The Ethics of Marketing to Tweens

1. The Ethics of Marketing to Tweens Presented by: Ashley Johnson Daniel Krupa Katie Liddell “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.”

2. So what is a Tween? • Between the ages of 8-14 • Developing more realistic view of the world in several ways: • More realistic job expectations • More responsibilities • More defined view of human relations • More developed sense of self • Increased feelings of independence • View of morality • More mature, sensible, realistic thoughts and actions • Gaining knowledge of sexual intercourse

3. 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

4. Marketing to Tweens • “Marketing is the broad term used for selling products or services. This includes packaging the product, pricing it, placing it and promoting it.”(Ethical marketing to children) • Understand target market • Use of researchers and psychologists • Buzz Marketing • Internet • Advertising in Schools

5. Public opinion of marketing to Tweens • By treating these young people like mature, independent consumers, advertisers are taking parents out of the decision‑making process and thereby making children more susceptible to unhealthy messages about body image, sexuality, relationships and violence. (Familiar with tweens? )

6. Corporate Response to Tween Marketing • Westin Hotels & Resorts was among the first hospitality companies to embrace marketing to families. • See how conventional kids brands can partner with hospitality brands • Learn how to create loyalty within kids through brand recognition

7. Corporate Opinion Cont. • AOL’s KOL group • Attitudes and consumption patterns of today’s young “cyber-clickers” ages 6 to 12 • Building a constructive and flexible experience online that is appealing to kids • A variety of interactive and creative features that engage kids and sustain their interests

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

9. Ethical theories Normative ethics the study of how to determine ethical values

10. Ethical Theories Consequentialism • concentrates on the final outcome • Utilitarianism greatest good for the greatest number of people

11. Ethical Theories Deontological ethics concentrates on the duty and whether a decision or action is ethical based on if the decision or action fulfills a moral duty or obligation

12. Ethical Theories Virtue ethics concentrates on the character of the actor – the person making the decision

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

14. Difficulties in following ethics • Ignorance • Naiveté • Competition • Expediency • Accommodation • Financial Gain

15. Examples of Marketing to Tweens • Clothing Industry • Abercrombie & Fitch • Introduced its summer collection for it’s “abercrombie” stores complete with g-string thongs. • The company thought that the product line was “cute, fun, and sweet” and they considered it to be a modern-day version of Underoos. • Parents were outraged by the product line and felt that any product that “unduly accelerated child development” is considered unethical.

16. 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

17. 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.

18. 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.

19. 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.

20. 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

21. 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.

22. 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.

23. 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.

24. Any Questions?www.featurehosting.net/tweens

25. 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>

26. 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]