Changing families, changing kids Available to Purchase

Discusses how the children’s market has grown over the last decades, as parents have increasingly planned to have children and bring them up as emotionally intelligent human beings; marketers need to be aware of children as a distinct and increasingly articulate group. Focuses on the Nickelodeon Purchase Study, which found that children had an influence on the purchase of products beyond what were normally thought of children’s products: for instance on the decision to buy a family car. Describes the development by the Nickelodeon Magazine Group of a market research model as the basis for a consultancy to clients who are interested in communicating with children, and indicates some ways in which today’s parents communicate and cope with their children.