In the Atlantic article Why Kids Want Things, Dr. Marsha Richins is interviewed about her research on materialism and children. She explores why kids tend to place the most importance on owning and having things during middle school:
I think of seventh grade as being the worst age of a person’s life. It’s really a fraught time, and there’s all this insecurity that kids have about, “Who am I? Do people like me? What kind of person am I?” So, how do we navigate that? Well, our appearance is one of the things we navigate with. So, what does a kid see when they see another kid? They see the expression on their face, they see the body language, the posture, and the clothes they’re wearing. And so a kid who’s not very self-confident in navigating this is going to maybe feel a little more self-confident if they’re wearing the right kind of clothes rather than the wrong kind of clothes. Here we’re learning, right off the bat, that having things can help us define who we are.
Looking back, middle school was indeed the first time that I really started to want certain clothes. My most vivid memory might be somewhat localized and dated, but the trendy thing to wear in my middle school was a Browning Down Jacket:
This $100 jacket basically signaled that you were rich and cool (and cozily warm). Like SUVs or North Face, it also suggests you do rugged activities on the weekends. I never got one as they were too expensive, but I do remember one of my friends successfully begging his parents to buy him one and then him becoming a “cool kid”. My parents did eventually get me (one) Bart Simpson t-Shirt. Nike Air shoes were another item that did not fit in my parent’s budget until I found a pair on clearance in late high school.
My wife says that her 7th grade obsession was Z. Cavaricci pants. (She never got a pair either. Coincidence?)
Until we had this conversation, she had never heard of Browning jackets and that critical buck logo with antlers. I had never heard of Z. Cavaracci pants and the little label on the zipper. It seems like other places had NFL Starter jackets as the hottest item.
As a parent, I’ll have to brace myself against this materialistic tide when the time comes. Is it me, or do the trendy things seem to be more expensive now (iPhones! Apple Watch! Hydroflask that you lose within a week!). I’ll have to try and be a good role model in the meantime:
But one of the most consistent findings is the association between the person’s current level of materialism and how they perceived their parents using things when they were growing up. […] The helpful thing for parents here—and also the harmful—is yes, peers are really important, but our kids are watching us. Our kids are learning from us. A lot of what kids take to be normal comes from what they see us doing. Kids are going to learn what their relationship with products should be by looking at our relationship with products.
What thing do you remember coveting in 7th grade?
© MyMoneyBlog.com, 2018.