I am frequently asked, “what is the most important driver of behaviour of kids?”.
Because kids’ lives have become more complex, and the numerous things they like have become more fragmented. We all know that technology has driven the fragmentation, so I don’t need to talk more about that – we get it. Bur interestingly, fragmentation has highlighted a bigger, transcending truth.
Even in this modern, high-tech world, when children are young, they do not control much of their world – but they want to. In broad generalisations, they are told when to get up, when to go to school, what to eat, when to do homework, even when to play.
The number one, most important driver of kids is control.
It doesn’t matter the age – though of course, the age/stage of development dictates the manifestation of control. Babies show a desire for control by wanting to roll over, then stand up, then walk on their own. “Me do it! Me do it!” rings continuously. As they mature they then want to make choices on their own, go out with their friends on their own, and ultimately move out on their own – and then they have their own kids and start the process over again.
This striving for control easily translates into popular food and beverage products. Selecting the flavour of ice cream in a supermarket or ice-cream shop is one example. Selecting the topping to go on ice cream gives a bit more control. Having multiple choices of inclusions for ice cream provides even more control.
To use another example, even the simple act of pouring out a bowl of cereal and adding milk gives a child control. Food and beverage products that enhance the target aged child’s perception that he or she is ‘in control’ is more likely to have appeal than those products that do not.
It’s not just food, successful products in all categories are likely to be popular – at least in part – by the sense of control the child, tween or teen feels. Video games, internet sites, even iPods/MP3 players all deliver control quite brilliantly.
When asked the question about what is the most important driver of kids, I have no hesitation in responding. When developing and marketing products for kids, if you deliver control, I believe (and it has been proven again and again) that you’re more than half way to success.