Over the past few decades the energy drink market has been strategically marketing toward young adults and teenagers.
The energy drink market started in the ‘80s, but with recent surge of fun packaging, new flavors, and consistent marketing, the drink market has seen exponential growth. This has all been used to market toward young adults and teenagers which needs to change.
The energy drink companies have shifted from marketing to the older generations to the younger ones in a few different ways. Companies use social media, sponsorships, and celebrities or influencers to showcase their products.
Brands like Alani, Monster, Rockstar, and Red Bull all use social media to showcase their product to teenagers. They participate in trends and use fun audios to bring in their audience. Red Bull and Monster will tend to sponsor events like racing and bull riding to attract their audience.
Prime, a popular brand among teens, was created by two YouTube stars and boxers using their platform to draw attention to their product and bring in an audience from boxing to kids from 7 to 17 who watch their channels. Some schools have even taken to banning Prime because of the distraction that it causes and the unhealthy nature of it.
Energy drink brands marketing toward children is unethical. These brands are knowingly harming children while continuing to shove their product into kids’ faces.
The health risks for adolescents are much greater than that for adults. Some problems can be a stunt in brain development, heart problems, and mental health issues.
The government has limited vape and drug brands from marketing toward children. This was to limit health risks among youth. Why can energy drink brands, who also impose a threat to children’s health, continue the same act?
Younger people are increasingly worse at making decisions which is why guardians are in charge of making important health decisions. This can all go out the window when a child can simply see a new energy drink on their Instagram feed and just click buy without even knowing the risks at hand.
While energy drinks are worth the risk, the brands need to change their marketing tactics. They are harming children more and more as they continue to stick their brand down adolescents’ throats.
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