Page:Bailey Review.djvu/61

Letting Children be Children

Thinking about when you go shopping for clothes, toys or gadgets, which of the following things help you decide which ones to choose? Source:TNS Omnibus Survey, 2011 Weighted base: 520 children aged 7-16 in Great Britain

This echoes the views of children taking part in focus groups as part of the research for a report to the Scottish Parliament, who considered peer pressure to be much greater than pressure from stores or manufacturers or through images of celebrities:

"Both for boys and girls, having the 'right stuff'–in the form of branded goods, with labels and logos clearly displayed–was critically important in terms of self-image and peer group status." Buckingham, Willett, Bragg, and Russell, 2010