Source - BBC News education correspondent, Sean Coughlan
Parents in the UK feel powerless as consumer pressures have effects on their children.
The study by Unicef, comparing families in the UK, Sweden and Spain, found UK parents buying high status brands to “protect” their children from being bullying.
In the UK families felt under much greater pressure and where worried about a shortage of time with their children and feeling unable to resist the “materialism” of modern childhood.
Overwhelming fears about not having the right brand of trainers or electronic gadgets for children means that parents in the UK, mostly those on low incomes, felt they had to buy these goods, even if it meant getting into debt.
A 14-year-old from the UK told researchers: “No matter how much money they have, people still manage to put up a front of like they have money… You could live in a dustbin, and as long as you have an iPod, a Blackberry, then you’re accepted.”
This value attached to such possessions was a particular feature of family life in the UK, said report author Agnes Nairn.
“Fears about ‘brand bullying’ are much stronger in the UK. Parents seemed to feel much more helpless,” said Dr Nairn.
“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.”
The Unicef report describes parents as feeling “compelled” to buy – even though they knew much of this spending was “pointless”.
“Toys, broken presents and unused electronics in the home were witness to this drive to acquire new possessions,” say the researchers.
It is clear that in order to be “accepted” within schools having the latest phone, gadget, trainers or brands does have an impact. Not fitting in can cause bullying problems within schools and does have a larger effect on family’s who try to buy things to help prevent their children from being bullied.
In order to combat these issues children need to recognise that they do not have to have an iphone to make real friends and to be accepted.
Educating children and making them aware of the problems they face regarding all issues surrounding bullying is something that Trap Media takes very seriously. There can be so many problems that lead to bullying, not fitting in either socially or regarding possessions is a key problem that needs to be addressed.
During Our Anti Bullying Workshops we aim to tackle numerous subjects regarding bullying. If there is a specific issue for example text bullying or brand bulling that your school is facing then we can gear or workshops around you and your chosen subjects and targets.
We find interaction through role play and drama makes children respond and learn at a much more efficient rate. Not only this but it enables children and teens to openly discuss and run through scenarios they may face day to day.
Brand Bullying is fairly new term but it has been around for a while, wanting possessions that others have and being made to conform has been an issue for years. Often bullying is focused around fitting in and not having the latest brands is something that bullies can use against victims.
Our Bullying Workshops are aimed at helping children and teens understand in more detail about bullying and how to deal with it. Our Anti Bullying Workshops are a great soundboard for students to discuss real problems or potential issues that worry them.
We also offer workshops for adults to help guide them in the correct direction regarding bullying, aimed at teachers and parents it is important to know how to deal with both victims and bullies.
Our Anti Bullying Workshops are designed to be customised according to the needs of your organisation and are a natural compliment to your anti-bullying policy.
To book a workshop on Anti Bullying please contact us on 0800 689 9909 for more information.




