UK Teachers' Study Reveals Pupils Are Influenced by Brands

13 August 2008

LONDON: A survey of UK teachers has come up with the not altogether surprising finding that the nation's educators believe their young pupils have a fondness for branded products.

The study by the Association of Teachers and Lecturers found 85% of respondent members  believe fashion and branded goods are important to the children they teach. In addition, they say brands, friends and logos are key influences on what youngsters buy.

Almost half the teachers said young people who could not afford to keep up with their peers in the fashion stakes claim they are excluded, isolated or bullied. The teachers also believe advertising directly targets children and young people.

ATL general secretary Mary Bousted commented: "Advertising and marketing have made our society increasingly image-conscious and our children are suffering the consequences."

Data sourced from; additional content by WARC staff