Confronted with growing media pressure on children to expect (if not demand) continuous consumption*, and the potential means necessary to actually fulfill their children’s material wishes, well-off parents will increasingly establish an AFTER SPOILING DATE: that moment in time at which they will start donating money, assets and/or luxury goods to children, without fear of spoiling their offspring too much. Ideally occurs when young adults have shown to be responsible and down-to-earth individuals, and therefore should be able to handle a bigger share of the ever-increasing wealth of their parents.

By appealing to the AFTER SPOILING DATE of children instead of concentrating their energy on turning even toddlers into professional consumers, marketers may succeed in deferring certain purchases where they would otherwise lose the purchase all together due to parents' unease. Savvy marketers will work with (instead of against) parents on giving the green light for certain purchases, explaining how the purchase does NOT stand in the way of responsible parenthood. From banks to car manufacturers, many business sectors could benefit from anticipating this trend.

* US teenagers ages twelve to nineteen spent $172 billion in 2001 (an average of $104 per teen per week), up 11 percent from $155 billion in 2000. German teens had even more to spend (Teen Research Unlimited, 2002).