30 million babies have been born annually in this country since 1990, and it’s the largest generation to flood the market since their baby boomlet parents. However, more impressive than their numbers is their wealth. The increase in single-parent and dual-earner households means kids are making shopping decisions once left to mom. Combining allowances, earnings, and gifts, kids 14 and under will spend an estimated $20 billion this year, and they will influence another $200 billion. This financial clout is not going unnoticed. From 1993 to 1996, advertising in kid-specific media grew more than 50%, $1.5 billion according to Competitive Media Reporting. These advertising blitzes targeted at kids is starting a backlash from a growing number of parents who feel today’s marketing-driven culture is instilling in their children a sense that little exists without a sales pitch attached and that self-worth is something you buy at the shopping mall. Producers of Christian children’s products may soon be facing a quandary about how to market their wares without offending parents or compromising their own integrity. (Foster Letter 7/97)
http://www.garydfoster.com