Opening our children's eyes to consumerism

Teaching our children about how marketing works can start at a young age, especially as it's the young who are often targeted.  But immaturity does make the emotional reasoning difficult to control, so consistent education about how it works is necessary through to adulthood.

The very young and their mothers are 'set up' so that products will be bought because of nagging and/or tantrums, and those who are setting up the market will admit to this tactic.  From there we see the learned behaviour of satisfying wants with unnecessary consumerism escalate right through the age brackets, and more deliberate targeting to those audiences, right through to setting up levels of socio-economic status quos.

How do we then teach our children the real difference between a real NEED and a want?  How can they see through the perceived bargains and look for quality and the true cost of items?  How can our children outsmart the system?

There are many places you can start, but I remember deliberately starting by asking my children to help with the shopping.  They had a shopping list (not too long, about six items) and they needed to find the items on the shelves themselves.  Then, they were asked to find the prices of the different brands, and tell me on which shelf the most expensive and least expensive was placed.  If they could write the prices down, they did.  Sometimes we had to calculate the better deal when there were different weight options; is it better to buy 2kg or 500g to save money in the long run?   Even now, my children know that when they help me with the shopping, I expect a good reason why they chose a particular brand, not just grabbing the first one they could see.

Then, a good look at advertising on the television, radio, magazines (if you buy them) or catalogues (junk mail) is another really good eye-opener.  If you turn the sound off and watch a tv commercial, can you guess what they are trying to sell to you? Are they telling you (body language) that their product is going to make you smart, have fun, look pretty/handsome?

One thing is for certain: you can very easily find a teaching point at almost any venue when it comes to marketing.  Being armed with some knowledge and the time to slowly figure things out (instead of rushing into any purchasing) is necessary.

I've been very thankful for some documentaries which have been on television.  Now that Maestro is 13, we're allowing him to watch one that is currently viewing on Thursday evenings, called Secrets of the Superbrands.  It is on late, so we've recorded it and then watched it together later, discussing key points.  Due to some more sensitive topics, we'll not watch all of this with Mariposa (age10) until she's a little older.

After that series finishes, I think it would be worth us having a look at The Corporation.  I'd first seen this on tv, but then borrowed it again from the library.  The 'Behind the Scenes' interviews were huge eye-openers, as this is where marketers admitted to appealing to a nagging child to make a sale.  Our children need to hear that this is how they are trying to make their money, so they can be wise enough to not be outdone and lose theirs.

Then there's a book entitled Affluenza, which I had borrowed some time back and wouldn't mind reading again.  The focus is on Australia's addiction to over-consumerism, the acquiring of so much that ends up being thrown out, and discusses what the real meaning of choice is.

We want our children to be wise about this subject, so that they are in control as opposed to being controlled.  If you know of other great documentaries or books on this subject, please do share!  We're including these sorts of studies in our work with regard to media studies and economics.

To finish up, I'll share a song that one of my older singing students is learning.  She's asked to perform it at a competition in July, and when I read the lyrics I could see why the satire appealed to her.  It's on a bit of a tangent to what I've been discussing, but it's certainly a symptom we're all familiar with.  I hope you enjoy it!



The trouble with the world today, it seems to me,Is coffee in a cardboard cup.The trouble with the affluent societyIs coffee in a cardboard cup.No one's ever casual and nonchalant,No one waits a minute in a restaurant,No one wants a waitress passing pleasantriesLike "How're you, Miss?""How're you, Sir?""May I take your order please?"The trouble with the world today is plain to see,Is everything is hurry up.It's rush it through, and don't be slow,And BLT on rye to go,With coffee (I think she said)Coffee (I know she said)Coffee in a cardboard cup.
The trouble with the helter-skelter life we leadIs coffee in a cardboard cup.The trouble, the psychologists have all agreed,Is coffee in a cardboard cup.Tell me, what could possibly be drearierThan seafood from the Belnord cafeteria?Seems to me a gentleman would much prefer"Afternoon!""How've you been?""Would you like the special, sir?"The trouble with the world today is plain to see,Is everything is hurry up.There's ready-wear, and instant tea,And minute rice, and my oh me,There's coffee (I think she said)Coffee (I know she said)Coffee in a cardboard cup.
The trouble with the world today, beyond a doubt,Is coffee in a cardboard cup.The trouble is the way we like to take things out,Like coffee in a cardboard cup.No one knows the meaning of utopiaIs dining at the corner cornucopia,Seems to me we wouldn't be such nervous wrecksWith "Hello, there!""Be right back!""Would you care for separate checks?"The trouble with the world today is plain to see,Is everything is hurry up.It's all become looney tunesWith sugar packs and plastic spoonsAnd coffee (I think she said)Coffee (I know she said)Coffee (I'm sure she said)Coffee (She must have said)Coffee in a cardboard cup.
Thank you for dropping by!