Latest Research from The Insights Family Shows Kids Want Eco-Friendly Toys

April 21, 2021 | More than ever, families are seeking eco-friendly designed toys (and packaging) that teach kids about sustainability – a top 2021 trend identified by The Toy Association in February and supported by data from The Insights Family, a global leader in kids, parents, and family market intelligence.

“Parents are making more environmentally mindful purchases, and they want to instill eco-friendly practices in their children beginning at a very young age,” said Adrienne Appell, senior vice president of marketing communications at The Toy Association. “Toys with real and substantiated environmental benefits are buzzing right now, but it’s a trend that will only continue to grow as today’s kids get older and begin making their own purchasing decisions.”

According to The Insights Family’s latest data, “the environment” ranks in the top 10 most concerning issues with kids across all age groups in the U.S. Sustainability is not just something kids and families are talking about—it is expected to impact their purchasing habits.

The Insights Family’s research has shown that kids ages 3 to 9 who report concern about their impact on the environment has grown by 158% between the beginning of 2020 and the start of 2021. This highlights the importance of brands being transparent with their sustainability strategies to address the concerns of kids.

Kids Insights™ data also suggests that the age at which kids begin to show concern for important global issues is getting younger. During the period between November 2019 and January 2020, 16- to 18-year-olds were the most likely age group to be concerned about the environment, ranking it their 7th most important issue. However, one year later (November 2020 to January 2021), the data indicates that it’s 6- to 9-year-olds who are most likely to show concern for the environment, ranking it as their 6th most pressing concern.

Major toy companies are not only taking notice of kids’ concerns, but they’re making major, impactful changes globally. For example, LEGO recently announced a major initiative to reduce its carbon emissions by 37 percent through 2032, by using sustainable materials and renewable energy.

“With more brands utilizing their platforms to speak up on the importance of caring about big issues, more kids are being educated on them from a younger age,” said Jonathan Watson, Chief Product Officer at The Insights Family®. “Our research shows that brands need to anticipate their target audience becoming conscious consumers from a younger age and must act accordingly to maintain their support and advocacy.”

The Insights Family (formerly The Insights People), is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behavior, and consumption patterns. Every year the company surveys more than 362,100 kids and more than 176,800 parents, including 21,300 children ages 3 to 18 in the U.S. These children are age, gender, and nationally representative. Freemium access to The Insights Family real-time data portal is available here.