Who’s the boss? Kids influence household purchase decisions

Kids are increasingly influential in their parent’s purchase decisions as gender roles and relationships change in families.

Today's kids having much more of a say in household decisions than previous generations, according to Kirsty Bloore, Research Director for Viacom International Media Networks Australia and New Zealand.

"Kids have an influence on the whole household, so marketers should take this into account when they are actually targeting mums. Don't forget the kids. They are certainly a big part of family decision making," she said at the Marketing to Mums Confe

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