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Environment is top concern among teens

Tue 27 Apr 2021 | 08:23 am GMT
Michelle Urquhart | Products of Change Writer

The environment is the number one concern among teens in France, Germany, Italy and Spain

Latest data from the Insights Family shows that aside from coronavirus, the environment is the number one concern among teens in France, Germany, Italy and Spain. The Insights Family (formerly The Insights People) is the global leader in kids, parents, and family market intelligence and its latest data shows that the environment continues to be a key issue among younger generations. In France, Germany and India year-on-year concerns amongst tweens rose by over 150%. Kids’ desire to shop sustainably has only advanced by recent events; increased e-commerce use provides the means to access sustainable brands online, while there has been a push to support local businesses amidst the pandemic. In addition to supporting sustainable and local businesses, second hand shopping in fashion has become more prevalent. Among UK teens, the app Depop has grown in popularity by 99% over the last six months, compared to the same period prior. Large brands have also joined the sustainability pledge – LEGO, the global number one toy amongst 6-9 year old boys, has vowed that their bricks will be 100% sustainable by 2030. Kids Insights and Parents Insights latest Portal data shows: - Over a third of UK preschool parents think that it’s important for their children to take care of the environment – a year-on-year increase of 56%. - Besides coronavirus, the environment/climate change ranked as the number one concern amongst teenagers in France, Germany, Italy and Spain. - In France, 6-9 year olds who are concerned for the environment are 89% more likely than average to factor this into their eating habits, opting to choose more sustainable food. - In Germany, 6-9 year olds who are concerned for the environment are 39% more likely than average to be highly considerate of other people’s needs. Understandably, they are 92% more likely to spend more for something that is environmentally friendly/sustainable. - 29% of Spanish teens are more likely to pay more for something that is environmentally friendly/sustainable. - 47% of Italian teens are more likely to pay more for something that is environmentally friendly/sustainable. - 46% of UK tweens are more likely to pay more for something that is environmentally friendly/sustainable. Across the world, children’s voices throughout society are becoming stronger and more relevant. Children’s influence on their parents and brands continues to grow every day. Understanding what attitudes kids hold in real-time and how these affect their purchasing decisions is a critical advantage for brands. The Insights Family team of researchers, data scientists and developers have created the latest version of its platform, Portal 4.0 which will enable brands to understand the attitudes, behaviours and consumption patterns of kids, parents, and families. To learn more about the attitudes, behaviour and consumption patterns of kids, parents, and families, and to get freemium access to the Insights Family real-time data portal, please visit: theinsightsfamily.com
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