The document examines the differences between how kids (junior citizens or JCs) and parents approach brand preferences. For JCs, brands that are popular with their friends and seen as cool or rebellious are preferred. Moms prefer brands that are healthy, safe, educational, and good value. There is often conflict between what JCs want and what moms restrict, but sometimes convergence occurs over shared interests in health, lifestyle trends, or parents becoming more like friends to their kids. JCs can be persuasive in getting their preferred brands by finding ways around parental resistance, and parents may surrender to the child's preferences.