The Growing 'Kidfluence' on Parents' Buying Behavior: The Era of Young Consumers

The term ‘Kidfluence ‘means the influence that children exert, both directly and indirectly, on the consumer decisions made by their parents. Traditionally we associate adjectives to describe kids as cute, innocent, lovable, naughty, and sweet among others. In our society way back, kids were never treated as consumer and marketers were always focused on adults as their sole targets. The development of consumer socialization at all ages through various mediums today vanished the passive role of kids in the process of purchase decisions made by their parents. Busy lifestyle of parents, easy access to knowledge for children has made them actively involved in family decisions. This paper highlights the trends of parenting nowadays. It has also explored the different connotations with impact of advertising to children. Latest examples of pester power are also mentioned in the paper. This paper examines the growing market of children’s products. The paper has highlighted the trends are changing and parents of today encourage children to be the decision makers in family. Marketers are now using the innocence of children to sell to the parents. Kidfluence has started the era of young consumers.