Marketing and Consumerism

for parents : marketing and consumerism - overview

printable version | email a friend | français

Marketing and Consumerism - Overview

"Canadians kids, between the ages of 9-14 have $1.8 billion in disposable income, and influence ten times that amount in family spending."

(Source: YTV Kid and Tween Report, 2000)

Canadians under the age of twenty—the "Echo Generation," as they're often called—make up a quarter (26 per cent) of the country's population.

Not only is this generation strong in numbers, it also exerts enormous economic influence within the family—a fact not lost on the marketing and advertising industries.

Once an ignored demographic for advertisers, today's young people have become the most marketed-to generation in history, thanks to their spending power and their future clout as adult consumers.

The resources in this section will give you the tools to help counter the constant bombardment of marketing messages that have become a ubiquitous part of our children's lives.

THE ISSUES

Advertising: It's Everywhere

An examination of the pervasiveness of advertising and marketing in today's world.

How Marketers Target Kids

Strategies marketers use to reach kids and build brand loyalty.

Special Issues for Young Children

Cross-merchandising, junk food marketing and other techniques aimed at young children.

Special Issues for Tweens and Teens

Marketing messages for adolescents related to self image, "coolness" and attitude.

GETTING INVOLVED

Understanding Advertising Guidelines and Codes

Learn the guidelines and codes advertisers have to follow when marketing to children.

Dealing with Marketing: What Parents Can Do

Tips for raising kids in a consumer culture. Talking to your children about advertising and encouraging them to be responsible consumers.

Taking Action

Voicing your opinion to the advertising industry, countering the commercialization of education and raising awareness in your school or community.