Consumer culture among children has transitioned from a secondary role to a primary role during the past few decades. Children are becoming more aware of their consumer power. Everywhere one looks today, there is marketing strategy geared towards minors, and really doesn’t matter what the age. The purchasing power given to children rests with their family’s financial situation; it can be assumed the higher economic class the more money there is to spend for the child’s needs. However, this is not always the case. Some parent’s restrict child spending, because of the life lessons than can be taught from regulated spending. This essay will examine the increasing childhood consumer marketplace, and the parenting approaches of families.
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I argue that this young man didn’t know what he was doing, but quickly adapted to the situation to save his dignity among his peers. Working with what you have, like Marco, is what all parents and children have to do. Some upper-class families restrict spending while others freely spend to support their children’s needs or wants. Fitting in, or using spending habits to cope with a difficult transition is a strategy that parent’s use to lessen the blow to the familial unit. Those that are less fortunate, purchase items that will provide the most social impact for their dollar. Since lower income families are restricted to buying less, it is imperative that they purchase using this style. Consuming in any form is costly to low income families. Many times parents put off their own needs or desires to give the child what they want first.
A family’s social economic class along with their own experience as children can directly impact how they spend their money on their children. Their spending, more than likely, reflects their income rather than their own experience as a child. Even though their own childhood may have shaped their way of thinking and will play a part in their parental style, they also feel pressures from their children and society to break their accustomed norms. Higher income families believe that do not spend a lot on