Parenting Perspective 

When a child becomes obsessed with brands, their priorities can start to revolve around their outward appearance rather than their inner values. Instead of cherishing family meals or shared traditions, their focus can shift to whether they own the latest trainers or gadgets. This can weaken their bond with the family, as they may begin to measure love and a sense of worth through possessions, not through genuine connection. 

Shifting Priorities from Family to Image 

A preoccupation with brands teaches a child to prioritise their social image above all else. The quiet, consistent values of family life, such as mutual respect and shared responsibilities, can seem boring or unimportant compared to the excitement of a new purchase. 

Creating Social Pressure and Distance 

Brand obsession often pushes children to measure themselves and others by labels. They may feel ashamed of their own family if they cannot afford certain branded goods. This can lead to embarrassment and even disrespect towards parents, especially if a child starts comparing their own family’s choices with what their friends have. 

The Loss of Gratitude and Simplicity 

Children who grow up in this kind of environment can struggle to appreciate their everyday blessings. Family values like gratitude and humility can be easily overshadowed by a constant sense of dissatisfaction. The simple joy of being loved and cared for may seem less important than acquiring the next trendy item. 

The Long-Term Consequences 

This mindset can have lasting effects. 

• A Fragile Identity: A child’s self-worth becomes tied to their possessions rather than to their character. 

• Weakened Relationships: Family bonds can suffer if parents are viewed as inadequate for not providing certain brands. 

• Materialistic Goals: Their life aspirations may shift towards achieving status rather than towards service or faith. 

Parental Strategies to Preserve Values 

Parents can help their children to see beyond the brand names. 

• Create family traditions that emphasise love, shared activities, and Islamic practices over material gain. 

• Teach your child the real value of money, explaining the difference between needs and wants. 

• Praise qualities like kindness, honesty, and effort more than you praise appearances. 

• Model simplicity and gratitude, showing that family unity matters more than brand names. 

Spiritual Insight 

Islam teaches that the family unit is a cornerstone of a healthy society, and its values should be rooted in love, mercy, and faith. A brand obsession is a form of materialism that can poison these values, replacing a focus on Allah and family with a focus on worldly status and the approval of others. 

A Quranic Reminder on the Illusion of Wealth 

The Quran exposes how a competition over material things is a distraction that pulls people away from what truly matters, such as their family and their worship. 

Allah Almighty states in the noble Quran at Surah Al Hadeed (57), Verse 20: 

‘ Note that indeed, the life of this world is only: a drama; and amusement; and ostentatious; and superficial bragging between yourselves; and unbridled desire for capitalism and offspring…’ 

This verse shows how an obsession with material things distracts people from their true purpose. 

The Prophetic Teaching on True Honour 

The Prophet Muhammad ﷺ taught that a person’s true worth in the sight of Allah is found in their sincerity and their actions, not in their branded possessions. 

It is recorded in Sahih Muslim, Hadith 2564, that the holy Prophet Muhammad ﷺ said: 

‘Allah does not look at your appearance or your wealth, but He looks at your hearts and your deeds.’ 

This hadith reminds us that true value is found in our sincerity and actions. 

By grounding children in the understanding that Allah values our hearts and deeds above our appearances, parents can help them to appreciate family, simplicity, and faith over brands. This nurtures a strong identity that is rooted in gratitude and love, which can protect them from the hollow promises of materialism.