WHAT OTHERS SAY AND WHAT I THINK OF ME ARE IMPORTANT TO ME. I am amazed when I see advertising telling young people not to drink of drink so much that they get drunk – without telling them how. I research this issue about three years ago and found that the greatest barrier to young […]

WHAT OTHERS SAY AND WHAT I THINK OF ME ARE IMPORTANT TO ME. I am amazed when I see advertising telling young people not to drink of drink so much that they get drunk – without telling them how. I research this issue about three years ago and found that the greatest barrier to young people drinking less (and possibly using less, narcotics) is peer group pressure. One typical 18 year old said to me – ‘it is just not acceptable with my friends not to drink – and get drunk’. I am sure that few are amazed about the influence of peer group pressure on young people. What they might be less aware of is that peer group pressure also impacts on older people and indeed – all people. All, or most, human beings are resistant to any behaviour change or new habit that deem inconsistent with the expectations…