Born to Buy

Born to Buy examines how modern marketing and advertising industries target children as consumers from an increasingly young age. The book draws on extensive research, including interviews with marketing professionals, children, and parents, as well as analysis of advertising campaigns and youth marketing strategies. Schor documents the tactics used by companies to create brand loyalty in children and the pressure this places on families. She explores how marketing affects children's development, values, and relationships with both peers and parents. Through case studies and data analysis, the book tracks the rise of youth consumer culture and its impact on American society. Schor investigates the role of schools, media, and technology in amplifying commercial messages to young people. The work stands as a critical examination of consumer capitalism's effects on childhood, raising questions about the intersection of commerce, child development, and social values in contemporary culture.

Readers praise Schor's research and data on marketing tactics targeting children. Many note the book opened their eyes to advertising manipulation and prompted changes in their parenting choices. Parents report using the book's insights to make household rules about media consumption and purchasing. Common praise points: - Clear explanations of marketing psychology - Practical advice for parents - Statistical evidence and academic rigor - Real-world examples and case studies Main criticisms: - Too academic/dry for some readers - Solutions section feels incomplete - Some data now outdated (book published 2004) - Repetitive points in middle chapters Ratings: Goodreads: 3.9/5 (2,100+ ratings) Amazon: 4.4/5 (115 ratings) "Changed how I view children's advertising completely" - Goodreads reviewer "Important message but gets bogged down in academic language" - Amazon reviewer "Should be required reading for parents" - LibraryThing review

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🔹 American children view more than 40,000 commercials each year, with the average child seeing their first advertisement before they can even speak 🔹 Juliet Schor is a Professor of Sociology at Boston College and previously taught at Harvard University for 17 years before writing this groundbreaking book in 2004 🔹 Children influence approximately $700 billion in annual consumer spending, making them one of the most powerful economic forces in the American market 🔹 The term "commercialization of childhood" was largely popularized through this book, leading to increased awareness and several policy discussions about marketing to children 🔹 Research cited in the book shows that children who are more involved in consumer culture show higher rates of anxiety, depression, and lower self-esteem than their peers who are less exposed to marketing