Children and Luxury Consumption

Dr Yasmin K. Sekhon and Professor Joanne Roberts have received funding from the ESRC Impact Acceleration Award to disseminate their research findings to local and international schools on possessions and well being amongst children.

Initially funded by the University of Southampton’s Adventures in Research scheme, the study explores the moral and ethical dilemmas faced by children in making luxury consumption and brand choices. The findings of the research reveal how attitudes towards consumption, luxury brands and the media environment influence identity, happiness and well-being amongst children. The funding will be used to design and support the delivery of PSHE (Personal, Social and Health Education) and Marketing/Branding lessons at local and international schools. As well as the delivery of a training workshop for teachers. With over 200 children involved in the study, the findings are being disseminated to academic, educational and professional audiences.