My 2nd son (now 16) is an alpha pup… it’s been apparent since preschool… and its not about money or clothes, because we’re nowhere near the wealthier end of the spectrum among his friends and schoolmates.

In his case it’s partly about athletic ability, an easy-going personality and oddly enough – his willingness to be friendly to everyone.

Keep in mind that quality can be used for good by wise adults – his teachers have always been able to control the behavior of the class by getting him to do what they want – and everyone else will follow along (education majors take note – cool kids can make great allies!)

In Catholic middle school the coordinator recruited a group of “cool” boys and nick-named them the “God Squad” – their job was to encourage cooperation and set an example of everyone accepting others and getting along – get the cool kids on board and everyone will follow!

I found it amazing how that worked… never considered the marketing aspect of it all though, as it relates to kids.

My question is, are these adults displaying childish behavior in their desire to be accepted, or are the children showing adult-like behavior in doing the same? I vote for the both — adults model childish behavior, and kids ape their parents and other adults.

I wanted to mention that some of these consumer kids are all grown up now and exactly the same! Coach purses, Seven Jeans, hell Hermes purses, Jimmy Choos, huge televisions, fancy cars, etc etc etc. Celebrities, who could well afford them, are either given items to wear or paid to wear (support, endorse, be seen in) things and we eat it up! Watch WE or Style network some day and look at Platinum weddings or bridezilla or whose wedding is it anyway just to see some of the over-consumption adults are guilty of.

It boggles the mind and I’m glad I’m over it. I think the Joneses just went bankrupt anyway.

I came from an affluent area outside Atlanta. The kids were more interested in getting into trouble, drinking and doing pot than clothes. At least that was my perception. These were kids who drove BMW’s to school on their 16th birthday. I always thought that was kind of gross as opposed to ‘cool’. I would say there’s plenty of kids out there with real sense.

http://www.newyorktravelbeat.com

I agree the parties are no different than mom’s cosmetic parties. That is a big part of our problem. Shopping is entertaining! Girlfriends that don’t shop are very hard to find.

It was timed for release around the same time as the anthrax and SARS scares. Very bad timing.

The marketing gimmicks employed by Target Products and GIA required cooperation by the children’s parents. After all, they were minors and all contracts with a minor must go through a parent or legal guardian. These companies sold their bill of goods to parents, ensuring their cool kids remained the coolest.

This type of marketing is the same emotional technique used by Tupperware, Rainbow, Mary Kay and the like. Have a party, invite your friends over, give out little trinkets and play games so you can get them to buy a pile of over-priced crap. The gimmick here is the intense scrutiny of your friends – the purchases during the party are openly discussed and visible to all. Most people are shamed into buying even more when the host chirps about discounts if even higher sales totals are met. Chances are, the stuff offered at these parties are items you wouldn’t look twice at in a store.

My favorite cereal marketing event was when Cherios put a $1 bill in one out of every 20 boxes. I was only 6 or 7 at the time but I loved going to the grocery store and trying to pick out the one that had the buck!

Also, since I rarely comment, I want to add this: I’m not reading the book, but I’ve been surprised to enjoy the book club posts – I think you’re starting to find a format for them that works.