Fellow parent, Lisa, has gotten fed up with how companies are marketing to children.

Children are growing up faster these days, in large part because of the media and what they are exposed to at younger and younger ages. Companies are create flashy, grown up, inappropriate products and generate sales by marketing to children.

As parents, we have seen the effects that these products have on our children and families. We get tired of saying “no”, get tired of answering “why?, why can’t I?”. And then we get grouchy, and our children get grouchy. And the cycle continues.

Well, Lisa has gone one step further with her anger, or passion if you will. She has created a non-profit organization called Parents for Ethical Marketing (PEM). PEM was launched in November 2007 with the goal of encouraging companies to advertise to children responsibly, keeping in mind the overall health of the child and the family. To accomplish this goal PEM plans to enlist the help of parents, the public, and the politicians. (Some of you may remember my mentioning Lisa’s previous sit, Two Knives in one of my past parenting tips on how difficult and dangerous it is to open all the plastic packaging these days).

Despite the youth of PEM, Lisa has already heard from at least one company that is interested in making a difference - Vision Conscious Brands. This company represents clients that are interested in the opinions of parents about marketing to children. Vision Conscious Brands has asked Lisa the following questions and she, in turn, has asked for my opinion. (Leave a comment here or on Lisa’s site if you want to put your 2 cents worth in as well)

Do you spend time learning about how products are made and pay attention to the social and environmental impacts of how companies produce, market, and sell their products? If yes, how do you evaluate this? Where do you get your information? How do you make your decisions?

My answer: Yes, I do pay attention. Since all of the recent recalls, I have become very cautious about where a product is made. If the toy is made overseas I always think twice before buying. I constantly read recall lists to see if products that I own are included.

As far as marketing goes, I say no to my kids a lot. If I feel that a toy, product, or message is inappropriate then I don’t allow it - even if “all the other kids have one.”

Because of time constraints (parents are busy people), I cannot research every item that captures my children’s attention. So my decisions are usually based on my perception of the product itself, the packaging and the related advertising. Word of mouth amongst the parent network, goes a long way too.

Do you provide your feedback to companies? For example, on how you’d like them to perform on environmental and social measures?

My answer: Not usually - again, parent time constraints. But if I am dissatisfied then I am more likely to call or offer feedback.

If you are concerned about the environmental and social impacts of toy manufacturers: Have you noticed the latest news about Mattel toy recalls and their safety concerns of the toys they produce?
Has this lead you to changing your buying habits over the past few months?
Do you think this news has impacted sales in a positive or negative way?

My answer: I have been very aware of the latest toy recalls. Because of the recalls, I have cut back on toy purchases overall. At the very least, I examine how the toy was made (if it is painted, etc). My children are out of the baby phase, so thankfully they are not putting everything in their mouths. I think there is an underlying air of uncertainty which definitely impacts sales negatively. If I am unsure about something, I usually don’t buy it.

So, there you have it - this parent’s opinion on toy recalls and marketing to children.