Marketing to Children: An Overview

Demographics and Economic Influence of Children

• Post-WWII era saw a rise in the youth population.
• Over 52 million kids under 12 in the U.S. - largest increase in 50 years.
• Kids represent significant economic opportunity for marketers.
• They spend about $40 billion annually on personal items.
• Kids influence $700 billion in adult spending across various sectors.

Marketers' Strategies

• Targeting children due to their buying power and purchasing influence.
• Children significantly influence family decisions (cars, vacations, technology).
• Marketers study children’s nagging behaviors to develop effective strategies.

Techniques Used in Marketing to Kids

• 360-degree immersive marketing - saturating children with brand messages across all mediums:
  • Product placements in movies and TV shows.
  • Marketing in schools and through various media outlets.
• Children encounter over 3,000 commercial messages daily.

Deregulation of Children's Advertising

• In the late 1970s, the Federal Trade Commission (FTC) aimed to restrict advertising to children under 8.
• In 1980, Congress limited the FTC's authority, leading to a boom in marketing to children.
• Post-deregulation saw children's consumer spending grow 35% annually.

Marketing Techniques Post-Deregulation

• Rise of advertising tied to children's programming.
• 1984 introduced toy-based media, creating a saturation of products linked to children’s shows.
• Examples include successful franchises like Teenage Mutant Ninja Turtles and Star Wars.

Impact on Children's Values and Behavior

• Marketing creates a culture where materialism is equated with happiness.
• Children are taught that possessions define their self-worth.
• Self-indulgence and instant gratification are instilled as core values.

The Role of Schools and Media

• Schools increasingly involved in advertising (Channel One, sponsored materials).
• Media literacy programs often insufficient against commercial pressures.
• Schools becoming venues for marketing, impacting education.

Health and Psychological Impacts

• Rise in childhood obesity linked to marketing of junk food and sedentary lifestyles.
• Increasing diagnoses of ADHD and other mental health issues among children.
• Negative correlation between media consumption and children’s mental health.

Ethical Concerns and Parental Responsibilities

• The marketing industry undermines parental authority, placing undue responsibility on parents.
• Parents often unaware of pervasive marketing strategies targeting their children.
• Calls for stronger regulations on advertising to protect children.

Conclusion

• The commercialization of childhood represents a significant cultural shift, prioritizing consumerism over childhood development.
• Societal need to reassess the impact of marketing on children's well-being and values.