This document discusses how children today have more "pester power" than past generations to influence their parents' purchasing decisions. It notes that while parents today have less time than their own parents did, children of this generation are more intelligent and autonomous. The document provides suggestions for parents on how to handle children's demands, such as speaking to them about costs and responsibilities rather than always giving in to purchases. It ultimately argues that what children value most is quality time with their families rather than expensive toys.

1. parent
express
Pester
the inflation gauge, we are not really
spending more than what our parents
spent on us. But then, as children of our
Power parents generation, we did not demand
(and get) a top every day!
Dynamics So, the only way out for us would be
to smile and yet not give in. Speak
out “Yes, that L Dragon bey blade
looks really cool but you do know
that you probably won't be able to
have everything you want.” Leave the
decision-making-process to the child
BY VENKATARAGHAVAN and be firm with the conditions and the
SRINIVASAN responsibility this entails. For example, if
pocket money is being allocated to the
“They (the children) use all the about not having enough time for their child, then the child decides whether he
pester power they can muster to children. I have always believed that wants the bey blade now or whether he
talk their parents into purchases, a this generation of Indian Parents (read will be happy enough with the Kaagitha
narrator warned,” folks born in late 60’s, 70’s and early Kappal (paper boat); since the trade-off
(The Washington Post, February 1979) 80’s) are a sad lot. They had no choice might be a video game session at Blur.
but to listen to their parents. But today, We may assume that most children
C
hildren of this generation have their children are a lot smarter than would go in for the instant gratification
always been able to influence they were at that age. I am a parent of a bey blade, but trust me – you
their parents’ purchasing power of a 11-year-old and I am aware that are going to be surprised. These kids
with their relentless badgering. Today’s this generation, born in the late 90’s don’t think the way we used to! Of
parents are more likely to take a and 2k, is really intelligent. In a way, course, with slightly older children, we
child's demands seriously, whereas in this is good in the broad scheme of can explain how advertisements try to
earlier times when they were children, things, since it means that the collective influence our purchases. Also it is much
they were expected to be content intelligence of the society is increasing easier talking to older children about
with whatever they were given. Also, with time. the cost of items, their affordability and
today’s parents work longer hours the value of money.
owing to the increased pressure of the Today's generation of the Cola, Kola-
environment. This has led to a society Veri Kids have more autonomy and As I am writing this, I can hear
that is increasingly cash rich and time decision-making power within the my mother shout aloud from the
poor, and parents find it an easier family than the previous generations, drawing room even as she is watching
option to buy their way out of the time- so they are more vocal about their Velukkudi’s programme on the Pothigai
consuming task of fending requirements. They tend to use this channel - “Finally, what every child
off demands. ‘pester power’ to nag their parents wants most is a loving, happy time
into purchasing items that might not with the family. This is what we cherish
According to the 2001 marketing be otherwise bought. So, how do we when we look back at our childhood.
industry book Kidfluence, pestering understand and curtail this Any toy we remember, is because of
or nagging can be divided into ‘pester power?’ the fun we had playing with it rather
two categories –’persistence’ and than how much it cost.” Wasn’t I right
‘importance.’ Persistence nagging (a For a generation that only had about us being the sandwiched Paavam
plea, that is repeated over and over bambarams (manual tops), today (pitiable) Parent Generation?
again) is not as effective as the more a bey blade, which is the Chinese
sophisticated ‘importance nagging.’ Bambaram, has become a reality that VENKATARAGHAVAN SRINIVASAN IS A
This latter method appeals to parents as the parent needs to accept. What was MANAGEMENT PROFESSIONAL FROM
it plays on any guilt that they may have `6 in the 80’s is `140 now! Going by CHENNAI.
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