Marketing and advertising support the economy by promoting the sale of goods and services to consumers. Up until recently, children have not been perceived as market consumers, yet marketers have begun to target this population to increase production and profit. The prevalence of social media has only promoted the idea of children as consumers. According to research, a child receives their first smartphone at 10.3 years old, with about 50% of children having their own social media accounts around age 12 (Curtin, 2017). Paid advertising on television and social media sites and apps target the consumer depending on what posts they like or videos they watch. This tailors advertisements and suggests items to the consumer based on their previous internet history. Therefore, children are exposed to these advertisements on a daily basis.
Advertisements are everywhere – on television, in between YouTube videos, and even in mobile games. In-app purchases have had a significant impact on children’s purchasing behavior. A study funded by the European Commission examined the impact on children of in-game advertisements in mobile apps and social media games. Dr. Giuseppe Veltri, professor at University of Leicester, found that out of the 25 most popular online games, all contained advertisements (University of Leicester, 2016). These embedded and contextual advertisements make it easier for children to buy into in-app purchases with the simple click of a button, usually using a caregiver’s credit card information. Therefore, children are unaware of the value of a dollar and expect instant gratification.
Take school for example. In today’s society, new backpacks, shoes, and clothes line the classrooms, but for many caregivers, this additional financial strain associated with sending their children back to school can be substantial. Consumerism is entering the playground and placing pressure on both parents and children. Many children see advertisements on television or on their phones, prompting them to ask their caregivers for the next best product or purchasing the items themselves with no supervision. Not only can this affect a family’s finances but buying into name brand items can change the confidence of a child.
Social media has exacerbated this need to consume, with social media influencers flaunting the “right” brands to have, encouraging children to buy into this capitalist game. Only buying your children brand name items that are promoted by celebrities and influencers can create problems for you as the caregiver. Some children may begin to expect name brands and may grow self-conscious if they do not have them. By constantly giving in to materialism, children begin to perceive their possessions as symbols of their identity, as they hope to gain acceptance. Therefore, materialism and social media tend to stimulate social comparison.
In the same way that high levels of materialism can cause unhealthy external comparison in a child’s mind, the constant exposure of the idealized images of others in social media can also negatively affect the self-esteem of young people. Some children associate obtaining certain brands with achieving happiness and approval. The combination of the vulnerability of posting on social media and the anonymity given to commenters and viewers can also expose children to online bullying that is far more pervasive and prevalent than the bullying that they would experience in a school or playground (Twigg et al., 2020).
It is easy for children to believe that consuming certain brands or items will achieve happiness and social approval. However, consumerism has been found to negatively correlate with overall life satisfaction (Sirgy, 1998). It has been suggested that there has been a societal shift among the younger generations towards intrinsic goals, in which children and adolescents place an emphasis on possessions and status in hopes of peer acceptance, which has eventually led to an increase in consumerism. With the addition of social media, this consumerism cycle has only been strengthened.
So how can we avoid this? Well, in today’s society social media can seem unavoidable, yet there are methods that can aid in decreasing the effects of consumerism. As caregivers, you can limit your child’s screen time on different apps and platforms through phone or application settings. Additionally, children must be reminded that their self-worth is not based on material goods and that they do not need certain items to feel superior. While these suggestions may seem insignificant, if implemented properly and consistently, they could lead to a positive effect financially and for a child’s well-being.
Curtin, M. (2017). Bill Gates says this is the ‘safest’ age to give a child a smartphone. Inc.com.Retrieved from https://www.inc.com/melanie-curtin/bill-gates-says-this-is-the-safest-age-to-give-a-child-a-smartphone.html.
Sirgy, M.J. Materialism and Quality of Life. Social Indicators Research 43, 227–260
(1998). https://doi.org/10.1023/A:1006820429653
Twigg L., Duncan C., Weich S. (2020). Is social media use associated with children’s well-being? Results from the UK Household Longitudinal Study. Journal of Adolescence, 80(2020) 73-83. https://doi.org/10.1016/j.adolescence.2020.02.002.
University of Leicester. (2016, July 6). Children’s purchasing behavior ‘significantly impacted’by social media, mobile apps: Study examines how children in European countries are influenced by online marketing. ScienceDaily. Retrieved November 14, 2021 from www.sciencedaily.com/releases/2016/07/160706114619.htm