Gaining Insight - The Insights Family explains

Kids going green

New research shows kids are not just talking about environmental issues but changing their purchasing behaviour to refl ect their concerns, reveals Nick Richardson, founder and CEO of The Insights Family

The latest data from the to prove their ethical and moral hascreated the latest version of Kids Insights and Parents standing more so than ever. our platform, Portal 4.0, which will Insights portal shows that open more possibilities for brands the environment continues What this means to you… and anyone who is trying to reach to be a key issue among the Retailers should take note. For their audience. The new tools younger generations. example, kids are growing up will enable brands to understand

In the UK, over a third of increasingly aware of the benefits, the attitudes, behaviours and preschool parents think it’s risks and implications of ‘fast consumption patterns of kids, important for their children to take fashion’ stores, and teens who parents and families. care of the environment - a year- shop at fashion stores are 16% The new clustering tool includes

on-year increase “ more likely to think Persona Perspectives. Powered by of 56%. Likewise, besides coronavirus, Brands need to about their effect on the environment, cutting-edge machine learning and using the latest theory from the the environment prove their ethical as well as 53% world of psychology, clustering will ranks as the number one concern and moral more likely to choose ‘human unlock previously unseen insights into an audience and fanbase. among teenagers in France, Germany, Italy and Spain. They’re not just standing more so than ever “ rights’ as their most concerning issue. Companies that have a clear and Having recently surveyed more than 100 professionals across the kids’ and parents’ space, The Insights Family has also found that talking about the environment transparent environmental strategy 94% of businesses believe they do either; it’s affecting their and stand for being ethical and not have a sufficient understanding purchasing decisions, with almost morally right have the most chance of the family audience. As half of tweens in the UK saying of succeeding with this generation family attitudes, behaviours and they are more likely to pay extra of children, who align themselves consumption patterns continue for something that is sustainable. with a brand because it represents to shift and evolve, having a deep Eco-friendly credentials are who they are. understanding of this audience has of growing importance to this Across the world, children’s never been more important. generation and will increasingly voices throughout society are It’s my belief that research affect their purchasing habits. becoming stronger and more and data is a critical part of

As kids get slightly older, they relevant. Children’s influence all our jobs. If you work in also start showing increased continues to grow every day. advertising, content, licensing, concerns around issues such as Understanding what attitudes kids marketing, product development human rights, too. Teens in India, hold in real-time, and how these or sales, it’s an essential tool Australia, Italy and the UK are affect their purchasing decisions, to provide understanding, test increasingly concerned, and over a is a critical advantage for brands. our convictions, and ultimately quarter of teens in Australia, Brazil Therefore, The Insights measure our results. and India class this as a main Family team of researchers, However, there are still large concern of theirs. Brands need data scientists and developers 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, fi lter, interrogate and analyse extensive data at their fi ngertips.