Pressure to be cool and look good is detrimental to children and teens: study

If you think buying your child or teenager all the “right stuff” will help them fit in and feel better about themselves – think again.

Buying into consumer culture can result in a negative downward spiral, according to new research by psychologists at the University of Sussex.

“Our study shows how consumer-culture values are tied up with images of social success in childhood,” said professor Robin Banerjee.

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The three-year study examined young people ages eight to 14 and how consumer culture and its values impact popularity. Researchers found that young people mistakenly believed being disruptive, having ‘cool stuff’ and looking good was the best way to become more popular.

When teenagers felt they didn’t measure up in the popularity game, and started showing depressive symptoms, there was a difference in terms of how boys and girls reacted. Boys tended to get even more materialistic, while girls often focused negatively on their appearance.

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Researchers also said focusing on consumer culture is even worse for children who are vulnerable.

“What we found was another example of a downward spiral — those rejected by peers then turned to consumer culture, which actually worsened, rather than improved, those relationships,” said Banerjee. “It is one that is detrimental to their well-being,” said Dr. Matthew Easterbrook.

The research was presented at the British Psychological Society’s annual conference.