It’s worth it to take a listen to. Katie Couric speaks with investigative journalist Susan Gregory Thomas about how companies are marketing to kids and babies. Companies are marketing to babies from the moment that they can focus, but they probably won’t come right out and tell you that they’re doing that – it’s not politically correct, said Thomas. There is no evidence that this type of marketing is harmful, but babies who become mesmerized by quick television cuts enter into almost a hypnotic cycle of startling and staring. What’s happening now, Thomas said, is a “vast, uncontrolled experiment on America’s babies and toddlers. We have no idea.”
What Thomas has seen is that babies who are turned into consumers recognize characters like Elmo and Dora. As they grow up, they influence family vacations, and big ticket purchases – like cars. The kids wants and needs turn into the parents desires. That 0-3 year-old demographic – it’s a $20 billion market. It is literally the “cradle to the grave” audience.
Which brings up a point a co-worker brought up to me today. Why do you want to be in marketing? It’s soul-less. Even if you don’t agree with the product that you are to pitch, you have to do it anyways. It’s your job.
There are many valid claims out there that marketers and advertisers are contributers to many social evils. Dr. Susan Linn, psychologist and co-founder of the campaign for a commercial-free childhood, said “Advertising and marketing is a factor in childhood obesity, in eating disorders, precocious, irresponsible sexuality, youth violence, underage drinking, underage tobacco use.” That’s a pretty nasty accusation. Some companies, like Dove, are fighting this. Dove’s Campaign For Real Beauty “wants to help free ourselves and the next generation from beauty stereotypes.”
It’s up to companies, not just marketers to do the right thing. Better ethics in business will c0ntribute to better ethics in marketing and advertising. I want to be a part of the positive future, not of the decline of civilization.
