13/09/2021 – Trends bis 2024

Trendbook „pej kids“

The new edition of "pej kids" was published in August 2021. The Danish trend agency pej gruppen has identified the key trends in fashion, interiors, food, packaging, retail, play and media for the coming years. In our guest article, Louise Byg Kongsholm, Director of pej gruppen, explains the role played by the three family types.


The new edition of "pej kids" was published in August 2021. © pej gruppen


Louise Byg Kongsholm, Director of pej gruppen. © pej gruppen


During Covid-19, there has been an increase in pregnancies and births in Scandinavia. While not a huge baby boom, it is a significant increase compared to previous years - and a significant rise over what we saw during the financial crisis of 2008 to 2012. Equally as notable is that Scandinavia saw more births during the pandemic than the rest of Europe. This shows that policies, support systems, and the overall welfare system had a positive impact on the decision to start a family. And, that Scandinavian parents were and still are interested in having or expanding families. Work and career will continue to be important, but family will be the most important value in life. Security, home and balance are the three watchwords for the 2022-2024 season.

You can read a detailed report on the three different family types in BRAND NEWS 2021, here as an e-paper.