kidfluence

by Sutherland, Anne; Thompson, Beth

• ISBN13: 9780071416221
• ISBN10: 0071416226
• Format: Hardcover
• Copyright: 2003-07-21
• Publisher: MCG

Summary

Americans born since 1980, often dubbed Generation Y, number nearly 100 million strong, and they influence their parents' purchase habits to an extent that has never before been experienced. More than any generation to date, these "power kids" know what they like, what they want, and how to get it. Companies that don't learn how to reach and communicate with this lucrative market run the risk of losing the battle before they fire a single shot. Kidfluence provides marketers and advertisers with research-based strategies for effectively reaching members of Generation Y without turning them off completely. Combining the latest demographic, ethnographic, and sociocultural findings with case studies of successful marketers, this guidebook reveals: How today's kids think about -- and react to -- the world around them, Why technology creates an insatiable hunger for "more", How marketers are developing separate kid-directed lines, brands, and even stores, How to assess whether kids are direct, indirect, or secondary influencers of a purchase, Proven methods for building brand equity in the "tween" years and maximizing returns through cradle-to-grave marketing

Author Biography

Anne Sutherland is a strategic planner and founder of the Toronto-based marketing consultancy Planning Ahead. She has assisted the marketing programs of companies from Kellogg, Nabisco, and Heinz to Bell Canada, and lavalife where kids, teens and their families are the strategic focus.

Beth Thompson is an award-winning journalist who has spent more than two decades writing about family and health issues. Currently at work on her second book, Beth is also the editor-in-chief of Zeller's Family and founding editor of Healthy Woman and Today's Grandparent magazines.

Table of Contents

Preface	ix
Acknowledgments	xiii
Welcome to Kidfluence	1	(4)
In today's consumer culture, kids are flexing their economic muscle more than ever before. It's called Kidfluence. And the business world is taking notice.
Chapter 1: Looking Back: 20th Century Parents and Kids	5	(18)
A short journey through history illustrates that kids' roles are a product of the social climate. The influential role kids play in today's family decision-making is a trend that has evolved over the past 40 years.
The Way We Were	5	(2)
The Age of Change: The 20th Century	7	(4)
The Boomers' New Outlook	11	(2)
The Boomers Have Kids-or Not!	13	(1)
Boomers with Babies	14	(3)
The New Status of Children	17	(2)
In Search of Eternal Youth	19	(4)
Chapter 2: Today's Families: Variations on a Theme	23	(14)
Blended, multigenerational, single-parent, dual-income. Changing family structures during the last half of the 20th century figure prominently in the increasing of kids' level of influence.
Dual-Income Families	24	(2)
Single-Parent Families	26	(2)
Blended Families	28	(1)
Multi-generational Living	29	(4)
The Impact of Change	33	(4)
Chapter 3: Modern-Day Experiences of Kids	37	(18)
Kids are moving through childhood faster than ever before. This adultification of youth is fueled by numerous factors and has a great impact on the concept of kids as consumers.
An Explosion of Technology and Information	38	(2)
KAGOY (Kids Are Getting Older Younger)	40	(2)
Sports and Structure	42	(3)
Hitting Puberty Earlier	45	(4)
The Influences of Multiculturalism	49	(1)
Have Kids, Will Travel	50	(5)
Chapter 4. The Wired World: Its Impact on Kids	55	(14)
Two of the most significant vehicles influencing change have come our way thanks to technological progress-television and personal computers. These wired wonders have played an integral role in elevating and empowering kids.
TV Times	55	(3)
Always on, Always Available	58	(3)
The Influence of TV Advertising	61	(1)
Computer Culture	62	(7)
Chapters 5. Influence in Action	69	(10)
Technology changes how kids think about the world and how they react to it. But it's more than that. Parenting, pop culture, consumerism, and technology have all contributed to altering kids' expectations of the world around them.
Kids' Pop Culture	69	(3)
Prosperity	72	(1)
The Acceleration of "More"	73	(6)
Chapter 6: Why Kids Mean Business	79	(10)
Kids today have spending power. Not only do they spend their own money, they influence adults' spending. Their money comes from a variety of sources and how they spend it is influenced by age and sex.
If Not Trees, Where Does the Money Come From?	80	(3)
What Does $100-plus Billion Buy?	83	(2)
Older Kids Have More Cash	85	(4)
Chapter 7: Kids Buying Kid Stuff	89	(24)
There are over 88 million kids in North America and they are spending money every day. This new reality is transforming businesses from redefining traditional industries to the creation of completely new opportunities.
Kids Love Fashion	89	(6)
Toys and Collectibles	95	(3)
The Movies	98	(2)
Kidfluence Creates New Businesses	100	(3)
Kids' Home Fashion	103	(2)
Making Kids a Business	105	(4)
Reaching Kids in School	109	(4)
Chapter 8: Kids Influencing Family Purchases	113	(16)
Kids' influence in the consumer world is expanding beyond purchases made solely for them. How they "nag" and how their parents respond to that plays an important role in family purchases including big-ticket items.
The Nag-Giving In Means Big Business	114	(1)
"Nag Factor"	114	(1)
Two Types of Nagging	115	(4)
Pushovers or Meanies?	119	(2)
Upping the Influence: From Penny Candy to Cars	121	(3)
Influence has Changed the Travel Business	124	(1)
"Kidtailing" to Generation Y	125	(4)
Chapter 9: Kids as Future Purchasers	129	(22)
Around the age of eight years, kids start recognizing brands more and making independent purchases. The brands they hold dear when they are young could be the brands they prefer as adults, making lifetime value and customer loyalty critical concepts.
Creating Cross-Generation Appeal	133	(2)
The Branding Age	135	(4)
Tweens and Brands	139	(5)
Stay Young Forever	144	(7)
Chapter 10: The Adults of Tomorrow	151	(18)
Fast forward to 2015 when the bulk of Generation Y will be 25 years old. This generation has grown into adults with different characteristics than previous generations. They were raised in a prosperous and digital world. What effect will this have on their future?
Living On-Line	154	(3)
Future Work: What Will It Be to Generation Y?	157	(3)
Blending Work and Life	160	(1)
Global Inclusiveness	161	(1)
More Still	162	(2)
The Instant World	164	(2)
Generation Y Families	166	(3)
Chapter 11: Coming Full Circle	169	(6)
For the last several decades, boomers have been driving the change in our world. Now their reign is coming to an end. In the 21st century, it's the kids who are forging the way. They are what we must become.
Tomorrow's World	170	(1)
What's Enough?	171	(4)
Case Studies	175	(4)
Bibliography	179	(4)
Index	183