From Baby Bottles to Brand Loyalty: Is Big Tech Marketing to Your Baby?
Marketing to babies and toddlers is a growing concern, especially in today’s tech-driven world. The marketing industry has increasingly turned its focus to the youngest consumers, making them targets for everything from toys to digital devices, often before they can even speak or make decisions for themselves. Here’s how this trend plays out, why it’s troubling, and what you as a parent need to know. 📊 The Rise of Targeting Babies and Toddlers In recent years, companies have ramped up their marketing strategies to reach the parents of babies and toddlers. While this may sound innocent at first—promoting educational toys or products that help with early development—there’s an increasing amount of marketing that is pushing products and experiences aimed at babies, toddlers, and young children as a way to create long-lasting brand loyalty. Baby Tech Tech companies have jumped on this bandwagon by marketing tech products such as smart baby monitors, app-driven toys, and even baby-friendly tablets. This isn’t just about convenience for parents. Some companies claim these devices can help babies learn quicker or be more connected to their parents through technology. But this raises serious concerns about how early tech exposure impacts early brain development. Influence of “Mommy Blogs” and Social Media Mothers and fathers are often targeted on platforms like Instagram and Pinterest, where “mommy influencers” show off the latest products for their babies—ranging from organic baby food to $300 strollers. These influencers unintentionally become part of the marketing machine, promoting products that aren’t always necessary or beneficial for a child’s well-being. And this is amplified by algorithms that keep showing them more products, making parents feel like they need these things for their children to thrive. Branding the Baby Some brands have even gone so far as to create entire “personalities” for babies. Infants are marketed with specific traits like “the sporty one” or “the curious one,” turning them into little consumers before they’ve even had the chance to explore their own identities. This leads to kids being influenced at a much younger age to develop specific tastes and desires based on brand marketing rather than their own organic interests. 😨 Why Parents Should Be Concerned Early Tech Exposure:Research shows that exposure to screens and tech at an early age can hinder development. Babies’ brains are rapidly developing in their early years, and the interactions they have with their environment, caregivers, and physical play are critical. Studies suggest that passive screen time can delay language development and interfere with social skills. The earlier children are exposed to tech, the harder it is for them to disconnect when needed later in life. Consumerism Before Consciousness:When babies and toddlers are marketed to, they’re not yet in a position to make informed choices about what they want or need. This marketing often leads parents to believe they need products to ensure their child is getting the best start in life—sometimes leading to overspending on things that aren’t truly necessary. Babies are often marketed toys or products as “educational” when they might actually be more about creating brand loyalty from an early age. Parental Pressure:The constant stream of “must-have” products can cause parents to feel immense pressure. Parents may feel that they need to buy the latest tech gadgets, clothes, or toys to keep up with the trends. This also creates a cycle of stress, as parents may start comparing their lives to curated influencer content, leading to self-doubt and consumer guilt. Brand Loyalty Formed Too Early:By the time children are toddlers, brands have already started to shape their desires. The influence of logo recognition, advertising jingles, and character-based branding starts to take root very early. This creates a powerful brand loyalty that’s hard to break, making it difficult for children to make decisions based on personal taste or practicality as they grow older. 👨👩👧👦 What Parents Can Do Limit Screen Time for Babies and Toddlers:Follow the guidance from experts such as the American Academy of Pediatrics, which recommends no screen time for babies under 18 months, except for video chats. For toddlers, screen time should be limited to one hour per day with educational content, and it’s important to watch it together to provide context and interaction. Focus on Developmentally Appropriate Play:Instead of focusing on “high-tech” toys, prioritize age-appropriate, hands-on toys that encourage creativity and physical play. Building blocks, sensory toys, and outdoor activities can stimulate your child’s development in a much healthier way. Be a Critical Consumer:Parents should be wary of marketing tactics that target them through influencers or social media ads. Ask yourself if the product being marketed truly benefits your child’s well-being or if it’s just another trend designed to make you feel like you need it. Encourage Active Engagement:Engage with your child in ways that build their emotional, cognitive, and physical skills. Reading books, singing songs, and having meaningful interactions without digital distractions are critical for healthy development. Model Healthy Tech Use:As your child grows, model how to use technology mindfully. Show them that tech is a tool, not a crutch, and emphasize the importance of balance—ensuring that outdoor play, family time, and real-world interactions are prioritized. 🔍 Final Thoughts While it’s impossible to completely shield children from the digital world, we can take steps to limit their exposure and teach them to navigate it thoughtfully. By being critical consumers and focusing on the development of our kids rather than jumping into the latest tech trends, we can help preserve their innocence and encourage healthy growth. As parents, it’s our job to keep Big Tech in check, making sure it doesn’t define who our kids are or who they become. Questions to Ponder for Parents: Is this product truly necessary for my child’s development, or is it just a clever marketing gimmick? How much screen time is appropriate for my baby or toddler, and how can I create healthy boundaries? Am I allowing my child to form brand loyalty before they are old enough to make independent choices? How do I ensure my child’s
Boys, Brands & Big Tech: The Hidden Influencers Raising Our Sons
🚨 How Big Tech & Brands Are Targeting Boys — And Why It Matters 🎮 1. Gaming Skins = Social Currency In Fortnite, Roblox, and similar platforms, boys are encouraged to spend money on digital “skins” and upgrades that have zero functional purpose — but huge social value. The message? You need this to fit in. 💪 2. Supplements & “Alpha” Culture Teen boys (and even tweens) are being served content on protein powders, pre-workouts, and “bulking” — often laced with toxic masculinity messaging. They’re learning that muscles = worth. Insecurity is now a revenue stream. 🧢 3. Hyper-Masculine Influencers From TikTok to YouTube, many boys are exposed to influencers promoting “toughness,” emotional repression, and dominance — masked as “confidence.” Some even veer into misogyny and red-pill ideology — all under the guise of self-improvement. 📱 4. YouTube Ads & Algorithm Bait Boys watching innocent Minecraft or football videos often get fed ads for “cool” gear, competitive challenges, or status-driven products — from branded trainers to energy drinks. It’s aspirational marketing disguised as entertainment. 🕶️ 5. Digital Gear & Tech Fetishisation Smartwatches, gamer headsets, LED room lights, VR sets — marketed as essentials for being “in the know” or a better gamer. Big Tech sells boys the idea that more tech = more status. These patterns show that boys, like girls, are being nudged towards narrow definitions of success, confidence, and self-worth — shaped not by character but by commerce. Here are five conversation-starting scripts for parents to use with boys (or any child really) to gently explore the influence of Big Tech, marketing, and digital identity — in your warm, curious tone that invites reflection, not fear or shame. 🧠 1. The “Why Do You Want It?” Script “That new skin looks cool — what makes it special to you?”(Pause and listen)“Do you think it’s about how it helps in the game, or how it looks to others?” ➡️ This script encourages kids to explore the difference between play and social pressure. 📺 2. The “Who’s Behind the Screen?” Script “You know how some YouTubers always have the latest gear or protein drinks?”“What do you think — are they showing you something because they love it, or because someone’s paying them to?” ➡️ This opens the door to digital literacy and decoding influencer culture. 🎯 3. The “Real Strength” Script “Some people online talk a lot about being ‘alpha’ or strong. What do you think makes someone strong?”(Let them speak — then gently offer alternatives)“I think being kind, calm, and brave in tough moments is a kind of strength too.” ➡️ This helps shift strength from image to values. 👟 4. The “Stuff or Self?” Script “Do you think you’d still be you if you didn’t have that skin/trainer/tech?”“What are the things about you that no one can buy or sell?” ➡️ This builds identity beyond possessions or avatars. 🧍♂️ 5. The “Pressure Check-In” Script “Do you ever feel like you have to look or act a certain way to fit in online or at school?”(If they say yes, stay open and curious)“That’s really normal — want to talk about it more together?” ➡️ This opens space for vulnerability and connection. In the end, the real power lies with us as parents. While Big Tech and the marketing machine may seem like forces too large to fight, we have the ability to guide our children with intention, compassion, and awareness. By staying engaged, asking questions, and teaching them the value of self-worth beyond likes, skins, or ads, we can give our children the tools to navigate this digital jungle with confidence. Let’s not allow tech giants to define who our children are or who they should become. Instead, let’s take control and raise a generation grounded in authenticity, kindness, and resilience.
Too Young for Toner? ‘Sephora Kids’ And How Big Tech & Beauty Brands Are Luring Young Kids Into Skincare
Trying to be like a mum Credit: Freepik Have you heard the buzz about “Sephora Kids”? Yes, we’re talking about 8-year-old girls — still in primary school — flocking to beauty shops, clutching colourful serums, eye creams, and retinol-infused lotions. And no, they’re not shopping for mum! Now, I’m all for a bit of self-care — a warm bath, a gentle cleanser, a dab of suncream — but when children as young as eight are being swept up into a grown-up world of skincare routines and beauty marketing, it’s time to pause and reflect. So, should we be worried? I believe we should be — and here’s why. 💻 How Big Tech & Beauty Brands Are Luring Young Kids Into Skincare It’s not an accident. It’s a strategy. Big Tech platforms — especially TikTok, YouTube Shorts, and Instagram — are fertile ground for beauty marketing aimed at younger and younger audiences. Here’s how they’re doing it: 📱 1. The Algorithm Loves a Trend Once a child watches one “Get Ready With Me” (#GRWM) video or skincare haul, their feed becomes saturated with more of the same. These aren’t innocent skincare routines — they’re sophisticated advertorials in disguise, often by influencers twice the age of the child watching. 🛍️ 2. Influencers as Trusted Friends Young children don’t always know the difference between a recommendation and an ad. Big Tech and beauty brands know this. That’s why influencer deals, paid partnerships, and unboxings are so popular — they sell products wrapped in trust. 🧠 3. Fear-Based Messaging Even 8-year-olds are being exposed to ideas like “you’ll get wrinkles,” “your pores aren’t clean,” or “you’re not glowing enough.” It’s grooming a generation to feel not good enough — unless they buy something. 👀 4. #SephoraKids Is A Marketing Goldmine Big brands are watching. They see that primary school girls are fascinated by routines and rituals. So they design packaging, store displays, and products to feel like toys — colourful, scented, playful — but with grown-up price tags and ingredients their skin doesn’t need. 📊 5. Data-Driven Manipulation Big Tech knows exactly what your child is searching, watching, and liking — and serves up beauty content based on it. It’s not a coincidence your daughter is suddenly “obsessed” with serums. It’s by design. The Tenderness of Childhood Skin Children’s skin isn’t mini-adult skin. It’s thinner, more sensitive, still developing. Many of the popular skincare products found in influencer-led “routines” — like exfoliating acids, retinols, and firming creams — are not just unnecessary for young skin, they can be harmful. Think rashes, burns, allergies. Are we replacing childhood with chemicals in the name of self-care? When Skincare Becomes A Mask For some little girls, skincare isn’t really about care — it’s about fixing themselves. That’s a hard pill to swallow. I’ve worked with families for decades, and I know this: once the seeds of “not enough” are planted, they grow fast. Are we teaching our daughters that their natural skin needs fixing at eight? Are we unknowingly handing them anti-wrinkle creams instead of confidence? Whose Voice Are They Listening To? Many of these young girls are being influenced by TikTok, YouTube, and social media trends — where 20-somethings peddle 10-step nighttime routines and where the algorithm whispers, “You’ll feel better if you just buy this.” Who’s shaping your child’s self-image — you or the internet? Is that skincare haul really about caring… or comparing? The Commercialisation of Childhood Let’s call it what it is. The beauty industry sees our children as customers. That should make us deeply uncomfortable. The earlier the hook, the longer the lifetime spend. Are we okay with corporations mining childhood for profit? Should children be the next frontier of the beauty business? What Can We Do as Parents? Keep conversations open. Ask your child why they want skincare products — don’t dismiss their feelings, but explore what’s behind them. Help them build routines based on health, not image. Encourage time outdoors, creative play, and screen breaks to remind them there’s a world beyond mirrors and marketing. Be mindful of our own habits. What are we modelling in our own relationship with appearance? A Loving Reminder This isn’t about shame or blame. We’re parenting in a world that moves faster than ever — a world where childhood is being edited, filtered, and sold back to us in tiny bottles with glittery labels. Let’s slow it down. Let’s protect the innocence of childhood — not wrap it in serums. Because the truth is, the most powerful “skincare” we can offer our girls is the glow that comes from being seen, celebrated, and loved just as they are. 🌿 Conversation Scripts: Talking to Your Child About Skincare and Self-Worth 👩👧 1. When Your Child Asks for Skincare Products You could say:“That’s interesting — what made you want that serum/cream? Is it something you saw online or at school?”(Pause and listen)“You know, our skin at your age is still learning and growing — it doesn’t need all those ingredients just yet. What matters most is keeping it healthy and clean. How about we look at some gentle, fun things we can do together?” 🪄 Why it works: This script keeps the tone light and curious. It invites your child to reflect on the ‘why’ without making them feel silly or shut down. 📱 2. When You Notice They’re Copying a Social Media Skincare Trend You could say:“I noticed you’ve been talking about routines and products — have you seen those on TikTok or YouTube?”(Listen, don’t judge)“Some of those people are much older, and the products they use might not be safe or needed for young skin. Let’s chat about what real self-care means at your age. What do you think makes you feel good and cared for?” 🌱 Why it works: It opens the door to conversations about influence, age-appropriateness, and self-care beyond appearance. 🪞 3. When They Say They Don’t Like Their Skin or Appearance You could say:“I’m so sorry you’re feeling that
