After polling US moms of kids eight to 14 for a recent study, Just Kid Inc. found moms readily admit their kids exert more influence over their decision-making processes than many other sources. We discovered in our April 2009 Family Dynamics Study evidence that today’s families are more and more oriented towards systems decision-making. In other words, they’re operating under a web of influence and interplay, rather than merely adopting a hierarchical top-down approach to making choices and purchases. And in this most recent study, we confirmed that moms are as aware of their children’s impact on them as we are. That said, moms don’t yet credit kids with influencing their decisions surrounding eating healthy foods or exercising more – two dimensions of health that we know to be increasingly on kids’ minds.
Founded in 1994, Just Kid Inc. is a preeminent strategic research and innovation team focused exclusively on children two to 12 and their parents. It delivers insightful research, innovative new products, and game-changing strategies. For more info contact COO Bob Dorf (firstname.lastname@example.org).