1. Watching, Wanting and WellbeingProfessor Agnes Nairn14th March 2012www.agnesnairn.co.uk

2. Top Toys 2011 3. Desirable 4. If you got a whole gang of people wearing Lacoste, then you dont wanna rock up in Reebok.14 year old girl Isaksen, 2010 5. The Chloe gang likes expensivethings they think they are the best!They say Im the best, Im betterthan you and I have expensivethings They have real Uggs!Girl age 12Unicef UK, 2011 6. Ive seen kids get bullied because they have a brick for amobile phone.teenage girl Childrens Commissioner and Amplify, 2011 7. Yeah, if you came in plain white trainersyoure more likely to get bullied . like they think youre poor.15 year old boyIsaksen, 2010 8. Why are young people underpressure to buy expensive brands?Because everyone else seems to havethem and none of us want to look poor15 year old girlsAnything to prove youve gotmoney.Childrens Commissioner and Amplify, 2011 9. My eldests school shoes and coat werebought out of us worrying that he may bebullied if it wasnt the right look.UK parents under pressureBailey Review, 2011 10. I got it because it lookedexpensiveUK mum of 3 year old Unicef UK, 2011 11. What you own symbolises yourfamilys income. Childrens Commissioner and Amplify, 2011 12. Size of Childrens Market? Consumer Kids, 2009 13. $1.88 trillion world wideConsumer Kids, 2009 14. Spending on UK 5-16 year olds110 billionGrown 50% over past 8 years Liverpool Victoria Survey 15. Power of Advertising 16. Celebrities in 25% of adverts 17. Its isnt just about items, itseverything: the way you look, the wayyou act - whatever celebrities,magazines tell you to wear, it has tobe bought at any price Jack Wills,Abercrombie, Hollister, iPods/iPads,Uggs, anything that is fashionable.male 17 Childrens Commissioner and Amplify, 2011 18. I get sucked into marketingbutthen the same could be said aboutmy parents. Male 14Childrens Commissioner and Amplify, 2011 19. Inequality 20. 22% of UK population is in poverty13.5 m people 29% of children are in families in poverty 3.8m childrenUK PovertyChild Poverty Action Group, 2012 21. Unicef Report Card 7 placed the UK bottom of the21 most industrialised nations forChild Well-being Public and Government were clearly alarmedWhats behind statistics? 2007 22. Materialism and inequality 23. Overall Ranking Income EqualitySubjectivewellbeing 24. I never want mykids to get slaggedfor their trainers.We dont buy brandsat home its aboutprinciples.We buy expensiveski clothes so thekids dont get cold.Unicef UK, 2011 25. SwedenEquality startsin the homeOutdoor activitieswoven into theMaterialism isfamilys everydayfunctionalroutinesrather thansymbolic 26. SpainActivities are animportant part ofgrowing up in SpainParents were lessFamily time is amaterialistic in Spain priority across social groups, includingextended family 27. UKFamilies less involvedwith childrensactivities outside thehomeChildren boughtstuff to maskpoverty andcompensate for lack of Everyday timefamily timebetween parents and children is limited and stressed 28. Inequality Materialism Well-being are inextricably linkedin fabric of UK family life 29. You can live in a dustbin but as long as youve got a Blackberry, an iPod youre accepted. Vision for the Future? 30. 4 Live Interlinked Issues1. Curbing the Power of Brands and Advertising2. Tackling Inequality3. Challenging our Work Culture4. Making Free (in both senses) Time for Families 31. Thank You!Professor Agnes Nairn14th March 2012www.agnesnairn.co.uk