U.S. food companies spend billions of dollars (estimated between $10-$15 billion) annually advertising its products to children. Cartoon characters, free giveaways, interactive websites, movie tie-ins, and other methods are used to draw children in and condition them to want a particular product and become loyal to the brand in question. Oftentimes, the actual food is barely shown.
The importance placed on children is not to be understated. Not only do they impact their caregiver's purchasing habits with unfair manipulation like kicking and screaming, they will also one day be buying for themselves and their own children. It is a potent strategy that gets kids to want to buy now and come back for more. Hopefully, for decades, if the food companies get their way. Research suggests that kids under 18 see up to 20 commercials a day for food. This can equate to over 7,000 over an entire year and over 100,000 over 15 years. How do you counteract this kind of enormous influence?
While food shopping recently, I decided to take a moment and look at some of the marketing geared toward children. It's not hard to miss that almost every packaged item, geared to any age, are plastered with marketing claims and labels. These are always on the front of the package while the nutrition facts and ingredients are hidden somewhere more discreet, like the back or bottom and needing a magnifying glass to read.
As it pertains to children-focused marketing, it doesn't take long to notice that the movie character (always on the front) is huge while the actual food product is off to the side or corner, if it is even there at all. It is also important to note that the actual pictures of the food are often doctored or at least photographers spend hours framing the product in the best light possible. Your frozen lasagna is not going to look that good, "fresh" out of the microwave.
TV advertisements are highly influential for all people, but particularly children. When kids are in the zone watching their favorite cartoon or show, they are likely in the alpha state, which is a highly suggestible brain state, that is typically used in hypnosis to reach a person's subconscious mind without any gatekeeper. While the responsibility of proper nutrition lies firmly on the shoulders of the parents, these powerful marketing strategies are working against us in a big way, influencing our children against our will.
So if you're a parent, what can you do? First, shop at healthier locales like Whole Foods or Trader Joe's where the products are cleaner and the marketing to children is toned down as the focus is on the health of the product. Also, consider limiting TV to commercial-free stations or those who have committed to holding advertisers to high standards, given the child audience. You also must instill in your child healthy eating habits. Teach them the importance of fruits and vegetables, and the positive benefits they bring. Make them aware of the shortcomings of processed foods. With some children seeing thousands of food adds a year, you have to start early and repeat often.
The importance placed on children is not to be understated. Not only do they impact their caregiver's purchasing habits with unfair manipulation like kicking and screaming, they will also one day be buying for themselves and their own children. It is a potent strategy that gets kids to want to buy now and come back for more. Hopefully, for decades, if the food companies get their way. Research suggests that kids under 18 see up to 20 commercials a day for food. This can equate to over 7,000 over an entire year and over 100,000 over 15 years. How do you counteract this kind of enormous influence?
While food shopping recently, I decided to take a moment and look at some of the marketing geared toward children. It's not hard to miss that almost every packaged item, geared to any age, are plastered with marketing claims and labels. These are always on the front of the package while the nutrition facts and ingredients are hidden somewhere more discreet, like the back or bottom and needing a magnifying glass to read.
As it pertains to children-focused marketing, it doesn't take long to notice that the movie character (always on the front) is huge while the actual food product is off to the side or corner, if it is even there at all. It is also important to note that the actual pictures of the food are often doctored or at least photographers spend hours framing the product in the best light possible. Your frozen lasagna is not going to look that good, "fresh" out of the microwave.
TV advertisements are highly influential for all people, but particularly children. When kids are in the zone watching their favorite cartoon or show, they are likely in the alpha state, which is a highly suggestible brain state, that is typically used in hypnosis to reach a person's subconscious mind without any gatekeeper. While the responsibility of proper nutrition lies firmly on the shoulders of the parents, these powerful marketing strategies are working against us in a big way, influencing our children against our will.
So if you're a parent, what can you do? First, shop at healthier locales like Whole Foods or Trader Joe's where the products are cleaner and the marketing to children is toned down as the focus is on the health of the product. Also, consider limiting TV to commercial-free stations or those who have committed to holding advertisers to high standards, given the child audience. You also must instill in your child healthy eating habits. Teach them the importance of fruits and vegetables, and the positive benefits they bring. Make them aware of the shortcomings of processed foods. With some children seeing thousands of food adds a year, you have to start early and repeat often.
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