Kids Influence Parents’ Decisions
November 13, 2008 by Heather
With an estimated $20 billion in spending power, children have long been a desirable target for marketers. But, today’s kids and adolescents are wielding even more influence – and not just with the power of the purse. Youngsters have mastered the art of parental lobbying.
Just look at the recent New York Times article – crystallizing this young generation’s ability to shape their parents’ decisions. In family after family, children played the role of “eco-police,” ultimately convincing their parents to purchase more fuel-efficient cars, compact fluorescent light bulbs and even solar panels.
The greening of America is not a passing trend. In fact, protecting the environment is mission-critical for today’s kids. And, parents are responding to their message. According to a recent study, 92% of adults have a more positive view of a company that supports a cause they care about, and 87% said they are likely to switch from one brand to another if the other brand is associated with a good cause. For a large percentage of households, environmental issues top the list of causes to care about.
So, now what? Companies need to take a two-pronged approach. First, they must identify strategies to become more green (if they haven’t already). Second, they need to communicate their eco-friendliness in a manner that will pique the attention of young people. Incorporate words and graphics that “speak” to kids and teens and use modes of communication that reach young people.
The bottom line: Children are driving purchasing decisions … and they’re insisting that their parents go green. How does your company adapt to this market shift?
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