Salim Azar has just published a new article in The Conversation on the role of brands during adolescence. Co-authored with Carole Doueiry Verne and Sarah Benmoyal Bouzaglo, the article shows that branded clothes, sneakers, and accessories are not merely consumer choices, but also contribute to identity-building and peer-group belonging. They also examine the dilemmas parents face when responding to these demands, balancing budget constraints, social pressure, and memories of their own teenage years.

The authors suggest introducing educational sessions from primary school onwards to raise awareness of brand consumption, including how brands are promoted through social media and communication strategies. They also call for support for parents, through conferences or training sessions, to help them turn moments of tension into constructive discussions with their children. Finally, they stress that brands targeting teenagers also have a social responsibility to adopt ethical practices, given their role in identity-building, youth integration, and parent-child relationships.