Born to Buy: A Groundbreaking Exposé of a Marketing Culture That Makes Children "Believe They Are What They Own." (USA Today) : Book Review

"Born to Buy: The Commercialized Child and the New Consumer Culture" by Juliet B. Schor sheds light on the issue of commercializing children and its impact on their well-being. Schor meticulously analyzes how marketers target children from an early age, shaping their desires and values to create a generation of lifelong consumers. This thought-provoking book offers valuable insights into the effects of consumer culture on children and society as a whole.

Schor begins by exploring the tactics used by marketers to appeal to children, such as placing advertisements in schools and popular media. She reveals the psychological techniques employed to create desire and the pressure children face to conform to societal norms through the possession of certain products. Through extensive research and interviews, the author demonstrates how this consumer culture affects children's development, self-esteem, and relationships.

One notable aspect of the book is the emphasis on the role parents play in perpetuating consumerism. Schor highlights the financial and emotional pressures parents experience in providing their children with the latest trends and toys, creating a cycle of never-ending consumption. Furthermore, she discusses the consequences of children being bombarded with messages that equate their worth with the possessions they own, leading to negative impacts on their mental well-being and self-perception.

In addition to its focus on children, the book addresses the broader societal implications of the commercialization of childhood. Schor argues that relentless consumerism reinforces inequality and exacerbates environmental issues. She presents compelling evidence to support the need for a collective effort to challenge and redefine our consumer-driven culture.

"Born to Buy" is a well-researched and impactful exploration of the commercialization of childhood. Schor's analysis of marketing strategies, the effects on children and parents, and the broader societal consequences makes this book essential reading for those concerned about the influence of consumer culture. It serves as a wake-up call, urging readers to question and resist the constant pressure to buy and consume, ultimately aiming for a more sustainable and fulfilling future.

What are readers saying?

Born to Buy, written by Juliet B. Schor, is a thought-provoking book that delves into the world of consumerism and its effects on children. The book has received a range of reviews from readers, with some praising its insights while others criticize its approach.

Positive reviews highlight the book's thorough analysis of advertising and its influence on children. Readers appreciate Schor's research and strong arguments, stating that it deepened their understanding of the issues surrounding consumer culture. They find her writing engaging and easy to comprehend, even when discussing complex concepts.

However, negative reviews point out that the book may be overly biased and lacking in practical solutions. Critics argue that while Schor effectively sheds light on the problems associated with advertising to children, she falls short in providing actionable steps to address the issue. Some readers feel that the book relies too much on finger-pointing without offering meaningful alternatives.

Another recurring theme in reviews is concern about the book's reliance on assumptions and generalizations instead of concrete evidence. Some readers dismiss Schor's claims as anecdotal and assert that not all children are negatively affected by consumer culture. They desire a more nuanced approach to balance out the author's perspectives.

Additionally, a few reviewers express disappointment with the book's outdated nature, noting that the landscape of advertising and consumerism has significantly evolved since its publication. They argue that a more current perspective would have made the book more relevant and impactful for today's readers.

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