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Why Kids Are Now Driving Household Purchasing Decisions (Matt Britton)

Name: Why Kids Are Now Driving Household Purchasing Decisions (Matt Britton)
Uploaded: 2019-02-22T17:56:34Z
Channel: Matt Britton
Description: Speaker contrasts past and present: in the 1980s and 1990s parents largely controlled household brand preferences because families watched the same TV…

22 Feb 2019

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Speaker contrasts past and present: in the 1980s and 1990s parents largely controlled household brand preferences because families watched the same TV programming and kids had limited independent access to shopping platforms. Today, children form their own tastes via technology (Amazon, YouTube) and social media, adopt products before parents, and effectively influence or lead household purchasing decisions. Examples referenced include Michael Jordan/Nike as an early influencer and YouTube as a modern platform enabling youth-driven trends.

In the 80s and 90s young people couldn't really formulate their own brand preferences because the whole family would gather around and watch Cheers or Friends on TV and they would see the same TV spots that were targeted towards an older demographic because the parents were making the buying decisions. Kids couldn't go onto Amazon and see the sneakers or the things they actually wanted to buy so a lot of those buying decisions were actually made by parents. Of course over time you had Michael Jordan representing Nike and you've had kids wanting to gravitate but their brand preferences didn't really change or drive the shopping habits where today kids are building their own taste and sophistication and they're actually adopting technology and products that their parents will one day adopt and they're actually becoming the influencers of purchasing in the household. They now have YouTube where they can actually from a top down perspective with scale that competes with the network drive the trends themselves and really the adults so to speak are really following.