Borrowing extends into toys and tech to satiate the ever-changing needs of children
Implications - A cost-effective alternative to buying new toys, parents are turning to methods of borrowing to satiate the developing interests of young people. Toy rentals and smartphone borrowing services provide temporary access to goods and activities, reflecting a need to maintain materialistic tendencies and individual desires in a post-recession society.
Trend Themes
1. Sharing Economy - Offering temporary access to goods and activities is becoming a cost-effective alternative to buying new ones.
2. Rental Services - Toy and smartphone rental services are becoming increasingly common, so kids can play with a variety of toys without having to own them all.
3. Sustainability - Rental and toy share services reduce the need for the manufacturing of new toys, promoting a sustainable mindset.
Industry Implications
1. Toy Industry - The toy industry can explore new business models that promote toy rental and sharing services.
2. Smartphone Industry - The smartphone industry can look into rental services and temporary replacement solutions for broken devices.
3. Transportation Industry - The transportation industry can partner with toy rental agencies like Europcar to best optimize space and revenue generation.
