How The Kids Took Over

How The Kids Took Over
Directed by Ann-Marie Redmond

“A U.S. market research company, Western International Media released a study called “Parents Nagging Kids and Purchase Decisions.” It wasn’t a study to help parents cope with nagging, it was a study to help corporations help children nag more effectively…so they encourage companies to put a reason, to give a kid some reason in the commercial to be able to tell their parents why they needed this particular product.”

The fight for your children’s money & influence.

In the last 10 years, corporations have doubled what they spend marketing to your children. It’s no wonder. Children influence 62% of family purchases – everything from snack food to cameras to cars. Kids under twelve are at the epicentre of consumer culture.

There is gold in the hills, and marketers know your children will lead the way. So, they spend billions of dollars every year, on the premise that a tug of your heartstrings will mobilize your purse strings. And they’ve unleashed an army of market researchers to help them accomplish their mission. The kids have taken over.

It’s all been made possible through a dramatic shift in parenting style, which has parents dictating less and listening more, and a generation of under twelve’s that is more numerous and more affluent than the Baby Boomers. This is a marketing culture where companies are moving far beyond traditional boundaries, coining terms like “the infant niche market” and “cradle-to-grave brand loyalty.” Psychologists and anti-marketers have been waving a red flag for years, and now they’re dressing for battle. Meet the players who have helped the kids take over. Originally aired on the CBC.

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