Instead of trying to force social consciousness on our kids to reduce materialism let's continue to work to build their self-esteem. One study shows that children's needs for worldly possessions decrease as their self-esteem builds. Kids often go through down-turns in mood and self-confidence, especially in the tween years. It's believed that when kids have a stronger sense of self in these years they will be less likely to seek out their self-worth in material goods and popularity. Use encouraging words like, "I believe in you" or "You can" to help through these times.