Ever since digital culture, the rules were changed and companies marketing food are at the forefront, no longer limited to the consumption of ads. Whilst this targeted marketing concentrates on toys, it includes shoes, fast foods, equipment and toiletries as well as products such as credit cards which is why in An Australia, children have an average $31.60 to spend per week, influencing thus 70 percent of the clothes purchases. Kids are an important demographic because of their considerable purchasing influence their on buying decisions of the adults, and according to the YTV Kids and Tweens Report they mostly influence lunch choices, where to go for family meals (with 34% always having a say on casual restaurant), as well as software purchases and computer purchases.
In the US there are school age children who spend $100 billion per year of their family’s money on food, video products, games, sports and shoes. To sell products, they have to segment and maximize sales, especially true with alcohol, a highly competitive industry, which is why we need to understand how brands target and why and how brands are aimed at ethnic groups. Marketers are tracking online, mining Facebook, collecting data to record behavioral profiles, and the traditional paradigm is spinning in a new world, as snack companies draw from a toolbox of online marketing techniques while powerful promotions are seamlessly integrated into people’s relationships and interactions.
Targeting them is a result of the spending which has exploded in the United States, as companies spent $17 billion in 2009, double than 1992, and parents are willing to buy more because of trends such as dual incomes and more disposable income, as well as guilt, as time-stressed parents substitute goods for time with kids. Eat Drink Politics can conduct research to understand how marketing undermines health and draft policy solutions to counter the complex tactic. Without significant changes, we won’t see meaningful reductions in fast food consumption, says a report from 2013, where researchers examined the top restaurants and documented changes in the quality of the items and marketing to teens on the Internet and mobile devices.
Young people’s choices about when to eat are shaped by marketing and the industries are reaching kids through interactive platforms, as they lack the capacity to understand and make impulsive decisions. They’re relying on the kid to persuade mom to buy, rather than going to her, as the kids have autonomy and power previous generations didn’t have, so they tend to be more vocal, so this is called pester power. In 2012 the industry spent billions in unhealthy products, as teens remained audiences, according to a the Rudd Center for Obesity, which highlights positive developments, such as beverages in restaurants’ meals, showing that they have a long way to go towards healthier options, although there were improvements.
Advertisers spend billions a year encouraging and manipulating into a consumer lifestyle with devastating consequences through its wastefulness, exploiting insecurities, creating needs and offering solutions that lead to consumption into particularly vulnerable people.