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


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