Member Exclusive: Latest Trend Hunter Report Highlights Latest Innovations in Sustainability

green globe sitting on top of grass to represent sustainabilityApril 19, 2024 | While the conversation of sustainability in the toy industry is not new, a broader societal awareness of the environmental impact of consumer behavior is leading to more businesses adapting and prioritizing sustainability in their production, packaging, and marketing strategies. Toy Association members can now access a complimentary new Trend Hunter report that explores the latest innovations in sustainability, specifically looking at companies and brands that are shifting how they produce, package, and market products to reduce consumer guilt around environmental waste.

Some examples highlighted in this report include:

  • Sustainable De-Influencing — On social media, especially on platforms like TikTok, the "de-influencing" trend is gaining traction. This movement flips the script on traditional influencer marketing by encouraging users to critically analyze trending products and resist impulsive purchases. De-influencers often expose potential drawbacks of popular items, prompting a shift in consumer behavior. As this movement gains traction, brands are strategically engaging in de-influencing campaigns to demonstrate their commitment to sustainable practices. For example, Agency for Nature’s “Girls Just Wanna Grow Plants” campaign showcases models immersed in natural settings, seeking to pivot the influential power of advertising toward fostering sustainable behaviors that resonate with happiness and environmental responsibility.

  • Absorbent Packaging — Businesses are starting to incorporate moisture-reducing bags in their packaging without desiccant/silica gel packets, which are used to reduce moisture levels for products like clothing and electronics. Some companies are investing in custom materials that do not require desiccant packets. These packaging materials are more sustainable and cost-effective than traditional plastic packages while having active moisture-reducing qualities that protect contents. A team working out of the South China University of Technology developed “Flipme,” a moisture-absorbing bag designed primarily for shipping clothing and other garments. The bag’s surface begins a white color, and will slowly turn green as it fills up with moisture. Once the package has turned completely green, it will no longer absorb moisture and users can compost it.

  • Ocean Waste-Made Textiles — Brands in the textile industry are launching new fabric materials made from recovered and upcycled ocean-bound plastics. These textiles help reduce waste while offering affordable products for related industries, such as hospitality and fashion — resulting in durable and sustainable alternatives. Duvaltex has created the Ocean Waste Clean Impact Textiles initiative, which focuses on recycling ocean plastic waste, transforming it into polymer for yarn, which the company then uses to create sustainable textiles. These textiles are versatile, suitable for various commercial applications, and are fully recyclable. Importantly, each yard of fabric produced removes up to half a pound of plastic from waterways, contributing to environmental preservation.

This report is the latest in a series from Trend Hunter that is exclusive to Toy Association members. These reports offer in-depth perspectives and trends in various areas related to the toy industry and youth markets to help spark unique ideas. For additional relevant trends, members can click on the report’s consumer insights examples, scroll down, and click the images for further information. has accumulated nearly 3 billion views from more than 100 million visitors. The data research company helps clients “Dive Deeper,” “Work Smarter,” and “Save Effort” in order to increase the overall success of their companies and brands.