K G O Y
When I think about kids now and compare it to my own childhood I realize that things have totally changed in 15-years. For example in elementary school I didn´t have a permission to dye my hair, use any makeup or put on miniskirt or a tiny top. When I was in junior high school I still didn´t have a permission to dye my hair, makeup limited to mascara and powder and clothes had to be proper and decent.
Nowadays it seems that kids and teens begin to use makeup and indecent clothes much earlier. In the city you can see 8-15 year old girls using a lot of makeup, dying their hair and dressing in mini shorts and tiny tops.
Who came up with this way of advertising to young girls, with the idea of “ruining” yourself at this age is profitable?
I found many articles talking about advertising to children and young girls in the Internet and I have admit that I was shocked about the facts that they includes. There was this research explaining how buying behaviors have changed to worse amongst kids and teens (http://www.utne.com/science-and-technology/not-so-pretty-in-pink-marketing-toxic-makeup-to-young-girls.aspx?PageId=2#ArticleContent).
Scientists suspect that there are many toxic ingredients in popular makeup products which will cause problems to young girls. Especially African American girls in the US are entering their puberty earlier than their grandmothers did: at the moment, their breasts start to develop at the age of 10, which 1-2 years earlier than it was 40 years ago. And it is expected that in the future it can start as early as the age of 8-9.
What do the parents think about their children adopting these kinds of beauty ideals so young? I think that this isn´t only parents´ fault. The biggest culprits are powerful makeup and fashion companies and their, more and more un-scrupulous, marketing systems.
There was this article telling that these big companies have had an idea to put their advertisements in popular places where kids and teens spend time together: places like schools (especially vending machines), cinemas and bowling alleys give them a good space to advertise (http://www.theguardian.com/uk/2004/sep/08/childprotection.schools).
This kind of marketing brings the idea for young girls that they really need these products to become beautiful and maybe even popular in front of their friends and schoolmates.
Globalissues.org had a very interesting research about the buying behavior of kids and teens and marketing systems. The research told that in year 2009:
– $15-17 billion is spent by companies advertising to children in the US.
– Teens in the US spend around $160 billion a year
– Children (up to 11) spend around $18 billion a year
– “Tweens” (8-12 year olds) “heavily influence” more than $30 billion in other spending by parents and “80 percent of all global brands now deploy a tween strategy.”
– Children (under 12) and teens influence parental purchases totaling over $130-670 billion a year.
After these shocking numbers I can only admit that KGOY= Kids getting older younger!
What can we or you do about it?