Welcome to Kidfluence - an era unlike any other. From what breakfast cereal they buy, to where they vacation, to what car would make a good family vehicle, today's kids are having a dramatic impact on their families' purchasing decisions and on Canadian commerce. And businesses are taking notice. Cereal advertising is geared to kids, cruise lines cater to their desires and car companies invite them into the boardroom.
Just who handed kids the reins of power? There are a number of forces at play among this group often referred to as Generation Y. Their sheer numbers (just over one quarter of the Canadian population) combined with their spending power (a cool $15 billion) and a variety of evolving cultural and societal attitudes have made them a force to be reckoned with.
Generation Y is altering the face of business today and will continue to do so well into the future. From a societal viewpoint, Kidfluence shows you the impact of changing family norms in Canada, evolving parental attitudes and early exposure to new opportunities. From an economic perspective, Kidfluence helps you understand the role of kids in business, shares expert views from across Canada and the U.S. and offers quantitative information on the spending and thinking power of today's kids.
Generation Y will be rocking our universe for the next century - even more so than the baby boomers before them. Are you ready for them Canada?
About the Author
Anne Sutherland is a Toronto-based marketing consultant who has extensive experience advertising and marketing to moms and children. She has worked across dozens of categories and brands, where she has had the opportunity to explore the wants and needs of this market.
Co-author Beth Thompson is an award-winning journalist who specializes in writing about parenting issues. Currently she is the editor of Zellers Family Magazine, Today's Grandparent Magazine and Healthy Woman Magazine. Her articles have appeared in Today's Parent, Chatelaine, Canadian Living and Canadian Family.
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