CONSUMER
INSIGHT
Saving the planet
one toy at a time 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. Surrounded by idols their own age, such as Greta Thunberg or Isra Hursi, kids are hyper-aware of current environmental issues and how the issue of global warming threatens to affect their lives. In the past six months, one in four kids aged three to nine worldwide listed climate change as their top social concern.* This issue underpins the attitudes and behaviours of young people, with 55% of the same demographic saying that they often consider the impact of their actions on the environment. Sustainability is at the forefront of kids’ minds as they choose what products to buy and look for companies to demonstrate transparency and commitment to these issues. Increasingly, sustainability is a topic that is being taken very seriously within the global toy industry, with many manufacturers and brands making pledges to rethink their impact on the environment. LEGO 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 economy by giving consumers the chance to pass their bricks onto children in need of play, promoting reusing and recycling. Kids aged three to nine who say that the environment is their biggest concern are 15% 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. For toy brands, much of the sustainability emphasis has been around reducing the use of plastic as
much as possible. In recent years, we have value. One of the main barriers to passing seen the rise of plastic-free packaging, on toys may be that people do not know more use of renewable materials in how to pass them on safely, highlighting the products whenever possible, and global opportunity for toy brands and manufacturers leaders committing themselves to the to partner with kids’ charities that could manage carbon neutral mission. donations. Supermarkets and Mattel has pledged to recycling points could also offer Sustainability achieve 100% recycled, easy drop-off points, making it recyclable or bio-based easier for parents to act in an is at the forefront plastic materials by 2030. environmentally-friendly way. of kids’ minds as Similarly, Hasbro has The environment is also a top they choose what reissued environmentallyconcern for parents, ranking products to buy friendly versions of as the fifth biggest concern and look for iconic toys including Mr among parents across the world. Potato Head and Nerf According to Parents Insights data, companies to guns. This highlights the it ranked as the fourth biggest demonstrate opportunity for brands to concern among parents surveyed transparency and embrace sustainability as a in the UK over the past six months. commitment to challenge to innovate and As the primary source of money improve both their product these issues for kids aged three to nine, it is design and business key for brands to mirror the values operations to act as leaders in the of parents when planning their marketing toy industry. and product strategies. By adapting to fit the When we look at the impact of toys changing priorities of families across the UK, toy on the environment, we can consider the brands and manufacturers not only benefit by lifecycle of a toy. In a rather unique way, earning the support of today’s parents but also toys are one of the few consumer goods gain the loyalty of future consumers. that can be reused, passed on or stored * All data taken from the last six months of away due to emotional and sentimental data in the Kids Insights portal.
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Saving the planet is high on the agenda for kids under 10, so it is vital that toy brands can be seen to take eco issues seriously, says Nick Richardson, CEO and founder of The Insights Family
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 three to 18. Parents Insights surveys more than 3,800 parents of children between the ages of one 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. The Insights Family produced an exclusive 2022 Toy Report: The Year of STEM for London Toy Fair, the UK’s largest dedicated toy, games and hobby trade show in January 2022. Sign up to receive your free copy at try.theinsightsfamily.com/tnp
