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Health care industry

Youth Industry Professionals Prioritize Childhood Obesity as a National Priority

Strategic Insights

— 1 min read

Youth industry professionals consider childhood obesity a major public health concern, with a significant majority (86%) deeming it extremely or very important. This sentiment is driven by the perceived responsibility of marketers to educate parents and children about good nutrition and physical activity. However, poll results also indicate that respondents do not feel that kids themselves can accurately judge what is healthy and nutritious, with only 21% agreeing that children have a good understanding of this.

Key Takeaways:

  • Eighty-six percent of youth industry professionals consider childhood obesity an extremely or very important public health concern.
  • A majority (69%) of respondents believe that health and well-being should be a matter of personal responsibility.
  • Only 21% of respondents agreed that children have a good understanding of what is healthy and nutritious, while 75% disagreed with the statement that consumers will not buy healthy food alternatives for children.
  • Respondents do not entirely trust food and beverage companies to take positive steps to address childhood obesity, highlighting an industry under pressure to define its role in resolving this issue.
  • Three-fourths (75%) of respondents believe that youth marketers can play a more positive role in promoting healthy alternatives and educating parents.
  • The results suggest that youth marketers expect to see more products positioned as healthy and increased advertising on health-related themes in the future.

Statistics:

  • 86% of youth industry professionals consider childhood obesity an extremely or very important public health concern (Harris Interactive/Kid Power Poll of Youth Marketers, February 2004).
  • 69% of respondents believe that health and well-being should be a matter of personal responsibility (Harris Interactive/Kid Power Poll of Youth Marketers, February 2004).
  • 21% of respondents agreed that children have a good understanding of what is healthy and nutritious (Harris Interactive/Kid Power Poll of Youth Marketers, February 2004).
  • 75% of respondents disagreed with the statement that consumers will not buy healthy food alternatives for children (Harris Interactive/Kid Power Poll of Youth Marketers, February 2004).

Sources:

  • Harris Interactive/Kid Power Poll of Youth Marketers (February 2004)
  • Harris Interactive Newsletters (available at http://www.harrisinteractive.com/news/newsletters_k12.asp)

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