As a working mom, I have been desperate to get food in my kids mouths before they head to their evening soccer practice. That might mean giving them chicken nuggets on the run. But there's something about this balancing act and our meal habits that's taking a toll on our kids.
How much does TV influence what you feed your kids?
Have you ever given them dinner in your SUV?
And can somebody please tell me whether working parents are creating fat kids?
BSM Media's poll of over 2000 mothers found 67% of moms said that although ads have some influence on their children, they ultimately make the buying decisions for the family.
Although our kids watch the commercial for Sugar Pops cereal, we buy it for them. Yet, we know we shouldn't. Almost all the moms surveyed (95%) believe there is an obesity epidemic and nearly just as many (86%) feel teaching good eating habits to their children is one of the top lessons they can teach. But then there's that disconnect between knowing and doing -- 62% of moms admit that they don't always have time to feed their families healthy foods. And sometimes, we just are too bloody tired from a hard day at work to fight with a child who won't eat vegetables.
"Marketers need to recognize that although they target children, it's moms who control the household purse," says Maria Bailey, CEO of BSM Media."It's time to shift that billions spent on marketing foods to children and focus on the gatekeeper."
So moms, we're the gatekeepers. Busy schedules aside, let's step up to the plate.