So, today I rant! Yes, here I go! Please forgive me for this little trespass! But it is all in the name of individuality, creativity and imagination, so here goes....
This year, I made a promise to myself to NOT BUY any children's product with blatant advertising on it.
So far, I'm three months in and doing well but gee, keeping to this promise is not easy and is getting harder!
The thing that really annoys me is when advertising is on food deemed for young ones.
All this advertising really limits my choice.
In our local supermarket, out of 15 yogurt/custard type items available, there was ONE non-branded item for me to buy. This was the supermarkets own brand.
Yes, the rest were Pooh Bear, Hannah Montana, Nemo, Wiggles, Disney Princesses, and Cars to name a few.
I mean, really, what does Hannah Montana have to do with yogurt?
Luckily, I can avoid the museli bar and chip aisle as this is the worst of all!
My cousin works in advertising and when I mentioned my goal to her over Christmas, she pointed out that a product is more likely to sell if it has a 'value' or 'philosophy' attached to it. Some companies attract this value through connection with a brand eg Wiggles identification on yogurts tell you that, by proxy, the yogurt too is honest, quality, value for money and trustworthy. That is what these boys stand for.
Regardless, I want choice to buy healthy products for my family, without the brand.
I dont want to pay more for that false sense of security and trust.
I definitely dont want to pay more to satisfy the management of big brands or fill the coffers of movie moguls or dancing stars.
I definitely dont want to fight battles with my children all the way around the supermarket as I come upon brand after brand trying to attract the dollar through the pester power of little ones.
And it is not just supermarkets.
The other week, I tried to find a pair of thongs for Ned.
In one of the big chain stores, there was NOT ONE pair of thongs without some form of branding.
NOT ONE!!!
When did the marketplace go crazy?
I can avoid commercial branding on many items, luckily!
I can find alternatives to not-so-cheap but still nasty plastic toys (one of Ned's best presents this past weekend was from my friend Cath who gave him a plant pot, a packet of seeds and a cool purple handled spade!), to school bags, lunchboxes, towels, underwear, calendars, personalised books, placemats, picnic sets, car organisers, growth charts, clocks, quilt sets, beach towels, library bags, notepads, drink bottles, art smocks, jigsaw puzzles, books, balls, childrens laptops and clothes but it is getting ridiculous!
Yes, all these things and more you can find with a brand attached!!
Honestly, does my child really need a Superman hat/undies/t shirt/shorts/school bag/
socks/scooter/carseat cover/toothbrush?
Years ago, I was lucky enough to work in a school with some consciousness around the issue of advertising and brands. The school policy stated that children had to come to school in plain coloured clothes. This was somewhat to do with creating a 'free space' for creativity and imagination when a child doesnt have to stress about not wearing the right clothes.
School uniforms have somewhat the same principle, although often the uniform of a coveted school becomes the 'brand' itself.
For me, it was a case of being able to truly 'see' the child!
My eyes could actually look into their eyes. Oh, such a realisation!
It was amazing to me to realise the power of a brand in pulling our attention to it.
When it was no longer there, the child was once again the focus.
And, my, how it changed the play!
One day, a little boy came to school wearing a great big S symbol (for superman) and immediately, and for days afterward, this became the dominant theme in play. Superman flying around to kill the baddies.
All this, from one little symbol. Powerful, powerful.
(It is no wonder these symbols are now on everything- the mighty dollar speaks)
I am beginning to wonder if people actually think before they buy?
Do they buy this branded stuff because they like it, or because their child wants it?
I'd like to believe I am an individual- that each of us is an individual- in our taste, in our style, in our thinking, in our way of living - but all I see around me in the local shopping centres, at the parks, in the kindys, at restaurants, at sporting games and at the movies are children who are clones of one another- all wearing the latest 'In' brand or movie franchise tie-in.
Are we all so numb to the brand advertising that we just accept it for our children and join in?
Recently, I read a book by Lynda Resnick called "Rubies in the Orchard", her guide to uncovering good business strategies.
In it, she states that "marketing has overstepped its natural boundaries... Disney and MTV have transformed childhood into a marketplace of branded experiences"
It is so true!
Oh, that is my big personal pet peeve- Movie tie ins. I don't buy the stuff but I'm tired of seeing the stuff just about everywhere.
Honestly, us parents dont really stand a chance!
The movie isn't even in the cinema and yet all the paraphernalia is at the front of the shops, the toy is in the happy meal and the logo is on our food. Aggghhhh!!!
"Magical Parent, Magical Child" by Michael Mendizza and Joseph Chilton Pearce shares the idea that young American children can recognise only a few plants but easily identify over one hundred corporate logos.
A recent study of preschoolers right here in Brisbane showed the same thing!
(I think I remember rightly when the article said that children as young as 2.5 years know the McDonalds sign and what it stands for!)
We can't fight the world we live in, but we can make a stand, that is for sure.
Vote with your dollar!
Buy independent, buy local, make your own, buy at the farmers market, and refuse to spend on companies that pester the children (and by proxy, us!).
Thank Goodness for like minded friends, handmade and independent designers who at least offer a choice, the great world of Etsy and local designer markets. I love these sanity savers!
You guys are even more needed than ever!