Gen Alpha

Born 2013–2025 and wise beyond their years, this generation will be defined by their productivity and dedication to change.

Micro Trends

Tweenage Fitness

Tapping into the family market, boutique fitness studios and clubs are rethinking their services to include classes and facilities for children.

Health : Youth : Wellbeing

Micro Trends

Conscious Play

With people now acutely aware of the impact of their consumption on the planet, toy brands are offering parents support in their quest to become mo...

Youth : Gen I : Sustainability

Macro Trends

Anxiety Rebellion

Instead of numbing their anxiety with substances or indulging in other vices, Generation Z are turning emotions into actions, challenging existing ...

Youth : Health : Culture

Micro Trends

Young Bibliophiles

Despite the time they spend online young people still want traditional book formats. Brands and influencers are therefore using digital channels to...

Youth : Reading : YouTube

Viewpoints

Should future digital design be child-unfriendly?

When it comes to platforms for children, how can digital designers create more meaningful engagement?

Design : Digital : Children

Viewpoints

Is a child-free lifestyle the new vegan?

From environmental to financial impacts, societal concerns to self-doubt, more and more people are asking ‘why have children?’

Parenting : Children : Pregnancy

Markets

Children’s Travel Market

Modern travel brands are going above and beyond to ensure children are entertained on holiday.

Travel : Hospitality : Luxury

Viewpoints

Why brands must demystify children’s meal times

Beth Bentley, global vice-president of strategy at Virtue Worldwide, on why brands play a crucial role in demystifying children’s nutrition.

Food : Parenting : Baby Food

Micro Trends

EQ Toys for Boys

Shifting attitudes among parents are driving a movement for boys’ toys that inspire emotional intelligence above raucous play.

New Masculinity : Youth : Family

Viewpoints

Should we let kids play with Alexa?

Brands need to win the argument for voice-based interaction rather than being reactionary.

Digital : Education : Children

Micro Trends

Girlswear for Boys

The genderless children’s clothing sector has typically featured girls borrowing from the boys. Now, brands and organisations are flipping the narr...

Fashion : Youth : Retail

Markets

Alternative Education Market

As parents and institutions become increasingly frustrated by Silicon Valley’s attempts to disrupt the classroom, new educational models are emergi...

Youth : Wellness : Learning

Markets

Childrenswear Market

The childrenswear market is booming, with the rise of Millennial parenting affecting everything from the aesthetic to the acceptance of a more luxu...

Fashion : Youth : Digital

Markets

Young Eaters

The eating habits of younger generations are being shaped by a greater appreciation of food and by parents who are instilling their healthy eating ...

Food : Generation Z : Baby Food

Big Ideas

How Wonderbly is changing the reading experience for children

The co-founder of Wonderbly on capturing children’s imagination through personalisation and the brand’s evolution from print-only to digital.

Personalisation : Digital : Technology

Micro Trends

Healthy Baby Bites

The baby food aisle now reflects wider eating shifts towards healthy options.

Food : Wellness : Baby Food

Big Ideas

Gaming is no longer a niche category on YouTube

Global – It is one of the most watched types of content across the platform.

Gaming : Media : Digital

Big Ideas

Adidas tv show to teach football skills to Chinese kids

China – The series will be produced in conjunction with the Ministry of Education (MoE) and China Education TV.

Education : Sport And Leisure : Fashion

Big Ideas

LeapLearner aims to empower China’s next generation of coders

Shanghai – The platform teaches programming skills beyond basic coding to prepare children for the future.

Digital : Technology : Culture

Big Ideas

On-screen luxuries

Global – High-end watch brand TAG Heuer has been announced as the official timekeeper for computer game Gran Turismo Sport.

TAG Heuer : Video Games : Luxury

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