The Lolita syndrome: kids are now getting older younger. So how can marketers appeal to them while remaining socially responsible?

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According to Stats Canada, there are 5.8 million children 14 years and under in Canada, breaking down as follows: 1.8 million four years old and under; 2.0 million between the ages of five and nine; and another 2.0 million between 10 and 14.

In the past, marketing and media professionals would use this demographic information to develop products and advertising plans appropriate to the play, entertainment and education of each age group. While "aging up" was part of the strategic makeup of such plans in recognition of the fact that, aspirationally, all young people like to be more "grown-up," today we are in a quandary.

Why? Because of what we call KGOY-kids are getting older younger. This is happening to such a strong degree that marketers and media professionals must reassess product development and communications plans to be relevant to this sophisticated and techno-savvy group, while remaining socially responsible. After all, even though a 10-year-old may think and look like a 17-year-old, they are not!

There are a number of interesting facts and observations on this subject. For example, research shows that girls are reaching puberty by age 10 (down from 13)-known as The Lolita Syndrome. Girls are also encouraged to look more...