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Why Food & Drink Brands Must Think Beyond Bouncy Characterization to Win Young Hearts

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By: Ed Silk

Today’s child differs greatly from any other child born in previous generations.

Galvanized by media, empowered by technology, emboldened by a plethora of information and wizened by increasingly more mature parents, children these days are entitled, opinionated and have a stronger sense of independence at an earlier age than ever before. One study showed that, by the time they start school, 70 per cent of children are already adept and confident at using devices such as tablets, smartphones or laptops*. In turn, they are informed, demanding—and want things instantly.

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