For Mommy, or For Me?


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For Mommy, or For Me?

  1. 1. For Mommy, or For Me?Why ad ult and children brands arealmost the same thing.
  2. 2. “Women are getting married later in life, which means they are often having kids later in life” Charts, images and quote from
  3. 3. Priorities of these women are also changing:the number of educated and occupation- centred mothers is also increasing. Charts & images from
  4. 4. Thus, women have had moreyears of establishing a lifestyle for herself, and common spending habits + = before having children. - Bridget Brennan, Forbes Images from
  5. 5. “’s mothers aim to be pragmatic,efficient and rooted in reality. They want to be real moms [...] more importantly, they want to be real women, with interests that include and extend beyond their roles as caretakers, providers and nurturers.” - “The New Female Consumer: Rise of the Real Mom”, Advertising Age
  6. 6. The child becomes a part ofhis or her parent’s world
  7. 7. Children under 12 spend$28 billion a year andinfluence $249 billionspent by their parents image:
  8. 8. image: “Adult” consumer businesses havebecome aware of theopportunitiesthat may come fromattracting a younger demographic.
  9. 9. “Like Mother, LikeDaughter!Celebrate thelaunch of our DVFLoves GapKidsCollection andenter to win$1000 toward theperfect Springwardrobe for youand your littleone” - quote & picture:, “DVF Hearts Gap”
  10. 10. image: 70% of children in households with a tablet device are using it - Steve Smith,
  11. 11. PC world named the iPadthe best toy of the year for young children. - ABC News image:
  12. 12. 75%of momsregularly handtheir phonesover to thekids- ABC News image:
  13. 13. "My daughter (13 month) and Ilove it as my phone doesnt getchewed or dribbled on. Thefree apps are very nice and italso stops your child makingcalls or purchasing poker chipsas mine used to! Well worth themoney! Brill!" image: Fisher Price website
  14. 14. “Some say that Starbucks, traditionally a coffee joint forgrown-ups, may be trying to grow its business by making some of its drinks appealing to kids to ensure that they are customers for life.” -Erica Sagon, The Arizona Republic
  15. 15. Children Brands Adult Brands
  16. 16. 1. Could the high cost of these electronics create a digital divide between children based off their parents’ incomes? If funded by the school board, wealthier districtsmay find the cash they need more readily. Funding will slow down the adoption rate for other areas. image:
  17. 17. 2. How young is too young fortechnology? PBS did a study showing benefits in kids 3 to 7, but for infants and toddlers, there doesnt seem to be any. "(We) recommend that children under the age of 2 dont have any screen time whatsoever."image:
  18. 18. 3. Is pressing materialisticvalues on your children goodfor their self image and selfesteem? There is a marked decrease in self-esteemduring the pre-teen years that corresponds with a sharp increase in materialism - Craig and Marc Kielburger, The Globe and Mail
  19. 19. Children should understandthe brand’s values, and why you value them.
  20. 20. Thank you forviewing!
  21. 21. Sources:ABC News: “Parent Debate: Do iPads and Smartphones Really Teach Toddlers to Read?” by Becky Worley (2011) Age: “The New Female Consumer: The Rise of the Real Mom” by Marissa Miley and Ann Mack (2009) “DVF Hearts Gap” (2012) “Why Kids And Parents Now Aspire To The Same Brands” by Bridget Brennan (2012) Globe and Mail: “How to break the brand-name grip on your kids” by Craig and Marc Kielburger (2012) “Study Shows iPads in Kingergarten Class Improve Literacy” by Patrick Jordan (2012) Times Fashion: “Diane von Furstenberg celebrates new Gap Kids line” by Booth Moore (2012) Online: “The Touch Generation: Kids Are Tablet-Empowered” by Steve Smith (2012) “Children’s Advertising Through Social Media” by Carly (2012)