Dec 1, 2005 12:00 PM, By Ken Strottman

Youth marketing is under attack in America. And while not all marketers are being directly blamed for the troubles surrounding kids, it is clear that we share some responsibility. Food service companies, game manufacturers, TV networks, movie and music studios and others who market to kids are seen as subtle and not-so-subtle culprits undermining the physical and spiritual fiber of our youth. The evidence given: increased violence and drugs among school children, sexual promiscuity with tweens and teens, and, most apparent, the childhood obesity epidemic. A wagging finger is also directed at youth marketing agencies for the perceived role they play in promoting “bad” behaviors to kids.

There is also a new breed of parent — Gen X parents — who mirror this changing attitude about products and services targeting their children. Studies show that Gen Xers, especially moms, expect more from the brands they choose. And by more, they mean “more responsible” than ever before.

We need to move beyond the Brand Manager role to that of BrandParent — a positive role shift for everyone marketing to children. Who are BrandParents? These are the folks in organizations who translate responsible marketing to action. BrandParents make decisions for brands that mix the creativity so important to our business with a heightened sense of responsibility to the youth we sell to. BrandParents ensure that the right things are prominent in how we do business. No, they are not the morality police. They are professionals (also moms and dads) who bring personal accountability to everything they do. BrandParents are not afraid to say, “You know what? I'd rather be on this side of the issue.”

The Ad Council is a great example of a BrandParent. Its recent actions have led to new media guidelines for the food and beverage industry. These standards make sure that messages reach children and their parents in an effective and responsible way. It was a BrandParent working at the AdCouncil who identified and led this effort.

A study we recently sponsored identified parents who connect with their families on three levels: the Mind, Body and Soul. They teach life skills as well as help with homework. They are vocal about health, persistent about developing good habits. They nurture. They listen. They articulate the family's values. They also practice responsible behavior. These parents use family values to evaluate the brands they buy. The directive to their children? “Respect the brands that respect you.” At an early age, children are learning to seek brands that have their well-being front and center.

Another point of interest: these parents bring rigor to the workplace, parenting the brands they work on. BrandParenting has forever changed the way we work.

It is no coincidence that BrandParents attract like-minded clients. These clients insist that their brands have a positive influence on all who come in contact with them. BrandParenting is also good business because everyone wins!

BrandParents are the future for us. They make a difference in our approach to marketing. They are good for the industry, good role models in the company, and very, very good for the youth market.

There might be a place for a BrandParent with in your organization. The countervailing forces at work around children and teens are stronger and murkier than ever. Staying ahead and staying centered is a job we cannot let go. Responsible marketing is our new contract with the consumer. And a BrandParent's signature on this contract is a guarantee that the right things will happen.

Ken Strottman is the president and CEO of Strottman, a marketing agency in Irvine, CA. He can be reached at strottman@strottman.com.

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