How Entertainment Brands Are Adapting to Generation Alpha

Growing up, did you play with hypersexualized Barbie dolls, boys-only Thomas the Tank Engine trains, or skinny, white Disney princesses? If so, you’re not alone, but that’s no longer the case Generation Alpha.

Brands like Mattel, once criticized for promoting unrealistic body standards and gender stereotypes, are now positioning themselves as feminist and progressive. The latest Barbie movie is a perfect example of this shift.

Millennial parents are actively looking for toys, books and movies Educate your children about life and teach them values ​​that are consistent with their ownfrom a positive approach to the body to diversity to accept others and embrace their sexuality.

At the same time, millennial parents are quick to criticize brands that don’t reflect their values. Social media campaigns like #CancelDrSeusswhich draw attention to racist symbolism in the author’s books are an example of how consumers hold brands responsible for their past mistakes.

What is notable about these calls for accountability is that they often stem from a brand’s history of exclusion, e.g. Limited Edition American Girl Dolls Featuring Marginalized Identitiesor racist depictions of indigenous peoples in Disney’s old Splash Mountain attractionThis critique highlights a broader societal shift towards inclusivity and cultural sensitivity.

Product Renewal

As marketing researchers, we set out to understand how entertainment brands adapt to changing political, cultural, and social norms. Our latest study Three main directions of evolution of these brands were identified: through changes in products, changes in recruiting practices and increased involvement in the communities in which they live.

Some brands have made efforts to revamp their products, from apologizing for past mistakes to removing offensive features or completely overhauling their product offerings. Apologies such as a disclaimer that Disney added to some of its older films about racist stereotypeswas one of the most regular actions undertaken by brands.

Other brands, such as Warner Bros., have chosen to remove problematic traits from their characters. In Space Jam: A Recent Legacy, Lola Bunny’s character has been redesigned to not be overly sexualized as in the first film. Other brands have withdrawn products deemed problematic, as seen when Dr. Seuss Enterprises six books were withdrawn from circulation.

Such actions are sometimes carried out simultaneously. In 2014, Mattel apologized for a book was published that perpetuated gender stereotypes that women can’t code.

Since then, the brand has made a number of systematic changes, such as introducing a diverse line of dolls with different professions, even those previously masculinized on the market, as well as dolls with different body types AND skin tonesand dolls with various disabilities.

Equality, Diversity and Inclusion

As brands transform their products, they are also transforming their workforces, to varying degrees striving for equality, diversity and inclusion.

For example, Nintendo has promised greater transparency in its recruitment process, as it currently holds only female positions 23.5 percent of management positions in the worldThis is in contrast to Mattel, the parent company of Barbie and American Girl, whose board of directors It consists of five women out of 11 members, 30 percent of whom are ethnic minority groups.

Disney, for its part, has dedicated a page on its website to providing transparency regarding racial and gender diversity in the workplace at various levels. This signals a commitment to promoting a more inclusive workplace culture.

These actions are being taken at a time when companies are increasingly recognizing the importance of diversity and integration not only as ethical imperatives, but also as strategic advantages for long-term success in today’s global market.

Social involvement

A recent change that entertainment brands have made in response to social pressure has been to become more involved in local communities.

Some brands have taken the established approach of donating to various non-profit organizations such as American Girl’s support for Save the Children.

Other brands have partnered with nonprofits representing people with disabilities to ensure their products are inclusive. For example, UNO partnered with the National Federation of the Blind to create a Braille version of the card game.

Tomek and Friends took part in UN Sustainable Development Campaign AND UN advisers consulted to ensure the inclusiveness of its fresh programs.

Other brands have founded and maintained their own nonprofits to force change. Sesame Workshop, the organization behind Sesame Street, provides educational materials to aid children understand sensitive social issues such as racism.

Change to stay relevant

As our understanding of diversity changes, our expectations of the media and entertainment we consume also change, especially when it comes to shaping the values ​​and perceptions of youthful minds.

Consumers are having a significant impact on shaping the trajectory of entertainment brands, as evidenced by their demands for more inclusive and socially conscious content. By holding brands accountable for their actions and advocating for change, consumers are playing a role in driving the evolution towards a more equitable and diverse entertainment landscape.

In today’s ever-changing socio-cultural climate, entertainment brands must continually adapt to remain relevant to parents and their children. This can be done reactively due to socio-cultural pressures or proactively as brands try to stay ahead of trends.

Regardless of the source of change, to contribute sustainably to inclusion, diversity and equality, change must be apparent on multiple fronts: in products, in the workplace and in our communities.