I do a lot of surveys with people between the ages of 20 and 40, and I ask them to describe who they are now and to reflect on their childhood. Now, we have to be very clear that this is a very imperfect method of getting data about people’s childhoods, because there are all kinds of memory biases. But one of the most consistent findings is the association between the person’s current level of materialism and how they perceived their parents using things when they were growing up.
So in other words, parents who act in ways that value things, parents who make a lot of sacrifices to get a lot of things, parents who get a lot of joy from buying things, parents who talk a lot about things—they tend to have adult children who act the same way. Now, part of this is probably some bias as people recall their childhoods, but I don’t think that’s all of it. The helpful thing for parents here—and also the harmful—is yes, peers are really important, but our kids are watching us. Our kids are learning from us. A lot of what kids take to be normal comes from what they see us doing. Kids are going to learn what their relationship with products should be by looking at our relationship with products.
Marsha Richin quoted in The Atlantic