The following opinion piece, based on original market research conducted by Widmeyer Research and Polling, appeared in the February 27 issue of PR Week.

The Looming Consumer Backlash
Youth Outreach the New Potential 'Third Rail' for Marketers Few issues get people more riled than the welfare and well-being of kids. Whether we're parents or not, most of us are willing to jump on the bandwagon when we can be convinced that something poses a credible threat to children. And according to a survey of U.S. parents conducted by Widmeyer Research and Polling, the issue of youth marketing appears to be emerging as a new "third rail" of American communications - an idea only reinforced recently with the announcement that The Children's Advertising Review Unit of the Council of Better Business Bureaus will conduct a complete review of its rules in response to concerns.

The polling data paints a picture of a marketplace at a crossroads: Although most parents are still willing to give companies that market to kids the benefit of the doubt, they have become more attentive to those activities, and to those companies' corporate reputations.

The positive news for youth marketers is that most parents (85 percent) do not think companies that market directly to kids are necessarily "bad" companies.

But there's a catch. Almost all parents (90 percent) say that the way a company markets to kids is important in determining that company's reputation. What's more, 68 percent say reputation matters when they're considering making or allowing a purchase for their kids; 67 percent actually restrict what their children can buy based on their impression of a company's reputation.

And concern appears to be spreading. While youth marketing was once the pet cause of only a handful of activists, a growing segment of society now sees a threat. In fact, 66 percent of parents say they are more concerned about the issue now than five years ago. Ninety-two percent say there is too much advertising and marketing to kids, and 74 percent believe it contributes to problems among children like hyper-materialism, condoning violence, and poor personal values.

To put it simply, parents factor "corporate reputation" into their purchasing decisions, and a company's youth marketing practices are now more than ever a significant variable in that equation.

So what, in our analysis, are the takeaways for anyone wanting to communicate directly with kids?

First, recognize the environment is changing. Concern about youth marketing is not only product-based. Communicators need to use caution even when sharing messages that parents want their kids to hear - whether from a producer of educational toys, a government agency or a non-profit advocacy group.

Second, stay ahead of the trend. Just as there are endless legitimate products and ideas to share with kids, there are endless responsible ways to share them.

And finally, remember there are numerous resources to call upon to build a campaign that responsibly communicates with youth. Groups like the International Chamber of Commerce and the World Advertising Federation have adopted guidelines to ensure that information that young people receive is truthful and does not take advantage of their age.

As the issue of youth marketing winds its way through this volatile and endlessly shifting communications landscape, the organizations that will emerge the strongest are those that take the time to learn, understand, apply - and develop - the best practices required to steady their brands.

Marty McGough is the former head of Research and Polling at Widmeyer Communications.
Jason Smith is a senior vice president and leads Widmeyer's youth marketing efforts.