
Squishies, Bag Charms, and Water Bottles: How Brand Envy Shapes Back-to-School Self-Esteem
As they head back to school, kids are focused on who has the “best stuff,” whether it’s a KPop Demon Hunter-themed backpack or a rare squishy. Brand envy peaks during middle childhood and adolescence as social belonging becomes critical. Get tips to support kids and families.



