Consumerism: research links it to negative consequences for children
Our baby Sam has hit his stride at three months: he’s sleeping through the night, smiles spontaneously and has discovered his ability to vocalize. Everyone in the house is happy now that we’re back on track with a somewhat normal sleeping pattern.
He’s at that age where he now responds to toys, stuffed animals; or anything that squeaks, rattles or clutches easily in his tiny hands. His nursery sports a basketful of plush toys’¦ there has to be 15 to 20 in there, everything from Reindeer Pooh to an ecofriendly Blabla doll. It is shocking how much stuff a baby can acquire in a mere 90 days ‘“ of course, it’s the result of well-meaning friends and family members.
Sam wants for nothing. I have a feeling this is pretty similar to how most young lives play out. So as a parent I’m already wondering how we stop all the stuff from taking over. A friend pointed us to an article in the magazine, Best Life called Monsters Inc. and as a new parent it’s been a fascinating read on how marketing and consumerism impact kids. Here’s an excerpt:
Well, I’m not uptight, okay, and I don’t live off the grid or in a yurt. I’m just a dad who has figured out that the business of selling things to kids has reached a fever pitch in this country, and even the best efforts of parents to defend their children from the onslaught can leave them feeling surrounded, outnumbered, and outgunned. I have also learned that researchers have linked this phenomenon with a host of negative consequences for kids. Childhood obesity and the sexualization of girls garner the headlines, but those who have studied the problem say these issues are simply the more glaring symptoms of a larger illness.
Recent research links marketing and its sidekick, consumerism, to an increased risk for a broad spectrum of ills, including conflicts at school, conflicts with parents, psychological distress, indifference toward others, and a disregard for the world itself. Exposing a child to high levels of marketing, in other words, is a great way to make a child unhappy, unsuccessful, and unlikable. Most of us think of marketing as ads, but with shows having become toys having become brands, the most innocent of stuffed toys is no longer as innocent as it seems. ‘œEven Sesame Street has an army of Elmo dolls out there now,’ says Michael Rich, MD, director of the Center on Media and Child Health at Children’s Hospital in Boston. ‘œFor a child, these products are a connection to Sesame Street. The relationship they have developed with the program and its characters is leveraged to make them desire that brand. They’re just learning to be consumers, a mentality that says, ‘˜If only I can have that, I will be happy.”
For those who say ‘œba-loney,’ that advertising has always been with us, there’s no comparing your memories of 30-second ads with the 24-7, 360-degree, multimedia Manhattan Project now under way to own your children’s brains. In the past 25 years, marketing to children–an ethically indefensible practice that enjoys virtually no popular support and yet faces little oversight–has grown from $100 million worth of holiday-time ads, to a $17 billion effort to seed brands and licensed characters into every corner of children’s lives. With the convergence of technology that connects televisions, cell phones, and the Web, kid-brand gurus have developed an unprecedented array of Trojan-horse methods to enter your kid’s head and capture his mind. What’s at stake is more than a few dollars, it’s the internal emotional adventure of childhood itself.
If you’re a parent, it’s worth clicking over and reading the entire article. In the comment section below, please offer any advice to parents trying to battle the ‘œborn to buy’ culture. Believe you me, I’m interested in any reader tips!
Photo credit: stock.xchng.
Interesting dilemma and article. I’ve kept a lot of mass media influences out of my preteen son’s life — no cable TV, limited amounts of parental-approved videos and PBS shows, no video game systems, no iPod, no cell phone, and (with the recent glaring exception of all things Pokemon-related) web surfing limited to non-commercial educational sites. But I think what makes an even bigger difference is that my family and friends aren’t big into mass-consumer culture either. So he’s not getting gifts of cartoon toys from grandparents or rock group t-shirts from my friends, and he doesn’t see me watching lots of commercial TV or listening to an iPod either. Instead, it’s trips to the library every weekend and frequent walks in the woods.
I don’t think I could wrap my son in a bubble enough to shield him from all marketing influences, nor would I want to, but I think I can surround him with plenty of people whose own lives show that you can be perfectly happy with a good book, some unsweetened Cheerios, and comfy sweatpants — and without name-brand clothes, without name-brand toys, and with McDonald’s a rarity visited only on long road trips. And that’s a message which can go a long way toward offsetting the siren song of the marketers.
I think it’s also easier that he’s a boy, frankly. The article talked far more about mass marketing to young girls, and I don’t think it’s just because the author had a daughter; I think the influences aimed at girls are for more pervasive, and so many are focused heavily on appearance. Up until this year (age 11), the extent of my son’s thoughts about his clothes were that he likes green, and his male peers seemed comparably disinterested, whereas the girls generally started caring (influenced by ads?) eons ago.
Great article and commentary, Nina!
My daughter is only 2, and already the onslaught has begun.
I don’t have any grand solution, but I do think it’s really important to
raise our kids in communities that share our values. In our case, that
means we’ll send her to Waldorf schools where materialism is de-emphasized
and the schools take concrete steps like asking ALL parents not to allow t.v.
I hope this will take away any stigma she’ll feel about not participating in
mainstream consumer culture 24/7. So I’m pretty committed to
‘being the change I want to see in the world’, and trying to foster a community in which I can raise my daughter to value experiences, art, books, and people, not plastic things. But I’m sure we’ll do it imperfectly…
S: That’s a great observation about how gender plays into this — I hadn’t really thought about that.
“I can surround him with plenty of people whose own lives show that you can be perfectly happy with a good book, some unsweetened Cheerios, and comfy sweatpants…” Great point as well.
Jennifer: I consider myself pretty aware – but how come this is the first time I’ve heard of the Waldorf schools? Perhaps, the topic never resonated because I wasn’t a parent. You prompted me to do a little research and I’ve found the Waldorf school closest to us charges $11,000 per year… that’s a topic for another post!
Dana: Thanks for the Mombian blurb and link back.
Nina-Yes, the irony of being a progressive/antimaterialist parent
is that it’s *expensive*! There are co-op Waldorf-based schools that are
cheaper, but they’re not everywhere. That is a HUGE problem with the progressive education world– it ends up being incredibly elitist. The schools in our area give a lot of financial aid and so on to make the student body more economically diverse, but
it’s not enough.
Jennifer: Interesting point about the irony of it all. More on this topic soon!
You asked for advice. Here’s what I do:
*do not buy your children things when you happen to be out with them. They have enough at home. When I have made the mistake of doing so, my child has immediately become very demanding, overstimulated, unfocused, and unhappy. He seems like he’s not happy when I tell him no, but he gets over that WAY faster.
*once your child is old enough, go through her toys after her birthday and Christmas. Hold up 2 similar toys and ask her which one she wants to keep. Have her put the toys she is not keeping into a box or bag. Explain that these toys are going to a place where “poor children who don’t have as much as you” can get them. Bring these toys to a thrift shop with your child.
*tell family members that you are overwhelmed w/ toys in your household. If they really want to give your child something, a donation to the college fund is best. Make sure your child knows that she has savings in her name, and explain what those savings are for. This will be a source of pride to her as well as a reminder that the money that is not spent on toys is sitting in an account with her name on it.
*Teach her about that which provides her with things (money, where it comes from, its physical and emotional limits in your household) and she will be much more understanding the next time she asks for something and you tell her no. Amazing how much kids can learn (and how eager they are to do so) given the right combination of time, attention, respect, and simple words.