Child Economics: Why Children Mean Business Opportunities

Author: Anne Sutherland
Publisher:
Publish Date: 2003-03-01
Features: This highly inspirational book is of great reference value to manufacturers of children's consumer goods, entrepreneurs concerned with future consumption trends, and researchers of the children's economy. The main focus of this book is the Y-generation born between 1980 and 1999. Because of the birth of the oral contraceptive in the 1960s, they can be said to be an unprecedented generation decided upon by parents rather than born to fate. Their parents were eager to build a new way of life and readily accepted the family philosophy of freedom, openness, respect, and permissiveness. Additionally, multiculturalism, mass media, and high technology have played significant roles in the elevation of children's status, allowing them to make choices about their needs at a young age and participate in major family decisions. From what kind of computer and car to buy, to what kind of house to purchase and where to go on vacation, these choices greatly influence the direction of family consumption.