Early childhood consumption can lead to indebtedness – 04/20/2023 – Maria Inês Dolci

Consumerism –buying on impulse, without planning, which often leads to debt– has a root that is not always noticed: the premature and intense contact of children with consumer attractions.

Walks in stores, food courts and toy areas are common. Nothing against this family fun, if there is also a routine that includes children’s libraries, theaters, museums, outdoor parks, art exhibitions and circus shows.

The precocious and excessive combination between fun with games on the smartphone and entertainment in shopping centers can make future consumers, from small ones, more interested in spending than in learning. And then, gradually, a consumption profile begins that can lead to over-indebtedness.

In its 5th article, the Law of Early Childhood (2016), which amended the ECA (Statute of Children and Adolescents), goes straight to the point: “Priority areas for public policies for early childhood are health, food and nutrition, early childhood education, family and community life, social assistance for the child’s family, culture, play and leisure, space and the environment, as well as protection against all forms of violence and consumerist pressure , the prevention of accidents and the adoption of measures that avoid early exposure to marketing communication”.

This protection against all forms of consumerist pressure rests with parents or guardians, without a doubt, and with the State, through its institutions. Parents must create an environment that stimulates creativity, knowledge, curiosity, respect for the environment and education for consumption.

The State, in turn, has to invest in public libraries, natural parks, sports centers, museums, full-time schools (with educational, health, sports and leisure infrastructure) and in security. Thus, the little ones will develop a taste for reading, art, culture, history, sports and coexistence with nature.

In the formation of a future citizen, a varied agenda of interests is fundamental. In this context, it is not appropriate to use cell phones and TV as babysitters. Much less resort to toys, clothes and accessories as a way to compensate for the lack of time to spend with the children.

We know that it is much more difficult to offer the necessary tools for child development in the midst of chronic poverty, in a country with such a high concentration of income. This is where the State and the work of NGOs that enlist volunteer work come in. Good schools, with well-paid and valued teachers, are essential.

Without this, we will continue to postpone the exercise of citizenship to a future that, unfortunately, never arrives.

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