The children’s market for everything is booming. After all, which parent can deny their child something when they screw their tiny noses and make that puppy dog face? This fact has not gone unnoticed with marketers. That’s why we see so many children’s brands popping up all the time. But in the race to grab market share, are these brands indulging in less than moral practices? It is true that most brands operate within their legal rights, but how far should a brand go to make that additional profit in cases where there is a blurring of moral boundaries? This is a very pertinent question that needs to be asked in general, and especially where children are involved.
For instance, a toy manufacturer may outsource production to a cheaper destination, knowing fully well that the product contains harmful substances banned in the home country but not an export market they serve. Or a food manufacturer may add artificial ingredients such as attractive colours to draw children to their food products. These may be within the permissible limits as suggested by the concerned regulatory authorities, but does it even make sense? From a profitability standpoint, of course it does. But then, do we lack so much moral fibre that we should indulge in such activities at all?
If children like what they see, they want it. They don’t think twice about the ingredients. But I don’t think that companies should stoop so low that they make things more attractive just to make some extra profit. Instead, why not focus on the positive things that can genuinely contribute to a child’s health and overall well being and create brands which parents would not hesitate to buy for their children? In fact, children’s brands should take it upon themselves to educate parents about the perils that are being marketed today in the guise of toys, food and other things. This will not only create awareness but also drive irresponsible brands out of business.
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