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


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