Africa’s economic reset requires moving from ambition to execution
The Africa Commerce Convergence Summit keynote address identified four elements that must converge if the continent is to achieve a meaningful economic reset.
MARKETING ETHICS
Children bombarded with junk food marketing on social media
By our News Team | 2021
The ethics of marketing junk food to children has long been debated. New academic research pinpoints the extent of the problem on social media.
Children are being exposed to more than 100 unhealthy food promotions on their mobile phones each week, according to a recent research study done in Australia.
For every hour that a child spends online on their phone, they viewed more than 17 food and drink promotions, a figure that is almost nine times higher than their exposure to marketing via television advertising, say academics from the University of Wollongong.
They found that, over a week, children were exposed to an average of 168 online food and drink promotions, contrasted with an average of 19 a week when watching television.
Associate Professor Bridget Kelly, the lead researcher on the study and a published author on the topic of food marketing, said the results emphasised how frequently adolescents are being exposed to extensive marketing for unhealthy foods while using social media platforms.
She noted that food and drink marketers tap into young audiences through online social networks because the brands are seemingly endorsed by peers or online communities.
Assumption products are endorsed by peers
“When food and drinks are marketed on social media, via social media communities or online influencers, it comes with the assumption that the products are endorsed by peers and online communities. Brands tap into these pages’ networks of online followers and social cache, heightening the marketing effects,” she said.
“This marketing normalises unhealthy foods, creates positive brand images, and encourages overconsumption.”
The study surveyed children aged between 13-17 over a three-day period on their exposure to food and beverage marketing while using their mobile devices. The participants had accounts on social media platforms such as Instagram, Facebook, Snapchat and YouTube.
Professor Kelly, who is based at the university’s School of Health and Society, said food and drinks marketed online are almost exclusively high in salt, fat, and sugar. In other words, they’re unhealthy.
“The rate of promotions for unhealthy foods and beverages was 50 times higher than the rate of promotions for healthier products,” she emphasised.
Momentum Group appoints chief marketing and communications officer
Vongani Mageza brings more than 20 years’ experience across financial services and FMCG) companies such as FNB and Diageo.
AI and algorithm-led engagement among the challenges facing marketers
AI agents will influence shopping, algorithms will supersede social connections, and the clip economy will change how brands connect.
Absa bank launches pan-African campaign with athlete Eliud Kipchoge
The brand partnership includes a new TV commercial featuring Kipchoge, digital storytelling, wellness initiatives and community programmes.
How traditional trade is being reimagined, but remains ‘traditional’
Modern retail in Africa is still dwarfed by the traditional trade. Marketers who dismiss this relationship-heavy retail model do so at their peril.
How luxury brands become a source of meaningfulness for employees
Research finds brands don’t just sell products. They can also provide employees with stories through which they feel their work is meaningful
Redefining honesty in a crisis: Why truth alone is not enough
Honesty must be demonstrated through transparency, accountability and action – shaping both reputation and future trust following a crisis.
Lesotho bank’s culturally intelligent campaign beats bigger rivals
In the funeral plan category, where most advertisements look like an obituary, Standard Lesotho Bank opted to ‘sell the cow’, not the policy.
AMC magazine brings latest news and insights for Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Global study of marketers and agencies is coming to Kenya for first time
CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Huge African and Caribbean trade potential can be unlocked, study finds
Report says around 80% of Africa’s annual goods export potential to the Caribbean remains untapped.