Tackling pester power "I want, I want, I want." Sound familiar? You need to find ways of managing your child's demands and expectations.

The rise of pester power

Many big brands actively target children and, as a result, kids constantly demand everything from toys to breakfast cereals that they've seen advertised on TV or heard about from their friends. Although we all like to indulge our children now and again, sometimes their demands can be overwhelming and a simple trip to the supermarket can end in tears.

Managing their expectations

Most parents struggle with pester power and it can be hard to say no, but if you manage your children's expectations you can keep their demands under control.

Here are some things to think about:

• Advertising is designed to sell products whether or not they're suitable, worth the money, or of benefit to your child
• This year's fashionable toy is soon last year's reject
• When you say no, mean it - don't cave in
• Try to explain why you're saying no - it's too expensive or you bought something recently
• Look at it from their point of view - a demand for the latest trainers may be a way of fitting in at school so don't be flippant about their desires, show you understand but explain why you are standing firm
• Is there a compromise? If an older child really wants something could they share the cost by getting a Saturday job or a paper round?
• What every child wants most is a loving, happy time with family - any toy we remember is because of the fun we had playing with it rather than how much it cost

Other approaches

• Give your kids extra time and attention - this can really cut down demands for things
• Acknowledge the strength of their desires - "Yes, that does look brilliant" - while preparing them for possible disappointment - "But you know you probably won't be able to have everything you want"
• Explain to older children how advertisements try to influence what we want and buy
• Talk to older children about the cost of items and whether you can afford them
• Think about treats and presents your child could have that cost nothing, or make your own vouchers to exchange for a story or playing a game together

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