Genitori e consumatori: le scelte alimentari tra figli e marketing

Quanto l’etica del marketing alimentare – soprattutto quando indirizzato ai bambini – influisce sulle scelte dei genitori? C’è una sensibilità crescente che porta i genitori – in qualità di consumatori – a boicottare le aziende alimentari poco virtuose?

Questo è il primo articolo del blog in italiano, proprio perché tocca da vicino le famiglie italiane e le loro scelte di consumo. Ho infatti deciso di dare qui spazio alla ricerca da me condotta tra Luglio e Settembre 2015 per la mia tesi di laurea “Marketing ethics and children: how ethicality impacts on parent’s purchasing behaviour”, basata su un questionario rivolto ai genitori italiani di bambini di età compresa fra gli 0 e i 12 anni. Il questionario – condiviso su Facebook in gruppi dedicati alla genitorialità – era volto a verificare alcune ipotesi:

• Relazione positiva tra riconoscimento di un comportamento di marketing alimentare poco etico e comportamento punitivo (boicottaggio) delle aziende poco virtuose
• Relazione positiva tra attenzione all’approccio etico e comportamento premiale nei confronti delle aziende virtuose
• Relazione positiva tra attenzione a una dieta salutare e attenzione all’approccio etico
• Relazione positiva tra grado d’informazione sui temi etici e comportamento punitivo

Il metodo era presentare ai genitori un comportamento – dall’advergaming, ossia  la creazione di videogiochi connessi a prodotti alimentari e alla loro sponsorizzazione, alle pubblicità che promuovono come colazione ideale dei bambini cibi ricchi di zuccheri e grassi, dalla pubblicità “mimetizzata” all’interno di programmi interamente dedicati all’infanzia alla promozione di bevande molto zuccherate e gasate per i bambini – e testare la loro reazione di fronte a esso.

Genitori e consumatori: le scelte alimentari tra figli e marketing

I risultati più rilevanti sono stati:

• 406 risposte in 3 giorni! Questo risultato sorprendente – considerando il tema, abbastanza di nicchia – è già di per sé un segnale che le famiglie italiane hanno un interesse crescente per l’aspetto etico, soprattutto in un settore delicato come quello alimentare.
• Il 98.3% dei rispondenti sono donne: questo dato è un segnale del fatto che l’educazione alimentare dei bambini italiani è ancora ad appannaggio quasi totale delle madri.
• La relazione positiva tra riconoscimento di un comportamento poco etico e comportamento punitivo delle aziende poco virtuose è stata verificata: i genitori italiani sono più pronti ad agire concretamente contro le aziende dai comportamenti non etici.
• La relazione positiva tra l’attenzione a una dieta salutare e l’attenzione all’approccio etico è stata verificata: le famiglie più sensibili a educare i propri figli a uno stile di vita sano e ad abitudini alimentari equilibrate sono anche più attente ai comportamenti etici delle aziende che operano in questo settore.
• Maggiore è l’informazione sul tema, maggiore è la disposizione ad adottare comportamenti punitivi nei confronti delle aziende poco virtuose.

Genitori e consumatori: le scelte alimentari tra figli e marketing

Le mie conclusioni convergono intorno a un punto focale: l’etica del marketing – soprattutto in campo alimentare – è un tema d’interesse crescente per la società, soprattutto per le famiglie, che sentono in particolar modo la responsabilità di proteggere i propri figli da un tipo di marketing spregiudicato e poco attento alle esigenze dell’età infantile. Attualmente, la popolazione “salutista” è in forte aumento – basti pensare alla crescita esponenziale del trend vegetariano e vegano – e questo va di pari passo con un approccio più critico nei confronti del marketing alimentare e dei suoi aspetti più privi di scrupoli, che possono nuocere a una società già gravata dal problema pressante dell’obesità infantile – che, ricordiamo, non è solo americano.Da neolaureata in economia che ha appena avuto accesso al mondo del marketing, suggerisco alle aziende di non sottovalutare l’impegno etico e di considerare che comportamenti spregiudicati, sebbene profittevoli nel breve termine, possono essere puniti dai consumatori in un futuro quanto mai prossimo.    

Coop and ethical marketing to kids: an Italian example of responsibility

I was in a supermarket, walking down a corridor dedicated to croissants, biscuits and snacks. I was greedily glancing at some snacks  full of chocolate and coconut, intended to leave them on the shelf – it’s swimsuit season, dammit! – while I noticed the following symbol printed on the box:

Coop and ethical marketing to kids: labels

“Moderate consumption for kids”

This thing impressed me positively, since it is a good example of honest and ethical marketing towards kids. It is not profit-oriented at all: some parents, reading it, could avoid buying the product or, at least, drastically reduce their consumption of it. It is an act of responsibility. 

I searched on the Internet some information about this symbol and the philosophy of the company producing these products, Coop. Coop (abbreviation of Consumers’ Cooperative) is a system of Italian consumers’ cooperatives which runs the largest supermarket chain in Italy. Coop was created to buy and resell high-quality goods at fair prices to its members and to consumers in general, striving for biological goods and for food safety. 

More precisely, Coop is committed to offer healthy products to kids, dedicating to them tailored goods and launching informative campaigns in order to support parents’ in their buying decisions and to fight children obesity. Researches show that, in Italy, 22.9% of children between 8-9 years old are overweight and 11.1% are obese. One of the main causes is having wrong eating habits: too many animal proteins, too many sugars and fats, and food with a very limited fiber content, for a total caloric intake that is too high for children. Vegetables are not generally appreciated by kids and parents, instead of educating their children to eat them, they simply get over it. 

Coop and ethical marketing to kids: fighting obesity

For these reasons, Coop launched a project supervised by ECOG (European Childhood Obesity Group) and SIO (Società Italiana dell’Obesità), in order to sensitize families about this problem and to offer their children some healthy product created expressly for them. The campaign is called Club 4-10 (the children ages to which the campaign is mainly dedicated) and it has some goals. First, the increase of information, in order to guide parents in their buying decisions: the symbol presented above is one of the main measures adopted, an immediate and clever way to dissuade parents offering these products to their kids on a daily basis. Then, the creation of a line of products called Club 4-10 Coop addressed to kids between 4 and 10 years old and nutritionally balanced, and of another one called Crescendo Coop (Growing Up Coop), dedicated to children up to three years old, which uses organic ingredients and which avoids salt and sugar, unnecessary in the early stages of children’s life. Finally, Coop has a website entirely dedicated to this topic and campaign: if you are interested in it, just have a look!

Coop and ethical marketing to kids: Club 4-10

I praise this responsible approach to kids and I strongly suggest consumers to reward this kind of behaviour: doing so, in the end this will become the only conduct admitted and “unethical companies” will gradually disappear.

Beverage companies and marketing to kids: PepsiCo's case

Marketing to kids and ethics: dichotomy or duo? In PepsiCo, it seems that the two concepts are not antithetical, indeed they coexist successfully. In 2015, PepsiCo was honoured with the World’s Most Ethical Company title in the food and beverages field by Ethisphere, together with Kellogg’s, Ingredion Incorporated, the Hershey Company and the Italian brand illycaffé. 

Beverage companies: PepsiCo's case

Their marketing philosophy is based on transparency, and on their website they claim:

«More and more, consumers want and expect clear product nutrition information that allows them to make dietary decisions to meet their individual and family nutritional needs.Providing that information is our goal and, in many geographic markets, our nutrition labelling practices go beyond local requirements, with additional information to support consumer choice».

On its packaging, PepsiCo provides the key nutrition information – calorie count and key nutrients - its customers need in order to make aware dietary choices. 

Moreover, PepsiCo has a special commitment towards children: the company ensures that

«only products that meet our strict science-based nutrition criteria are advertised to any audience made up of more than 35 percent children under the age of 12». 

The products advertised, as said, respect the PepsiCo’s Global Nutrition Criteria for Advertising to Children. Moreover, PepsiCo promotes healthy eating habits among children, directing sales to schools focusing on water, juice, milk and low-calorie beverages. In 2013, PepsiCo implemented a policy according to which the company refused to buy advertising in programs addressing for more than the 35% children under the age of 12. 

On the contrary, the report Sugary Drinks FACTS 2014, released by the Yale Rudd Centre for Food Policy & Obesity in 2014, claims that beverages companies have still a log way to go to improve the responsibility of their marketing practices – especially when addressing kids. Jennifer Harris, Yale Rudd Center’s director of marketing initiatives and lead author of the report, commented:

«Despite promises by major beverage companies to be part of the solution in addressing childhood obesity, our report shows that companies continue to market their unhealthy products directly to children and teens. They have also rapidly expanded marketing in social and mobile media that are popular with young people, but much more difficult for parents to monitor.» 

Beverage companies and marketing to kids: Sugary Drinks FACTS 

The report shows some improvements: children between 6 and 11 years old viewed fewer TV ads (-39%) in 2013 than in 2010, sugary drinks advertising on website primarily visited by young people declined by 72% and Coca-Cola Co., Dr Pepper Snapple Group and PepsiCo provide more nutritional information on their packaging and on their websites. 

On the other hand, the report found out that preschoolers saw 39% more ads for PepsiCo's sugary drinks in 2013 than in 2010 (25% for kids between 6 and 11 years old). These data are in contrast with PepsiCo's ethical statement, and a representative of the company defined the findings 'misleading' and claimed: 

«the truth is that PepsiCo is, and will continue to be, a responsible marketer, particularly when it comes to children.»

The American Beverage Association – an industry trade group – object that the researchers of Sugary Drinks FACTS 2014 report do «not adequately differentiate between marketing to children, who are widely viewed as a special audience needing particular care, and marketing to teens and general audiences.» 

In conclusion, the food and beverage industry is a field in which irresponsible marketing practices targeting children are really popular. It is positive that companies are trying to eradicate these unethical techniques from their marketing strategy, but more efforts are required in order to protect children from unhealthy eating - and drinking - habits. Anyway, we cannot deny that companies like PepsiCo are striving to redefine their marketing conduct towards children, in order to act more responsibly and with a focus on their wellness, even if the attention towards children's health should be more and more enhanced. 

YouTube Kids and marketing to children: is it ethical?

YouTube Kids is a free Google app entirely designed for children, since both its contents and its structure – easy to navigate – are kids-friendly. On YouTube Kids, children can find age-appropriate videos, channels and playlists: the app features popular children’s programming, plus content from filmmakers, teachers, and creators all around the world. 

YouTube Kids is a children-oriented app: what is displayed is family-friendly, so parents should feel safe about what their kids are watching on it; moreover, they have the possibility to control what they are searching for and the amount of time they spend on YouTube Kids, in order to limit it. 

YouTube Kids

This initiative has really positive aspects, since it is a good way to entertain kids with shows that are appropriate for their age and sensibility, and – moreover – it is free. On the contrary, an ethical issue has risen about the ads: YouTube Kids displays advertisements that – as some US consumers group wrote to the Federal Trade Commission – blur the line between commercials and programming. As Consumer Affairs reported, the practices under fire are:

• Intermixing advertising and programming in ways that deceive young children, who, unlike adults, lack the cognitive ability to distinguish between the two;

• Featuring numerous “branded channels” for McDonald’s, Barbie, Fisher-Price, and other companies, which are little more than program-length commercials;

• Distributing so-called “user-generated” segments that feature toys, candy, and other products without disclosing the business relationships that many of the producers of these videos have with the manufacturers of the products, a likely violation of the FTC’s Endorsement Guidelines.

Below, we can watch a typical example of “unboxing” video, in which YouTube users film themselves while opening some boxes full of toys. In the video, McDonald’s, Barbie and Star Wars toys are promoted at the same time, even if it definitely does not look like a commercial. 

Sure, adults may recognize the commercial aim of the video, but for children is not that easy. They are not mature and critical enough to understand that the video is just trying to convey their preferences towards a specific brand. That is way some US consumers groups complained to the Federal Trade Commission, accusing YouTube Kids of misleading advertising, because ads are mixed with contents and normal programming. 

The regulations about TV commercials aimed at kids are really strict: in 1990, the Federal Communications Commission issued the Children’s Television Act, which encourages and enforces the presence of programs designed to serve the educational and informational needs of children, limits TV commercials dedicated to them (to 10.5 minutes per hour on weekends and 12 minutes per hour on weekdays), and prohibits program-length commercials, adverts not separated by the program. 

The last point is particularly crucial for the topic we are dealing with, since YouTube Kids commercials often look like programs, the lines between ads and programming are blurred, and that is the reason why customers are protesting. The Federal Communications Commission does not control digital media – that is why consumers demanded the Federal Trade Commission’s intervention, but consumer groups claim that digital media should respect the same norms of television when dealing with marketing to children. Essentially, YouTube Kids is like a TV channel: why shouldn’t it respect the same norms? The FTC complaint, first organized by Georgetown Law School’s Institute for Public Representation, has later been supported by the American Academy of Child and Adolescent Psychiatry, the Center for Digital Democracy, the Center for Science in the Public Interest, Children Now, the Consumer Federation of America, Consumers Union, Consumer Watchdog, and Public Citizen.

Google – when the FTC complaint was filed – defended YouTube Kids, underlining that mature contents are filtered, that the app is totally kids-friendly, that parents have the possibility to monitor what their kids are watching and that, moreover, the presence of ads is vital to keep it free. 

YouTube Kids and children

What do you think about the case? Do you believe that kids should be protected by these kinds of ads, because of their vulnerability and their difficulty in recognizing hidden advertising messages? Or do you share Google’s position, thinking that the commercials displayed by YouTube Kids are not avoidable and that they do not manipulate children, since the contents are kids-friendly?

Carlotta Neuenschwander

McDonald's VS Italian pizza: an ethical issue

Happy Meal VS pizza: the new McDonald's spot challenges the traditional Italian pizza, with a subtle, insidious message: that McDonald's Happy Meal suits children's needs better than pizza.

As you can see in the spot, an Italian family is sitting in a pizzeria - of course, the place is presented as gloomy and unpleasant; the waiter arrives and asks the kid which kind of pizza he prefers. Determined, he replies: "Happy Meal!" and the spot closes with these words: "Your son has no doubts, Happy Meal", while the family eats happily in a full-of-light McDonald's shop. 
Then, the voice adds: "Always at 4€", leveraging its low price to attract also parents, and not just children. Pizza margherita's price, in fact, is often higher, especially in big cities.

This spot could be the perfect example of unethical food marketing to children, in which an unhealthy diet is presented as the best option for kids. 
Marketers' are really clever: also the appearence of the pizzeria is not casually chosen; they present a dingy, old place, not really attractive to kids. On the contrary, McDonald's shop looks bright and kids-friendly.  
McDonald's may object that Happy Meal has many possible combinations and not all of them are unhealthy. The choices are:

• One main dish, chosen among hamburger, McToast and McNuggets
• A side dish, chosen among French fries and carrots
• A soft drink (Coca Cola, Coca Cola Zero, Fanta, Sprite, Peach tea or Lemon tea, still or fizzy water, biological peach juice)
• A dessert (Parmesan cheese, biological yogurt or fruit)

Each combination has a very different calorie count: from 254 kcal (if I choose McNuggets, carrots, water and fruit) to 733 kcal (McToast, fried potatoes, a fizzy drink and Parmesan). But let's face the reality: which kid goes to McDonald's to eat carrots and biological peach juice? 
A pizza margherita grants a calorie count of 800 kcal ca., but its ingredients are far healthier than the "junky" version of the Happy Meal: it is composed of 70% of carbohidrates, 20% of proteins, 10% of fatty acids, vitamins A and C, iron and calcium. Moreover, kids usually do not eat the entire pizza, often they just eat half of it: so, the calorie intake is 400 kcal.
It is definitely healthier than a Happy Meal composed by a McToast, French fries, Coke and Parmesan cheese, so it may be considered as an act of a marketing irresponsibility to create a TV advertisement aimed at children encouraging them to choose Happy Meal instead of pizza. Let's keep in mind that McDonald's food has been proved unhealthy by many documentaries, like the famous Super Size Me, in which the independent filmmaker Mogan Spurlock - from February 2nd to March 1st, 2003 - only ate at McDonald's and brushed against death.

Pizza margherita is candidate to become UNESCO world heritage and a spot which questions its healthy nature is an outrage to this traditional Italian dish. 

Neapolitan people, particularly touched by McDonald's misleading commercial, reacted with this parodic video:

In this ironical video, they offer a Happy Meal to a child, who reacts asking "Daddy, what do I do with this sleaze? I want pizza!". Then the voice says: "Your son has no doubts: pizza a portafoglio. 1, 1.5€ maximum".

Some people may say that eating pizza every day is not good for children's health, too. I totally agree, but if I had to choose between offering pizza or a junky Happy Meal to a kid, as the child in the spot, I would have no doubts.


Carlotta Neuenschwander

Family communication and children's consumption behaviour

Good afternoon everybody,

today we are going to focus on family’s role in protecting children from marketing dedicated to them, or better, in educating them to a responsible consumption attitude.

I have found an interesting paper by Gregory M. Rose, David Boush and Aviv Shoham, “Family communication and children’s purchasing influence: a cross-national examination” (2002), in which the authors study the importance of family’s communication process in shaping children’s purchasing power. 

Marketing is always ready to attract and persuade kids: it appears on TV, magazines and it pervades the Web. Even if we fight for making marketing ethical and responsible towards children, it will be impossible, even excessive to prevent firms from targeting them. It is family’s responsibility, too, to instruct children to react in a rational way to marketing messages.

Parents have to make their kids aware of the money’s worth, of product prices and of puffery; they have to learn how to recognize a misleading message and understand that not always a product described as the best and as the one that you definitely have to buy is something that you really need. 

Marketing to children may be unethical, but if parents pamper their kids too much, buying them anything they want, they will facilitate irresponsible marketers’ work.

A lack of family communication often generates spoiled children

A good communication between parents and children is crucial and it usually has two main dimensions – as the authors state: one mainly socially-oriented, related to human interrelationships (based on some dictates, like avoid conflicts, respect the elders and so on), the other one conceptually-oriented, focused on teaching children to think independently and to evaluate all sides of an argument during the communication process. 

Starting from these two dimensions, four communicative patterns have been elaborated:

• laissez-faire: typical of families with a low-quality communication, lacking both of social and conceptual orientation;
• protective: it describes families in which socially-oriented dimension is strong, but the conceptual one is insufficient;
• pluralistic: more focused on the conceptual dimension, less on the social one;
• consensual: both the dimensions are important.

Family communication and a responsible consumption behaviour are often connected

If we consider these dimensions on a scale where the lowest level is laissez-faire and the highest the consensual one, the more we move towards the consensual level, the more our children are conscious about the use of their income.

Usually, children raised in pluralistic and consensual families have more income at their disposal and they are more responsible about their purchasing power, while children in protective and permissive families tend to be more dependent to their parents’ income. 

Which kind of communication do you adopt in your family? Be careful: if you recognize that your communicative pattern is low-quality, remember that it is important to raise independent and aware children, in order not to make them easy targets for irresponsible marketers. 

Carlotta Neuenschwander

Hello Barbie: toy or marketers' spy?

Good morning everybody,

we have already talked about the controversial practice of targeting children, creating products dedicated to them or just trying to attract them through advertising – no matter what type of good marketers are selling. Indeed, marketing for children is massive in food & beverage sector, but a lot of goods are commercialised leveraging on children’s influence upon their parents, such as cars, clothes, software and computers, family trips and excursions and so on. “We’re relying on the kid to pester the mom to buy the product, rather than going straight to the mom”, says Barbara Martino, advertising executive. 

This is potentially dangerous for children’s health – if the promoted item is not safe, as for junk food and soft drinks – or psychology – since this type of marketing induces them to desire something and to feel dissatisfied and marginalized if they do not obtain it. 

Children as the favourite marketers' target

Today’s topic is even more frightening: it is about creating toys which may store information about kids.

Everyone knows Mattel’s Barbie, personally I played a lot with it when I was a child. Getting Barbies dressed, making them travel, decorate their house and, above all, chatting with them. If they had answered me, it would have been great: every kid would like an interactive toy, a playmate always available when your friends are not around.

Today, the interactive Barbie exists: it is called “Hello Barbie” and it has been presented by Mattel on the 16th of February at the 2015 Toy Fair in New York City, but it will go on sale this fall. It is a Wi-Fi connected doll able to answer when kids are talking to her, because it stores information with a cloud-computing system. 

Hello Barbie presented at the 2015 Toy Fair

The problem is clear: these information are in possession of Mattel, for this reason children’s thoughts, emotions, fantasy will be  a sort of information that the company could use for commercial reasons. It is kind of creepy and, immediately, words as privacy violation and children manipulation come to our mind. 

Hello Barbie has been co-created by ToyTalk, and its CEO, Oren Jacob, stated:

«All of ToyTalk's products in market have been designed to meet or exceed the Children's Online Privacy Protection Act and have also been independently verified as such by KidSAFE+. While the underlying technology of our products works much like Siri, Google Now and Cortana, ToyTalk products never search the open web for answers. Responses are carefully crafted by our own writing team, and conversations recorded through our products are never used to advertise or market to children or anyone».

According to them, the conversations are only used to developing, testing and improving speech recognition technology and artificial intelligence algorithms, and absolutely not for marketing and advertising. 

Let us assume that this is true: but don’t you find it sinister? These toys are eavesdropping: they listens to our children private thoughts and they store them. When a little girl plays alone with her Barbies, she opens up her heart: she expresses wants, desires, dreams that no one should be able to listen – not even her parents. I believe that also kids need their privacy, and it is really disturbing that people could eavesdrop what children say in their own rooms. 

Hello Barbie may spy kids

The children advocacy group “Campaign for a Commercial-Free Childhood” has started a campaign against Mattel’s Hello Barbie, called Stop Mattel’s "Hello Barbie" Eavesdropping Doll. They believe that

«Kids using “Hello Barbie” won’t only be talking to a doll, they’ll be talking directly to a toy conglomerate whose interest in them is financial. It’s creepy – and creates a host of dangers for children and families”. 

Clearly, Mattel and ToyTalk may claim that they will not make use of the information provided by their dolls to create customised marketing campaigns, but who knows? And, assuming that it is true, there would still be an ethical issue, wouldn’t it?

I will be really glad to have your opinion about this topic, and to know the position you are going to take when Hello Barbie will be on sale.

Carlotta Neuenschwander

Marketing to children: a critical issue

Target selection is a critical phase in marketing decision-making process: choosing the right target for your product is the best way to increase sales and to obtain profit. 

You have to select who is the potential customer that you can easily attract and persuade: and who is as sensible as a child?

Indeed, children have always been one of the marketers’ favourite targets: they are too young, innocent and unspoilt by the society to react and refuse the proposed marketing message; they do not have a rational identity that can protect them from an external manipulation.

One could argue that kids do not have purchasing power: false. Even if it is not a direct purchasing power – they do not go shopping by themselves – they exert a strong influence upon their parents’ shopping decisions. Moreover, nowadays, from a certain age they start receiving a little amount of money from their parents. The sum of these two aspects gives them a strong purchasing power, making them attractive preys to marketers’ eyes. 

Marketing to children: children's purchasing power

If the message we are trying to communicate is safe, we can debate about the ethicality of the choice of targeting helpless customers, but, actually, children will not be damaged. According to me, marketers should have the possibility of targeting children, but they must be really careful of the product they are promoting: if it can be dangerous for children’s health, if it boosts unhealthy behaviours, if it embeds violence and sexual innuendo, marketers should be prevented from targeting children.  

One of the biggest industry in which children play a big role in companies’ profits is food & beverages one. This is the field in which marketing to children proliferate: it is easier to tempt children, because they spend more time watching TV compared to adults – who are often at work – and because they get influenced quicker. 

Marketing to children and TV

Moreover, children do not care about diet – as often adults do; for this reason, they may insist with their parents to obtain a certain snack or drink.

Marketing to children and negative influence

Childhood obesity is a pressing health concern in Western countries – especially in the US – and food and beverage marketing often targets children: it is impossible to ignore the connection between these two aspects. 

Free-market supporters claim for self-regulation in this sense, while others think that a government regulation should be required.

I want to stress one particular point that I always underline: consumers may react towards these marketing campaigns, in this particular case parents should be really careful about what their children watch on TV and what kind of advertising hits them. They have to be ready to protect their children from unethical marketing and to boycott firms that show an irresponsible marketing conduct towards them. If they did so, companies would understand that this marketing technique is not profitable at all and they would cease to adopt it.

This is better than any kind of government intervention: public opinion is far stronger than it and, if exerted in an intelligent and proactive way, could be able to stop these behaviours.

Carlotta Neuenschwander

Kellogg's: a virtuous marketing conduct

Good morning everybody,

today I am going to talk about a virtuous example of marketing ethicality: Kellogg’s. 

The company has been awarded with the second position – within the sector food and beverages – in the list “2014 World’s Most Ethical Companies”  by Ethisphere.

Indeed, Kellogg’s built its success on an ethical business conduct and on a values-based culture.

The principles on which Kellogg’s behaviour is based are called K-values, and they are the guidelines of the firm’s interaction with its stakeholders.

Kellogg's principles for a virtuous conduct

According to an ethical point of view, Kellogg’s adopts a stakeholder-oriented approach: it takes into consideration not just its shareholders, its customers and its employees, but the communities in which it operates, health organisations and charities and governments, too. 

Kellogg’s goal is to minimize the negative impact on these groups of interests caused by its business conduct, and at the same time to satisfy stakeholders’ various needs. 

Kellogg’s refuses to please its shareholders at the expense of other stakeholders and aims at building positive, two-way relationships with its stakeholders. 

This objective is the cornerstone of its Corporate Social Responsibility strategy, which defines Kellogg’s ambitions – the marketplace, environment, community and workplace ones. 

Talking about marketing, Kellogg’s aims at meeting customers’ needs, selling them high-quality and healthy products, and at adopting an ethical and responsible marketing conduct. 

One practical example: Kellogg’s Breakfast for Better Day campaign underlines the importance of a healthy breakfast, and the products that Kellogg’s offers in this sense guarantee a balanced nutritional content. The focus of its campaign is fighting hunger, donating cereal and snacks for breakfast to children in need.

Kellogg's Breakfast For Better Days

With this practical case, I want to demonstrate that ethicality and success are not separate worlds: sometimes, marketers think that unethical behaviours may increase their profits, but it could be so just in the short-term. On the contrary, an ethical conduct is crucial to build a strong reputation and a competitive advantage. 

Carlotta Neuenschwander

Deceptive marketing: how to fight it.

Hi readers,

Today I want to talk about a concrete project in the field of marketing ethics, run by the University of Pavia: if you are interested, just have a look at Protect Yourself From Deceptive Marketing Practices.

Universitiamo - logo of the campaigns run by the University of Pavia

This project aims at protecting consumers from irresponsible marketing techniques, especially from those targeting children. Kids are often manipulated by marketing campaigns, consequently inducing parents to buy what advertising tells them to. The project is focused on food & beverages field, since it is one of the main areas in which children are targeted, and one of the most dangerous ones, too. In fact, marketing can promote wrong eating habits and products that are detrimental for children’s health: consumers should be educated, in order to bypass the kind of marketing which promotes these products.

The project is based on:

• a detailed analysis of customers’ eating habits and their exposure to marketing practices
• study of virtuous and vicious marketing cases
• in-depth interviews with experts in the field of irresponsible marketing
• focus groups with parents (shoppers) to identify their problems and needs

Of course, this project needs funds to be enacted, and in a period of economic crisis people may think that spending money on such a project would be useless.

That is wrong: learning how to avoid evil marketing is learning how to spend your money in a better way. Keeping away from treacherous marketing campaigns is crucial, because it prevents you from being exploited by irresponsible marketers, who leverage on your children to reach you and make you one of their consumers. At the same time, choosing virtuous companies induce even irresponsible ones to change their strategy and converge on a more ethical marketing.  

Nowadays, customers do have the power: if your shopping habits are ethical, firms will get more and more ethical as well. 

Carlotta Neuenschwander