Our thinking on Kids

Kids are an incredibly influential consumer group having both a direct and an indirect impact on a wide range of product categories. Over the past few decades this power has been extended by the principle of ‘family democracy’ in which parents now actively encourage the involvement of kids in brand decision making, whether it be for lunchbox snacks, technology or the family holiday.

That said, kids are also one of the most difficult groups to understand. Their codes of behaviour and emergent attitudes undergo significant changes as they mature from pre-schoolers to pre teens. This natural child development process dictates their cognitive capabilities, physical dexterity and overall social development, all of which need to be taken into consideration when developing kids’ brands.

Through these series of childhood changes kids soak up the dynamic stimuli around them, which are filtered and weighted to varying extents by parents, peers and role models. Being immersed in an ever-expanding online & offline world has made them extremely brand savvy and design literate – which has raised the bar for brand experiences and immediate gratification. This ‘New Generation of Kids’ now demands a new model of kids’ brand marketing.

These fundamental complexities have also recently been compounded by tighter broadcast regulations and close media scrutiny necessitating a sensitive approach that respects the needs of both kids and their care providers. Some brand owners have simply responded by turning their backs on kids, which we believe to be a backward step, inconsistent to the needs of children and their parents. So at The Value Engineers we have developed the notion of ‘Constructive Kids Marketing’ – a philosophy that meets the demands of kids yet ensures parental approval, and so provides a platform for sustainable brand advantage.

At The Value Engineers we are passionate about the opportunities for brand owners to engage and re-engage with this audience. That’s why we have developed a dedicated Kids practice with its own proprietary tools and techniques to help brands maximize their true potential.