OP-ED: Our children’s health is not for sale

  • Big Food
  • Food Policy
  • OP-ED

I don’t have kids, but as an aunt, I know what it’s like to have to resist the pressure from the little ones at the stores. It seems they have just what it takes to tug at my heartstrings, so I give in to their requests for unhealthy snacks with bright cartoon characters. Most parents and full-time care-givers know how hard it is to resist the pleas for sweets, sugary cereal, and treats with their children’s favourite characters. 

We know that children are the future. Unfortunately, food companies see children as future consumers. Big food companies are increasingly using Child Directed Marketing (CDM) to increase sales. CDM is targeted at children to influence them to want unhealthy food. Getting children hooked on unhealthy foods creates in them lifelong loyal fans. 

Industry players know the power children have in decision-making for household spend. A 2021 Paramount Insights report showed that South African children are media savvy. Seventy percent of parents said their children have an impact on household purchasing decisions. “The main categories that kids influence are entertainment (97%), food and groceries (94%), restaurant (89%), vacations and day trips (80%, and electronics (75%). Additionally, “65% of kids participate in decisions about the gifts their family buys for others,” the study found. 

This means that our children, who are vulnerable and can be tricked by these groups, are the perfect tool to get parents to spend money on unhealthy food.

This article was published on Longevity on the 26th of July 2024. Click HERE to read the full op-ed.