Kids care more about love and respect than owning cool brands

The article reports research among young people studying a) their aspirations and concerns (and the place of commercial products within them), b) attitudes to advertisements.

Kids care more about love and respect than owning cool brands

Ian Douthwaite

A generation of young people in Britain is growing up in a highly commercialised social environment. Individuals, the arguments go, increasingly rely on material goods as tools to gain respect and contentment, and friendships, family life and their own happiness are being adversely affected.

Inevitably, questions are being raised about what constitutes responsible marketing, and whether the youth marketing industry requires regulation to prevent further harm.

In this context, it seems appropriate to ask young people about their hopes and aspirations, the pressures they face in modern...

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