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


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