Now that the imminent threat has passed, I feel somewhat more comfortable commenting on the strike that never really was (HSAS vs. SAHO). One of the comments that arose in a discussion about essential/emergency services was that you can't touch the things that are sacred: oncology patients must get their chemo and the pediatric and neonatal wards must have near-normal coverage. So there it was, cancer and kids. These are things of awe, things of fear, things revered, things we battle to protect.
Fast forward a day and I asked myself if we as society were not protecting but quiet bystanders in the apparent exploitation. I had the opportunity to watch "How the Kids Took Over"; a documentary which (re?)aired on CBC last evening but had been broadcast in the US last year. The gist is: marketers have essentially tapped out the adult market. The normal gimmicks no longer works. So they turn to kids, who, at an indirect level, influence about $600 billion in sales annually. Now that's a nice market. And all business has to spend is a measly $15 million.
The stats: kids decide about 75% of snack food choices; 50% of fast food visits are due to kids nagging (and the marketers teach kids how and what to nag for); 70% of parents give in to nagging; kids direct about 62% of household spending (trips, toys, clothes, food...)
Then there are the Golden Marble Awards for "excellence in children's advertising" (sponsored by KidScreen, produced by Brunico Inc.). After protests by SCEC which began at the 3rd annual GMA in 2000, the awards were canceled in 2003.
A chance to see the year's best creative advertising targeted at children. See the marketers and agencies that are taking creative to new levels and making connections with kids. The Golden Marble Awards is the only awards show recognizing creative excellence in kids advertising.
GMA Brochure 2000
"Promotional marketing plays a crucial role in reaching the increasingly influential kids market. Kudos to KidScreen for recognizing that these kid marketers deserve to be recognized."
Julie Colbrese, Executive Vice President, Creative Services. Communicator Marketing Worldwide
How did this all come to be? The documentary goes back only a century. Early 1900's brings forth a new precedent of gift giving to please the child, especially at Christmas. 1947: Howdy Doody - the first Saturday morning children's television program. This allow for focused, effective advertising all year round--not just at Christmas. The society 60's and 70's began to see a more inclusive family unit; one in which children were both seen and heard (and grew in their ability to influence family spending). While 1977 brought forth the unforgettable Star Wars film, the toys, games and accoutrements brought in twice the revenue of the film itself. Riding the same idea, the 80's had "program length commercials", He-Man and Strawberry Shortcake; television programs designed to sell products. Of course, infants are the next (current?) market. Just look to products such as Baby Einstein.
Want to know more?
Campaign for a Commercial Free Childhood
Consuming Kids (by Susan Lynn)
Kidfluence