Gen Alpha and consumerism

Monday, February 13, 2017

Our current generation of children, Generation Alpha (born since 2010), are the most materially endowed and empowered generation ever. They have been shaped in an era of individualisation and customisation where they can get their name printed into the storyline of books, embroidered onto their shirts or put on the jar of Nutella. Below, we share some insights into the consumerism trends of the emerging Generation Alpha.

Is the future of successful brands just tech-enabled toys?

Parents are increasingly aware of the negative consequences of too much technology time - the isolationism and anti-social impacts. However, there is a halo-effect for tech-toys which increase connectivity, facilitate community and develop social and global skills.

What kind of 'play' is most useful for brands to deploy now, in the digital age?

Parents are becoming aware of the life-skills deficit evident amongst the next generation. They are more formally educated, yet less proficient in practical skills, assessing (and when appropriate confidently approaching) risk, setting and achieving goals (whether sporting or otherwise), and developing hands-on competencies. Fun toys which develop specific skills such as STEM (Science, Technology, Engineering, Maths), social competencies, entrepreneurial skills, strength and coordination, financial literacy, innovation and resourcefulness will be favoured by parents and educators.

What are the drivers that are impacting how toy brands engage with their consumers?

Educational toys - the future of toys is not just in the home but the classroom and the childcare centre. Education is beginning earlier with 3 and 4 year olds spending more time in childcare- and in facilities that have a focus on education and development. Therefore toys, of educational benefit are an essential part of the focus. Free toys - another change we are seeing is that sponsored educational materials - once anathema to educational institutions, are becoming more acceptable as the barriers between education, business, and community blur. With education (and household) budgets under strain, corporations for altruistic and well as commercial motives, will increasingly be part of the education, community and child-rearing domains- with branded toys a means by which this support is delivered.

Welcome to our blog...

We have a passion for research that tells a story, that can be presented visually, that brings about change and improves organisations. And we hope these resources help you know the times.

Our Social Media Sites

Facebook | McCrindle Research Social Media YouTube | McCrindle Research Social Media Twitter | McCrindle Research Social Media Flickr | McCrindle Research Social Media Pinterest | McCrindle Research Social Media Google Plus | McCrindle Research Social Media LinkedIn | McCrindle Research Social Media Mark McCrindle Slideshare

Last 150 Articles


families office space slideshare neutral bay paying to work work-life new office bureau internet names plans domestic google for education digital 2020 Australia Day 2017 educated holiday google waverton NEETs village property price media release communities Engineering Manager poor life the changing face of parents ashley fell forecast program hornsby facts annual income debate water language Real Estate states moderators guide blaxland ashley mckenzie employment demographic apartment innovative Caregiver financial future summer keynote trends of 2016 hopes Social Trend tertiary education 2012 religion unaffordable baby aged care Australian demographics income Australian Bureau of Statistics entrepreneur analysis Education Future Forum ABS GPO huffington post snapshot woolworths learning styles sunny days fresh baby name predictions product Australia Day Kiwi townhouses divorce rate Wagga Wagga Northern Beaches Christian School communication state trends analyst social researchers learn Financial Planning Week award growing population family education leadership workshop sector workshop training Australian Families mentor youth unemployment 2013 Netflix repayments menai emerging trends cancel plans pharmacy financial 24,000,000 student cooking meetings social shifts communicate demographic transformations 10 years royal family technology emerging generations internships office opening vegetarian cash optus DESTEL christmas ethnography trends of 2017 thrive NSW ACF manly relational goals sydney speaker optimistic VIC cloudy days affordable house price rise city Adelaide Australian Communities Trends 1975 Valentine’s Day demographer 24 million Tasmania offenders motivate cost of living news South Australia wealth and income distribution ipswich demographic trends selfie economy 1980 hello fresh spend wolloomooloo organisations shopping capital city conference presentation community engagement Duchess of Cambridge population map weather mythbusting australian communities forum growth intern keynote speaker house price newspaper Christmas season Sydney keynote speaker public holiday small business cancelling event wellbeing dare to dream Charlotte February 16 pharmacies socialites poker master cultural diversity mccrindle in the media professional development learning acf15 national crime rates school housing trends brand experience buildings women ageing population communications Generation X gold coast CBD australian social research teleworking Gen Y ACT marriages Hornsby Shire Council going out Melbourne 2014 social trends Real Estate Institute of Victoria optus my business awards entrepreneurs of today youth researcher typical australian education future report Res Vis australian communities trends report area media activity celebration entertainment housing growth social analysis toys collaborative princess charlotte grandparents capital cities transport house prices forum future of work tv Australian communities research data rent deloitte hobart faux-cilising Territory budget panel sydneycity in depth interviews economic visualisation case study wealth and income conferences alpha medicine global generations social change rule keeper generation Z energy investor royal baby gen z financial independence year 7 tattoos property Do It Yourself Sydney rental stress narcissism politics society trends finance The ABC of XYZ lalor park consumerism consumer Myth quote builders cartodb report study Queensland easy rider sports research visualisation faux-cilise australia SMSF Aussies vegemite video safe work environment nfp high density apartments world speakers employers Channel 7 school students experience sector wide study marketing Tuesday Trends World Water Day social impact megatrends anzac population milestone English dreaming organisational culture renting dream teaching Christmas presents national wealth online shopping housing educhat data visualisation demographics SA middle class publication global culture eliane miles school satisfaction affordability participants wealth distribution non profit New Zealand The Daily Edition divorce rich Northern Territory christianity baby name government education sector hills shire future proof suburb learner stats skills office average aussie insight wealth community event gen alpha events 2015 sunburnt country long weekend workplace culture professional speaker EFF outsourcing know the times mccrindle research omnibus internship JOMO urban "know the times" responsive land of the middle class survey design sentiments marrickville Channel Seven daily commute high density qualitative research research earnings professional healthy future father's day wedding sydneysiders focus groups Australian schools low density Australian Dream crows nest 2016 emerging technologies engage baby name trends focus group Australians monarchy resource infographic residents Generation Y university mortgage futurist research pack norwest Crime Rates Aussie Love kate middleton Christchurch mateship etiquette generation alpha retirement teachers increasing densification recap world youth day 1994 future-proof authenticity social life FPA marriage environmental scanning darwin wages trends education research Word Up Financial Planning Association schools students group session future of education population wage bondi friends social enquiry FOMO personal growth Tuesday Trend pyrmont happiness children post rationalism tableau Bathburst Canberra 1968 shifts earn PSI tuesday staff future earning thought leadership baby boomers innovation greatness owning a home Royals priorities careers data analyst event rise of local social commentator stay home in the media home ownership sun young people Assistant Store Manager fears young australians interactive WA brands royal aged care puzzle local communities Western Australia eliane leader investment work mates criminal Kirsten Brewer housing affordability teacher dessert home Gen X IT Specialists population growth follow easter baby boom challenge not-for-profit child care HSC DIY not for profit conference socialising results Scouts millionth commute Queensland: QLD networking shopper's pick rising house prices urban taskforce cost ultimo society church change home owner Births gender presentations TAS aussie culture new york times winter presentation winter blues Christmas lunch balance Australian Census mobile mining boom overcast university degree millennials January 26th Financial Planning Association of Australia renter of the future tips census high density living media financial dreams workplace national private wealth Population Clock New Zeland ideas graphs charity social media Northern Beaches business index click investing conference speaker geomapping jobs of the future friendship property market global financial crisis the australian dream workforce equip market research proactive logan royal influence parenting salary personalities twentyseventeen New South Wales couple Deaths faux-ciliser REIV Conference ACF 2016 visual brisbane brand local schools litter urban living index food future proofing potts point REIV National Conference community weekly earnings urban living generational trends NT mccrindle collaboration media commentary education future Merry Christmas coffee victoria social commentary cold statistics housing market students households Wodonga Northern beaches Event millenials research services System's Architect forecasting mother's day social cars mccrindle tea social lives infographic wall australians staying home more high school career crime social research mythbusters real 40 million 2017 leadership holidays staying in men debt generations Wellington unemployment rain TDE storytelling relevant household year 12 suburban living supply and demand prince george clothing ease of travel baby names insights Geoff Brailey sector wide jobs list resilience daily telegraph suburbs generation mover and shaker living define tea meals Research Executive identity social researcher survey shbc moreton bay data business curiosity seasons 23 million McCrindle Speakers volunteers Australian Trends lifestyle house entrepreneurial online sydney event group Mark McCrindle customer engagement cancelling plans Australian Home public speaking teach trend tuesday ageing sustainable perth trend goal