The Insights Family, the global leader in market intelligence for kids, teens, parents, and families, has launched a first of its kind product, NextGen Insights, to track the behaviours, preferences, and consumption patterns of the next generation of consumers.
Founded in 2017, The Insights Family, which is backed by BGF, has built the most comprehensive and up-to-date understanding of what kids, teens, parents, and families think, feel, and do. Over the past seven years, the company has closely tracked the evolution of a generation, following the lives of kids aged 3-18 and parents of 1–16-year-olds. The new NextGen Insights will now follow young adults aged 19-30 as they transition into adulthood, becoming the next generation of citizens, consumers, audiences, voters, employees, and employers.
Nick Richardson, Founder of The Insights Family, said: “After tracking the attitudes, behaviour and consumptions of kids and teens for a number of years, we have now decided to follow the cohort as they transition into young adults, and become the next generation of consumer. For example, a 12-year-old we surveyed in 2017, will this year be 19. By continuing to follow them on their journey into adulthood, it will enable us to provide organisations with the most comprehensive, real-time, first party data of its kind.”
“We specifically chose the 19–30-year-old age category, as Kids Insights stops at 18. Whilst parents who complete our Parents Insights can be any age over 16, we know from data that the average age of a first-time parent across the G20 is 29.6 years of age”
Richardson added, “We specifically chose the 19–30-year-old age category, as Kids Insights stops at 18. Whilst parents who complete our Parents Insights can be any age over 16, we know from data that the average age of a first-time parent across the G20 is 29.6 years of age – so it becomes the final piece of the puzzle in becoming the global leader in the next generation of consumers and their families.”
Operating in 22 countries across six continents, The Insights Family collects data from over 700,000 kids, teens, and parents annually. The launch of NextGen Insights will begin in the US, UK, France, Germany, Italy, and Spain, providing brands with a comprehensive view of cross-generational trends, attitudes, and behaviours. By adding insights from around 100,000 young adults annually, NextGen Insights expands The Insights Family’s coverage to include individuals aged 1-30 and parents.
Tom Williams, CEO of The Insights Family, commented: “This continuity of data is unparalleled and gives brands a significant advantage in staying relevant with this emerging consumer group – whether it’s understanding how early brand loyalty transitions into adult preferences, or exploring new opportunities as media habits, purchasing power, and family dynamics evolve.”
A number of brands, including Lego, Merlin and Warner Bros. Discovery are staying connected with young adults, recognising that early interests in toys and entertainment can evolve into lifelong preferences.
Richardson concluded: “From a personal perspective I started feasibility on this project three years ago and it is with great pride to see NextGen Insights come to fruition, and to celebrate the launch of one-of-a-kind market intelligence we are delighted to issue a new cross generational report on fandom. Whether you are a retailer, media company, or FMCG company, understanding your customers’ early influences gives you a distinct edge. Our data shows how brand affinity is built in childhood and matures into adulthood, allowing them to tailor their messaging and strategies in a way that feels authentic and impactful.”
The new report ‘The Evolution of Brand Loyalty: How Fandom, Media Consumption, and Gaming Preferences Evolve Across Generations From Ages Three to Thirty’ can be downloaded free of charge.
