This is a relatively new phenomenon. Teenagers and young adults spend so much time on social media platforms that it is challenging for them to see the truth. Most can decipher the chiff from the chaff, but some cannot. For many, their looks are more influenced by social media than other media or traditional advertising. Products are promoted to follow the current body image trends: a particular body-shape, say. Product providers use freely available data to catch the trends affecting behaviour. Some would say promotion shades into propaganda.

Celebrities start this interest. Their open availability to everyone who has a smartphone is significant and the way they use social media is a powerful influence on teenage decisions. Teenagers are easily attracted to celebrity lifestyles, commodities or behaviour that they exhibit on social media. Some celebrities are paid to promote products and ideas and while many foster good behaviour and values, unfortunately, the good merges with the bad.

To be responsible people, teenagers need consistent and accurate information but we may see a young person emerge from their teenage years to a world where work and the importance of work is strange to them. Moreover, working to contribute to their own and the broader social construct is equally unusual. They have seen celebrities and superstars in huge houses, driving expensive sports cars, and wearing the latest fashion and accessories. They can be desperate to follow this lifestyle, unable to understand the value of money and borrowing irresponsibly to access money to spend on the products they see on their screens.

Sadly, unless we educate young minds in school, it will take them many years as adults to realise the mistakes they make with credit. There is a strong need for financial education and the truth about work before they enter it.