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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