Children are powerful consumers and a very lucrative market. This is due to the amount of money they spend themselves – and the purchasing influence they have on their family across a range of sectors.

Research suggests children form relationships with brands from a very early age, and if marketed to carefully, this sentiment can remain with them for the rest of their life. It is important to differentiate the levels of development from social, to emotional, to reasoning and cognitive behaviour. Positively engaging with this audience, and doing so in an ethical manner, is vital as it may have an impact on spending power for when they are older.


Children span a wide age range and marketing generally focusses on children from the age of four when they start school (first stage of independence), up to the age of eighteen. In marketing terms, the cohorts are: Generation Z or Centennials (those born between mid-1990s and the early 2000s) and then Alpha (born since 2010).

Key insights

1. “Gamification” is effective to help kids make healthy choices