CHILDREN ARE BEING CONSULTED REGARDING
WHICH CAR TO PURCHASE AND WHERE TO GO ON
FAMILY HOLIDAYS.
themselves on an equal footing with
their parents. After all, they are accessing the same consumer information,
and generally have more discretionary
time to explore it. Tech-challenged
adults unconsciously reinforce this perception by asking our ‘chief technology
officers’ to do our ‘Googling’ for us before we decide on purchases or embark
on other endeavours.4
HIGHLY EVOLVED SPECIES
Indeed, our children are often our mentors in