September 2, 2026
TIME recently published an article written by Carey Morewedge, Department Chair and Professor of Marketing, exploring the psychological value of back-to-school shopping and how new possessions can help children navigate transitions into new grades and school environments.
Morewedge argues that back-to-school purchases serve a purpose beyond their practical function, helping children transition from their summer identities back into the routines and social world of school. He explains that possessions can communicate and reinforce identity during periods of change.
“Possessions can be the bridges we need to new identities before we feel entirely comfortable inhabiting them,” he adds.
While acknowledging concerns about waste and unnecessary consumption, Morewedge notes that children do not need entirely new wardrobes or supplies. Even one or two new items – a backpack, sneakers, pencil case, or lunchbox – can help children feel prepared and signal a sense of belonging as they step into a new identity.
