Professor Christine Griffin inaugural lecture: Identity and belonging in young people’s lives

The lecture focused on Professor Griffin's research about young people's everyday lives and what is important to them. She argued that young people are usually most concerned with fitting in, with where they belong in psychological and social terms - and with having fun. However, young people in affluent western societies are the target of substantial marketing campaigns that take full advantage of this in their advertising, branding and marketing of a range of products.