Parents Are Losing Control! The Power of Pestering…

Must Read

TAJBank Launches Nigeria’s 2nd Non-Interest Financial Institution (Photos)

Abuja Nigeria   December 2nd 2019, TAJBank, Nigeria’s second Non –Interest financial institution, has announced the launch of its services...

Here are the world’s most popular city destinations in 2019

Euromonitor International recently released the “Top 100 City Destinations 2019” ranking report, covering the world’s leading cities ranked by...

THE BENEFITS OF REAL ESTATE: Why Youths Should Begin Investing More

Real estate includes land and anything fixed, immovable, or permanently attached to it such as buildings, fences, appurtenances, fixtures,...
- Advertisement -
- Advertisement -

Advertising and Marketing to children as we know it is through their parents; up to 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.

Parents Are Losing Control! The Power of Pestering...

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”.

Read:  Excitement as Nigerians look forward to the first Beer festival

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.

Read:  WPP INVESTOR PRESSURE TO SELL KANTAR COULD OPEN DOOR TO SORRELL ACQUISITION SPREE

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.

Read:  Discos: N36 Trillion Funded Investment In Nigeria Will Yield Constant Power Supply In 20 Years Time

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

About the Author:

Parents Are Losing Control! The Power of Pestering...

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).

#MarketingTalk

#Brandpreneur

- Advertisement -

Subscribe to BrandSpur Ng

Subscribe for latest updates. Signup to best of brands and business news, informed analysis and opinions among others that can propel you, your business or brand to greater heights.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Latest News

MTN Nigeria Announces One-Day Kid CEO, as Lagos experiences 5G demonstration

MTN Nigeria has announced 14-year-old Ademuwa Ifeoluwa of Chrisfield College, Ikorodu Lagos as its first one-day kid CEO. Ademuwa...

Diageo launches new AI Whisky Selector to help people discover their favorite Single Malt Scotch

‘What’s Your Whisky’ uses artificial intelligence and machine learning to analyse people's flavour preferences and matches them with their perfect whisky. 'What's Your Whisky' is an...

Anthony Joshua beats Andy Ruiz to win back world heavyweight titles

Anthony Joshua is the heavyweight champion of the world once more. Having suffered one of the biggest upsets in boxing history back in June in New York...

News Highlights of November 2019 (Video)

It was a November to remember, as the battle for survival continues among brands, new ventures, opportunities, investments and the making of a payment...

More Articles Like This