The Power of Brand: How Marketing Influences Children’s Financial Decisions
At Make Sense of Pence, our Money Wise Workshops help children build their understanding of money—from where it comes from to how to manage it wisely. But as our workshops evolve, we’re finding ourselves talking more and more about brand power, choice, and consumer decision-making.
Branding is everywhere, and it’s influencing children’s perceptions of value, status, and even necessity. Whether it’s branded water bottles, designer trainers, or luxury watches, young people recognise, desire, and aspire to own products based on branding, often without understanding the financial implications.
Children and the Power of Branding
A recurring discussion in our workshops is about the difference between needs and wants. We ask students to think about essential items they need to live—such as food, water, and clothing—versus things they want, which are often linked to personal choice, brand, or perceived value.
A great example comes from a recent Money Wise Workshop, where we showed students different water bottles, ranging from basic, unbranded plastic bottles to premium brands like Stanley and Air Up.
Teachers saw a water bottle. Students saw a brand.
When we held up an Air Up or Stanley cup, the teachers had no idea what it was, but the students instantly recognised and got excited about the brand.Children connected brands with status.
Many students shared how they’d asked for these bottles as gifts or saved up to buy one themselves.Perception vs. Reality
We asked: “Why do you want this brand?” The answers varied from “everyone has one” to “it’s better”, but few could actually explain why it was superior beyond the brand name.
This simple exercise shows just how early brand awareness develops and how it starts shaping financial decisions.
The Influence of Branding on Perceived Value
At the end of our workshops, we play a high-low quiz, where students have to guess which product is more expensive.
One of the most revealing moments comes when we display a luxury Breitling watch. Without fail, students immediately call it a Rolex—because in their minds, Rolex = expensive.
But here’s where it gets interesting:
- When asked how much a Rolex costs, many guessed £200-£300.
- In reality, a new Rolex starts at thousands of pounds.
- This highlights how branding creates perceptions of value, even when the facts don’t match the reality.
Branding has shaped these perceptions so strongly that children immediately associate a luxury watch with Rolex, even if it’s not one, and yet still underestimate its cost.
Choice, Convenience & the Future of Spending
With brands influencing buying decisions more than ever, it’s crucial to teach children how to think critically about their spending choices.
- 20 years ago, we might have had one or two choices for a water bottle or a watch.
- Today, children face hundreds of options, many driven by branding, social media influence, and peer pressure.
- The ease of online shopping and next-day delivery means they can act on these impulses instantly.
This shift is why our Money Wise Workshops go beyond just “saving and spending”—we help children understand marketing, branding, and consumer psychology so they can make informed financial choices.
Why These Conversations Matter
At Make Sense of Pence, we believe that understanding money isn’t just about maths—it’s about making good decisions. If children are already making purchasing choices based on branding, they need the right knowledge to navigate spending wisely.
Our workshops help schools and parents start these essential conversations early, ensuring children can identify financial influences and make smarter money choices in the future.