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


australian community trends report government census fail presentations affordability Andrew Duffin Western Australia panel demographics conference "know the times" summer brand experience renter of the future entrepreneurs of today urban living index generation Z mover and shaker domestic giving wedding growth capital city showreel buildings consumer thought leadership research services car leadership workshop Kirsten Brewer millennials norwest happiness high school wellbeing VIC church residents Melbourne financial planning spend deloitte wolloomooloo anzac supply and demand NT office space snapshot mccrindle research FOMO sentiments kate middleton results career nfp conference presentation waverton weekly earnings IT Specialists daily telegraph potts point workforce economy data meetings changing face of sydney women sector wide study in depth interviews cooking household the australian dream friends national private wealth brands social commentator Generation X shopping conferences generational trends princess charlotte engage mentor Social Trend population dreams woolworths couple Cobbitty-Leppington trends housing royal family Sydney work mates know the times google for education trend tuesday social change rent stay home bureau Mark McCrindle in the media families 2013 story TED talk research pack HSC Royals budget the lucky country travel young australians social impact New South Wales salary purpose SA community event learning styles SRE New Zeland social analysis city google VET sydney speaker internship religion Channel Seven shbc Australians REIV National Conference teach sydney event VET sector responsive screenagers prince george Northern Beaches REIV Conference keynote speaker Research Executive Wellington students not for profit pharmacy housing trends NEETs tea the great screenage marrickville employment Skilling collaboration staff year 12 education builders easy rider 10 years narcissism professional services australian social research mccrindle priorities list 1980 earn aged care Hornsby Shire Council sun generation online shopping survey Australian demographics not for profit research renting sunny days university future of shopping What is food insecurity? global generations young people demographer year 7 world teacher Res Vis data analyst entrepreneur home volunteering census vegemite personal growth culturally diverse community logan new york times youth friendship networking ACF17 millionth energy litter optus my business awards house price mother's day publication Assistant Store Manager eliane post rationalism vegetarian emerging technologies balance unaffordable rise of local rising house prices gig economy going out focus group mythbusting commuting aussie culture video food bank language mining boom belief education research statistics children economic research report sydneysider training optimistic Hills Shire Council ferry speakers winter blues Scouts report McCrindle Speakers work goal ashley fell interactive James Ward demography professional speaker relational tips wage royal influence Christmas lunch hills shire dessert group Tuesday Trend learn criminal Births rich office opening eliane miles chairty communicate marriages coffee facts ACF holidays professional presenters customer 24,000,000 food insecurity skills impact real social enquiry educated population milestone baby apartments seasons wealth Christchurch living environmental scanning slideshare society sports cloudy days ethnography 2020 greatness marriage micro cars Work place intern overcast aged care puzzle local coffee lovers organisations media Kiwi gig NSW employers Willowdale in the media thrive authenticity social analyst education sector social media Sydney Hills Business Chamber bondi Adelaide Australian community trends university degree Population Clock conference speaker technology mobile change census results Australian Families staying in sunburnt country millenials Tuesday Trends grave decision insights society trends public transport baby names social trends news employmer Macquarie University Sydney’s south west Australian Trends cost of living urban taskforce new office paying to work national crime rates affordable Charlotte JOMO Australian Census Australian Bureau of Statistics baby boomers Word Up finance bus hobart neutral bay TAS christianity public holiday Aussie house darwin wealth inequality generations future proofing Gen Y follow twentyseventeen royal baby socialites apartment victoria australian outsourcing speakers pack group session ultimo SMSF transport research data internships EFF forecast pyrmont earnings Northern beaches Event housing affordability event careers professional infographic menai English charity Queensland: QLD local communities McCridle Christmas season average sydneysider Real Estate Institute of Victoria shifts product CPI analysis cica hunger land of the middle class visual selfie Australian schools 2016 census social System's Architect ipswich perth Sydney keynote speaker graphs award winner father's day social issues lifestyle ACF 2016 Australian Communities Trends financial independence 2014 ACT high density fears teachers tuesday housing market financial dreams Research Director visualisation choice workers Northern Territory emerging trends GPO sydney hills poker master infographic wall community engagement tattoos volunteer Education Future Forum the hills faith WA participants retirement younger generations donate schools students market research CBD australian communities forum commuters cancel plans baby name trends high density living population growth NBRS mythbusters business index equip huffington post future of work australian real estate online insight rental stress FPA Australia Day 2017 Lower Hunter Region gender 40 million newspaper ABS communication speajer ACT Report stats Financial Planning Association of Australia marketing Mount Annan-Currant Hill mccrindle in the media townhouses award food annual income sector employmee child care Bathburst divorce TED baby name predictions Financial Planning Association mccrindle tea cold Elderslie-Harrington park income data visualisation future-proof Performance Sentiment Index population map media commentary PSI suburban living shopping centre forecasting trends of 2017 organisational culture toys Financial Planning Week identity faux-cilise cash ACF2017 average Australian financial fears life global financial crisis celebration Australia Day consumerism challenge internet housing growth gold coast future proof mccrinlde home ownership gen z easter relevant Hunter Valley names social life Sydney population grandparents debate parenting Business analysis typical australian politics workplace Engineering Manager high density apartments not-for-profit Crime Rates public speaking 2015 wealth and income winter house price rise survey design future of education spirituality DESTEL learning holiday Jura Coffee suburb 1975 goals geomapping 24 million blaxland storytelling entrepreneurial investing mortgage Valentine’s Day investment Wagga Wagga experience donation the hills shire world youth day program breakfast entertainment cultural diveristy teleworking hopes The ABC of XYZ innovative sydneycity care support motivate work-life ageing South Australia demographic trends volunteers research resource property price baby names report school poor offenders research on coffee keynote financial future royal Tasmania parents census data manly faux-ciliser trades average aussie cartodb student area Territory social researcher crows nest home owner omnibus DIY Love media activity middle class sydneysiders quote demographic micro apartments social lives emerging generations sector wide family teaching unemployment business trends analyst schools Deaths moderators guide non profit Australia street January 26th Netflix men baby name ease of travel February 16 casual 2016 census results investor leadership 23 million etiquette travelling plans school satisfaction NBRS Architecture NFP event cost optus Australian Dream cancelling event urban case study divorce rate households Channel 7 train Geoff Brailey global research visualisation healthy future Myth communications states Vocational education engagement focus groups culture office social researchers Australian Population village 2017 Canberra business performance work from home debt wealth and income distribution resilience repayments cancelling plans moreton bay urban living contiki The Daily Edition Duchess of Cambridge leader growing population demographic transformations Queensland medicine futurist financial Lower Hunter 1968 the average aussie earning school students christmas Christmas presents clothing proactive personalities commute digital Mark McCrindle Aussies crime educhat Generation Y TDE professional development learner social research rain acf15 safe 2012 rule keeper cultural diversity tableau property trend property market innovation ashley mckenzie communities social commentary researcher Caregiver Wodonga wages brand Gen X australian communities trends report Northern Beaches Christian School alpha youth unemployment pharmacies ageing population environment sustainable 2016 census 2016 national wealth mateship education future ideas generation alpha social shifts SMART trends of 2016 suburbs qualitative research meals wealth distribution speaker Australian Home megatrends TEDx study monarchy Jura Australia long weekend christian charities jobs of the future australia define the changing face of brisbane daily commute gen alpha click local community hornsby state low density workplace culture New Zealand Do It Yourself 1994 workshop education future report dare to dream socialising screenage curiosity events faux-cilising recap Merry Christmas increasing densification sydney metro Real Estate public speaker infographics capital cities baby names australia report small business presentation who is generation z future tertiary education World Water Day media release owning a home dream lalor park volunteering data australians staying home more shopper's pick fresh baby boom growth of sydney money water jobs house prices hills #censusfail collaborative Australian communities dreaming forum hello fresh weather live the dream tv Maxim Accounting