17% of World's Child Population Will Increase By 2028: How Marketers Target Children As A Consumer

Safalta Expert Published by: Vanshika Jakhar Updated Wed, 11 Oct 2023 01:18 PM IST

Children are a significant and vulnerable demographic that marketers have been targeting for decades. According to projections, the world's child population is expected to increase by 17% by the year 2028. This growth presents both opportunities and challenges for businesses looking to tap into this consumer segment. In this article, we will explore how marketers target children, the impact of these strategies, and the ethical considerations that come into play when marketing to minors.

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How Marketers Target Children as Consumers

17% of World's Child Population Will Increase By 2028: How Marketers Target Children as Consumers

The Rising Child Population

The United Nations estimates that the global child population (children aged 0-17) will increase from 2.2 billion in 2019 to approximately 2.6 billion by 2028. This significant increase in the number of children presents a substantial market for various industries, including food and beverages, toys, entertainment, education, and technology.

How Marketers Target Children

Marketers employ a variety of strategies to target children as consumers. These strategies are designed to capture the attention and influence the preferences of young minds. Here are some common tactics used by marketers:

1. Advertising on Children's Programming:

Marketers often place advertisements on children's television programs, streaming platforms, and websites that cater to a younger audience. These ads promote toys, games, food products, and other items specifically designed to appeal to children.

2. Cartoon and Character Licensing:

Brands frequently collaborate with popular cartoon characters, superheroes, and animated icons to create licensed products. These branded items, from clothing to school supplies, leverage children's affinity for these characters.

3. Product Placement in Media:

Product placement in children's movies and TV shows subtly introduces products and brands to young viewers. This can create a desire for the featured products, leading children to request them from their parents.

4. Social Media and Influencers:

With the rise of social media, marketers have a direct avenue to reach children through platforms like YouTube, Instagram, and TikTok. Kid influencers and content creators play a significant role in promoting products to young audiences.

5. Gamification and Apps:

Mobile apps and games with in-app purchases and advertisements have become a lucrative way to engage children. Marketers use gamification to promote products, encourage downloads, and generate revenue.

6. Packaging and Design:

Eye-catching packaging and colorful designs are used to attract children's attention in stores. Products with appealing visuals are more likely to be selected by young consumers.

7. Peer Influence:

Children are influenced by their peers. Marketers often create products that encourage social interaction and sharing among friends, increasing the likelihood of adoption.

The Impact of Child-Centric Marketing

Child-centric marketing has both positive and negative effects on children and society as a whole.

Positive Effects:

Educational Content: Some children's programming and products offer educational value, helping children develop skills and knowledge.
Entertainment: Engaging content and products can provide entertainment and enjoyment for children.
Positive Brand Associations: Children often form positive associations with brands they encounter during their formative years, which can lead to lifelong customer loyalty.

Negative Effects:

Unhealthy Eating Habits: Extensive advertising of unhealthy food products can contribute to poor dietary choices and obesity in children.
Consumerism: Relentless advertising can foster materialistic attitudes and desires in children, encouraging excessive consumption.
Privacy Concerns: The online targeting of children can raise privacy concerns, as it involves the collection of personal data.
Peer Pressure: Children may feel pressured to conform to the latest trends and products, leading to peer pressure and potential social exclusion.

Ethical Considerations

Marketing to children raises ethical questions and concerns. Here are some considerations:

1. Informed Consent:

Children lack the same level of understanding and decision-making capacity as adults. Marketers must ensure that their advertisements do not manipulate or deceive young audiences.

2. Protecting Vulnerable Audiences:

Marketers should avoid exploiting children's vulnerability or inability to distinguish between advertising and content. They must uphold ethical standards when targeting this demographic.

3. Age-Appropriate Content:

Advertisements should be age-appropriate and not expose children to inappropriate or harmful material.

4. Privacy and Data Protection:

Collecting data from children without parental consent is ethically questionable. Marketers must respect children's online privacy and comply with regulations like COPPA (Children's Online Privacy Protection Act) in the United States.

5. Responsibility of Parents and Guardians:

Marketers should acknowledge that parents and guardians play a vital role in monitoring and guiding their children's consumption choices. They should not undermine parental authority.

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Regulatory Measures

To address some of the ethical concerns associated with marketing to children, governments and organizations have implemented regulatory measures:

1. Advertising Standards:

Many countries have advertising standards and codes that outline what is permissible when advertising to children. These codes often restrict deceptive advertising practices and the promotion of unhealthy products.

2. COPPA:

In the United States, COPPA imposes strict rules on websites and online services targeting children under the age of 13. It requires obtaining parental consent for collecting personal information from children.

3. Parental Controls:

Platforms and devices often offer parental control features that allow parents to limit their children's exposure to certain types of content and advertisements.

4. Industry Self-Regulation:

Some industries, like the food and beverage sector, have implemented self-regulation policies to limit the marketing of unhealthy products to children.

Conclusion

The increasing child population presents a significant market opportunity for marketers across various industries. However, marketing to children comes with ethical considerations and responsibilities. Marketers must strike a balance between promoting products and services and ensuring the well-being and protection of young consumers.

Ethical advertising practices, age-appropriate content, and adherence to regulatory measures are essential to avoid exploiting the vulnerability of children and protect their rights. As the child population continues to grow, it is crucial for marketers to approach this demographic with sensitivity and responsibility, ensuring that their marketing efforts contribute positively to children's development and well-being.

Why do marketers target children as consumers?

Marketers target children because they represent a significant and influential consumer demographic. Children's preferences and brand loyalty can have a long-lasting impact on their future purchasing decisions.

What are some common tactics marketers use to target children?

Common tactics include advertising on children's programming, using licensed characters, product placement in media, leveraging social media and influencers, gamification, appealing packaging, and creating peer-influenced products.

What is the impact of child-centric marketing?

Child-centric marketing can have both positive effects, such as providing entertainment and education, and negative effects, including fostering unhealthy eating habits, consumerism, and privacy concerns.

What are some ethical considerations in marketing to children?

Ethical considerations include informed consent, protecting vulnerable audiences, providing age-appropriate content, respecting privacy and data protection, and acknowledging the role of parents and guardians.

Are there regulations governing marketing to children?

Yes, there are regulations in place in many countries to govern marketing to children. These regulations often include advertising standards, age-appropriate content guidelines, and privacy protection measures.

What is COPPA, and how does it relate to marketing to children?

COPPA (Children's Online Privacy Protection Act) in the United States is a law that imposes strict rules on websites and online services targeting children under 13. It requires obtaining parental consent for collecting personal information from children.

What is industry self-regulation in marketing to children?

Industry self-regulation refers to voluntary measures taken by businesses within specific industries to limit marketing practices that may be harmful to children. For example, some industries may self-regulate the advertising of unhealthy products to children.

How can marketers balance targeting children and ethical considerations?

Marketers can balance targeting children by adhering to ethical advertising practices, creating age-appropriate content, respecting regulations, and considering the well-being and protection of young consumers in their marketing strategies.