Pupils starting secondary school in Britain must legally stay in education until they are 17 according to the BBC. This decision has an impact for youth brands because it means children are dependent on their parents for longer.
Today, parents are not only paying the family mortgage and bills, increasingly they are funding youth culture; the shopping, the gaming, the technology, the communication. And if they are paying for it - they get to be involved in it. The relationship between youth and their parents is changing, and brands ignore mum and dad at their peril.
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