Coca-Cola, Levi's, adidas ... Co-educators of our children. The role of brands on the structurisation of adolescents
Jol-Yves Le BigotFounder President, International Education and Development, Institut de l'Enfant, Youth Opinion International, France
INTRODUCTION
Throughout twenty-four years of market research on 0 to 25 year-olds and in particular since the launching in 1979 of our different barometers (1) updated each year - the only socio-economic-cultural data banks on families with children existing in Europe - we have been able to note to what extent:
1. Children, adolescents and young adults have become real economic agents; on three clearly distinct levels:...