Advertising has been constant for years even when it shows up in different media. But are people becoming more conscious of ads (especially with efforts to not target kids) or has the integration of ads into social media and influencer marketing made them harder to spot?
For a long time, when my kids were little, their wish lists for toys and ‘stuff’ usually came from 30-second commercials tucked in between their favourite cartoons. It was no different than when I was a kid, watching Saturday morning cartoons and seeing the Teenage Mutant Ninja Turtle figures and pizza truck that looked cool or the new My Little Pony set.
Eventually, as they got older, even their commercial consumption changed. It was no longer about television cartoons, because their on-air television consumption reduced in favour of online videos and streaming services. There were (are) still YouTube ads that would play before they watched their favourite gamer do a walk-through.
Then, as teens, with their phones in hand, more commercials and sponsored posts showed up on Pinterest and Instagram - sometimes clearly marked as an ad, other times, integrated into a campaign that made it less clear.
Media literacy has been crucial for kids, including my own, to learn about advertising. (Read this as a starting point!)
Adults and kids are constantly being marketed too. The house hippo offered a conversation about truth in advertising when we were little (and continues today) but navigating a world that is always pitching, always trying to sell, and always telling us that our lives would be better somehow if we had just one more thing, is hard to overcome.
And yet, I feel as though younger generations are more aware of their shopping habits and attempts from companies to advertise to them. Sure, you can look at the popularity of the Stanley Cup water bottles or the Sephora Tweens conversation to absolutely destroy my theory quickly, but all around there’s something that isn’t quite the same as when we were teens and we all insisted on buying name brand clothing only, or were driven heavily by what we saw on television.
Younger people are thrifting, are more aware of how consumption affects the environment and are questioning what materials something is made from or who made it. They have ad blockers on their computers and click on “Skip” at the first possible moment when YouTube pushes an ad to them. Is this a sign that they want less advertising?
And what role does influencer marketing play? Maybe younger people aren’t as convinced by an ad, but if their favourite celebrity is creating a product, are they more likely to buy it? Are you or I?
We know that advertising works. I can point to items in my house or that I’m wearing that were from an ad I saw online. However, the more aware we are, is it easier for us and our kids to make smarter purchasing decisions? To not feel the same drive? Start these conversations with your kids and hear what they think!
Check out this printable activity sheet to help drive the conversation with younger kids and check out Wacky Media Songs like Create the Hype, Star Power and We’ll Make Them Want It! Our tipsheet Talking to Kids About Advertising gives more tips.
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