What a New Backpack Really Signals
- Aug 4, 2026
- 0:53
- Short
What makes a new backpack or lunchbox feel like more than a purchase?
Patti Williams, Associate Professor of Marketing at the Wharton School, explains how back-to-school shopping becomes a family ritual that marks a new beginning and helps children imagine the year ahead.
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Brief Summary
Back-to-school shopping is both functional and ritualistic, shaping children's identities and futures.
Key points
- The Significance of Back-to-School. Exploring how school supplies symbolize more than just functionality for children.
