Have now actually read the report and it wasn't as simplistic as you might be led to believe.The three countries were chosen as
a) an example of a country with relatively low social inequality and high reported child wellbeing (Sweden)
b) a country with relatively high social inequality (but still somewhat lower than the UK) and high reported child wellbeing (Spain)
c) a country with high social inequality and relatively low reported child wellbeing (UK)
A few things stand out:
Children from all 3 countries do prize material goods and do want them.
Otoh children from all 3 countries know that being a spoilt child who gets everything you want is problematic.
Children from all 3 countries also understand the concept of delayed gratification and believe there is a value in it.
There was no evidence that parents in the UK take on longer working hours simply to pay for their children's materialistic demands.
But some evidence that parents in the UK are more tired from working long hours (for whatever reason) and therefore have less energy to resist demands.
And that they felt guilty about not having time and bought them things to compensate.
Swedish and British children both mentioned that you could get bullied for not having the right brands, but among the parents it only seemed to be the British ones that felt they had to buy things for their children to fit in.
(not sure about the conclusion that Swedish families get more stuff from charity shops though: ime it is pretty difficult to find charity shops except in big cities).
There was also a greater tendency for Swedish and Spanish children to look after their toys, and for parents to mend torn clothes etc.
(so maybe mending and making do should be part of the curriculum?)
Swedish and Spanish children seemed more clued up about money and how far it goes (the Swedish ones being particularly monetary); this may reflect a greater tendency amongst parents to involve their children in family discussions.
Plenty of evidence that mothers in the UK feel more isolated in dealing with the housework: in Sweden there was far more involvement from fathers and children- the whole family tended to join in; in Spain there was more support from extended family.
Children from all 3 countries mentioned outdoor activities as something valuable.
Only in the UK was there a strong wealth/poverty divide with poor children having less opportunities for outdoors activities. There was nothing to indicate that this was a parenting question; clearly it is partly about geography, partly about the enormous social divide that means that some places are simply not safe to play out in.
The wealthier UK children who did have access to outdoors activities/sports tended to see them more in terms of competition- winning games, getting better than other children, whereas Spanish and Swedish children thought more about the enjoyment in itself.
There was also far more parental involvement in Sweden and Spain, taking children to matches or on fishing trips, and of outdoors activities being part of a general family routine.
The same tendency was evident in education: Spanish and Swedish children said they wanted to improve/live up to their expectations of themselves, whereas UK children spoke in terms of competition, wanting to be better than other children.
So the UK picture does not appear to be one of parenting inadequacies, but one of social inequality and a competitive society putting pressure on both parents and children.
Interestingly, there was no evidence that keeping children in the dark about such matters as family finances was in any way beneficial, but plenty of evidence that regular pocket money, chores and involvement in family discussions were helpful.