It is well known that children influence their parents’ purchasing decisions. However, the extent and areas of influence vary significantly from country to country. This emerges from our annual observatory “Parents”. The survey analysed the phenomenon of ‘pester power’ – the influence exerted by children and young people on family consumption choices – among over 1,800 families in Italy, United Kingdom and Germany. The research examined families with children up to the age of 11.

“Our study paints a picture of families that differs slightly from one country to another.” says Marco Gastaut, CEO of Eumetra International. “In Italy, where families are increasingly horizontal and participatory, pester power is no longer confined to toys or fleeting desires. It concerns fundamental categories such as food, technology, and travel. Even when it comes to ‘adult’ choices, children make their voices heard today. In Italy, unlike in other European contexts, the influence of children is emotionally rooted: what matters is well-being, spending time together and paying attention to the details that make children feel part of the family. Elsewhere, such as in Germany, a more functional and everyday logic prevails, entrusting concrete responsibilities even to the youngest children.”

Italy: a cross-cutting influence that affects almost every area of family consumption

In Italy, children play a significant and widely recognised role in purchasing decisions. Parents say they feel influenced by their children in almost all the main product categories analysed.

Source: Parents, Eumetra

These data show that children in Italy are involved in areas beyond their usual ‘expertise’, such as toys, leisure and clothing, and extend to more cross-cutting areas such as food, technology, travel and home furnishings.

The United Kingdom and Germany have different models and influences

In Germany, however, children have a particularly strong influence in certain key areas, especially those related to the practical management of everyday family life. German children have a significant say in decisions relating to food (63% compared to 49% in Italy), technology (45% compared to 38% in Italy), and holidays (49% compared to 39% in Italy). This suggests a family model in which children are involved from an early age in concrete, strategic choices, reflecting a culture that values their autonomy and empowers them from an early age. The German approach appears to be oriented towards rational involvement, being less linked to the emotional sphere and more based on the idea of fostering individuals who are aware of and participate in domestic dynamics.

In the United Kingdom, influence remains high in games (75%) and recreational activities (68%), but is slightly lower in other categories. This suggests a less systematic approach, with influence being more occasion- or moment-specific.

Implications for those who communicate with families

For companies and brands targeting families, this research clearly invites them to review their communication strategies. Children are no longer passive recipients of products; they are active, digitally savvy interlocutors who often hold the deciding vote when it comes to making choices. In Italy in particular, engaging with them through play, visual language, influencers, social media channels, and emotional storytelling can provide a tangible competitive advantage, provided it is done authentically and respectfully.

The new edition of Parents is about to start

As the new school year begins, the increasingly strategic role of children in family consumption dynamics returns to the spotlight. This is a crucial and structural phenomenon that brands targeting families must keep an eye on.
Starting in September, the 2025 edition of the Parents Observatory will explore the experiences and daily choices of European families with children aged 0 to 11 in depth. It will give a voice to the little ones, who are the real protagonists in decision-making processes.
We will investigate:

  • How different parent profiles define themselves and behave today;
  • Which communication levers trigger attention and trust
  • How has the relationship with the brand changed?
  • How to generate memorable experiences and brand loyalty;
  • How consumption dynamics and touchpoints are changing;
  • How does play become a language and channel for relationships between brands and families?

This is a valuable opportunity to gain useful insights for designing more effective, engaging and relevant marketing and communication strategies for the whole family.

→Want to know more?
Download the Parents presentation page