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


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