It emerges from the ninth edition of the Kids Marketing Forum 2024, “Tell me about the future”, organized by BVA Doxa and MLD Entertainment. The consumer value of the markets relating to the Family world is around 7 billion euros, but the stability compared to 2022 (+0.47%) is only apparent.
Some markets are showing strong growth, such as cinema (+65% vs 2022), while others are suffering, such as the newsstand market (-10%).
The data on media investments then reflects a growing push towards digital compared to traditional means, even considering only the ‘kids’ areas. At the same time, influencers and content creators are expected to grow in importance in shaping communication and marketing strategies.
Communication strategies must evolve
The significant growth of the digital area has radically transformed the communications landscape, requiring companies to review strategies to effectively engage digital natives.
A reflection on the future of communication in the digital age leads to emphasizing an approach that is at the same time innovative, ethical and responsible. Communication strategies must evolve, as demonstrated by the world of Tiktokers and the creative use of A.
However, television consumption continues to be an important entry point. It should not be underestimated that half of the TV content consumed by 14-26 year olds travels on channels other than linear, in streaming and mostly with the use of mobile devices.
Among the elements that introduce discontinuity is the use of ChatGPT, different depending on age, but far from negligible, and used by 29% of 12-15 year olds, 32% of 16-18 year olds, 52% of 19-26 year olds.
The role of mothers as opinion leaders
Alongside young and very young people to be involved and interested, when talking about family, the fundamental role of mothers must not be overlooked. Purchasing managers, key opinion leaders, influencers, represent a single decision-making ‘hub’ on which the majority of family purchases depend.
But the new generations are united by a series of characteristics, not always favorable to communication, such as little attention to classic advertising messages, predilection for the “here and now”, but also a strong ability to become passionate about what is presented with narratives from strong resonance.
However, the product remains at the center of interest (67% of cases), to the detriment of the story told (31%).
The challenge of GenZ
Gen Z challenges traditional marketing methods, preferring brands that reflect transparency and authenticity. Young people seek an emotional connection with brands, which can be built by recognizing and enhancing their passions and interests. A transition that leads them to transform from ‘consumers’ to ‘fans’.
From the research data of BVA Doxa on the 14-26 year old target, it emerges that half of the interviewees define themselves as “fans of something”, 43% as “expert and competent”, and 43% share that same passion with friends .
The ideal framework for their fanaticism is that of “pop culture”, whose phenomena are appreciated by a third of those interviewed.