As each generation emerges, they carry with them the influence of defining technologies that shape their worldview. For Generation X, it was the television; Millennials were influenced by computers; Generation Z grew up with mobile phones and the advent of the internet. Now, Generation Alpha is growing up in an environment shaped by artificial intelligence, social media, and an interactive digital landscape that not only provides information but also encourages participation.
The impact of these technologies extends beyond content consumption; they are fundamentally changing children’s attitudes, aspirations, and self-perception. Previous generations often aspired to become traditional professionals like doctors or engineers. In stark contrast, today’s children are asking different questions—not “What will I be when I grow up?” but rather “What can I create right now?”
Shifting Aspirations and Creative Engagement
This generational shift is evident in how brands are positioning technology. In 2024, Dell’s films ‘Lamps’ and ‘Mountains’ showcased students employing technology to tackle real issues. One group created solar lamps for a school without electricity, while another initiated a campaign named ‘Summit Savers’ focused on cleaning up a mountain. This illustrates how technology is increasingly viewed as a tool for problem-solving and creativity.
Geetika Singh, Country Lead at IUU (Qualitative Research) at Ipsos India, highlights that a significant number of children—six out of ten aged 9 to 17—spend over three hours daily engaging with social media or gaming platforms. This constant barrage of stimuli is affecting their attention spans and learning capabilities. “Being digitally connected impacts their ability to learn and retain information,” Singh notes. Moreover, the transition from verbal communication to texting has transformed educational methodologies, promoting project-based learning that encourages children to utilize technology creatively.
Pranati Mitra, Head Mistress at Swami Vivekanand High School & Junior College, emphasizes the importance of guiding children in navigating their digital lives. As children gain access to digital devices at increasingly younger ages, it becomes crucial for parents and educators to instill principles of digital citizenship and online safety. “Children are prioritizing their passions and interests over merely seeking stable jobs,” she explains. Their aspirations are evolving to include modern careers such as entrepreneurship, coding, and environmental activism, with social media playing a significant role in shaping these new goals.
The cultural landscape has also changed significantly; children today are more accepting of diverse identities and body types. This shift is exemplified by Mattel’s 2023 launch of a diverse range of Barbie dolls that represents various abilities, body types, and professions, including dolls with Down syndrome. Children increasingly seek representation in the products and media they consume.
Pioneering New Narratives
With these evolving aspirations, brands are shifting the way they craft narratives around childhood. Priya M Vasat, Senior Content Supervisor at AGENCY09, points out that ambition is no longer restricted to traditional labels. “Children’s aspirations are now defined by what they can explore, design, or express,” she states. This has led to storytelling where children are seen not as passive consumers but as active participants with unique viewpoints.
Joe’s team recently produced the ‘Naye Nazariye Ki Udan’ campaign for HSBC Mutual Fund, portraying children as ingenious problem-solvers rather than mere spectators. “This intentional choice reflects how we believe children should be depicted in advertising,” Joe notes. Brands like LEGO have also embraced this change, positioning children as confident problem-solvers who actively engage in creative processes.
Hopscotch has recognized similar trends through their campaigns, connecting with children’s newfound confidence and comfort with technology and social media. Harsh Mishra, Sr. Director of Marketing at Hopscotch, emphasizes the role of parents in enabling this independence, noting that today’s children are more confident in front of cameras and during verbal interactions than previous generations.
However, the responsibility of brands to create impactful and engaging content is ever-growing. Sourabh Kumar, Founder & CEO of PunToon Kids, stresses the importance of producing content that resonates with children and aligns with the evolving aspirations of both kids and their parents. “What children watch leaves a lasting impact,” he asserts.
The Future of Engagement: Participation Over Persuasion
Looking ahead, marketing strategies must pivot from persuasion to participation. Joe insists that brands should empower children to engage and express themselves. As digital fluency continues to grow, children will seek narratives that invite them to create and explore rather than simply consume information.
In this new landscape, brands need to be responsive and interactive, creating content that feels authentic and engaging. Kumar notes that children connect better with stories that are fun and meaningful without being overly didactic. The emphasis is on crafting narratives that blend play, learning, and social connection while assuring parents about the value of screen time.
As we observe Children’s Day this year, it’s essential to recognize that today’s children are not waiting for adulthood to carve their paths. They are already creating, building, and expressing themselves, ready to shape the future in which they live.
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