THe kids are alright
Kids don’t buy everything – but they shape almost everything. That was the key takeaway from last week’s Kid Sight conference, though with a handful of parents in the agency, we had a pretty strong hunch already.
The all-important data
Children aged 2-12 influence up to 90% of family purchases.
88% of kids aged 5-12 are actively involved in decisions with parents.
By age 7, many can already name favourite brands that stick into adulthood.
YouTube is #1: 72% of kids watch it.
Average daily entertainment screen time: 4 hours 44 minutes.
What it means for brands
Today’s children see more marketing touchpoints than any generation before them, often while brands are actually talking to parents. That makes family marketing a responsibility question as much as a reach question. Every interaction - whether aimed at adults or simply visible to kids - shapes perceptions, values and trust.
Play it right: four principles
Follow the rules
Work to the relevant child marketing regulations (e.g., UK CAP Code/ASA guidance; COPPA in the US).Be transparent
If it’s advertising or branded content, label it clearly. Kids and parents should never have to guess.Create safe spaces
Protect privacy and data, and keep content age-appropriate. Choose platforms, formats and creators that can meet those standards.Partner with parents
Children influence, parents decide. Give parents the tools and context to make confident choices for the whole family.
When brands help parents make choices that benefit the whole family, they strengthen trust and loyalty. Children don’t just consume; they observe, influence and inspire, and the brands they see today shape tomorrow’s preferences. That’s why ethical family marketing isn’t just the right thing to do, it’s a long-term investment in brand integrity. Put safety, transparency and respect at the heart of your strategy and you’ll build connections that last a lifetime - loyalty starts young, but trust lasts longer.