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Description

Description

“Gender stereotypes remain apparent among today’s children and teens, underlined by the types of subjects they prefer at school, as well as their perception that certain career paths are more suited to a specific gender. As gender equality becomes an increasingly pressing issue for businesses, there is scope for brands to create campaigns that challenge these stereotypes at a young age, helping to drive further improvements in gender equality for the future.“
– Jack Duckett, Senior Consumer Lifestyles Analyst

This Report discusses the following key topics:

  • Inspiring more girls into STEM careers 
  • Eroding gender stereotyping in boys 
  • Encouraging children and teens to be more active

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • The market
          • Children and teens outpace total population growth
            • Tackling childhood obesity
              • Smartphone engagement continues to rise
                • The consumer
                  • Subject preferences follow traditional gender lines
                    • Figure 1: Children’s and teens’ favourite subjects at school, by gender, March 2017
                  • Independent kids
                    • Figure 2: Children’s and teens’ confidence in their ability to carry out selected life skills, March 2017
                  • Parents prove less confident in sons in the home
                    • Figure 3: Parents’ level of confidence in their children’s abilities to carry out selected life skills independently, March 2017
                  • 78% of all children and teens take part in sports outside of school
                    • Figure 4: Healthy habits of children and teens, March 2017
                  • Degenderising career paths
                    • Figure 5: Children’s and teens’ perceptions of selected career paths correspondence analysis, March 2017
                  • Schoolwork tops list of concerns
                    • Figure 6: Sources of anxiety for children and teens, March 2017
                  • What we think
                  • Issues and Insights

                    • Inspiring more girls into STEM careers
                      • The facts
                        • The implications
                          • Eroding gender stereotyping in boys
                            • The facts
                              • The implications
                                • Encouraging children and teens to be more active
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Children and teens outpace total population growth
                                        • Tackling childhood obesity
                                          • Raising awareness of children’s mental health
                                            • Smartphone engagement continues to rise
                                            • Market Drivers

                                              • Demographic factors
                                                • Children and teens outpace total population growth
                                                  • Figure 7: Trends in the age structure of the UK population (0-15 year olds), by age, 2012-22
                                                • Healthy living
                                                  • Tackling childhood obesity
                                                    • Figure 8: Children’s overweight and obesity prevalence, by gender, 1995-2015
                                                  • The war on sugar rages on
                                                      • Figure 9: Fruit-tella Summer Fruits and Strawberry chewy sweets, January 2017
                                                    • Achieving recommended exercise targets
                                                      • Figure 10: Proportion of children and teens who meet recommended physical activity levels, by age group and gender, 2015
                                                    • Raising awareness of children’s mental health
                                                      • Sleep-deprived kids
                                                        • Kids and technology
                                                          • Smartphone engagement continues to rise
                                                            • Figure 11: Technology devices children use in the household, May 2016 and April 2017
                                                          • Image-sharing sites prove popular
                                                            • Figure 12: Children’s social media use, May 2016 and April 2017
                                                        • The Consumer – What You Need to Know

                                                          • Subject preferences follow traditional gender lines
                                                            • A boost for foreign languages could prove a boost for the economy
                                                              • Sport proves consistently popular
                                                                • Parents’ confidence in their children dips in the kitchen
                                                                  • 51% of children and teens fail to achieve five-a-day targets
                                                                    • Opportunities for free-from market
                                                                      • Encouraging girls to be more active
                                                                        • Schoolwork tops list of anxiety causes
                                                                          • Appearance worries peak amongst teenage girls
                                                                          • Favourite School Subjects

                                                                            • Subject preferences follow traditional gender lines
                                                                              • Figure 13: Children’s and teens’ favourite subjects at school, by gender, March 2017
                                                                              • Figure 14: Still images from Microsoft’s Make What’s Next campaign, March 2017
                                                                            • Encouraging boys in arts and humanities subjects
                                                                              • Figure 15: #Aboycantoo campaign, May 2017
                                                                            • A boost for foreign languages could prove a boost for the economy
                                                                              • Figure 16: EMYS Robot, February 2017
                                                                            • Sport proves consistently popular
                                                                              • Figure 17: Top five favourite subjects, by gender and age group, March 2017
                                                                          • Confidence in Children’s Independence

                                                                            • Independent kids
                                                                              • Figure 18: Children’s and teens’ confidence in their ability to carry out selected life skills, March 2017
                                                                            • Parents’ confidence in their children dips in the kitchen
                                                                              • Figure 19: Parents’ level of confidence in their children’s abilities to carry out selected life skills independently, March 2017
                                                                              • Figure 20: The Kids’ Cookery School, London, March 2017
                                                                            • Parents prove less confident in their sons’ domestic skills
                                                                              • Figure 21: Parents’ level of confidence in their children’s abilities to carry out selected life skills independently (NET of very confident and somewhat confident), by gender of child, March 2017
                                                                          • Children’s and Teens’ Healthy Habits

                                                                            • 51% of children and teens fail to achieve five-a-day targets
                                                                              • Figure 22: Healthy habits of children and teens, March 2017
                                                                              • Figure 23: Innocent Sow & Grow initiative, February 2017
                                                                            • Opportunities for free-from market
                                                                              • Figure 24: Examples of Little Dish product launches, January-March 2017
                                                                            • Encouraging girls to be more active…
                                                                              • Figure 25: Proportion of children and teens who do exercise outside of school, by gender and age, March 2017
                                                                            • …and boys to spend less time looking at screens
                                                                              • Figure 26: Proportion of children and teens who agree “I spend most of my free time in front of screens (eg computer, television) “, by gender and age, March 2017
                                                                          • Perceptions of Career Paths

                                                                            • Degenderising career paths
                                                                              • Figure 27: Children’s and teens’ perceptions of selected career paths – Correspondence analysis, March 2017
                                                                              • Figure 28: Children’s and teens’ perceptions of selected career paths, March 2017
                                                                            • Encouraging careers in trade
                                                                              • Figure 29: Built by her, May 2017
                                                                          • Sources of Anxiety

                                                                            • 78% of children experience worry
                                                                              • Figure 30: Sources of anxiety for children and teens, March 2017
                                                                            • Schoolwork tops list of concerns
                                                                              • A quarter of children worry about their family finances
                                                                                • Figure 31: HSBC School Bank initiative, June 2015
                                                                              • Appearance worries peak amongst teenage girls
                                                                                • Figure 32: Sources of anxiety for children and teens, by gender and age, March 2017
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                              • Abbreviations
                                                                                • Consumer research methodology
                                                                                  • Correspondence chart methodology

                                                                                  About the report

                                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                  • The Consumer

                                                                                    What They Want. Why They Want It.

                                                                                  • The Competitors

                                                                                    Who’s Winning. How To Stay Ahead.

                                                                                  • The Market

                                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                  • The Innovations

                                                                                    New Ideas. New Products. New Potential.

                                                                                  • The Opportunities

                                                                                    Where The White Space Is. How To Make It Yours.

                                                                                  • The Trends

                                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                  Trusted by companies. Big and small.

                                                                                  • bell
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                                                                                  • allianz
                                                                                  • kelloggs
                                                                                  • walgreens
                                                                                  • redbull
                                                                                  • unilever
                                                                                  • Harvard
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