107: The impact of consumerism on children

A few weeks ago we talked with Dr. Brad Klontz about the 'money scripts' that we pass on to our children - perhaps unintentionally - if we fail to examine these and make conscious decisions about the messages we want to convey about money to our children. Today we continue our series on the intersection of parenting and money with a conversation with Dr. Allison Pugh, whose doctoral dissertation (and subsequent book, Longing and Belonging: Parents, Children, and Consumer Culture) remain seminal works in this field even a decade after their publication. In this interview, we take the position that advertising to children is happening - so what do we do with that?  How do children make meaning out of the messages sent to them through our consumerist culture?  How do parents attempt to resist the effects of this culture, and how successful are they? In our next episode in this series we'll dig more deeply into the effects of advertising itself on children's brains, so stay tuned for that!   Book mentioned in the episode

Longing and Belonging: Parents, Children, and Consumer Culture (Affiliate link).

  Other episodes on this series This episode is the second in a series on the intersection of parenting and money. You can find other episodes in this series: 038: The Opposite of Spoiled 105: How to pass on mental wealth to your child 112: How to Set up a Play Room 115: Reducing the Impact of Advertising to Children 118: Are You Raising Materialistic Kids?   [accordion] [accordion-item title="Click here to read the full transcript"] Jen  01:31 Hello and welcome to the Your Parenting Mojo podcast. Today's episode is part of a series that I'm doing on the Intersection of Childhood and Money. A while back now I interviewed New York Times columnist Ron Lieber, on his book The Opposite of Spoiled and we do use his approach to several topics related to money. But it seemed to me for a while now that there's a lot more to say on this. So more recently, I interviewed Dr. Brad Klontz on his concept of Money Scripts, which are the ideas about money that were passed on to us by our parents and that we will probably pass on to our children as well if we don't critically examine these and potentially make a conscious decision to choose a different path. Another avenue I've been wanting to explore is consumerism since I come from England, which is certainly becoming more Americanized than many other places, but where consumerism still doesn't have the same force that it does here in the US where buying things to express love or because you're feeling sad or just because you feel like it is pretty much considered a birthright. And I spent a lot of time looking for someone to talk with on this topic and finally found our guest today Dr. Allison Pugh. Dr. Pugh is a Professor of Sociology at the University of Virginia whose teaching and research focuses on contemporary work and relationships, and particularly the intertwining of culture, emotions, intimacy and economic life. She's currently a fellow at the University of Southern California in Los Angeles while she writes a book about her research on the automation of work that's historically relied on relationships between people like the caring professions. She wrote the book Longing and Belonging: Parents, Children and Consumer Culture back in 2009, in which she studies how children and parents in both affluent and working class communities in the East Bay Area of California where I live, manage the commercialization of childhood. The book was named by contemporary sociology as one of the 12 most influential books on the family written since 2000 and received several awards. A decade later, it remains the seminal work on this topic. So I'm excited that Dr. Pugh is here today to talk with us and help us think through this important topic. Welcome, Dr. Pugh.   Dr. Pugh 03:26 Thank you so much.   Jen  03:28 All right, so I'd like to start by quoting a few of the very first sentences from the preface of your book. So you say “Ask them straight out and most upper income parents will tell you they don't buy much for their children because they have the ‘right values’. Meanwhile, low income parents will try to convince you they buy quite a bit because they are not ‘in trouble’. Go into their children's bedrooms, however, and you will find many of the same objects Nintendo or Sony gaming system, the collectible cards, the Hello Kitty pencils.” You go on to describe how nine in 10 Americans feel that children today want too many material things. And four out of five parents think Americans overly materialistic society produces over commercialized children. Oh, my goodness. So what are some of the popular reasons why we might think this situation exists?   Dr. Pugh  04:17 Well, the first thing I would say is what is the situation?   Jen  04:19 Yes.   Dr. Pugh  04:20 And the situation is that children have a lot of things and yet Americans are worried about how much children might attach to those things, how much kind of emotional attachment they might feel towards material things. And those two, that's why I'm saying that, I'm describing that situation using those two things. They both have the things and Americans are worried about their feelings toward those things. That's the situation we're describing. And why do we have that situation? One issue is the kind of massive influence of consumer culture on Americans generally, not just children but children and adults, and that's why children have those things. And then the question about like, or the issue about how Americans are worried about how children feel about those things, that's a different issue. And that reflects our ambivalence towards consumer culture. As a culture, we both embrace it and we are worried about it. We are concerned about its impact on our own lives. And we express that concern with our concern around children. That's what I would say, kind of writ large. Now, the question about like popular reasons why people think children might be materialistic. That is, you know, people are sure that children are just glued to the TV or to their screens and then very susceptible to the advertising that's they're more susceptible than they see themselves as being. That would be like the number one reason why people are afraid that children are too materialistic. Another thing that you hear sometimes popular reasons would be people are pretty sure that other people, other parents are less able to control themselves than they themselves are. So they're pretty sure that other parents are, you know, kind of opening the spigot and just letting kids have whatever they ask. And then there's often a lot of generational critique, like, oh, kids today, you know, that would be another kind of popular reason why people are afraid. They're like, oh, kids today, they're more materialistic. They're more screen-focused, they're more obsessed with stuff, you know, that kind of thing. So those are three potential reasons why people—those are reasons you hear batted about, like, why kids, they have so much and be maybe too attached to those things.   Jen  06:45 It's like we're caught in a really difficult bind here, isn't it? We want the convenience of being able to make one click and buy something on Amazon that shows up tomorrow, whenever we feel like it. But at the same time, we're so worried about what this means for our children's futures. It's a very difficult position to be in for parents, I think.   Dr. Pugh  07:04 Yes, I agree. And, yeah, my overall kind of conclusion from all the years of research that I did and talking to people about this subject after is that, you know, the overarching conclusion I would want people to walk away with is something like, you know, be aware that children live in the same culture that you do.   Jen  07:25 They do?   Dr. Pugh  07:28 And whatever you're worried about for your children, kind of look at your own self, and what is the kind of modeling that you are doing? That's kind of the main thing that I come away with.   Jen  07:42 Yeah. Okay. All right. Thanks for giving that away early on.   Jen  07:46 And so you'd mentioned advertising, and I know that advertisements geared towards children isn't a big focus of yours. And so I'm hoping to do a follow up episode on that with somebody else who does really focus on this, but I wonder if you could just tell us briefly before we move on, why do you take a different view on this topic?   Dr. Pugh  08:02 Right. Well, it's not that I don't think advertising is important. Advertising is very important. I’m not, you know, kind of discounting the findings of many, many psychologists and experimental scientists that find that, you know, you show children an ad in an experimental situation in a lab, and then they turn out they want it more later or, you know, like there's a lot, not to mention all the corporate research finding efficacy, you know, they spent billions of dollars on advertising to children, and they're not doing it for their health. They’re doing it because they