[Report] Marketing To Kids: How To Be Effective And Responsible TOC

CHAPTER 1 EXECUTIVE SUMMARY
- The hot topic
- The future decoded
  - 5 to 9 year old Children and 10 to 13 year old Tweens are declining in number
  - The demographic dynamics of family life are changing
  - Kids' autonomous spending power is growing
  - Poor diets have led to childhood obesity reaching record levels
  - ' Consumer socialization' is occurring earlier than ever
  - Kids over-consume in a number of emotionally meaningful categories
  - Kids' media consumption and social habits are evolving and vary by age
  - Kids' behavior is characterized by a need for belonging, individuality and maturation
  - Products that are unique, fun, explorative and ' cool' will resonate most with Kids
  - Childhood is pressurized and complex
  - Health is a top-of-mind parental concern and is even gaining consciousness among Kids
  - Parents find it increasingly difficult to balance work and home life
- Action points
CHAPTER 2 THE FUTURE DECODED
- Introduction
  - Effective marketing to Kids requires a more complex ' layered' approach
- TREND: Children and Tweens are declining in number
  - The number of Children is declining in Europe but increasing in the US
  - Tweens are decline in number across both Europe and the US
- TREND: The demographic dynamics of family life are changing
  - The average age of parenting is rising
  - The average age of marriage is increasing
  - Families are becoming smaller
- TREND: Kids' autonomous spending power is growing
  - Kids' discretionary income is on the rise
    - Children are getting more and more pocket money
    - Tweens are experiencing more freedom in their purchases
- TREND: Poor diets have led to childhood obesity reaching record levels
  - More than one in three Kids will be overweight or obese by 2011
  - Kids' dietary patterns are deemed to have reached crisis point
    - A relatively high propensity to skip meals also characterizes Kids' diets
  - Lower levels of exercise contribute to childhood obesity growth
  - Diabetes rates in children are on the rise while heart disease and mental health are other side-effects
- INSIGHT: ' Consumer socialization' is occurring earlier than ever
  - Children aged less than seven have limited understanding of advertising
- The ' consumer socialization' of Kids contributes to pester power
  - Pester power has been rising over the past decade
  - Pester power is influenced by a broad range of factors
- INSIGHT: Kids over-consume in a number of emotionally meaningful categories
  - Kids' Confectionery, Ice Cream and Savory Snacks consumption exceeds the population average
    - European and US Children consumed notably more confectionery per capita than the population average in 2005
    - Tweens are even heavier consumers of sugary and salty snacks
  - Kids are heavy consumers of carbonates
    - Children consume more carbonates per capita than average
    - Both European and US Tweens consumed 40% more carbonates per capita than the population average in 2005
  - Kids are currently insignificant personal care consumers
    - Children significantly under consume in personal care markets
    - Tweenagers under consume in most personal care markets but the fragrance and haircare segments are developing
- INSIGHT: Kids are strongly influenced by a media orientated lifestyle
  - Today' s Kids are increasingly exposed to new technologies and interactive gadgetry as they pass though infancy and become Children
- Children and Tweens embrace and socialize via a disparate range of media
  - US children spend more than 6 hours per day using different media
  - Kids increasingly interact via digital content
  - Tweens are particulary open to viral marketing
- The role of TV is still important as an entertainment source in Europe and the US
  - Kids are strongly influenced by TV advertising
- Over half of European Kids regularly use the Internet aged 8
- Mobile phones continue to grow in popularity with Kids
  - Mobile phone ownership rises significantly as Children become Tweens
    - Parents play a surprisingly small role in Kids' media choices
- INSIGHT: Kids' behavior is characterized by a need for belonging, individuality and maturation
  - Attaining peer-group acceptance is vital for Kids
  - Kids crave empowerment and seek to express their individuality
  - Kids aspire to be older than they are, but also enjoy the responsibility-free lifestyle of childhood
- INSIGHT: Products that are unique, fun, explorative and ' cool' will resonate most with Kids
  - There are numerous dimensions associated with fun
  - Kids, especially Tweens have a strong identification with fashion brands
  - Packaging cues are important in creating the "wow factor" for Kids
  - There are three key attitudinal groups affecting product popularity
- INSIGHT: Childhood is pressurized and complex
  - Kids are exposed to ever more stress in daily life
  - Kids worry about succeeding in school
  - Kids experience time pressures
  - Appearance and body weight concerns increasingly create stress
- INSIGHT: Health is a top-of mind parental concern and is even gaining consciousness among Kids
  - Parents have a key role to play in a child' s consumer socialization
  - Parents are taking more control of their Kids' eating habits
    - Consumers of parenting age are trying to eat more healthily and this has a knock-on effect
    - Kids' ability to influence food purchases could be set to decline
  - Parents worry about and report difficulties in getting their Kids to eat healthily
  - Parents are increasingly scrutinizing product packaging to check for health information
  - Parents are untrusting of health related product claims
  - Parents will increasingly opt for natural and fresh food variants for their Kids
    - The presence of children plays an important role in positively influencing natural food and drink purchase decisions
  - Kids are also becoming more autonomously health conscious
- INSIGHT: Parents find it increasingly difficult to balance work and home life
  - Time pressures are negatively affecting family life
  - Parent-child interactions remain aspirational for time starved families
    - There is evidence that families are seeking to re-prioritize and re-establish the family bond
- Conclusions
CHAPTER 3 ACTION POINTS
- ACTION: Make responsible marketing a central theme of all Kid focused targeting
  - Address parents' concerns over health and nutrition
    - Create better-for-you alternatives by reformulating products
    - Extend the appeal of existing adult brands with credible health credentials
    - Develop products that allow a more positive health-orientated communication
    - Target Kids' and parents' with natural personal care products
    - Develop Kid specific functional products
  - Use marketing tactics that help build trust with a skeptical parent audience
    - Develop parent and child orientated education programs
    - Embrace cause related marketing to demonstrate commitment and concern about the wellbeing of Kids
- ACTION: Develop products that are fun, cool, and unique
  - Develop products that Kids can interact with
  - Recognize that fun and cool mean different things to Children and Tweens
  - Provide Kids with customization opportunities and provide them with a sense of brand ownership
    - Case Study: understanding what made Kellogg' s Fruit Winders so successful
  - Develop products with a unique sensory appeal
  - Continuously update your product offering to stay relevant
    - Develop alliances with hip lifestyle brands
  - Undertake sensory profiling tests to determine product favorability
    - Involve Kids in the product development process
- ACTION: Help families re-connect by championing family values and developing ' family-time' products
  - Become an information resource and campaigner for family time
    - Show understanding and sensitivity to consumers' problems of making time for sit-down family meals
    - Innovate delivery systems and attemp to straddle the boundaries between ready meals and home cooking
  - Communicate ' happiness' and ' parental interaction' in ads
- ACTION: Incorporate new media and word of mouth approaches into the marketing strategy
  - Ensure there is a unique and compelling reason to visit your website
  - Focus on the four key factors that consumers respond well to when developing viral content
  - Ensure that new media campaigns are integrated with traditional media efforts
CHAPTER 4 APPENDIX
- Definitions
- Research methodology
- References
- How to contact experts in your industry
- List of Tables
  - Table 1: European and US Children (5-9 year old) and Tween (10-13 year old) populations (millions), 2001, 2006 and 2011
  - Table 2: The average age of mothers at time of first child' s birth, by country, 2001-2011
  - Table 3: European and US 5-9 year old Children' s sources of discretionary income (per week), by country 2001-2011
  - Table 4: European and US 10-13 year old Tweens' sources of discretionary income (per week), by country, 2001-2011
  - Table 5: Number and percentage of overweight and obese Kids (5-13 years old) in Europe and the US, by country, 2001-2011
  - Table 6: European and US Children and Tweens' per capita consumption in selected food markets (US$), 2005
  - Table 7: European and US Children and Tweens' per capita consumption of soft drinks markets (US$), 2005
  - Table 8: Children and Tweens' per capita consumption of selected personal care markets (US$), 2005
  - Table 9: Consumer survey: the extent that European and US 25-49 year olds took ' active steps to eat more healthily' over the previous year, by country, 2006
  - Table 10: Kids and Teens (5-17 year olds) who state that "above all, they eat what they wish", 2000
  - Table 11: Consumer survey: the extent to which European and US 25-49 year olds ' used nutritional information on product packaging to make choices' in 2006, by country
  - Table 12: Consumer survey: levels of consumer trust towards claims made by cosmetics and toiletries brands and health related food and drink claims , by family status, Europe and US
  - Table 13: Consumer survey: How important ' eating fresh foods and drinks' is to 25-49 year olds, by country
  - Table 14: Minutes per day spent on leisure for selected European markets, 2005
  - Table 15: Consumer survey: the extent to which 25-49 year old consumers made conscious attempts to improve their work-life balance in 2006
  - Table 16: Definitions of terms and abbreviations used in this report
- List of Figures
  - Figure 1: Kids are made up of two demographics: Children (5-9 year olds) and Tweens (10-13 year olds)
  - Figure 2: Tween number are declining in both Europe and US
  - Figure 3: Mid-lifers are delaying marriage and parenthood
  - Figure 4: Consumer socialization occurs rapidly from the age of 3 to 9
  - Figure 5: Pester power is influenced by a number of factors including product involvement, family income and age
  - Figure 6: Kids snack more than most other age groups in Europe and the US
  - Figure 7: The Netherlands has the highest percentage of under 17s online in Europe while as many 85% of 12 and 13 year olds use the Internet across Europe
  - Figure 8: Sweden has the highest percentage of under 17s that own mobile phones in Europe
  - Figure 9: 70% of 12 and 13 year olds owned mobile phones across Europe in 2005
  - Figure 10: There are numerous dimension kids associate with ' fun'
  - Figure 11: Three key attitudinal groups influence product adoption of Kids
  - Figure 12: Marketing to Kids requires an understanding of a broad range of factors
  - Figure 13: Negative images associated with poor nutrition will accentuate parent interest in healthy or better-for-you alternatives
  - Figure 14: Reformulating food and drink products is one step towards a more responsible approach to marketing to Kids
  - Figure 15: Healthy brands can be made to appeal to both adults and Kids providing that there are design cues that appeal to each audience
  - Figure 16: Organic and fresh products are well placed to capitalize on the fact parents are choosing healthier products for their Kids
  - Figure 17: More discerning parents are going to choose natural formulated cosmetics and toiletries for their Kids
  - Figure 18: Functional and fortified products need to be heavily promoted to parents, but equally accessible and fun to Kids
  - Figure 19: Leverage the product attributes and communication cues that consumers perceive as trustworthy
  - Figure 20: Informative advertising and community based marketing can attract information hungry parents
  - Figure 21: Celebrities can provide more buzz and excitement when it comes to informative advertising
  - Figure 22: Products co-developed with trusted professionals are deemed more trustworthy
  - Figure 23: Marketing messages encouraging physical activity levels will generally be regarded positively
  - Figure 24: Interactive products that evoke play value are more likely to engage the interest of Kids
  - Figure 25: Giving Kids brand ownership and linking brands with fashion can create more dynamic brand propositions
  - Figure 26: Maximizing sensory appeal is crucial to successfully attracting Kids in the short-term
  - Figure 27: Marketers can help families re-connect by demonstrating empathy for parents, championing family values and developing ' family-time' products
  - Figure 28: Bulk buying dinner schemes are gaining popularity in the US and are indicative of consumers' desire for convenience solutions for meal preparation chores
  - Figure 29: Advergames can be used to engage Kids with brands
  - Figure 30: Two phases characterize successful viral and word of mouth campaigns

Marketing To Kids: How To Be Effective And Responsible

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