The media does have an effect on children: this influence is not, however, necessarily a damaging one. Children will be children- they will always have this need and impulse to want something and to buy something. It is ultimately up to parents to set limits upon their children and ensure they do not end up spoilt or damaged by the modern commercial world.

There are still a huge number of advertisements targeted at children aiming to tap into the "pester power" and ultimately sell their goods. Once a child has an idea of what they want in their head, it is very hard for a parent to deprive them of that.

Consumerism in the 21st century has become an experience tailored to fit the individual, with the increase in competition meaning a decrease in prices. We as consumers now have more power then ever: companies allow more flexibility and customizable deals to suit our needs so we are not sucked in to buy goods we frankly don’t need.