Article on Blatant Consumerism in schools .
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As more urban children define themselves by what they can buy, blatant consumerism becomes the new religion for adolescents.
Sell them their dreams. People, especially kids, don't buy things to have things. They buy hope. Sell them this hope and you won't have to worry about your sales." This celebratory song of a society high on materialism addressed to a conference of salesmen sums up the reality of contemporary urban life.
It turns adolescents into a significant consumer segment, not parent-dependant but individuals with an increasing urge to flaunt everything from mobile phones to designer clothes.
Brand-consciousness, a fast growing trend among children, has its roots in this urge to belong, or in behavioural scientist Erich Fromm's words "to stay close to the herd". Arnish Uberoi, a 13-year-old student of Chennai's Padma Seshadri Bal Bhawan, has no doubts about the importance of branded goods in his life."I will remain popular and accepted if I wear popular brands," he says.
Children mostly come looking for nail polish, shine-control lotions and sunscreen," says Saurabh Amte, beauty adviser at the Lakme counter at Delhi's Shopper's Stop. "They are so well-informed that even their parents seek their help.
Dangers of consumerism range from compulsive spending habits to the "disposable" culture. Products that were considered durables-like wristwatches and cameras for chil-dren-now find their way into the trash bin. Right now it is the buoyancy of consumerism that is most obvious. But when the tide ebbs, fulfilling the impossible dreams it has sold to children may not be child's play.
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heya❤
As more urban children define themselves by what they can buy,blatant consumerism becomes the new religion for adolescents. ... It turns adolescents into a significant consumer segment, not parent-dependant but individuals with an increasing urge to flaunt everything from mobile phones to designer clothes.