Now Reading
Marketing, Media, Obesity and Social Responsibility: What do The Kids Think About All This?
Marketing, Media, Obesity and Social Responsibility: What do The Kids Think About All This?
Published 09-14-05
Submitted by Hartman Group
Child obesity, youth marketing, media consumption have become the latest buzzwords as the growing concerns about children's diets and activity levels are reported upon daily. The start of this new school year brings interesting new information on how schools are taking action by banning or cutting back on soda or snack machines, passing out pedometers and engaging in some new tactics to ensure children become healthier. In fact, it has been reported that the State of Pennsylvania's Health Department is requiring school nurses to compute students' body-mass index (or height-to-weight ratio) during annual growth screenings.
The topic of children's health impacts a multitude of businesses beyond the food and marketing industry. This issue has become aligned with the news on social responsibility and social accountability. Many advocacy organizations, pediatricians and government leaders have raised a red flag implying that many of today's marketing practices, food, entertainment, technology and lifestyle products are leading children to make unhealthy choices that contribute to the health issues facing our country. Indeed, many companies from General Mills, Kraft, Nickelodeon, Sesame Street to 7-11, have been evolving their products and marketing programs in order to reverse the spiking obesity rates.
Most recently, the Federal Trade Commission and (FTC) and the Department of Health and Human Services (HHS) convened a two day conference entitled: Perspectives of Marketing, Self-Regulation and Childhood Obesity. Experts from all sectors came together to discuss and debate the issues and challenged companies to develop healthy products and positive lifestyles/activities that children will actively engage in, perhaps even request. Further, many agreed that a consumer focus, consumer responsiveness and competitive forces can help drive positive changes and move the nation's youth to develop healthier lifestyles.
The Hartman Group, long-time researchers on consumers, health trends, shopping insights, as well as cultural and ethnographic research, believes that children have a stake in their own well-being. The Hartman Group knows that solutions for developing "winning" products require a deeper exploration into one's attitudes, social networks and the parent/child decision making process.
"In the past, consumers pursued wellness interests in a rational, means-oriented fashion, whereas today, consumers are increasingly motivated by less-tangible, emotional states. These states, the product of assorted fears, anxieties, hopes and aspirations, are interlaced with concerns for "living better lives," explains Laurie Demeritt, Vice President and COO of The Hartman Group.
The Hartman Group recognizes the importance of engaging children in the discussion of healthy habits and consumer choices. They have developed a unique model to incorporate children into the solutions for healthier products and habits, created in partnership with children, business leaders and children's advocates.
If you would like a summary of the 2001 Children's Wellness report or further details on the upcoming 2005 Children's Wellness: The Intersection Between Anxiety and Hope study, please don't hesitate to call Shari Aaron, Director of Strategic Planning, The Hartman Group at 914.232.0381.
