14 July 2021

Three things you should know about tomorrow’s consumers

Children constitute a forward-thinking audience which could shape the future of brands’ content as a rising influence across the entertainment and retail industries, a new report says.

Why it matters

Children are not only significant consumers in their own right, but can be hugely influential in family purchasing decisions. The Kids These Days report (from target audience company GWI and based on surveys of 15,418 kids and teens aged 8-15 across 14 markets) points to trends among this age group that may inform the evolution of brand strategy and marketing ideas.  

Key findings

• Equality & sustainability are top of mind for teens: Girls aged 12-15 are much more likely than boys to say they can do any job they want to (57% v 31%) and value voicing their opinions more highly than their male counterparts.
  Forty-four percent of 12-15 year-olds say caring for the planet is important to them, which is higher than priorities typically associated with this age group, like caring about peers’ opinions (28%) or being up-to-date on the latest fashion trends (23%).
• Streaming is a family affair: Two thirds (64%) of kids aged 8-11 watch TV shows with their parents always or most of the time, and over half (56%) of those aged 12-15 do so. Crucially, around a third of 12-15 year-olds say they decide what they watch.
• Kids are tomorrow’s shoppers: 15% of 12-15s say they’ve made a digital purchase in the last week, rising to a quarter among those who have access to a bank account. Around 1 in 3 teens also turn to social media to engage with their favourite brands; funny posts and memes both resonate well with this age group.

Sourced from GWI

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