Parents’ lack of action regarding the Child Trust Fund (CTF) scheme is both complex – as stated in your article (When parents need pushing, MW October 20) – and understandable. It is indicative of the fundamental difference between awareness and action that is involved in dealing with parents with regard to their children.
For the article’s stated “apathy”, read anxiety/ because the decisions every parent makes regarding their kids, particularly financial ones, are important and consequential, and need to be fully assessed. Communicating with this group requires a willingness to truly embrace their mindset and understand their issues (for example, CTF recipients’ buying behaviour and understanding of the investment options). Quite frankly, few organisations have managed this, because few organisations appreciate what is required of them to engage parents – dialogue, empathy and mutual trust.
This is not very different from the issues surrounding the current food and drink debate. And it should be a warning sign to other organisations and brands that dealing with parents, as well as families and children, needs a bespoke and pro-active approach, rather than a traditional marketing one.