Earth’s Best, Beaches Family Resorts, American Greetings, McDonald’s. These are the proud sponsors of Sesame Street. I know them well. So does my toddler. Call me crazy, but I recently started fast-forwarding through the McDonald’s segment. Oh my God, have I become one of those hyper-vigilant moms? Marion Nestle made me do it. Her comprehensive guide on food and nutrition, What to Eat, opened my eyes to the deception of big food companies and the sophisticated marketing tactics they use to target kids. They are so good that we don’t even notice it. That’s precisely the problem.
Take breakfast cereals, for example. What child isn’t attracted to cartoon characters like Tony the Tiger (Frosted Flakes), Toucan Sam (Froot Loops), or the Trix rabbit? You can’t blame them. These brands boast fun. Many even send kids to websites with games featuring these characters. Although I cringe at the idea of chocolate Lucky Charms at 7 a.m., Nestle argues that brand loyalty, not actual taste, is the issue. Darn leprechaun.
Can parents just say no? Easier said than done, especially for working parents who are wearing multiple hats throughout the day. Even Nestle confesses caving in to her kids’ nagging: “If, as I was, you are working full time and are away from your kids most of the day, the last thing you want to do is argue with them about cereals and sodas. In the greater scheme of raising children, buying a box of cereal or a snack food seems harmless enough. So you give in. I certainly did. Marketers know this, and exploit the time-pressured realities of modern life to the hilt.”
Nestle has some rules for the easiest way to deal with kids’ marketing in supermarkets. I think that some are a bit unrealistic for many moms (e.g. don’t take small children grocery shopping), but I’m going to try some of these strategies:
- Set spending limits in advance for snacks or specific aisles. I don’t expect that my daughter will never eat candy or junk, but I love the idea of setting a dollar spending limit.
- Don’t buy products with cartoons and games on them.
- Don’t buy cereals or snacks that say “fun,” which is often equated with unhealthy.
- Don’t buy foods because they are vitamin-enriched. They are usually also sugar-enriched.
- Stick to the periphery of the supermarket, or spend minimal time in the center aisles.
- Talk to your children about food marketing and target audiences.
When I was in college, the director of my dorm always said, “All things in moderation.” I’m not ashamed to admit that sometimes I sneak a handful of M&M’s when I need a little fix. Overall, however, we are a health-conscious family, and my daughter eats peas by the handful. I guess that’s why I feel compelled to fast forward through McDonald’s. It’s my way of saying, “We’re not lovin’ it.” Beaches family resorts? Now that’s another story.
Vanessa says:
My oldest daughter was able to recognize the brands of Toys R Us and the McDonald’s golden arches when she was two. They are sponges for the marketing messages bombarded at them, very willing sponges. You’re so right that we need to be vigilant and aware in order to combat their powerful influence.
Vanessa´s last blog ..Barbecue Braised Country Spareribs
August 5, 2009 at 12:23 am
Angel says:
One of the things that should be noted is that child obesity is no longer going up. This is due to the OPTIONS that are now available and that are, without a doubt, considerably healthier than years ago. You will not accomplish healthy kids by prohibiting certain foods; you accomplish healthy kids by allowing them to choose. You can guide and suggest, but the moment you prevent and prohibit, all you accomplish is kids wanting it more, and the moment they have the chance to indulge, they will.
Snacks, fast foods, etc., have built a horrible reputation, but you do have to give them credit for offering more options today than they did yesterday. Kids notice and kids have the ability to make decisions on their own. Parents should guide, not prohibit.
August 5, 2009 at 8:46 am
Sarah Morris says:
OK- so I will admit it. Open to the world- I’m not sure that I bought into the “evil” branding stuff for a long time. I mean, I grew up with all this stuff around me and it wasn’t until well after college that I ever had my first kentucky fried chicken…in fact I probably would have escaped it completely but for the fact that I needed comfort food in Japan. yes, Japan. different story…
So, then I moved to North Carolina. Now, I’m not really down on NC, but where I live there are some SERIOUSLY obese children. And today, on a quick respite from the nonsense of starting one’s own business, a friend and I went to the beach and I saw one of the saddest things I’ve ever seen. A child, no older than 9, who definitely weighed more than I do. And I’m not a twig. I was so sad for the life that child must endure each day at school- we all know kids are mean sometimes. I was sad for the circumstances that must contribute to his current weight and I was sad that it MUST be because of the excitement that he AND his parents get from seeing those golden arches or the M&M’s NOT melting in your mouth or the fizz of a coke.
I’m a fan of candy, soda, carbs and yes- even the occasional french fry, but seriously people??!?! I want to teach my future children so much, but one of the greatest things I think I can teach my child is how to love themselves. Eating what you want- candy or fries included- IN MODERATION is fine. Just love yourself.
August 6, 2009 at 7:58 pm
Megan at Simple Kids says:
It’s hard. It’s just everywhere and like you said, you start by thinking, “one little thing won’t hurt.” And before you know it, your kids are begging for “nuggets and Sprite from Old McDonald’s PLEASE!!” (not that I would know from personal experience or anything.)
I’ve been slowly rewinding some choices. My girls LOVE those pre-packaged fruit snacks. They are a lot of packaging and a lot of sugar. So I stopped by them. And we lived. And they stopped asking for them. Some thing with boxed cereal, etc. We have a LONG way to go towards total whole food cuisine, but one little rewind at a time is helping us get there.
Megan at Simple Kids´s last blog ..Slipping From Their Shells
August 6, 2009 at 11:54 pm
Stacie @ newmommyhelp.net says:
This is a tough one. I know it’s not always realistic, but I don’t take my children grocery shopping. It’s something Mommy does alone, except for the occasional quick trip of course. And when the kids are with me, I do tell them we have a budget we have to stick to–that helps. We have a short list of cereal we eat, but each of our children have a favorite healthy choice and we stick to those.
Our goal is to make the majority of our foods healthy choices and allow sweet treats sparingly. One way to let them “cheat” is to allow forbidden cereal at Grammy’s house. She loves to spoil them and I don’t mind it once in a while:)
Stacie @ newmommyhelp.net´s last blog ..What Not To Do When Potty Training
August 7, 2009 at 9:55 am