Advice
Advice services

Creafutur offers a service providing advice and carrying out personalised projects with the support of a select community of collaborators at international level in the areas of trend analysis, anticipating changes in the environment and innovation.

Case studies

Creafutur has made a study of "Children market" (children from 0 to 12 years and their families) to understand their needs as consumers and their future evolution. Project's sponsors entities have been the Observatorio de Prospectiva Industrial, 29 Kids Cluster's companies and Creafutur.

The main conclusion of the study could be defined as a tension between, firstly, parents who mainly would like to controll all variables that they consider most important in the children's education, such as time spent at home, values that they want to introduce, money they invest in their jobs, leisure or education, and secondly children that don't reflect all this efforts done by their parents, existing an environment as school, friends and technology, with bigger power of influence .

These parents have been defined as "superheroes", not for having super powers but due to suffer most of the popular heroes's frustrations. So we find a general feeling of frustration, more or less depending on each case, of being "bad" parents". All said before become an excess of protection, feeling of flexibility in getting limits and feelings of fear and uncertainty in following stages (adolescence). Parents (men) change the role, much more involved and closers, this reinforces the tension commented before.

Children have calles the Bab (iT), on one side due to the familiarity with the technologies (Information Technologies) and on the other side for being the center of attention and being always in fashion (which helps us to introduce the term "It", usually used in fashion). Children are extremely materilist, but what they really miss is parent's contact.

Even so, following the objective of this study, all of this, draw a first map of areas of opportunities, for example the curiosity feeling versus the knowledge, the training, the healthy eating, the physical activity or sociability.

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