Coca-Cola, Levi's, adidas…Co-educators of our children. The role of brands on the structurisation of adolescents

Joel-Yves Le Bigot

If young people today are completely different from their counterparts of twenty years ago, the same may be said of traditional educational structures entrusted with their upbringing (parents, teachers, society in general, etc.).

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:...

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