How the Kids Took Over (2006)

How the Kids Took Over

"The fight for your children's money & influence.

In the last 10 years, corporations have doubled what they spend marketing to your children. It's no wonder. Children influence 62% of family purchases - everything from snack food to cameras to cars. Kids under twelve are at the epicenter of consumer culture.
There is gold in the hills, and marketers know your children will lead the way. So, they spend billions of dollars every year, on the premise that a tug of your heartstrings will mobilize your purse strings. And they've unleashed an army of market researchers to help them accomplish their mission. The kids have taken over.

It's all been made possible through a dramatic shift in parenting style, which has parents dictating less and listening more, and a generation of under twelve's that is more numerous and more affluent than the Baby Boomers. This is a marketing culture where companies are moving far beyond traditional boundaries, coining terms like "the infant niche market" and "cradle-to-grave brand loyalty." Psychologists and anti-marketers have been waving a red flag for years, and now they're dressing for battle. Meet the players who have helped the kids take over.

How The Kids Took Over is a special one-hour documentary that takes us to the battleground for your children's money and influence.
"Kids are now the epicenter of consumer culture. Their tastes drive market trends. Their opinions shape brand strategies. Yet few adults recognize the magnitude of this shift and its consequences for the futures of our children and our culture". JULIET SCHOR - Author, Born to Buy

"Kids advertising is a merry-go-round of activity that keeps going faster than ever with more ponies to ride than we've ever seen before." PAUL KURNIT - Kid Marketing Guru
"We understand kids better than anyone. We watch them play, surf on the internet, and listen to them when they talk about their friends.. We figure out what makes them tick, what they dream of, and what they fear. And by doing so, we are mining golden marketing opportunities." Kid Marketer in How the Kids Took Over"

http://www.cbc.ca/doczone/kidstookover.html

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