Children and Consumerism, each and everyone’s problem

People are not born consumerists. Consumerism is an ideology, a mental habit which is forged, having become one of the most influential cultural features of contemporary society. Today, regardless of gender, age, nationality, beliefs, or purchasing power, everyone who is impacted by mass media is compelled to be a careless consumer. Young children, who are still in development and are so much more vulnerable than grownups, are not out of the equation. Unfortunately, they are more and more prematurely becoming victims of the serious consequences of excessive commercialism, such as childhood obesity, juvenile delinquency and the early start of tobacco consumption, among others. That is why child commercialism is such an urgent and serious matter, concerning the whole society’s well-being.

From parents and educators to global market agents, they all keep an eye on children – the former, concerned with children’s welfare and future; the latter, leading us to believe their business greed is their only concern.  The market sees children primarily as consumers in development and a powerful influence over product and services purchasing choices. Brazilian children influence about 80% of household purchasing decisions (TNS/InterScience, October 2003). They have their say when the family makes decisions related to cars, clothes, food, appliances, almost everything in the household, except insurance plans, fuel and cleaning products. Advertisement is the market’s critical tool to beguile children, and each time earlier and earlier kids are being summoned to take part in the adult universe while directly exposed to the complexities of commercialism relations before being mature enough to face them.

Children are a key target, not only because they choose what their parents buy –  being thus treated as young consumers – but also because, as they are impacted by commercials since very young, they are more likely to develop brand loyalty and consumerism, which is highly reinforced by the media.

Nothing in marketing communication is decided without deep and detailed analysis. In 2006, the advertising budgets destined to the children’s products segment amounted R$209,700,000.00 (US$96,084,540.00 – IBOPE Monitor, 2005/2006, children’s segment). Nevertheless, advertisements do not target children with the sole purpose of selling children’s products. They are urged by the market to be efficient sales promoters of adult products, as well. In March 2007, IBOPE Media informed Brazil’s advertising investment figures. According to their survey, in 2006, the advertising market turnover was around R$39 billions (US$ 178,698,000.00). Television remains the key advertising medium. When crossing this datum against the fact that Brazilian children spend an average of 4 hours 50 minutes and 11 seconds a day watching TV (National Television Panel, IBOPE 2007), one can infer the impact caused by commercials on children.  However, in spite of all their power, commercials are only one of the agents that lead to childhood commercialism. In September 2007, TNS, a survey institution acting in more than 70 countries, disclosed information demonstrating that Brazilian children are compelled to consumerism by other factors. Kids in Brazil are more attracted to products and services associated with famous characters, gifts, games, and eye-catching packaging. It also became evident how strongly peers’ opinions influence them.

The fact that commercialism is related to ideas such as devouring, destroying and extinguishing is not a coincidence. If today we see natural tragedies such as fires, hurricanes, catastrophic floods, deluge, and prolonged periods of drought as common place, we must also see it as a result of the environment’s irresponsible exploitation that has prevailed for decades.

While we focus all our efforts into consuming on a daily basis we are adding to global unbalance. Therefore, child commercialism is an issue not only related to school and home education. Although frequently associated to household issues, children who learn to be careless consumers develop mistaken criteria and values, and actually become an ethical, economic and social problem.

Instituto Alana’s  Projeto Criança e Consumo (Alana Institute’s Children and Consumerism Project) opposes every kind of marketing communication targeting children because we understand that reducing and avoiding damages caused by the unsustainable logic of unreasonable consumption is possible, and thus, childhood essence is effectively preserved as the crucial and fundamental season for the development of citizenship. Conscious and responsible individuals are the base of a fair and fraternal society that takes quality of life not only as an idea to be pursued, but as a practice to be exercised in everyday life.