Marketing to Kids and the Supermarket Dilemma
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.
