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


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