And the Children Shall Lead Them …

According to this research, the message may be sinking in — in the UK, at least.

Regardless of the location, it gives hope that we are actually having a positive impact on kids, by marketing healthy messasges to them.

The data, looking at UK children from 11-16 years old found significant improvements in kids’ attitude toward food: in 2003, only 71% believed a balanced diet was important. By 2007, 80% said so.

However, as children get older, the effect starts to slip somewhat. Older children have more spending power than pre-teens, and more independence from their parents. This is why they are such a key demographic for food manufacturers, with “figures they admire or identify with”, rather than through parents.

Admittedly, increased awareness and education (through positive marketing messages) is only the first of a 10,000 step trek to improve the culture of health for our children. But … even though there is a long way to go yet … even though this is only an indicator for change … it is a movement in the right direction.