It is natural for retail sales to record their highest increases in December, thanks to Christmas sales. For some years, however, the last Friday of November has been gaining importance in terms of pre-Christmas sales. This is when physical and virtual stores promise discounts of more than 50%, 70% on the so-called Black Friday. Originally created in the United States, the date gained importance in Brazil after popularization of the internet and, today, it is well known in our country.
However, not as well known is the International Buy Nothing Day that also takes place at the end of November. In 2015, the date was commemorated exactly one day after Black Friday, on 11/28. And, contrary to what the movement proposes, many consumers ran to the stores to take advantage of even lower prices, a consequence of the Friday discounts.
NECESSARY VS. SUPERFLUOUS: BALANCE
A balance between the concepts of superfluous and necessary could be a simple path for avoiding excess or compulsive consumption, like the chaos of “unmissable” promotions. But, contrary to what one might expect, deciding what is necessary and superfluous can be extremely complicated. This is because, from an early age, our children are being constantly exposed to television advertising that stimulates ever greater consumption, ensuring that toys, cell phones and even brands are considered extremely necessary products.
To sensitize children, their families and their educators to issues inherent to the current society we are living in – including the practice of consuming – the Criança é Vida Crescer com Valores (Child is Life Growing Up with Values) project was created in 2014.
In the “Understand and build” cycle aimed at boys and girls between 7 and 9 years of age, the focus is on developing children more aware of their values with strengthened self-esteem, capable of identifying their own emotions and desires and dealing with frustration.
Launched in 2015, the “Our role for a better society” cycle of the same project is focused on the 10–to-12-year-old age group. With the purpose of exposing children to content that expands their awareness of their role in society, one of the six project instructional units offers them elements to think about issues of “having” (consumerism) and strengthening them so that they can make better choices and more conscientious decisions.
Also in the third sector, the Instituto Alana Criança e Consumo (Child and Consumption) project acts to fight any type of marketing communication (TV, newspaper, internet, point of sale etc.) directed at children. In the 2008 “Criança, a alma do negócio” (Children, the soul of business) documentary, the Institute warns about the results of market appeals to children and suggests reflection on the issue.
The subject is also being addressed by the Federal Senate, where two bills are being considered that intend to limit children’s exposure to sales pitches.
Authored by Senator Eduardo Amorim (PSC – SERGIPE), PLS 493/2013 would amend the Child and Adolescent Statute to regulate the broadcast of content focused on children and young people and prohibit advertising directed at children during the daytime schedule.
On the other hand PLS 360/2012, authored by former Senator Vital do Rêgo (PARAÍBA), goes even further and proposes changes to the Consumer Code in order to regulate advertising directed at children and adolescents. Taking care to avoid psychological distortion in the advertising model and in children and adolescents is among the criteria proposed by the project so that advertising not be prohibited.
Regardless of the proposals for regulation or prohibition of advertising aimed at the young audience, it is within the home that adults have an essential role in forming values for children. It is mainly based on their own attitudes that they can help children learn to practice conscientious consumption.
Trying to differentiate and identify what is necessary and what is superfluous in their lives can be a good exercise. Changing some habits can also help. See the tips below. Building a different, more conscientious and less consumer-driven society will only be possible with the efforts of each of us.
1 – Turn off the television during meals. In addition to reducing exposure to advertising, it allows people to concentrate more on what they are eating and notice when they are satisfied, thus avoiding the risks of eating disorders (eating too much or very little).
2 – Instead of watching TV, you can talk to the people who live with you. Ask how their days were, what they did that was interesting. And tell them how your day was.
3 – Having the TV on, with background noise while people study, interferes with their concentration, having a negative impact on the development of their intelligence.
4 – Participate in international events such as the Day without TV – May 10 – or Buy Nothing Day – November 28.
Taken from the book: O que fazer para proteger nossas crianças do consumismo [What to do to protect our children from Consumerism]. Edited by the Núcleo Alana de Defesa e Educação.