Age Computer Ethics In
The desire to maintain the latest fashion trend is a priority for most teenagers. This of course is nothing new. If you were to reminisce to your teenage years, the need and desire for acceptance was, and still is an important part of child development. It is growth process that everyone must endure. With development in mind, is it ethical for marketers to specifically target teenagers in regards to high-end retail items? Should companies encourage trendy behavior from teenagers, and is it ethically right to feed off of "the latest trend" even if it is causing problems amongst teens?
Teenage Statistics for Retail Purchases
In 2007, top designer labels accounted for over 15% of teenager clothing purchases. (McGraw, 2010, P.159) The trend is still continuing to climb. For example, four years ago, sophisticated label Armani was liked and worn by 15% of teenagers across America. Today, the number of teenagers who wear Armani is around 27%. This growth in trendy high-end retail is making it common to see such behaviors like middle school children totting $225 Dooney & Bourke book bags.
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