The Ethics of Marketing to

Tweens

“Get ‘em early and keep ‘em for life.

That’s the strategy of today’s multi-million dollar corporations,

who have set the sights on the wallets, and

minds, of your kids.”

Presented by:

Ashley JohnsonDaniel Krupa

Katie Liddell

So what is a So what is a Tween?Tween?

► Between the ages of 8-14Between the ages of 8-14► Developing more realistic view of Developing more realistic view of

the world in several ways:the world in several ways: More realistic job expectationsMore realistic job expectations More responsibilitiesMore responsibilities More defined view of human relationsMore defined view of human relations More developed sense of selfMore developed sense of self Increased feelings of independenceIncreased feelings of independence View of moralityView of morality More mature, sensible, realistic More mature, sensible, realistic

thoughts and actionsthoughts and actions Gaining knowledge of sexual Gaining knowledge of sexual

intercourseintercourse

Marketing Facts

“American tweens independently spend 51 billion, money they get from a variety of sources like gifts and allowances, and they hold considerable sway over the additional 170 billion spent directly on them each year. In addition they also influence major family purchase decisions-- everything from cars to computers, grocery brands to vacation destinations.” (360youth.com)

They’re happy to spend their money, and their parent’s money on products they can connect with (no responsibilities)

Impressionable

Marketing to TweensMarketing to Tweens ““Marketing is the broad term used for selling Marketing is the broad term used for selling

products or services. This includes packaging the products or services. This includes packaging the product, pricing it, placing it and promoting it.”product, pricing it, placing it and promoting it.” (Ethical (Ethical

marketing to children)marketing to children)

Understand target marketUnderstand target market Use of researchers and psychologistsUse of researchers and psychologists

Buzz MarketingBuzz Marketing InternetInternet

Advertising in SchoolsAdvertising in Schools

Public opinion of marketing to Public opinion of marketing to TweensTweens

By treating these young By treating these young people like mature, people like mature, independent consumers, independent consumers, advertisers are taking advertisers are taking parents out of the parents out of the decision‑making process decision‑making process and thereby making and thereby making children more children more susceptible to unhealthy susceptible to unhealthy messages about body messages about body image, sexuality, image, sexuality, relationships and relationships and violence. violence.

(Familiar with tweens? )(Familiar with tweens? )

Corporate Response to Tween Corporate Response to Tween

MarketingMarketing • Westin Hotels & Resorts Westin Hotels & Resorts

was among the first was among the first hospitality companies hospitality companies to embrace marketing to embrace marketing to families.to families.– See how conventional See how conventional

kids brands can partner kids brands can partner with hospitality brands with hospitality brands

– Learn how to create Learn how to create loyalty within kids loyalty within kids through brand through brand recognitionrecognition

Corporate Opinion Cont.Corporate Opinion Cont.

AOL’s KOL groupAOL’s KOL group Attitudes and consumption patterns Attitudes and consumption patterns

of today’s young “cyber-clickers” of today’s young “cyber-clickers” ages 6 to 12 ages 6 to 12

Building a constructive and flexible Building a constructive and flexible experience online that is appealing to experience online that is appealing to kids kids

A variety of interactive and creative A variety of interactive and creative features that engage kids and sustain features that engage kids and sustain their interests their interests

EthicsEthics

Ethics – “ A major branch of Ethics – “ A major branch of philosophy that studies values and philosophy that studies values and customs of a person or group.” – customs of a person or group.” – Wikipedia Wikipedia

Ethical theoriesEthical theories

Normative ethicsNormative ethicsthe study of how to determine ethical the study of how to determine ethical

values values

Ethical Theories

Consequentialism• concentrates on the final outcome

•Utilitarianismgreatest good for the

greatest number of people

Ethical Theories Ethical Theories

Deontological Deontological ethicsethics

concentrates on the duty and concentrates on the duty and whether a decision or action is whether a decision or action is ethical based on if the decision or ethical based on if the decision or action fulfills a moral duty or action fulfills a moral duty or obligation obligation

Ethical TheoriesEthical Theories

Virtue ethicsVirtue ethicsconcentrates on the character of the concentrates on the character of the

actor – the person making the actor – the person making the decision decision

AMA Code of EthicsAMA Code of Ethics

►““The American Marketing Association The American Marketing Association commits itself to promoting the commits itself to promoting the highest standard of professional highest standard of professional ethical norms and values for its ethical norms and values for its members. Norms are established members. Norms are established standards of conduct that are standards of conduct that are expected and maintained by society expected and maintained by society and/or professional organizations…” – and/or professional organizations…” – AMA Statement of Ethics AMA Statement of Ethics

Difficulties in following Difficulties in following ethicsethics

IgnoranceIgnorance NaivetéNaiveté CompetitionCompetition ExpediencyExpediency AccommodationAccommodation Financial GainFinancial Gain

Examples of Marketing to Examples of Marketing to TweensTweens• Clothing IndustryClothing Industry

– Abercrombie & FitchAbercrombie & Fitch• Introduced its summer collection for it’s Introduced its summer collection for it’s

“abercrombie” stores complete with g-string thongs.“abercrombie” stores complete with g-string thongs.

• The company thought that the product line was The company thought that the product line was “cute, fun, and sweet” and they considered it to be a “cute, fun, and sweet” and they considered it to be a modern-day version of Underoos.modern-day version of Underoos.

• Parents were outraged by the product line and felt Parents were outraged by the product line and felt that any product that “unduly accelerated child that any product that “unduly accelerated child development” is considered unethical.development” is considered unethical.

Examples of Marketing to Tweens

Clothing Industry Calvin Klein

The advertising campaign that CK used showed images of teenage-looking models meant to mimic “picture-set” pornography of the 60s.

calvin klein commercial

Calvin Klein Continued…CK argued that the ads were supposed to

convey a message that regular people in ordinary settings can appear glamorous.

The general public disagreed, claiming that the ads were pornographic because the ads were in high definition and showed sexualized images of young children.

Examples of Marketing to Tweens

Food Industry McDonalds

The Case argues that McDonalds spends more than 3 billion dollars on advertising, and most of it is aimed at children.

McDonalds claims to advertise its restaurants as pro-social and it tries to promote family values.

The Canadian Heart and Stroke Foundation stated that current Tweens are among some of the fattest and unhealthiest children thus far in history.

Examples of Marketing to Tweens

Cell phone Industry Firefly

Firefly is a special wireless phone designed just for kids. It has a special keypad so you don’t have to remember or dial any numbers.

The company promotes the phone as a fun way to keep the kids connected to the people who matter most.

Parents believe that by being able pre-program the numbers on the phone it gives parents the ability to monitor incoming and outgoing calls.

Examples of Marketing to Tweens

TicTalk TicTalk is the cell phone that

provides peace of mind of children and communication freedom for kids.

Like Firefly, TicTalk also allows parents to control the phones features and function. But to set the phone apart from its competitors TicTalk allows kids to earn extra minutes by playing Leap Frog learning games.

Parents love the phone because not only does it allow them to control who the children talk to but it also provides an educational element in the form of an incentive.

Cingular commercial

How to protect/educate Tweens

Strategies parents can use Educate your kids about advertising and how marketers

target young people. Challenge your children’s definition of “cool” Encourage savvy consumer habits. Encourage your family to watch non-commercial

television. Explain the effects of mass consumerism on the planet

and society. Encourage non-commercial values in your kids. Put shopping into perspective. Promote positive examples of advertising.

How to Protect/Educate Tweens

Strategies businesses can use Whether you’re marketing kids’ brands or grown-ups’

brands, consider tweens as a potential target. Make ethics your number one priority when marketing to

tweens. Make sure you’re where your target is- think and act

mobile: m-branding is the way forward. Be flexible and patient with what might seem like your

own lack of understanding of how the tween world operates.

Conclusion

In conclusion, after all considered relevant material, we have ultimately decided that marketing to tweens is an unethical way to produce higher profit margins. Marketing to tweens affects the development of cognition and affect. The AMA code of ethics sums up the reason why marketers are being unethical by marketing to tweens under their responsibility heading: “We will recognize our special commitments to economically vulnerable segments of the market such as children, the elderly and others who ma be substantially disadvantaged.” Marketers need to cease taking advantage of the tween market in order to make profits. Businesses need to learn that by being ethical they will succeed by building positive brand equity and stronger relationships with trusting consumers.

Any Questions?www.featurehosting.net/tweens

References

360 youth. “How do I reach the teen market” http://www.360youth.info/college.html CBS News. “Buying into Sexy: The sexing up of tweens.” CBC Marketplace: Your Finances. <http://www.cbc.ca/consumers/market/files/money/sexy/> Tourism Online. “Fimiliar with tweens? You should be..” Business site of the Canadian

Commissions. 2004 http://corporate.canada.travel/corp/media/app/en/ca/magazine/article.do?path=templatedata%5Cctx%5CmagArticle%5Cdata%5Cen%5C2007%5Cissue03%5Cmarketing%5Ctweens

Kid Power 2007. “Breakfast with the Disney Characters.” 2007. http://www.iqpc.com/cgi-bin/templates/document.html?topic=445&event=12748&document=92747

McSpotlight. “Witness Statement: David B. Green.” 1994. <http://www.mcspotlight.org/

people/witnesses/advertising/green.html> Media Awareness Network. “Calvin Klein: A Case Study.” Media and Internet Education Resources. <http://www. media-awareness.ca/english/resources/educational/ Handout.html> Media Awareness Network. “Dealing with Marketing: What Parents Can Do.” Marketing and Consumerism. 2007. Media and Internet Education Resources. <http://www.media-awareness.ca/english/parents/marketing/dealing_marketing. html>

References

Media Awareness Network. “How Marketers Target Kids.” Marketing and Consumerism. 2001. Media and Internet Education Resources. <http://www.media- awareness.ca/english/parents/marketing.html > Media Awareness Network. “Special Issues for Tweens and Teens.” Marketing and Consumerism. Media and Internet Education Resources.

<http://www.media-awareness.ca/english/parents/marketing/issue.html> Media Awareness Network. “Special Issues for Young Children.” Marketing and Consumerism. 2007. Media and Internet Education Millward Brown. “Tips for Marketing to Kids.” Kidspeak. <http://www.millwardbrown. Com/kidspeak/marketingTips.html> Roszkowski, Christie. MAR 4100: Special Topics in Marketing: Marketing Law and Ethics. 1 Feb. 2007. Eastern Illinois University. 15 April 2007. Upshaw B. Lynn. “The Trouble with Food.” Ethics and Integrity in Food Marketing. 1995. University of California at Berkeley. June. 1995. <http:www.brandbuilding .com/books/food.html>. Warren, Michelle. “The Tween Machine.” Life Get In It. 2003. <http://www.lifegetinit.com.fitdv.com/new/articles.html> Wikipedia contributors, 'Ethics', Wikipedia, The Free Encyclopedia, 25 April 2007 04:34 UTC, < http://en.wikipedia.org/w/index.php?title=Ethics&oldid=125730753> [accessed 15 April 2007]