Search
11 August 2008
Children and young people who are unable to afford the latest brands and gear are ridiculed and bullied by their peers. This is nothing new, of course; Beatbullying has worked with thousands of young people who have experienced negative peer pressure like this.
Research from the ATL found that 8/10 teachers believe having the latest stuff is crucials to pupils, with 93% indicating that brands exert most influence on the buying habits of the young, quikly followed by friends and logos.
But Emma-Jane Cross, Chief Executive of Beatbullying, said she was a "little surprised" that only half of teachers had seen such bullying.
She said: "Young people are image conscious, and a lot of bullying is based on appearance. Targeting others for not having the right look, accessory or brand is unfortunately all too common."
The solution? Prevention work in the form of peer mentoring and developing positive confident role models in the heart of school and communities.
Find out more about how BBMentoring works >>
