One of the elements that everyone remembers from their childhood – and that they tend to compare once they reach adulthood with other adults from the same ‘area of ​​influence’ looking for similarities – is school excursions. In each place, there are a series of museums that seem almost mandatory and through which all children of each generation passed, but the truth is that schoolchildren not only visit museums, old ships, school farms, natural spaces or Roman ruins, as well They go to business centers and factories where they show them how things are done or how they work in that factory.

One only has to ask the immediate surroundings which factories or companies he went on a school field trip to as a child to see it. Taking the test leaves a wide list of places, from the sliced ​​bread Estonia WhatsApp Number List factory in the area to the canning company or the cetarea that is receiving schoolchildren at that time, passing through the reference shopping center (there are those who admit that they went with the school to see the guts of the Alcampo in your area, but there are also those who did it with El Corte Inglés, although you only remember the invitation to chocolate with churros in the cafeteria) or by the chocolate factory, which always has a special attraction for children. In my school years, the usual thing was to go to the Panrico factory and afterwards the excursion appeared – photo through – in the local newspaper.

The list of multinationals that allow the scholarea to enter their factories, prior reservation, is very wide. A quick Google search shows that there are examples in almost every corner and possibly in every industry. You can see how wooden pencils are made in Faber and Castell, yoghurts are made in the Danone factories or beer is made in the Damm factories. All these excursions, as can be seen on the websites of the respective companies (and taking the case of Faber and Castell off the list) are free. Schools do not have to pay for their schoolchildren to enter the bowels of their factories, guided by, to discover the secret behind the products they consume every day.

But what do brands gain from these school trips? What is the purpose of allowing a horde of schoolchildren to enter the corridors of the company?

The field trip as a marketing product

School excursions create direct contact between companies and children, who are already influencers of consumption within their own homes (the weight of children in parents’ purchasing decisions is increasing) and who will be in the future consumers by own weight. These school excursions create a certain emotional bond between the children who visited it and the brands that offered them the visit, since they will be part of those golden childhood memories. So are field trips simply a way to attract consumers?

Some consider it that way: some experts see school excursions in factories and company headquarters as only a marketing device with little educational value that helps to create a more fluid relationship with those who are or will be consumers. As explained from CGT, one of the unions in the education sector and one of the voices critical of these excursions,, “there is a purely business interest and to win consumers.”

Companies often do not have educational value, they point out, and can even be questionable at times (such as taking children to alcoholic beverage factories). The visits also do not serve to stimulate debate, about the working conditions of the employees of those companies, for example, and they only show one side of the coin.

Not everyone agrees with this view. There are those who do see educational value in these visits to factories and companies, since they allow us to know first-hand how that world works and thus provide empirical and practical content to subjects related to that field.

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