I think that brands and retailers still have an "archaic" conception concerning communication with regard to children. The reason is twofold:
- They have not yet understood that they have an important educational role to play: the parents expect institutional and industrial brands and retailers to lead the way and guide them in the basics - how to eat well, how to respect the environment, how to encourage accountable behaviour ... but they are looking for approaches that are enjoyable, new, innovative...
- They find it difficult to accept the non-commercial: Consumers today expect a relationship that is not immediately targeted sales or marketing. They seek advice and experience. A brand like Apple has understood this perfectly (see my post of 29 June 2008): it is by being strong in the non-commercial aspects that its sales have grown.
As for the CNIEL (a professional organization on milk), it has admitted that the art of cooking is not transmitted from most mothers to their children and, often, only the grandparents still possess culinary skills. They therefore organized "Cooking Workshops" where grandparents teach their grandchildren how to cook. They discover taste, how ingredients work ... and become keepers of a tradition.
How is it that distributors who wish to be pioneers in matters of nutrition or sustainable development do not invest in this exhibition? How is it that organic brands do not deploy a whole arsenal to teach children about taste? Though they must be careful: They should show imagination and creativity … and turn it into a real strategy!