Our kids trust us to instil in them values and ethics that will help them navigate the difficult terrain of school, friendship and, later, personal and professional relationships. Values that will help them turn out to be well-rounded, functional human beings. To do this, they need to know that material goods, like fashion, do not make the person, they are merely decoration. Things don’t sole problems, people do – and it’s people skills we have to teach them. Objects, toys and brands might be an adjunct to all this, but how important an adjunct is up to you. Don’t believe all the marketing messages that tell you to buy more for you kids or that you can’t or shouldn’t stop. You can. Don’t worship at the altar of materialism and turn your kids into greedy consumers. Resistance isn’t futile: it’s essential, through communication, subversion and awareness.

Excerpt from Consuming Innocence: Popular Culture and Our Children by Karen Brooks. Editor Dr Ramesh Manocha.

Our kids trust us to instil in them values and ethics that will help them navigate the difficult terrain of school, friendship and, later, personal and professional relationships. Values that will help them turn out to be well-rounded, functional human beings. To do this, they need to know that material goods, like fashion, do not make the person, they are merely decoration. Things don’t sole problems, people do – and it’s people skills we have to teach them. Objects, toys and brands might be an adjunct to all this, but how important an adjunct is up to you. Don’t believe all the marketing messages that tell you to buy more for you kids or that you can’t or shouldn’t stop. You can. Don’t worship at the altar of materialism and turn your kids into greedy consumers. Resistance isn’t futile: it’s essential, through communication, subversion and awareness.