I asked my daughter last week what she would take if she got stuck on a desert island. The first was promising: ‘food and water’. Then followed ‘my mobile phone’ and ‘a shop’!
I have a book coming out next year, co-written with a Professor of Marketing, Agnes Nairn, on children as consumers. This brought it all home. Perhaps our idea of desert islands is conditioned now by foreign holidays, rather than the age-old fear of being a castaway.