INDULGING
KIDS

Topics: Children; Contentment; Discontent; Envy; Family; Greed; Materialism; Media; Money; Peer Pressure; Possessions; Prosperity; Riches; Television; Values; Worldliness

References: Matthew 6:19–21; Luke 12:15–33; 1 Timothy 6:17–19

Kids are significantly targeted and influenced by advertising. Following are some findings reported in U.S. News & World Report in 2004:

•     Twenty-six percent of kids ages two and under have a TV in their room.

•     Advertisers spend $15 billion a year telling kids what’s hot.

•     The average American child sees 40,000 commercials a year.

•     Children recognize Lego bricks by eighteen months; by age two, many ask for products by brand name.

American parents do little to correct this trend; rather, they seem to be encouraging it. According to the magazine:

•     American kids get an average of 70 new toys a year.

•     In 1984, children ages four to twelve spent $4.2 billion of their own pocket money. In 2004, they were estimated to spend $35 billion.

•     In 2004, children were predicted to influence $670 billion worth of parental purchases, both small (which snacks to buy) and large (which SUV).

—Katy Kelly and Linda Kulman, “Kid Power,” usnews.com (September 13, 2004)