The amount of money that the food industry spends on advertising geared toward children is astonishing. Some estimate the number runs close to $15 billion a year. It's hard not to turn on the TV or go to the grocery store without seeing animated characters, toys, or partnerships with the hottest kids' movie. This is obviously done to draw their attention and create an emotional connection to the product and brand, preferably for life.
Advertisers focus on marketing to children for a variety of reasons. First, they influence purchasing decisions today, mainly through nagging and temper tantrums. There is also a long-term component to this strategy, brand building and customer loyalty. One day, these children will be buying for themselves, and eventually, their own kids. Children see, on average, 15 food-based commercials daily, according to KFF.org. Consider that over an entire childhood, the amount of advertisements will total in the tens of thousands, assuming the aforementioned averages.
Take a look at some processed food items the next time you are grocery shopping. What you will likely notice pretty quickly is the amount of food label claims that these producers make: all natural, fat-free, made with real fruit, etc. Of course, these often bogus or misleading claims are always prominently displayed on the front of the package while the important nutritional information is never there. It is always in tiny print amidst the chaos of other mandated information.
When you look at the marketing that is directed to kids, did you ever notice how large the movie or cartoon character is? It's usually the whole front of the box while the actual food product is non-existent or much less prominent. If we are lucky enough to see the actual food on the package, it is often photoshopped or bolstered in some way to make the food looks better than it really is, like using glue instead of milk to make the cereal "float" better.
While the average person is easily influenced by advertising, at least subconsciously, children are even more susceptible. These marketing ploys and tricks make my life harder as a parent, as I'm sure they do to others as well. And with the rise in childhood obesity, the marketing of fast food and other processed foods is problematic. Ultimately, the health of a child's nutrition is the responsibility of the parent or guardian, but is it too much to ask for the truth? When it comes to the food industry, the answer is probably. These are the same people putting poisonous chemicals in our food, but I digress.
With such a negative influence targeted towards our children, what can we do? I recommend shopping at health food stores like Whole Foods while avoiding the average chain. A health food store typically does not have any of the really unhealthy processed foods, so you are immediately improving your child's nutrition. The packaging there is also more likely to focus on the health of the product rather than deceptive marketing practices. I also suggest taking a close look at what your children watch on TV, both the actual program and the advertisements. Some stays limit or have no commercials while others have rules about the quality of the product being advertised. Finally, you need to instill the importance of nutritious food and making healthy food choices. You child may see 100,000 commercials about food by the time they're 18. Who do you want him or her listening to?
Advertisers focus on marketing to children for a variety of reasons. First, they influence purchasing decisions today, mainly through nagging and temper tantrums. There is also a long-term component to this strategy, brand building and customer loyalty. One day, these children will be buying for themselves, and eventually, their own kids. Children see, on average, 15 food-based commercials daily, according to KFF.org. Consider that over an entire childhood, the amount of advertisements will total in the tens of thousands, assuming the aforementioned averages.
Take a look at some processed food items the next time you are grocery shopping. What you will likely notice pretty quickly is the amount of food label claims that these producers make: all natural, fat-free, made with real fruit, etc. Of course, these often bogus or misleading claims are always prominently displayed on the front of the package while the important nutritional information is never there. It is always in tiny print amidst the chaos of other mandated information.
When you look at the marketing that is directed to kids, did you ever notice how large the movie or cartoon character is? It's usually the whole front of the box while the actual food product is non-existent or much less prominent. If we are lucky enough to see the actual food on the package, it is often photoshopped or bolstered in some way to make the food looks better than it really is, like using glue instead of milk to make the cereal "float" better.
While the average person is easily influenced by advertising, at least subconsciously, children are even more susceptible. These marketing ploys and tricks make my life harder as a parent, as I'm sure they do to others as well. And with the rise in childhood obesity, the marketing of fast food and other processed foods is problematic. Ultimately, the health of a child's nutrition is the responsibility of the parent or guardian, but is it too much to ask for the truth? When it comes to the food industry, the answer is probably. These are the same people putting poisonous chemicals in our food, but I digress.
With such a negative influence targeted towards our children, what can we do? I recommend shopping at health food stores like Whole Foods while avoiding the average chain. A health food store typically does not have any of the really unhealthy processed foods, so you are immediately improving your child's nutrition. The packaging there is also more likely to focus on the health of the product rather than deceptive marketing practices. I also suggest taking a close look at what your children watch on TV, both the actual program and the advertisements. Some stays limit or have no commercials while others have rules about the quality of the product being advertised. Finally, you need to instill the importance of nutritious food and making healthy food choices. You child may see 100,000 commercials about food by the time they're 18. Who do you want him or her listening to?
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