Webinar: Pester Power or Parent Power?

Webinar: Pester Power or Parent Power?

This webinar presented the findings of the joint Children’s Food Campaign and Food Active research on parents’ experiences and views on the use of child-friendly characters on food and drink packaging, and hear directly from parents themselves.

It included discussion of options for better Government policy and industry practices, as another policy lever to create a healthier food environment for children and families.

Hosted by Barbara Crowther, Children’s Food Campaign Co-ordinator, the panel & discussion respondents included:

  • Beth Bradshaw, Nutritionist and Lead Researcher, Food Active, presented findings from the Pester Power or Parent Power? report.
  • Lindsey Stephenson & Miriam Manon, parents who took part in the research, talked about their own experiences and action they’d like to see companies and Government take. Read our blog interview with Lindsey.
  • Dr Lauren McGale, lecturer in Psychology at de Montfort University and shared an overview of food marketing techniques targetting children and young people, and academic evidence of influence of  brand equity characters on children’s food preferences.
  • Katharine Jenner, Campaign Director, Action on Salt/Action on Sugar discussed findings from their product-based research of cartoon animations on food and drink packaging, and engagement with retailers, food manufacturers and entertainment companies licensing characters.
  • Dr Anna Isaacs, Centre for Food Policy, City University, shared insights from qualitative research with 60 low income parents on healthy environment and marketing tactics, conducted by the Obesity Policy Research Unit for the Department of Health & Social Care.
  • Jessica Attard, Portfolio Manager, Guy’s & St Thomas’ Charity reflected on the reality for parents in lower-income households accessing healthy, affordable food and managing ‘treats’ for children, as well as business incentives to remove powerful tools such as cartoon characters from their marketing mix.

Couldn’t make it on the day? Check out the recording and slides below to get up to speed.



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