DRIVING SUSTAINABLE
CHANGE TOGETHER

Products of change. News

Gen Z leading the way to sustainable future

Fri 05 Feb 2021 | 09:10 am GMT
Connor Walsh, The Insights People | Products of Change Writer

Depop is a peer-to-peer social shopping app

The Insights People data shows Gen Z are the standout leaders in sustainable consumption, with many willing to pay an increased price for peace of mind. Its latest Kids Insights data also highlights that UK kids’ desire to shop sustainably has advanced even further after the events of 2020. The Insights People, global leader in kids, parents and family marketing intelligence, has highlighted a number of trends in its real-time data portal based around sustainability. Kids are thinking about the topic more than ever. Kids Insights, part of The Insights People, surveys more than 5,000 children every week aged 3-18 in 13 countries across five continents and in total surveys more than 277,000 kids. The company recently issued the Kids Insights Future Forecast report, which makes 10 predictions for 2021 based on its extensive understanding of kid’s attitudes, behaviours, and consumption. A key theme from the report is an evergreen generation, whereby kids are looking forward when it comes to their consumption habits more than ever. Gen Z are the standout leaders in sustainable consumption, with many willing to pay an increased price for peace of mind. Large brands have joined the sustainability pledge - LEGO, the global number one toy among 6-9 year old boys, has vowed that their bricks will be 100% sustainable by 2030. Nike and Adidas, companies that rank within the top five brands worldwide in this age group, have committed to utilising more sustainable materials in their manufacturing processes, too. It’s anticipated that this domino effect will continue, as more brands commit to a sustainable future in order to engage future generations. The environment is, without doubt, a key issue among this generation. Kids’ desire to shop sustainably has only advanced by the events of 2020; 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. It is now imperative that any brands seeking to target this generation must be sustainable in order to engage them. It’s not only kids who are becoming more aware of the environment, parents and families as a whole are too. The Insights People has also recently released its first ever Parents Insights Future Forecast report – which makes 10 predictions for the parents and family sector in 2021 - to mark the launch of Parents Insights, which went live on 1 January. Making sustainability easy is a key trend from the report, which highlights how the sustainable consumer is no longer a niche audience, it is the mainstream. As the world moves towards a generation that want to activate and make the world a better place, consumption habits and behaviours that steer towards being sustainable are top of mind for the majority of families. Many brands and corporations have already taken huge steps towards changing business models to appeal to the sustainable consumer. Boots removed all plastics from gift packaging and launched the UK’s first certified carbon neutral gifting collection. Additionally, Morrisons, Waitrose and John Lewis all opted to remove glitter from their own-brand Christmas products. The Insights People believe the brands that will succeed most at appealing to the sustainable family, are those that make it simple, easy and rewarding for people to make a change or think differently about the way they consume, purchase or behave. There are huge opportunities open for brands to help families navigate and understand that small changes will make a difference; these changes will help play a role in making the world a better place. To learn more about the attitudes, behaviour and consumption patterns of kids, parents and families, download the Kids Insights Future Forecast report at: www.kidsinsights.com/futureforecast or the Parents Insights Future Forecast report: www.parentsinsights.com/futureforecast Industry Survey is closing soon The Insights People would like to know what you think about the current state of the kids’ industry, how it is evolving and the biggest challenges and opportunities that we collectively face. All individuals who complete the survey will receive a complimentary copy of the Industry Report in April along with our Kids Insights & Parents Insights Future Forecast 2021 Reports. Complete the industry survey
related articles
Focus on eliminating supply chain emissions

Eight global supply chains account for more than 50% of global emissions and fully decarbonising these would add just 1%-4% to end-consumer costs for many everyday items

Read More

Tue 26 Jan 2021 | 08:14 am GMT

RESEARCH
Harness digital tech to achieve net zero

A new report by the Royal Society says digital technology could deliver nearly one third of the carbon emission reductions required by 2030

Read More

Thu 03 Dec 2020 | 02:57 pm GMT

RESEARCH
Covid accelerates demand for sustainability

Three quarters of UK shoppers have modified their buying behaviour and adopted more ethical shopping and eating habits

Read More

Tue 08 Dec 2020 | 02:40 pm GMT

RESEARCH
Environment is top concern among teens

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.

Read More

Tue 13 Apr 2021 | 08:23 am GMT

RESEARCH
Most read stories
Difuzed connects gaming with sustainable fashion

Apparel licensee Difuzed has teamed up with Swedish sustainable clothing brand, Dedicated, on a new Nintendo collection

Read More

Thu 07 Jan 2021 | 07:46 am GMT

FASHION
Be the change you want to see in the world

Looking at subscription services to save money and the environment

Read More

Fri 15 Jan 2021 | 07:55 am GMT

PACKAGING
Products of Change joins Business for Nature

Products of Changes has joined with more than 600 businesses to urge governments to adopt policies now to reverse nature loss in this decade

Read More

Fri 15 Jan 2021 | 07:52 am GMT

EDUCATION
Have your say on plastic regulations

Products of Change is working closely with RECOUP (the UK plastics charity) and is calling on industry to review the proposed consultations that were released on the 24 of March.

Read More

Tue 06 Apr 2021 | 07:23 am GMT

PACKAGING
Loxleys launches zero-waste solutions

Sheffield-based printers, Loxleys is on a mission to reduce the environmental impact of greeting cards, with its zero-waste range of eco-solutions.

Read More

Fri 15 Jan 2021 | 07:58 am GMT

DESIGN
Popeye helps clean up the seas

French environmental organisation, The SeaCleaners has joined forces with Popeye to highlight the importance of conservation and cleaning the world’s oceans

Read More

Fri 15 Jan 2021 | 08:01 am GMT

EDUCATION
Asda launches green Christmas range

Asda's first sustainable Christmas range will save 66 tonnes of plastic this year

Read More

Mon 12 Oct 2020 | 07:24 am GMT

PACKAGING
JoJo Maman Bébé celebrates being B Corp

March is B Corp month and JoJo Maman Bebe is celebrating with a month-long programme highlighting how it is putting people and the planet above profit.

Read More

Fri 05 Mar 2021 | 11:14 am GMT

RETAIL