Marketing, Media, Obesity and Social Responsibility: What Do The Kids Think About All This?

One truth among often competing interests is that children and their parents/caregivers hold many important answers to ensure children develop healthy habits and companies create "better for you" products that will enjoy marketplace success. The Hartman Group launches a new study, Children's Wellness: The Intersection of Anxiety and Hope, to help businesses develop healthy products that children will like, maybe even ask for.

(PRWEB) September 21, 2005 -- Child obesity, youth marketing, media consumption have become the latest buzzwords as the growing concerns about childrens diets and activity levels are reported upon daily. The start of this new school year brings interesting new information on how schools are taking action by banning or cutting back on soda or snack machines, passing out pedometers and engaging in some new tactics to ensure children become healthier. In fact, it has been reported that the State of Pennsylvanias Health Department is requiring school nurses to compute students' body-mass index (or height-to-weight ratio) during annual growth screenings.

The topic of childrens health impacts a multitude of businesses beyond the food and marketing industry. This issue has become aligned with the news on social responsibility and social accountability. Many advocacy organizations, pediatricians and government leaders have raised a red flag implying that many of todays marketing practices, food, entertainment, technology and lifestyle products are leading children to make unhealthy choices that contribute to the health issues facing our country. Indeed, many companies from General Mills, Kraft, Nickelodeon, Sesame Street to 7-11, have been evolving their products and marketing programs in order to reverse the spiking obesity rates.

Most recently, the Federal Trade Commission and (FTC) and the Department of Health and Human Services (HHS) convened a two day conference entitled: Perspectives of Marketing, Self-Regulation and Childhood Obesity. Experts from all sectors came together to discuss and debate the issues and challenged companies to develop healthy products and positive lifestyles/activities that children will actively engage in, perhaps even request. Further, many agreed that a consumer focus, consumer responsiveness and competitive forces can help drive positive changes and move the nations youth to develop healthier lifestyles.

The Hartman Group, long-time researchers on consumers, health trends, shopping insights, as well as cultural and ethnographic research, believes that children have a stake in their own well-being. The Hartman Group knows that solutions for developing winning" products require a deeper exploration into ones attitudes, social networks and the parent/child decision making process.

"In the past, consumers pursued wellness interests in a rational, means-oriented fashion, whereas today, consumers are increasingly motivated by less-tangible, emotional states. These states, the product of assorted fears, anxieties, hopes and aspirations, are interlaced with concerns for 'living better lives,'" explains Laurie Demeritt, Vice President and COO of The Hartman Group.

The Hartman Group recognizes the importance of engaging children in the discussion of healthy habits and consumer choices. They have developed a unique model to incorporate children into the solutions for healthier products and habits, created in partnership with children, business leaders and childrens advocates.

If you would like further details on the upcoming 2005 Childrens Wellness: The Intersection Between Anxiety and Hope, contact Shari Aaron, Director of Strategic Planning, The Hartman Group at 914.232.0381 or shari@hartman-group.com.

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