Let’s transport ourselves back to 350 bce for just a second and assume we were reading the Nichomachean Ethics in which Aristotle wrote the famous words ‘for the things we have to learn before we can do them, we learn by doing them’. Thus, learning is the ‘behaviourial changes that result from experience’ (Sethna and Blythe, 2016). This surely has to be at the crux of studying young consumer behaviour?