European Stars And Stripes (Newspaper) - December 21, 1987, Darmstadt, Hesse America s children by Andrew new York times q uie i by. With Lew people noticing apart from a Henrj Ulof social researchers the economic Power Lamenca s teen age population is mushrooming. This buying clout is changing the Nalion s consumer Lasics 35 Well As its family life. As a Fenollol a convergence of social forces that include rapid growth in Avo career Lailios and Eingle Parent households the nation s 25.5 million teen agers Are coming to play a major role n deciding Haw to spend Bifi ions o dollars of family Money if Addrion to their own sizeable allowances and earn mrs. White their a soothe numbers have declined by half a million Len agers now make up 10 percent of the population do in from 14 percent m 1975 Ihetu increased Alduende gives them More economic clout than their predecessors enjoyed already a handful of corporations like the Campbell soup company Aie scrambling to compete for Iho Feon age Dollar in sectors of he Mark Oljace not previously associated with youth its a Brand now phenomenon Sard Mara Raslovsky. A marketing research manager or Campbell Raslovsky. Who has concluded a ma0f Market study of this generation of teen Agurs. Calls them the Power children " they re Oul there spending big Bucks and Lew people have noticed site said Bui teens Are a real growth part of the Lood Market " discretionary Leen ago spending in the United Stales has been Cal rooted of $30 billion a year executives in the entertainment apparel and cosmetics industries have Long recognised the trend netting of this Lickle Ken age population in Dele mining that s hot Andrj what s not not widely noted however has been the Lack thai tin oven Argyr sum $-10 of Ion in Tor / funds j1 being spent by Len Agurs mostly for groceries and Olhow Liou Stino d Ilc fits according to teenage Sci Sudich unlimited of Lake of isl. Ill Titi nisted pc Dirir by american Toon a jets thus could total Moio than j70 billion a cum re Scaler than the Cost joined Giors National product j of Portugal new a and. Panama a Viilu and co ind a recent Tcori acre research a tied of to and 17 year old girls found lil in a i ret 55 percent had purchased cookies not a shocking statistic to any Paroni Bui the same study showed Jyz percent of those same Young women had also purchased Trojan meals. 39 Perc ertl Bough salad dressing. 42 percent cheese and Yogurt 51 percent Cereal and 2b percent Rice thai tells said Grady Mauser the firm a vice president these kids Are buying things nol teen arg elect Rice is nol your Basic hot teen Rem they arc buying it for someone else namely teen agora Hae always spent Money on Las foods and Cosmel is what s changing Hauser said is the amount o mom and dad s Money they spend on behalf of Iho family especially groceries and especially in Urban Middle class one major reason Lor this change according to experts is Iho increase in working women in the last two decades today Mauser said 7 of every 10 mothers of 3 teen Ager Are working outside Iho Homo and five of Jhoss coven work full Lime barely a Quarter it All teens now live in Iho traditional household of wording father and housewife Mother this has created at fluent la mimics Wilh More Money to spend on Feivor children and Ottun a microwave oven or family members to prepare their own meals quickly ii has also created a generation of Latch key children who spend at least half an afternoon a i Home alone until their single Parent or both parents return from Woric. To save time and possibly keep the youngster America s teen agers Tia Oul there spending big Bucks end Tew people have noticed. Page 14 the stars and stripes monday Decell
