30) - make up 26% of the population exerts enormous...

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Sociology 172 January 30 th , 2008  “If you own this child at an early age, you own this child for years to come” - Mike Searles, former president of “Kids-R-Us” - “Where do kids go when they dream? Toys R Us!”  1997 TV commercial on TBS  over 1170 Toys R Us around the world - Barbie dolls: variety of clothes, makeup & jewellery - board games: shopping mall excitement (game “Life”) - kid’s magazines: cosmetics, toys, pop music  some of these ads are for older demographics, logic is to      start influencing early  • according to YTV Kids & Tween Report, 2000 - Canadian kids (9-14 years old)  have $1.8B in disposable income  influence 10x that amount in family spending - Canadians under 20 – the Echo Generation
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Unformatted text preview: make up 26% of the population exerts enormous economic influence within the family- young people were once ignored by most advertisers but now are the most marketed to spending power is high (dual income, busy parents) future clout as adult consumer • parents today Sociology 172 January 30 th , 2008 Lecture 8 – Kids & Consumerism- willing to buy more for kids 1. more disposable income- trends: smaller family sizes, dual incomes, postponing children 2. guilt • Buy Nothing Day- a global phenomenon that originated in Vancouver- by Ted Dave in 1992- in Canada & US, November 23 rd (day after American Thanksgiving)- international, November 24 th- day where consumer can stop to think about their daily consumption...
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This note was uploaded on 04/18/2008 for the course SOC 172 taught by Professor Cassidy during the Winter '08 term at UWO.

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30) - make up 26% of the population exerts enormous...

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