Pester Power and Youth Marketing Tactics

Today's older children are transforming tactical marketing because they are more independent and comfortable with money, according to the latest research carried out in association with The Chartered Institute of Marketing (CIM) in the UK.

This latest survey, conduced by Mintel, questioned nearly 2000 children aged 11-14 about their outlook on life. It reveals that friendship is a top priority with the vast majority (93%) of children, while 'physical beauty' and 'having an active life' are seen as important by only 18% and 37% respectively.

The research also reveals the major issues of concern to today's children. Cruelty to children and the dangers of taking drugs score highly, with 75% and 72% of children respectively agreeing that these are major concerns. However, most children feel relaxed about money, with only 28% saying that it is something that they are 'very worried' about.

These findings are particularly significant in the light of parents' concerns that their children are becoming the focus of corporate attention before they have the cognitive power to decode marketing messages for themselves.

'Children are becoming increasingly sophisticated in terms of marketing messages as advertisers become more adept at reaching this group who wield influence over purchasing decisions via pester power,' says Elvira Doghem Rashid, Market Analyst at Mintel.

What this survey demonstrates is that children in the 11-14 years age group have outgrown early childhood and are, in fact, emerging adults that feel the need to make their own independent purchasing decisions. Over half (52%) of the children questioned are in agreement that their ideas differ significantly from those of their parents.

Meanwhile, so-called 'pester-power' does exist, but it is an inevitable part of family life that parents see as their own responsibility to control, according to new research from Salford University in association with CIM.

The survey provides evidence that although children are often able to 'pester' their parents into buying a particular product or brand; most parents see it as their own responsibility to limit the phenomenon. In-depth interviews were carried out with the parents of young children aged between 5 and 11.

There is a general consensus among parents that they should provide guidance and tell children that adverts provide useful information but that they can't have everything they see advertised. It was also suggested by one parent that negotiating with children eliminates the need for pestering.

'Parents in this study generally react positively to advertising directed at children,' says Mike Johnston, CIM's International Chairman. 'Many of them say that such advertising helps them to see what their children like and tailor purchases accordingly'.

For more information, or a full copy of either survey findings contact:
Sandra Ingham, 01628 427306 / sandraingham@cim.co.uk

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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