Parental control, move over. Children and teens are serving as a main source of influence in families’ purchase and activity behaviors.
The title of Mintel’s July press release, “The ’Rents Are Alright: Over Half (58%) of U.K. Children Say Their Parents Are Their Best Friends,” really tells all. Today’s parent-child relationship is skewing differently than of those in the past.
TO WHAT EXTENT
According to Mintel, only 16 percent of parents have trouble saying “no” to their kids, though 69-79 percent will purchase a small, inexpensive item if their child asks.
Parents want their kid’s opinions on the items being purchased for that child (clothes, shoes), and 1 in 10 moms or dads will even ask their child’s opinion on a purchase they are making for themselves. In turn, children seek out their parents’ opinions over those of their friends when choosing certain products (electronics, treats). Brands should understand the shifting relationship as well as the power kids and teens have, and speak to them honestly on packaging while providing more information for the adults making the final call.