Today’s kids have more autonomy and decision-making power within the family than in previous generations, so it follows that kids are vocal about what they want their parents to buy. “We’re relying on the kid to pester the mom to buy the product, rather than going straight to the mom.”īarbara A. Here are some of the strategies marketers employ to target children and teens: Pester power As well, guilt can play a role in spending decisions as time-stressed parents substitute material goods for time spent with their kids. Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing having children until later in life mean that families have more disposable income. In the United States alone, companies spent over $17 billion doing this in 2009 – more than double what was spent in 1992. Īs a result, industry spending on advertising to children has exploded over the past two decades. Family entertainment choices (98% of the time) and family trips and excursions (94% of the time).
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