The values that don’t matter: What are we really selling our children?

I believe that it is not ethical for businesses to market products to children because of the messages that are communicated to them through what is sold and the hyper-fixations this can create. In the past centuries, as our nation has become increasingly industrialized, money and capitalism have emerged as the central values of our society. Although some may argue that this is beneficial for the quality of life and self-independence that define us, a dependence on consumerism is also turning us away from other important parts of life that don’t have monetary value, such as community and gratitude. By marketing products to children, companies encourage an addiction to consumption and the idea that issues can be solved with money rather than perseverance, which is harmful for their development and takes away meaningful substance. Additionally, marketing campaigns often project very fixed standards, such as the idea that girls are associated with pink and princesses and boys are associated with blue and cars. As our society modernizes, people are being given more options to determine their gender expression and interests, and having standards projected onto kids at a young age puts pressure on them to conform in a way that makes them uncomfortable. Another example is the Victoria’s Secret business campaign, which was originally marketed to pre-teens. It is harmful in terms of the standards of beauty and sexual implications that are conveyed, and young girls don’t need to grow up believing that their body must look a certain way to fit the male image or that their value comes from their sexual appeal that can be bought. Overall, marketing campaigns are more than just selling products. They sell ideas, and children don’t need to be consumed by these ideas at an age where they are still figuring out their own identity and the values they are guided by.

Written By: Carys S.