My 3 year old granddaughter woke up in the middle of the night crying, “I want Elmo.” We laugh. Weeks later she woke up screaming, “I want Elmo NOW!”
Children are being programmed to want products, to “need” them. Cradle-to-grave marketing targets everyone, even toddlers and babies. Between the ages of 2 and 11, a time of intense brain development, children watch more than 25,000 ads a year on television alone.
The kids are learning that it’s all about me, and me now. They are taught to nag their parents until they get what they want. Parental authority is being usurped. When exhausted parents give in, traditional values are challenged, weakened, and undermined.
Before the days of marketing to kids, citizenship was taught in schools. In fact, my report card included grades for the 3 R’s as well as Citizenship. Now civility, respect and consideration of others have taken a backseat, and social problems have increased considerably.
Narcissism has reached epidemic proportions. Furthermore, according to Community Matters, “Bullying and other forms of abuse are happening at younger ages, becoming crueler and more acceptable in youth culture.”
Companies spend $17 billion annually on marketing to children, inundating them with advertising 24/7/365. This publicity pays off in $500 billion in purchases per year influenced by children. However, are there effects on the mental health and well-being of our children that can be considered “collateral damage” of materialism?
The media also promote eating disorders, early sexuality, youth violence and family stress. In addition, it contributes to the decreased ability of children to play creatively. Children are no longer allowed to be children.
I highly recommend a powerful, disturbing and heartbreaking movie: “Consuming Children: The Marketing of Children.” It should be mandatory for all adults who care about children. Watch this 5 minute trailer from Consuming Kids: http://www.youtube.com/watch?v=maeXjey_FGA.
To find out what you can do to save your own children, check this out: http://www.youtube.com/watch?v=f_-q0bAj6ME.