Children as brand influencers

Children are more than consumers today; they influence parents' purchases, according to Turner's New Generations 2016 study that surveyed about 6,000 kids in India. The study coins the term 'The plurals' for children born between 1997 and 2015 and finds that these kids comfortably hold a variety of interests in diverse areas and are far more independent than millennial consumers in their opinions and choices