What is the earliest age at which your child or your
grandchild sang a corporate jingle or identified a logo or named a specific
brand product they wanted? This is the beginning of the child’s life as a
consumer. For the rest of their lives, great creativity, money and persistence
will go into their consumer training. How many ads will they see in every
possible location from the Internet to the gas station pump.
They will get more consumer training than they will on
citizenship, on personal finances and parenting. They will become comfortable
with manipulative marketing, enticing visuals and empty slogans.
It’s not easy to combat these circumstances. How do you
explain to a 4-year-old that he is a victim? How do you swim upstream against
the tide of little colored plastic this and thats that will be forgotten in a
few months? How do you love the child by saying, “No.”
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