Parents are particularly important as information providers when children cannot be interviewed about certain topics yet. Here mothers fill the age gap of 0 to 3 years of age.

But also later on, kids and young people have a close relationship with their parents.

Of course, parental influence on children/adolescents who are growing-up diminishes as the children grow older. However, the family’s educational climate nonetheless continues to play a significant role in determining the attitudes and the consumption motivation of children and young people.

The topic of family marketing is also becoming increasingly important.

Would you like to find out more? Contact us at info@iconkids.com