The 8-year-old's behavior and daily routines are shaped by the child's taste, interests, and personality. Parents and other significant adults in the child's life should keep in mind the importance of being good role models since this is a time when children are figuring out the world and who they are and how they fit into it. At this age, your child may get involved with more complex social activities and behaviors that help define his or her sense of self.

Young children are increasingly the target of advertising and marketing because of the amount of money they spend themselves, the influence they have on their parents spending (the nag factor) and because of the money they will spend when they grow up.[2] Whilst this child-targetted marketing used to concentrate on sweets and toys, it now includes clothes, shoes, a range of fast foods, sports equipment, computer products and toiletries as well as adult products such as cars and credit cards.

In 1983, companies spent $100 million marketing to kids. Today, they're spending nearly $17 billion annually. That's more than double what it was in 1992. Marketing firms and advertisers are looking to a younger demographic, increasingly targeting tweens and even younger children.

Download the Marketing to Children Overview fact sheet here. Marketing directly to children is a factor in the childhood obesity epidemic.[1] Marketing also encourages eating disorders, precocious sexuality, youth violence and family stress and contributes to children's diminished capability to play creatively.[2,3] As young children are developing their gender identities, they are flooded with ads for products promoting sexualized stereotypes.

On the Bliss website, even before you get to the front page, a pop-up advert appears from Ralph Lauren asking readers: "How old are you?" If you answer 10-15, it goes on to ask "What was the last fragrance you purchased?" followed by "Which shop do you buy fragrances from?"

"She's very into computer games," said Ann Hoskins-Brown, about her daughter Sarah Charlotte, age 11. The Philadelphia mom is among a growing number of parents who are learning more about consumer technology...from their kids. "Generally, she points things out in a store," Brown said.

For years marketers have gone out of their way to win over the 18- to 34-year-old demographic. But now that this age group is broke and facing a lackluster job market, some businesses are realizing the risk of focusing on consumers with little disposable income.