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  • Why is September so stressful for mums, dads and kids?
  • Why is September so stressful for mums, dads and kids?
    Rob Briscoe, Creative Commons (2015) ©
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Why going back to school is such a big deal

Back-to-school ads would have people believe the new academic year is a fresh start, but for many mums, dads and children, it can be highly stressful and costly. Why is this annual occasion such a huge deal? And how can brands effectively cater to pressured parents and nervous kids?