Future Insight Report | Baby & Kids: Free To Be Me 2019


2017 was the birth of Feminism 2.0, an exhilarating movement that challenged existing gender roles and gave them new meaning. We witnessed worldwide protests such as the ‘Women’s marches’ and ‘March of the Mummies’ as well as new role models from celebrities to Royalty campaigning to change the view on Modern Masculinity.

This has fuelled many parents, particularly millennials to question the political and ethical environment they are raising their children in. Whilst small changes appear hopeful in the adult world, there is a frustration amongst some prominent parent groups that brands and retailers aren’t reflecting these modern beliefs quickly enough for children.

When it comes gender stereotyping, the role brands play in shaping future generations has particular importance. With many forward thinking startups using a gender neutral stance to engage the modern parent, large corporate brands run the risk of being sidelined.

This report is a start point for innovation. You’ll find out what’s driving change in the Baby and Kids industry, what motivates children, parents and caregivers, what shapes their taste and how they want to spend their time and money. You’ll also gain insight into what’s happening at home, how technology and innovation are impacting home life and what’s crossing over from commercial environments like education and play spaces. Understand what parents and children will think, feel and do in the future.

Our Future Insight Reports forecast what will be influencing consumer behaviour 12-18 months ahead, making sense of the key shifts in attitudes and behaviours. The digital report includes unique case studies and provides our expert advice on how key business disciplines, including marketing, strategy and product design, should respond to the trends.

£500.00 (+VAT)


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