If you want to appeal to families and children in marketing, you have to know what's on their minds at the moment.
Hardly any other target group changes so dynamically in terms of attitudes and behaviour patterns. Who do you reach, how and on which platform? Which tone is appropriate on which channel? And how do you succeed in being perceived as cool by kids and helpful by parents at the same time? Using study results and case studies from Germany and all over the world, we will show current insights and trends from family and children's marketing as well as related topics.
Are social trend topics also relevant for family and children's brands?
Major international brands such as Mattel and Lego are setting a good example and showing that environmental protection can no longer be just lip service. Large companies are starting to act - and communicate according to their brand personality. The trendy topic of mindfulness and a holistic understanding of health is also not stopping at families and children. For adults, a billion-dollar market has crystallised here in recent years. With a slight delay, the trend is now arriving in children's rooms and also offers huge potential here - from child-friendly meditation apps to help on the topic of bullying or body positivity.
What does advancing digitalisation mean for families and children?
For a long time, children were not considered on the internet and social media, although children are already online at a very young age. This realisation is gradually gaining ground and more and more organisations and companies are addressing the question of how to make the digital world child-friendly and child-safe. Brands have the opportunity to lead the way and score points with children and parents alike.
