Market intelligence resource, The Insights People, discusses the rise of eco-conscious parents and how their interest in vegan and ethical lifestyles is affecting purchasing decisions for children’s clothes.
This generation of parents is eco-friendlier than ever before. Over 75% of new and expecting parents are now millennials; and they, and their children, are demanding more from brands than ever before.
The rise of eco-conscious new parents known as Generation Responsible has brought with it an increase in the popularity of veganism. Data from Parents Insights shows over 50% of parents now buy local or free-range foods when shopping for groceries. Additionally, four in ten seek out eco-friendly products.
Veganism is closely linked to age and income; 17% of over-35s said they actively purchase vegan products, but the figure is lower for younger age groups. Salary is a factor here; vegan alternatives are still dearer than their dairy or meat-based counterparts.
Supermarkets have been quick to acknowledge the trend. Aisle space for vegan and eco-friendly products is now bigger than ever. But what can children’s clothing brands do to cater to this growing demographic?
Focus on ethical credentials
If they are not already doing so, clothing brands of all sizes need to be putting their ethical credentials front and centre of their marketing campaigns.
For smaller boutique brands unable to compete with bigger companies on price, focusing on the quality of materials can be key to getting their voice heard. For example, using ethically-sourced cotton or vegan alternatives to leather.
Smaller manufacturers with greater visibility of their supply chains also have an advantage. They can be more agile when it comes to incorporating eco-friendly materials into their products – where feasible.
Parents Insights data shows parents are already turning their attention elsewhere when it comes to purchasing clothes for their child. All of the top 10 clothing retailers fell in popularity during 2018, with the likes of Asda, H&M and Next seeing a steady decline during all four quarters.
One notable gain seen outside of the top 10 was Selfridges. Ranking 17th in the list, the high-end department store was one of only three retail brands more popular at the end of 2018 than it was at the beginning of the year.
Interest in eco-conscious and vegan lifestyles is only likely to increase in the coming months. Especially with the pursuits of activist groups like Extinction Rebellion keeping climate change in the public consciousness.
Provided they have the capability to do so, boutique clothing brands are well placed to capitalise on this. They can tap into the market of consumers who are looking beyond the big high street brands when shopping for children’s clothes.
This is just one example of how this generation of parents is like no other. Download a complimentary report from Parents Insights here.
About The Insights People
The Insights People surveys more than 400 different children and 200 expecting and new parents across the UK. Plus, a further 1,200 different children across five countries.
This enables it to provide an unrivalled insight into the kids, parents and family ecosystem and a comprehensive understanding of their attitudes, behaviours and consumption through its Kids Insights and Parents Insights products.
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