia, Brazil and India class this as a main concern of theirs. Brands need
“
to prove their ethical and moral standing more so than ever.
What this means to you… Retailers should take note. For example, kids are growing up increasingly aware of the benefits, risks and implications of ‘fast fashion’ stores, and teens who shop at fashion stores are 16% more likely to think about their effect on the environment, as well as 53% more likely to choose ‘human rights’ as their most concerning issue. Companies that have a clear and transparent environmental strategy and stand for being ethical and morally right have the most chance of succeeding with this generation of children, who align themselves with a brand because it represents who they are. Across the world, children’s voices throughout society are becoming stronger and more relevant. Children’s influence continues to grow every day. Understanding what attitudes kids hold in real-time, and how these affect their purchasing decisions, is a critical advantage for brands. Therefore, The Insights Family team of researchers, data scientists and developers
Brands need to prove their ethical and moral standing more so than ever
“
New research shows kids are not just talking about environmental issues but changing their purchasing behaviour to reflect their concerns, reveals Nick Richardson, founder and CEO of The Insights Family
hascreated the latest version of our platform, Portal 4.0, which will open more possibilities for brands and anyone who is trying to reach their audience. The new tools will enable brands to understand the attitudes, behaviours and consumption patterns of kids, parents and families. The new clustering tool includes Persona Perspectives. Powered by cutting-edge machine learning and using the latest theory from the world of psychology, clustering will unlock previously unseen insights into an audience and fanbase. Having recently surveyed more than 100 professionals across the kids’ and parents’ space, The Insights Family has also found that 94% of businesses believe they do not have a sufficient understanding of the family audience. As family attitudes, behaviours and consumption patterns continue to shift and evolve, having a deep understanding of this audience has never been more important. It’s my belief that research and data is a critical part of all our jobs. If you work in advertising, content, licensing, marketing, product development or sales, it’s an essential tool to provide understanding, test our convictions, and ultimately measure our results. However, there are still large amounts of market research and data that are not accessible and, worse than that, quite intimidating. And while we can do a bit of desk research or talk to our own kids, if we are honest with ourselves that doesn’t really stack up. That’s why we have set our mission to become the world’s top brands businesscritical partner. To learn more about the attitudes, behaviour, and consumption patterns of kids, parents and families, and to get freemium access to The Insights Family real-time data portal, visit https://try.theinsightsfamily.com/ toysnplaythings.
The Insights Family (formerly The Insights People) specialises in kids, parents, and family market intelligence. Providing real-time data on their attitudes, behaviour, and consumption patterns, the company surveys more than 362,100 kids and 176,800 parents every year across 17 countries. Last month, The Insights Family launched the latest version of its award-winning insights platform Portal 4.0. The latest iteration includes more than 11 new features, enabling brands to view, filter, interrogate and analyse extensive data at their fingertips.
