Consumer Kids: How big business is grooming our children for profit by Ed Mayo a

Description: Consumer Kids by Ed Mayo and Agnes Nairn, Ed Mayo, Agnes Nairn The first book to expose just how our kids are targeted as consumers and why it matters for us all. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description This book will shock you.Consumer Kids shows how, more than ever before, and perhaps more than anywhere else in the world, our children are being tracked and targeted by big business, which sells them back their dreams, packages their childhood and exploits their vulnerabilities.It looks at why children torture their Barbies, how boys feel about David Beckham, why mums are cooler than dads, why children in the toughest families make the most ardent consumers and why, above all, too much marketing makes you unhappy. This hard-hitting expose is essential reading for anyone who is interested in the deeper implications of the runaway commercial world we live in. Notes Exposes how children are being targeted by big business, who exploit their youth. Looks at why children often destroy their toys and what kind of kids become the biggest consumers in later life, with advice on how to tackle the issues. Author Biography Ed Mayo is a leading campaigner and commentator on social and economic issues and is Chief Executive of Consumer Focus. Ed has written widely, including research on children as consumers that has been described by Jonathan Freedland in the Guardian as a groundbreaking study. Ed helped to found the Fairtrade brand and was the strategist behind the worlds most successful anti-poverty campaign, Jubilee 2000. The Guardian nominated him as one of the top 100 most influential social innovators and he is a World Economics Forum Young Global Leader. Ed is married with three children and lives in South East London. Agnes Nairn is an academic researcher, writer, speaker and consultant. She is Professor of Marketing at two of Europes leading business schools, EM-Lyon Business School in France and RSM Erasmus University in the Netherlands. Agness academic research has been published in a wide range of international journals and her policy-related work includes the first study of the links between media exposure, materialism and self-esteem in UK children. She has also written on Barbie torture, how children use David Beckham to understand moral values, covert marketing techniques on the internet and how neuroscience throws new light on how children relate to advertising. She is on the government panel convened by the Department of Children, Schools and Families to assess the impact of the commercial world on children. Agnes is married with two children and lives in Bath. Review A vitally important book ... Every MP should read it, every minister, every family.Most parents would be shocked by the scale and sophistication of todays marketing to children. This is a landmark book, full of ideas and solutions for reclaiming childhood for children.Anyone concerned with children should read this book. It is fascinating and disturbing at the same time.An important book - Tribune Promotional The first book to expose just how our kids are targeted as consumers and why it matters for us all. Long Description This book will shock you. Consumer Kids shows how, more than ever before, and perhaps more than anywhere else in the world, our children are being tracked and targeted by big business, which sells them back their dreams, packages their childhood and exploits their vulnerabilities.It looks at why children torture their Barbies, how boys feel about David Beckham, why mums are cooler than dads, why children in the toughest families make the most ardent consumers and why, above all, too much marketing makes you unhappy. This hard-hitting expose is essential reading for anyone who is interested in the deeper implications of the runaway commercial world we live in. Review Quote A vitally important book ... Every MP should read it, every minister, every family. Promotional "Headline" The first book to expose just how our kids are targeted as consumers and why it matters for us all. Excerpt from Book Introduction Whos your child working for? Sarah is a bright and bubbly girl. She enjoys Brownies on Mondays, modern dance on Tuesdays and shes just got a place in the elite gymnastics squad at the local Eagles club, which means training three times a week and travelling to competitions around the country. She has an easy-going nature, making her a little people magnet - always the centre of fun and laughter at school. She goes on the computer a lot and has just started using the internet to play games and chat. Sarah also has a secret. Because shes a busy little girl with lots of contacts in lots of places, she has been recruited through a childrens chat room site to work as a sales agent for the Barbie Girl MP3 player. Its quite a tough job. OK, someone bought her a brand new, shiny, pink Barbie Girl MP3 player but she must be sure that it accompanies her wherever she goes: to school, to gym, to Brownies, to training sessions, to dance - everywhere. And she cant just leave it in the locker room: she has been instructed to extol the many and various virtues of the Barbie Girl MP3 player to everyone she meets and urge them to buy one too. Whats more, she has been briefed to take copious photos of each and every one of these sales missions and mail them back to Mattel HQ. Her demanding job description also includes constructing and designing her own fan site for the MP3 player and conscripting her extended network of friends into membership. And it doesnt stop there. Sarah has to log on to her favourite websites and blog madly about Barbie Girl and then persuade all of her mates to meet her on the Barbie Girl website so she can pepper their conversations with product recommendations. Because this is a serious contemporary employment contract she is on a payment-by-results scheme too. There are points to be collected for leaving Barbie endorsements on other sites and bonuses for producing truly convincing photographic evidence that she is selling hard, hard, hard. Sarah, by the way, is 7 years old. Hard to believe? Well, in 2007, 7 to 11-year-old girls up and down the UK were recruited by Dubit on behalf of Mattel to market the Barbie Girl MP3 player, while primary school boys of the same age were signed up to sell their Hot Wheels brand.1 Every weekend, a range of children from seven and up report back what is in and what is out to companies. The truth, widely known in the marketing world, is that children are wonderful salespeople and conduits to other children. Young people know this too. Liam, who is 16, told us quite clearly, the most effective marketing to young people is by other young people. Whether they are paid to do so or whether they advertise for free, they are like walking billboards for the brands they like, from the bag over their shoulder to the shoes on their feet or the phone in their hand. Commercial cocoon Children today are cogs in a great, spinning commercial wheel. Whilst children actually working for brands in the way Sarah is are still in a minority, all children are encouraged to want, to buy, to drink, to snack, to collect, to grow- up fast and get spending. Children are consumers and by and large they enjoy it, but some of what is on offer is problematic. The marketing that surrounds them is full of sexual promise yet they are supposed to be passive onlookers, to remain sexually nai Description for Sales People Groundbreaking publication full of original research from influential, highly praised authors (Ed Mayo nominated a Young Global Leader by the World Economics Forum and named one of 100 most influential social innovators by the Guardian ) Details ISBN1845298802 Pages 400 ISBN-10 1845298802 ISBN-13 9781845298807 Format Paperback Imprint Constable Place of Publication London Country of Publication United Kingdom DEWEY 658.80083 Media Book Language English Short Title CONSUMER KIDS Illustrations black & white illustrations Publisher Little, Brown Book Group Subtitle How big business is grooming our children for profit UK Release Date 2009-01-29 Year 2009 Publication Date 2009-01-29 Author Agnes Nairn Audience General NZ Release Date 2009-01-28 AU Release Date 2009-01-28 We've got this At The Nile, if you're looking for it, we've got it. 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