Parents Are Losing Control! The Power of Pestering…


Advertising and Marketing to children as we know it is through their parents; up to the 20th century, this has been the standard practice in advertising.

However, the reverse seems to be the case in the 21st century. Recent articles suggest that children’s pester power has a major influence on how the home is managed, family entertainment, holidays, brand purchased etc. Generally, children’s influence on purchase decisions is becoming widely accepted across families.

Millennial parents and families are experiencing pester power like never before; research suggests that “modern life has made parents closer to children and as a result, they find it difficult to say no to them”.

In an era where millennials are more brand disloyal, how can Mummy and Daddy’s Brands maintain a strong space in their minds, such that it’s within their consideration set while pestering?

My children are creating “disruptive” consumption habits. My favourite brands seem to be fading away; their non-traditional approach to life – food, fashion, music, is sending (some) brands/products out of the house. And in fact, I get threatened regularly with “… mum, I can’t wait to go to Uni, can’t wait to travel, live on my own, marry,… all to do away with some Brands that are dear to me.

Many brands that believe their reputation alone would keep millennials interested are in for surprises. The younger and teen millennials’ pester parents, the higher the chance of a new brand being introduced in the home and the current ones being threatened.

So how does a classic (old) brand stay relevant with Millennials and teens?

About the Author:

Dolapo Otegbayi, an accomplished and seasoned Senior Marketing Professional with over 15 years’ experience in all aspects of Commercial Business; encompassing Consumer and Shopper Marketing. She is one of the top 50 Marketing Communication Professional in West Africa (7th MWA 2017).