Baby & Kids Macro Trends: Broadening The Narrative


Challenging taboos, demystifying stereotypes, and broadening the social narrative are amongst the key drivers influencing our 2023 and 2024 Baby & Kids Macro Trends. With this comes a radical shift towards diverse storytelling, one that seeks to ensure different perspectives are seen, heard, and understood.

These Baby & Kids macro trends highlight a greater need for design democracy and a better representation of marginalised groups and communities. This is particularly key for future character and narrative development due to the influence of archetypes and the stereotypical tropes that come alongside them, have on shaping the way we view ourselves and others.

Our Broadening the Narrative series, available to our Premium subscribers of Your TrendBible, aims to help designers align children’s characters and narratives with the changing societal shifts outlined in our Baby & Kids Macro Trends 2023/2024 forecasts.

“It’s important we look to and learn from the past to reimagine a more inclusive future. When it comes to character and narrative development, allowing children to see themselves positively represented in the stories and characters they see and hear is key.” – Jenna Polley, Senior Trend Editor

Included in the Broadening the Narrative series:

Heroes & Villains

Broadening the Narrative
The Violet Eclectic, Rentz

In the first of the series, we explore the evolving narratives that are shaping opportunities for next-gen Hero and Villain character-types. From exploring the moral compass, reframing ‘visible’ difference to evolving notions of strength, this report is one not to be missed.

Prince & Princesses

Kristina Pedos, Kimita Kubayashi

From defying toxic male stereotypes, exploring modern-day feminism to rewriting the ‘happily ever after narrative,’ our second report pushes the boundaries of prince and princess characters, helping you navigate the changing gender landscape.

Our Broadening the Narrative series and Baby & Kids macro trends are available when you subscribe to our Premium membership at Your TrendBible. Your TrendBible is our trend subscription service designed to inspire and spark ideas, give your teams confidence in actioning trends and provide validation from across the globe.

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