The Gimme Generation is said to be the most brand-oriented, consumer-involved, and materialistic generation in history. According to parental expert Nikki Bush, they are hardwired to want things and want them now - instant gratification.
She says that marketers are targeting children to market their products and using information about developmental psychology and reconceptualising the process of growing up as a process of learning how to consume.
What every brand want is a share of our children’s hearts, mind and our wallets – so our children are being targeted via every touch point imaginable— Nikki Bush - Parenting expert
It is important that parents understand the mechanisms that are at work and that parents make wise choices for their children— Nikki Bush - Parenting expert
Listen to the full conversation on The Redi Thlabi Show:
Here are some of the twitter responses to the topic:
@RediTlhabi my kids were taught from young the difference between want & need. So they knew not to tell us they needed when it was a want— Thesna Aston (@ThesnaAston) November 23, 2015
@RediTlhabi We are told that research showed that kids who are able to wait become more successful adults.— Moemedi wa di Phiri 🇿🇦 (@lesoganatsoko) November 23, 2015
@RediTlhabi planting a vegetable garden was brilliant for teaching my kids to 'wait'— Avital Maraney (@avitalmaraney) November 23, 2015