| How we bring up our children has always been | | | | and pester power, but maybe as parents we also |
| subject to public scrutiny and never more so than | | | | need to stop and think about what we are doing and |
| recently with the media hype surrounding childhood | | | | what more we could be doing to avoid this type of |
| obesity and the pressure that children seem to be | | | | consumer pressure or at least help our children |
| facing from an increasingly young age with regards to | | | | understand it. |
| school tests and evaluations. When it comes to how | | | | Encourage independent thinking |
| they are dressed, you would think that would be | | | | As parents we are responsible for our children's |
| simple - surely you just choose hard wearing, | | | | development and should encourage independent |
| comfortable clothes appropriate for the weather, | | | | thinking. Can we make them more aware, and better |
| things they can run around and enjoy life in! | | | | capable of meeting, the influences that they are |
| However, it seems that even with something as | | | | exposed to? This may be as simple as avoiding or |
| simple as clothing there are more complex issues | | | | limiting exposure to commercial television stations. |
| lurking beneath the surface. | | | | When commercial television is on, or advertising is |
| Consumer pressure drives sales | | | | around, point it out and help children understand that |
| A survey commissioned by the BBC Money | | | | the main goal of advertising is to make them buy |
| Programme in March 2007 identified the key costs of | | | | things-often things they don't need, and didn't even |
| bringing up children as Childcare, Toys, Clothes and | | | | know they wanted until they've seen the ad in the |
| helping the child through University. When it came to | | | | first place! If you can laugh at how ridiculous this is |
| clothing, the survey revealed that 65% of parents | | | | together you will be on the way to helping them |
| admitted spending more on their children's clothes | | | | distinguish between what they really need/want, and |
| than on their own. This survey was not alone in its | | | | what they think they need/want. All of this will help |
| findings. It would appear the increasing obsession with | | | | encourage non-commercial values in our children by |
| celebrity culture and consumer pressure is driving | | | | getting them to put shopping into perspective and |
| many parents to give into the 'urge to splurge' and | | | | see it as an activity we undertake when we need |
| spend more than ever before on designer labels for | | | | something, rather than an engaging pastime or hobby. |
| their children to wear. This is particularly true in our | | | | Strike a balance |
| current cash rich, time poor age where parents often | | | | As with everything in life it is, of course, important to |
| spend on their children to alleviate their own feelings | | | | strike a sensible balance. So, with children's clothing, is |
| of guilt or frustration at not spending the time they | | | | there an alternative to the extremes, on the one |
| would like to with their children. | | | | hand, of expensive designer clothing which can |
| Parental influence is key | | | | almost turn your child into a mini adult, a walking bill |
| Research undertaken by Vox Pops International into | | | | board or adult accessory, and, on the other hand, of |
| licensing and young children identified that many | | | | the cheap and often badly manufactured clothing at |
| parents admitted that it was their own tendency to | | | | the other end of the market? The good news is that |
| choose merchandised goods that was contributing to | | | | as a parent you can choose and find quality, design |
| their children's desires for licensed toys and branded | | | | led clothing without the logos which will still leave your |
| goods. Many parents even confessed to choosing | | | | child looking as a child and which is available at |
| characterised goods before their children were born, | | | | affordable prices. What is more, if you spend time |
| such as products for the nursery, bedding, or the | | | | with your child helping encourage these |
| first baby clothes. Undoubtedly the merchandisers | | | | non-commercial values you can be sure you are |
| have a role to play here with their relentless | | | | giving them what they really want and need - more |
| advertising encouraging consumerism, peer pressure | | | | time with you rather than more consumer goods! |