Survey of Youth Industry Professionals Says Overweight/Obese Youth is a Major Public Health Concern
April 06 2004 - 1:14PM
PR Newswire (US)
Survey of Youth Industry Professionals Says Overweight/Obese Youth
is a Major Public Health Concern Youth marketers realize the impact
they can have on youth health and well-being Results from Harris
Interactive/Kid Power poll of youth marketers ROCHESTER, N.Y.,
April 6 /PRNewswire/ -- A large majority (86%) of those working in
youth-related fields see the issue of overweight youth as an
extremely or very important public health concern. And, youth
industry professionals feel that the increased level of media
coverage over the issues of obesity and overweight children is
warranted and appropriate. These are some of the findings of the
Harris Interactive/Kid Power Poll of Youth Marketers conducted
online by Harris Interactive in February 2004 among 878 individuals
working in youth-related fields. Survey participants were
professionals working in a range of youth-related fields,
including: youth marketing, market research, advertising/public
relations, media, education and non-profit organizations. The poll
covered a number of topics regarding commercialism and youth,
marketing in schools, youth obesity, and sexual and violent content
in media. "Survey results verify that those working in youth fields
feel that childhood obesity is a national priority," said Candi
Schwartz, Managing Director of the Kid Power Exchange. "As one
respondent told us: marketers have a responsibility to help educate
parents and children about the importance of good nutrition and
physical activity." Results show that youth industry professionals
are not entirely convinced that food and beverage companies are
taking positive steps to deal with the issue of overweight or obese
children: -- 30% agree that the food and beverage companies are
taking positive steps, -- 23% neither agree nor disagree, and --
47% disagree that food and beverage companies are taking positive
steps. "This is an industry under pressure to define its role in
helping to resolve this issue,"said John Geraci, Vice President of
Youth Research at Harris Interactive. "These respondents tell us
that youth marketers can and should play a more positive role in
the health of young people and in helping to educate parents, and
that their organizations are becoming more positive factors related
to the health and well-being of children." About two-thirds (69%)
of respondents agreed that health and well-being should be a matter
of personal responsibility. However, poll results also showed that
those working in youth fields do not feel that kids themselves can
judge what is healthy and nutritious. Just 21% of respondents
agreed that children have a good understanding of what is healthy
and nutritious and of what is not. Three-fourths (75%) of
respondents disagreed with a statement that consumers will not buy
healthy food alternatives for children. "Youth marketers understand
that providing healthier alternatives is good business as well as
good from a public health standpoint," added Geraci. "We will
continue to see more products positioned as healthy and increased
advertising on health-related themes." About the study The Harris
Interactive/Kid Power Poll of Youth Marketers was conducted online
by Harris Interactive in February 2004. In total 878 interviews
were conducted. Some questions are based on sample sizes less than
878 due to skip patterns and suspended interviews. Respondents were
recruited for participation from Harris Interactive and Kid Power
Xchange newsletter distribution lists -- lists that contain a broad
representation of individuals working in organizations concerned
with youth. Results are representative only of the total population
sampled. These statements conform to the principles of disclosure
of the National Council on Public Polls. A summary of the results
of this poll is available at:
http://www.harrisinteractive.com/news/newsletters_k12.asp. The
results of the Harris Interactive/Kid Power Poll of Youth Marketers
will be presented at the Kid Power 2004 conference in Orlando on
May 4. More information about the Kid Power 2004 conference can be
found at http://www.kidpowerx.com/. About Harris Interactive(R)
Harris Interactive (http://www.harrisinteractive.com/) is a
worldwide market research and consulting firm best known for The
Harris Poll(R), and for pioneering the Internet method to conduct
scientifically accurate market research. Headquartered in
Rochester, New York, Harris Interactive combines proprietary
methodologies and technology with expertise in predictive, custom
and strategic research. The Company conducts international research
from its U.S. offices and through wholly owned
subsidiaries-London-based HI Europe (http://www.hieurope.com/),
Paris-based Novatris and Tokyo-basedHarris Interactive Japan-as
well as through the Harris Interactive Global Network of
independent market- and opinion-research firms. EOE M/F/D/V To
become a member of the Harris Poll Online(SM) and be invited to
participate in future online surveys, visit
http://www.harrispollonline.com/ About Kid Power Xchange Kid Power
Xchange (http://www.kidpowerx.com/) is an unbiased source for youth
marketing information, that creates a total experience that
encompasses all areas of marketing, promotions, market research,
e-commerce and branding. Through conferences, training programs,
newsletter and website -- the Kid Power Xchange is a single source
for information that "fills in" the important details that just
might mean the difference between marketingsuccess and failure.
Press Contacts: Nancy Wong Harris Interactive 585-214-7316 Candi
Schwartz Kid Power Xchange, 973-812-5154 DATASOURCE: Harris
Interactive CONTACT: Press - Nancy Wong, Harris Interactive,
+1-585-214-7316, ; Candi Schwartz, Kid Power Xchange,
+1-973-812-5154, Web site: http://www.harrisinteractive.com/
http://www.kidpowerx.com/
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