There’s much hand-wringing in the British press about a Unicef report which reckons that UK parents buy their children branded toys rather than spending time with them.
The report - according to the London Independent - says that British families are unable to resist the “materialism” of modern childhood. Many parents told researchers they felt “compelled” to buy things for their children, even though they knew much of this spending was “pointless”.
The author of the report, Dr Agnes Nairn, is quoted as saying: “Fears about 'brand bullying' are much stronger in the UK. Parents seemed to feel much more helpless. There was an incredibly strong feeling that children have to have these things to fit in – otherwise they'll be the only ones in their class not to have them.”
Researchers looked in depth at the pressures on parents and children, and compared the experiences of 24 families in the UK with others in Sweden and Spain.