A recent independent report into the riots last summer has claimed that 'aggressive and excessive' advertising by brands is one of the underlying reasons for disorder. The report included a survey that found 85% of people asked felt that advertising puts pressure on young people to own the latest brands. Young people define themselves through brands and that half of the offences during the riots were through greed claimed the report.
I agree that younger generations are becoming more and more materialistic and a lot of the unrest was caused simply by opportunist looting. However, to claim that brands have played a part in the cause of the riots is ridiculous.
The report recommends that brands do more to help a repeat of the riots in the future by incorporating community support schemes into their CSR policies. Regardless of the riots I think this is something that brands should take the initiative to do anyway. The problem is, many of the brands that are so highly valued within youth culture are luxury American brands that will have no interest in associating themselves with could-be rioters. At a time where the government are encouraging spending our way out of the economic crisis - I don't believe this report will have an affect on the way brands advertise to young people but I hope it does encourage organisations to do more to benefit local communities.
