Who We Are |
Sep 17
2011
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So there has been a flurry of debate in the media again this week about consumerism from banning advertising aimed at children to bashing parents for buying their kids stuff as a guilt offerings for working long hours.
On one level I like the idea of a media ban. This time of year is when the ad's start revving up towards Christmas. Children's TV is sandwiched by manufacturers trying to ensure their product is the 'must have' this Christmas. However, I tend to agree with Reg Bailey from the Mothers Union, that it would be pointless as its not the TV and magazine ads but the internet, and that such a 'ban' would never really be enforceable to such a degree that it 'solved the problem'.
I remember back to the days of the Telebubbies toys coming out and the run on almost all but Twinky Winky (but the reasons for that are for another blog me thinks!). People were paying silly money, just to get one for their kids that Christmas. We were skint at the time and so out of the race, but it was funny buying one 9 months later when the when the prices had been cut because something else was now in that 'must have' spot. The pressure though was huge and I watched some of my friends spending £60-70 on, well - a cuddly toy!! Craziness. At one level I suppose this sort of behaviour shows we as parents want to give our kids the very best. Perhaps wanting for them, what we never had. Or, perhaps just wanting their happiness and sense of pride at being so cherished that their mum &/or dad would go to any length to get them the latest must have.
However, what was interesting about the UNICEF report though was the conclusion that rather than gifts children actually just want time. Time with mum & dad where they connect, whether watching a movie, playing a game (on a screen or the kitchen table - it doesn't really matter), helping with homework, reading a book, playing sport or just simply sharing a cup of tea together. What a simple, yet difficult challenge that conclusion is. As a parent of 5 and with both myself and my wife working in pressured jobs, time is a premium commodity. Yet a simple act of fixing something together, watching a movie, walking the dog, or even using the time spent taxi-ing kids around to talk can have much more impact than the latest Apple gadget or item of clothing - or Lala cuddly toy.
I think as a nation, and the Government in particular, do need to look at advertising rules, particularly the £100 million spent each year on advertising aimed at children. However, whilst they get on with that bit- as a Dad I'm texting one of my sons to suggest a movie and snacks this weekend. I know we as parents are still one the hugest influences in their lives - for now. So I'm going to do my bit, and I suppose seek to 'grow the grass longer than the weeds'
Useful links:
http://www.education.gov.uk/b0074315/bailey-review/introduction-from-reg-bailey
http://www.guardian.co.uk/commentisfree/2011/sep/14/children-happy-reduce-inequality