Consumption: From Cradle to Grave

Abstract: Exploration and understanding of how children are conceptualized as consumers through corporate branding in Western and Northern Europe. This research identifies the polarized debate aroung child consumerism and realizes not only brands but also families, politics and media play an important role in the developing consumption among children. This study gives a brander's perspective on the display of children in advertising and viepoint of how marketing is used in creating loyalty from early age on. But it also highlight the responsibility brands have and the focus on creating informed children on items as health, relationships, money, value and family.