Ireland's Catholic bishops have warned against the influence of "powerful commercial forces" on children and families.
They urged followers to take pride in their Catholic heritage and said many signs of hope and growth in the Irish church are well-nigh invisible because they happen "beneath the radar of the media".
They also called for regular Mass attendance as "the domestic church only thrives when it is part of a larger community".
In a pastoral letter, Nurturing Our Children's Faith, which was distributed in Catholic parishes in Ireland yesterday (available at www.catechetics.ie), the bishops state: "There are powerful commercial forces that are interested in your children, not in their welfare, but in their disposable income. Such forces have no interest in reinforcing parental influence on children. In fact, it is truer to say that they are much more interested in the child's influence on his or her parents."
The bishops noted that market research by such commercial forces showed that children influenced the majority of household purchases from cereals to computers.
"The faster children leave childhood behind and see themselves as consumers, the more it suits the market. Many people, especially parents, are rightly worried by this trend."
Urging pride in Ireland's Catholic heritage, they called on the faithful to do their best to be "part of keeping it strong by seeking out and forming bonds with other families and individuals who value their faith".
They observed that a time of increased prosperity had not benefited everyone. Many young couples felt forced by the high cost of living, especially housing, to work for long hours. "Many people now seem to have more of everything except time."
Time spent with their children was "one of the most precious gifts that parents can give".