“We all want the best for our children. But when they’re driving the shopping cart, how much is too much?” In a recent issue of US News & World Report, Katy Kelly and Linda Kulman wrote an article about the current consumer power of kids in North America titled “Kid Power.” Children are powerful consumers in North America. Parents want to give their kids more than they themselves had as a child. “Kids are empowered in family decision making in a historically unprecedented way,” according to Boston College economist Juliet Schor. However, there is a darker side to youth consumerism. The following are some interesting facts that all parents should be aware of. In North America, children recognize logos by 18 months. By 2, many ask for products by name. Some parents report that Baby’s first word was not “mama” or “dada” but “Coke.” 26% of kids 2 and under have a television in their room. The average child in North America sees some 400,000 commercials a year. North America holds almost 5% of the world’s population, yet buys 50% of the toys globally. Children in North America get an average of 70 new toys a year. Children are expected to spend $35 billion of their own pocket money this year. Advertisers spend some $15 billion a year telling kids what is hot! And are using direct kids marketing (cutting out the middle man…aka Mom) and product placement on shows that kids watch. Over the past 25 years parenting has become more flexible and less authoritarian. Parents are asking for and responding to their kids’ opinions. However…parents are also having a difficult time saying “no” to their kids too. Time spent on the computer or in front of the TV has replaced playtime for kids. The American Psychological Association says that before the age of 4 or 5, kids can’t consistently distinguish between a show and a commercial and until age 7 or 8, they’re developmentally unable to grasp the persuasive intent of advertisements. Schor’s research shows that higher consumer involvement by children can lead to depressions, anxiety, low self-esteem, more psychosomatic complaints and worse relationships with parents. Consumerism teaches kids to measure themselves by what they have in comparison to what their peers have. “If you don’t have __________ you are not worthy.” Health experts say the have-it-all attitude factors into record levels of childhood obesity. What can you as a parent do to help your child? 1- Monitor what your child watches on TV and on the computer. These items should be in a place where parents can see what their child is watching. The above article should be an indicator of how influential advertising can be on our little ones. 2- Moderation is key. TV is not recommended for children until they are at least 2 years of age. Even then it should be in moderation and monitored at all times. While there are a few quality programs out there you can make them even more educational by watching with your child and asking lots of questions. Questions will make the wheels turn in your child’s head! Suggested byClutterBGone-Professional Organizers in Toronto