Exposure to flowers needs to start early How important is it for children to see their parents buying and using flowers and plants? A lot, if a recent study done by researchers at Dartmouth College is any indication of the influence parents can have on the attitudes and expectations of their children. The results of this study were published in the September issue (Vol. 159, No. 9) of the Archives of Pediatrics & Adolescent Medicine. The purpose of the Dartmouth study was to determine the influence parents can have on their children's attitudes toward alcohol consumption and cigarette smoking. Researchers used a role-playing scenario to assess preschoolers' attitudes, expectation and perceptions of tobacco and alcohol use compared to their parents' use of these products along with the children's movie viewing. Children 3-6 years old were asked to use dolls to make purchases at a doll grocery store. Of the 120 children participating in the study, 34 (28 percent) bought cigarettes and 74 (62 percent) bought alcohol. Children were nearly four times as likely to buy cigarettes if their parents smoked. Children were three times as likely to choose wine or beer if their parents consumed alcohol at least once a month. Children who viewed PG13- or R-rated movies were five times as likely to choose wine or beer. The results of this study suggest that shifts in attitudes and expectations about behavior begin as young as 3 years old. The researchers said the children's behavior suggests, "They are highly attentive to the use and enjoyment of alcohol and tobacco and have well-established expectations about how cigarettes and alcohol fit into social settings." Wouldn't it be great if children could be instilled with this kind of attitude about flowers and plants? Another finding of the study was that several children were well aware of cigarette brands. One 6-year-old boy was able to identify Marlboro cigarettes as his brand of choice, but was unable to identify his favorite cereal as Lucky Charms. Appealing to a younger crowd Although I don't think winemakers have started marketing to 3- or 6-year-olds yet, some have looked to make wine the beverage of choice with 20-something consumers. USA Today reports that winemakers are introducing wines with eye-catching packaging and lower prices. Winemakers are introducing wines packaged with vibrant labels and screw tops instead of corks since 60 percent of homes don't have corkscrews. And $10 seems to be the price point younger consumers are willing to accept. One other thing these young consumers want is simplicity. They're not concerned with vintages and flower, oops, I meant grape varieties. Don Freytag of liquor company Brown-Forman told USA Today that consumers are more interested in quality wines that taste good. Freytag's company has partnered with the Virgin Group to introduce Virgin Vines. Virgin Group founder and CEO Richard Branson told USA Today that he wants his company's wines to be an "edgy, vibrant, fun product." Branson is hoping to change the image of wine from being intimidating and highbrow to something that is more hip. "It may or may not work, but we're going to give it our best shot," Branson said. Eye-catching packaging, $10 price point, quality product -- this is our competition. Are we offering comparable products to compete with these new wines? And for even younger consumers, are we doing enough to increase their attention to the use and enjoyment of flowers so that they develop well-established expectations about how flowers fit into social settings? What do you think? Send this article to a friend Enter your e-mail address: Enter your friend's e-mail address: Click the image below to send: © 2005 Branch-Smith Publishing