Research conducted by UNICEF UK reveals that young children are caught in a cycle of materialism, as their parents are unable to spend quality time with them.
The research shows that parents lose out on time due to working schedules, which causes a distress among children. In a bid to make it up to them, parents buy expensive gadgets, gifts and branded clothes for their kids.
David Bill, executive director of UNICEF UF, said, "The research findings provide important insights into the pressures children and their families are facing and may speak to some of the underlying issues relating to the disturbances."
He said, "Right now, politicians are grappling with the aftermath of the riots and what they say about our society, culture and families. It is vital that those in power listen to what children and their families are saying about life in the UK."
Adding comments on the research, Reg Bailey, Chief Executive, The Mother's Union, said: "Much can be done to remove some of the barriers that prevent parents from taking responsibility for their children's well-being."
On other hand, a study conducted by the Organization for Economic Co-operation and Development (OECD) shows that UK does worse in maintaining the young children in education compared to the other developed countries.
It shows 74 percent of 15-19 age groups were in education compared with an average of 84 per cent in 42 nations. The report also reveals that the class strength at secondary level has also fallen rapidly compared with other countries.
Perhaps, the lack of time spending by parents with their children at grass root level could be one of the factors that lead to the fall of education among young children in the UK.
The UNICEF also suggests that the consumer culture in the UK contrasts ascetically with Sweden and Spain, where family is given priority.
The material obsession among children in the UK can also be attributed to the recent riots in London, in which many shops were vandalized and lots of expensive stuffs were looted.
Commenting on the research, Sarah Teather, Children Minister said, "We share UNICEF's concerns about the rise of consumerism among children, and it's worrying to see that in some cases parents are under the same pressures".
"We are consulting on plans to help parents better balance work and family life through more flexible and generous parental leave and flexible working," Mail Online quoted Sarah as saying.