Children, adolescents and young people: Trends in communication and consumption [Monograph presentation]

Abstract

This monograph invites us to delve into the relationship brands establish with children, adolescents, and young people, through the consumption of their products and services and communication with them. The subject is of great interest today, given that this age group has never exerted such a significant influence on family purchases. Consequently, they have become prescribers and now make decisions they barely participated in before. This situation is reflected in brands’ strategies, as targeting a vulnerable audience entails great responsibility. This monograph compiles the research that examines and reflects on the evolution of children’s and young people’s consumption; it considers brand trends, specifically Corporate Social Responsibility (CSR) policies, and critically analyses these strategies, practices and actions. From this perspective, we have gathered proposals that consider the impact of the media and influencers, technology, climate change, legislation, social exclusion and Sustainable Development Goals (SDGs) on children’s and adolescents’ consumption. An example of the Academy’s concern for responsible communication management, especially that which targets vulnerable audiences.