Recently the Physical Activity Council published its annual report on American adults’ participation in physical activity. The results were rather alarming: In this age of fitness wristbands and personal trainers, more than a quarter of all adults reported no physical activity at all in the prior year. Let’s pause and let that sink in. Not stretching…not playing slow-pitch softball…not walking for exercise...IN A YEAR!
What does this lack of physically active role models at home mean for our country’s youth? It’s not a simple issue.
Child advocates call for daily required physical activity among school-aged children, through a curriculum of Physical Education as well as the opportunity for physical activity throughout the day. However, given the village needed to raise a child, the P.E. teacher is only one of the special experts she gets to see sometimes—in many schools, P.E. is rotated with other specialty topics including Art, Media, and Music.
To address this, some schools are increasing the amount of P.E. children receive to up to 60 times a year, and encouraging teachers in all areas of education to get the children up and active, collaborating, during their lessons across all topics.
How does this translate into exercise among school-aged children? That news is more encouraging.
Our YouthBeat data show that while only 44% of Kids (grades 1-4) participate in sports either in or out of school, 79% get some kind of exercise at least “a few times a week*.” That level of exercise peaks at 91% among Tweens (grades 5-8) then starts to dip for time-strapped Teens at 76% (grades 9-12).
What can your brand do to encourage healthy and frequent physical activity among youth? Model physical activity in your communication to them. Some suggestions:
- Depict their favorite activities—swimming, walking, and bowling are all among the Top 5 physical activities Kids, Tweens, and Teens do for fun*.
- Show other types of play as being active—for example, dress-up can be walking down a makeshift runway, not just standing in front of a mirror.
- Perhaps most importantly, model adults of all ages being physically active. Our data show high proportions of co-viewing of media among parents and children. By inspiring adults to get up and move, you’ll inspire their children to follow suit.
*YouthBeat total year 2014.
Your weekend TV viewing quiz question:
Q: Which award winner or winners on Saturday evening’s broadcast of the Kids’ Choice Awards on Nickelodeon said that they had “grown up” watching the awards?
A) Nick Jonas
B) Emma Stone
C) Angelina Jolie
D) Both A) and B)
E) None of the above
Kudos to you if you watched, and correctly guessed answer D!
The winners have spoken, and the culture of kid empowerment has reached a second generation. The Kids Choice Awards were created in the mid-1980s, when Jonas and Stone were in the voter target. Now they’re both in their early to mid-20s, of an age to have children themselves.
Parents of kids, tweens, and even teens in our latest YouthBeat data tell us that they’re a different breed now. Ironically, one might argue, they report that they have more in common with their children than did parents of previous generations. Case in point: SpongeBob SquarePants took home his ninth Kids’ Choice trophy this weekend as Favorite Cartoon. He’s still got something for everyone, whether the viewer is the parent who knew him back when, or the young child who has just discovered him.
Elsewhere in the audience Saturday night, the star-studded crowd rivaled the Golden Globes in its variety of talent across platforms. Present was everyone from Disney Channel actress Debby Ryan, to Little League World Series celebrity athlete Mo’ne Davis, to movie star Angelina Jolie, to recording artists Jennifer Lopez and Meghan Trainor.
One winner stood out as appealing to kids, though targeted above kids’ maturity level. Modern Family took home the Kids Choice Award on Saturday night for Favorite Family TV Show. It is not surprising that a program that won the last five Emmy awards for Outstanding Comedy Series would attract a broad audience, especially when 86% of parents report co-viewing television programs with their child.* Moreover, while Modern Family’s absurd situations are clearly fictional, it reflects authentic emotions and funnybone-ticklers that children of all ages appreciate.
Now for extra credit, an essay question:
Q: What can your brand do to recognize the empowered nature of this generation of youth in a way that is inclusive of their parents?
*Top 2 box; YouthBeat data for total year 2014
I wasn’t necessarily aiming for the Auntie of the Year award. In December, 2014, when tickets to the Maroon 5 “Maps” tour went on sale, I snagged two great seats, one for me and one for my 17-year-old niece. Living in rural Iowa, it would be a trip to Chicago and her first concert. The experience of attending the concert made me reflect on my own first concert in the mid-1980s. Back then, I was an awkward 13-year-old, and fist pumping to the beat was the epitome of cool.
Thirty years later, some parts of the concert experience remained the same:
- The audience consisted mostly of groups of girlfriends—from tweens to adult 40-somethings, all defining themselves for the evening by their affiliation with the band and with each other.
- Girls of all ages had saved up their allowance, babysitting money, or spare cash to buy concert t-shirts, which they quickly changed into in the ladies’ room, for photos before and during the show.
- The people who appeared to take the greatest joy from the experience were those busting a move like no one was looking—dancing and singing along at their seats, in the aisles, and in the concourse.
One big thing was different—the phones in everyone’s hands and pockets. During the band’s break, the house lights went down and Adam Levine asked the audience members to shine their lights in unison. As the United Center lit up like the Fourth of July and a collective gasp was heard, we were suddenly all roadies, all a part of each other’s experience, all sitting at the Cool Kids Table.
So since it happened, thanks, Maroon 5, for making me Auntie of the Year.
Nathan Sawaya, the artist behind The Art of the Brick exhibit that recently opened at the Franklin Institute in Philadelphia, takes creative fun seriously. While the exhibit includes innovative displays, and big bold print on the signs, it’s not interactive in the traditional “please touch” mode of museum play. In fact, kids can’t touch the displays, but they can bring their own building experience to bear on the very act of observing. More than most other materials and tools that traditional artists use, kids can relate to the art of making these playful masterpieces. At a moment in culture when The LEGO Movie continues to captivate and STEAM dominates curriculum discourse, this exhibit is situated for success.
But we took away another important insight from Sawaya – one that he champions in a short video at the start of the museum-goers’ journey – creating will make you happy. In the companion book to the exhibit, he writes, “The creation of art should never be opposed. Not just because the world could do with more beautiful things, but because there’s a mountain of evidence that shows that making art will improve your life in surprising ways…” And he continues, “Creative ideas are gifts, like windows that open up for just a short time.” Sawaya suggests LEGOs as therapy, and play as purifying. He elevates an important idea in kid culture to one that makes sense to even the most jaded adult.
Our favorite lessons for brands and organizations, content creators and innovators?
- Don’t assume creative play ends early. Continue to see both creativity and play as viable platforms for even the oldest youth.
- Don’t just romance kids with products – entice them with process. If you have the chance to walk through this exhibit, take note of the wheels turning among kid art aficionados. The sheer number of LEGOs used can make a kids’ head spin. And parents praised the careful way Sawaya organized his many, many bricks (any parent of a LEGO fanatic can only dream!).
- Finally, consider creativity as career, not just a means to one. Sawaya spoke eloquently of losing his love of “lawyer-ly” things, and taking the bold, brave leap to full-time employment as an artist. So often, we suggest that creativity will lead to success in academic or professional endeavors, rather than recognizing that creating can be a valuable end in itself.
Of course, Richard Linklater’s Boyhood appealed to our YouthBeat team long before it garnered awards and attention – it’s a longitudinal “study” that covers the kind of day-to-day truth of a single child that serves as a model for the kind of research we wish we always got to do! In this case, the objective is simply to reveal the reality of a kid as he journeys through tweendom and teendom, into young adulthood. We couldn’t help but watch in awe as all the characters (mom and dad included) confronted the ups and downs of family life. We were compelled to keep our eyes on the boy at the movie’s center as he sought agency within the confines of the limited and limiting life in which he found himself. It’s tricky to use a fictional character as a font for real-life insights, but we’ll be so bold. Here are our five of our favorite insights inspired by Boyhood:
- Growth happens. Of course, many of us know that kids go through stages as they go through ages. But so often, we think about growth through the lens of development. What we can easily miss is the way that relationships shift and morph, how their sense of their place in the world evolves, but also realigns. Children don’t grow in neat patterns, but rather in fits and spurts, through stagnation as much as stimulation. The tale of this boy suggests that kids are constantly growing, but not always upward and onward.
- Kids are resilient. So much has been said about Boyhood as of late, but we haven’t heard enough about the resilience that the kid characters display. Resilience is one of the most valuable characteristics today’s kids could have, and it’s often earned despite, not because of, the adults in a child’s life. Still, Mason managed to have it. Our insight: it’s easy to bemoan all the ways in which youth culture and family life threaten resilience – it’s harder to notice it when it’s right under your nose.
- Families are systems. We often debate the role of kids and parents: is one more influential than the other, who “nags” whom, and what moment do the scales tip in one direction or another (especially when it comes to purchase decisions). But Boyhood reminds us of the complex interconnectivity apparent in the everyday life of kids and families. There is no such thing as a “decision-maker” that applies to every situation. And even when parents assert authority, kids (and particularly teens) often override. It’s not that the effort to understand the shopping or decision-making process isn’t worthwhile. It just requires closer observation and more flexibility than we often give it.
- Observe the silence. When it comes to research, particularly with boys, it’s important to listen to (and respect) the silence. We often assume that every insight and every idea can be articulated and expressed if just the moderator would ask the magic question. We sometimes believe that we can see and hear what young respondents believe and know if we just go to the right space. But many of the most important moments in children’s lives are bathed in silence – not expression. They happen in spaces that are intentionally invisible, in places that are hard to access by design. Our job is not always to reveal something not meant to be revealed but rather to notice and acknowledge that what happens quietly and what is said softly is as important as any statistic or proclamation.
- Life is in the everyday. It’s easy to consider children’s lives as a series of milestones and achievements, capabilities mastered and skills gained. But in understanding children, and in finding ways to connect with them, it’s often more important to note the everyday matters that make up their lives and make them who they are. This can be the fodder for great content and products as much as the disruptions and events that are easy to talk about and to include in PowerPoint presentations. But truly understanding youth requires the patience to tell a story in which nothing “happens” as much as everything unfolds.
For many marketers, the importance of properties and characters in kids’, tweens’ and teens’ lives comes to the forefront only when they’re considering promotional partners. For others, who have committed to understanding youth culture apart from their own category, knowing the characters that matter to youth can serve as a fun intro to what are often perceived to be deeper, more strategic and more influential trends. Tracking the top characters in kids’, tweens’ and teens’ lives is often seen as a nice to have, but not a necessary part of a marketers’ research plan.
But we would argue that the characters that populate the ever-changing landscape of youth culture provide invaluable and incomparable clues to the mindset of a cohort. A new book with one of the most intriguing titles we’ve read in a while, makes a similar argument. In Harry Potter and the Millennials: Research Methods and the Politics of the Muggle Generation, authors Anthony Gierzynski with Kathryn Eddy ask, “Haven’t Luke Skywalker and Santa Claus affected your life more than most real people?” They suggest that many soci-political factors can shape the views of a specific cohort, but that to ignore the tremendous power of entertainment, and of specific narratives and characters in particular, would be an act of denial. As the title suggests, they hypothesized that Harry Potter had a profound effect on the attitudes of members of the Millennial cohort, in general, and that Harry Potter fans displayed beliefs aligned with those that prevail in Hogwarts and that are embodied in the “boy who lived,” even when other factors (like being an avid reader in general) are considered. They suggest that the impact these characters have on the psyche of youth who were born between 1982 and 2002 (the definition they select for Millennials), is far from superficial. They attribute attitudes towards diversity, social justice and even torture to the narratives that took hold of them during their formative years.
For marketers, we encourage taking characters seriously, regardless of your category. Gierzynski with Eddy’s work suggests that making the most of this kind of market intelligence requires deep analysis of the themes and memes associated with any given character or property, but it also necessitates knowledge about the characters that are truly connecting with this audience right now.
At YouthBeat, we’ve always believed in using these character inventories as critical indicators of youth culture. Starting in 2015, we’re adding a Preschool Character Tracker to our existing suite of products. To find out more, please contact Amy Henry at email@example.com or at 312.828.9200.
Kids across the country are officially back to school, and we thought we would kick off the school year with a few new “truths” related to one of the most important parts of kids’ and parents’ days: school lunch. Whether you’re concerned about the cafeteria consumer or the meal maker, there are a few new (or at least novel) truths that might change the way you think about fitting into this occasion:
- Time is of the essence. According to a study conducted by the Partnership to Promote Healthy Eating in Schools, 20 minutes should be allowed for lunch after children have sat down at their tables. In middle school, this means providing an adequate timeframe for kids to move from their class to the cafeteria, via their locker if necessary. It means having the right number of lines/cash registers to minimize the waiting time. And it means taking into account the load they’re carrying (can a tray fit on top of the pile of books they’re carrying, or do they need to factor in finding a spot at a table before they return to the lunch line). Of course, if you’re in food service, the implications are considerable. But even if you’re humbly hoping that your containers or snack foods make it to their bags or boxes, you have to keep in mind that convenience matters.
- Sharing isn’t the same as it used to be. Trading snacks, leering at the lunches of others – these are rituals that have almost completely disappeared. And where snack sharing is permitted, it’s certainly more limited than it used to be, given sensitivity to food allergies and eating restrictions imposed by parents. For today’s kids who are raised in a less critical and less judgmental culture regarding others (every family is different, every mom and dad have different rules about eating, etc.), they’re less likely to brag about their own lunch or look to others for food ideas. You know who does ask about school lunches? Moms and dads! Kids might be less inclined to share intel on their friend’s brown bag brings, but parents do ask.
- Speaking of parents…Parents might be privy to more information and opinions than ever when it comes to their kids’ food – especially in a setting like school. So, while it bucks the conventional wisdom, perhaps it’s not surprising that kids report that parents are more likely to introduce them to new school lunch foods than their friends (60% versus 37% for kids ages 6 to 10). Parents are all about healthy options and alternatives to old stand-bys, but they also want to pack lunches that are inspired and creative. Kids report that their favorite lunch foods are sandwiches, and their favorite beverage is water, but moms and dads sometimes want to send their little students to school with more exciting fare.
- Sustainable containers. As much as kids and parents might prefer coming home without extra dishes, today’s parents and kids often opt for containers that are more sustainable and reusable. It makes parents feel thrifty and kids feel like they’re heeding the many mentions of “earth-friendliness” that pervade their days.
- Brain food is better. Today’s kids often have a very different definition of lunchbox “treat” than kids from the past. This cohort can’t always have cupcakes at school on their birthdays, or bring candy in their lunch bags. They’re less exposed to sugary and salty vending machine snacks, and even juice boxes are often considered a once-in-a-while drink versus the refillable water bottle that kids often bring right into their classroom. Kids get constant communication about feeding their bodies – and their brains – with the right kind of food. Don’t put them in a bind – health isn’t a benefit that kids seek out, but it is one that they might respond to in surprisingly open ways.
When it comes to understanding school lunch, make sure your brand isn’t relying on outdated ideas or conventional wisdom that no longer tracks. Brands that stay current with today’s cafeteria are sure to get an “A” among parents, kids and even teachers.
As a Philly girl, a (long since retired) softball player, a lifelong baseball fan, and, of course, a professional observer of youth culture, I couldn’t help but tune into the Little League World Series match between the Taney Dragons from Philadelphia and a team of tween rivals from Nevada. While this event always piques my interest, this year’s pull was decidedly more powerful: the team’s pitcher, Mo’ne Davis.
At a time in the sports calendar when preseason football typically dominates, 13-year-old Davis claimed the cover of Sports Illustrated, making her the first Little Leaguer to do so while still in their formative years. Davis isn’t the first girl to take the field in the crown event of the Little League season, but she is the first to pitch for a win, and the first African-American girl to get in the game at this level.
While many girls have gotten attention for playing boys’ games, many have credited Davis with being the first product of Title IX and the right to a fair playing field it provides for female athletes. Davis is clearly not a publicity stunt, and she’s presented as more than a symbol – she’s someone that her coaches and teammates expect to deliver in the highest pressure athletic situation that many athletes her age will ever face.
Davis arrives on our radar at a time when we’re talking about gender norms, expectations, and realities more than ever before. The very definitions of masculinity and femininity may be in constant flux, but today’s post-Millennials often appear to be growing up at a time when gender is more fluid than ever. We think Mo’Ne Davis – the phenomenon as much as the girl herself – serves as a symbol of what we believe are the evolving ideas and ideals about gender for today’s youth.
- Post-Millennial doesn’t mean “post-gender.” With much talk about this being a post-gender cohort, we think it’s critical to acknowledge that Davis’ dramatic victory over a team from Texas, and her mere presence on the mound has garnered a lot of attention. Philly Magazine recently described her as a “reluctant cover girl” who would prefer to catch some of the other games at the South Williamsport, PA tournament in peace. Kids interviewed about the young star for various publications echo the same sentiment that many adults do: this is/she is a big deal. She is on the cover of SI at the end of August, afterall.
- To Post-Millennials, everyone who can play should play. Davis is different – it’s not debatable among youth or adults. At the same time, this bucking of sports norms feels very different than it has in previous times, and in some locales still, where we see girls attempting to play being met with accusations of spotlight-seeking. We’ve often heard cries of inequity from boys, not girls, forced to compete against a perceived softer, more fragile set of competitors. But the post-Millennial response to Mo’Ne seems in line with their overall perspective on gender: gender shouldn’t stop you from doing something you’re good at or love.
- Boys will be boys, but they’ll also be buddies. While Davis’ pitching is worth watching, I found myself more engrossed in the off-the-field interactions between Mo’Ne and her teammates. To be clear, Mo’Ne doesn’t seem to play the role of mother, cheerleader or even “cool chick” when she’s in the dugout. With serious eyes, she watches the game. Her teammates stand alongside her naturally, without awareness that she’s symbolic of something bigger than the next batter at the plate. When she was pulled from the game, the coach and her infielders seem to have a kind of conversation that felt anything but gendered. It’s possible that, knowing all eyes are on them, these boys are on their best behavior. But in the heat of a game like this one, it seems unlikely that they could fake the kind of friendship, built on mutual respect, which their gestures and body language convey.
- Who says girls don’t like baseball? Post-Millennials are more likely than earlier cohorts to have gone to school in co-ed settings from the time they were toddlers. They are more likely to invite boys and girls to their birthday parties. They are even okay watching Frozen (even if Olaf is sometimes the convenient snowy excuse for listening to 1.5 hours worth of show tunes in a princess flick). Boys are happy to don rainbow loom bracelets, and they’re more likely to have been raised by a dad who changed diapers. And guess what? They know that sometimes that stuff that they’re not supposed to like, or their supposed to see as strange for someone of their gender to do, is actually fun. Mo’Ne seems pretty determined to make her mark, but not because of gender politics or a pro-social mission. She seems to like to pitch.
Increasingly, the back-to-school list includes as many “must-nots” as “must-haves.” These restrictions range from a ban on candy to limits on chips and a veto on peanuts, tree nuts and shellfish (scrap that shrimp sandwich, mom!). Even at schools that don’t require uniforms, dress codes have become increasingly strict. Depending on age of child, schools have prohibited everything from colors that could be interpreted as gang-related to t-shirts with words of any sort on them. Some schools are urging parents to forego the juice box for a refillable water bottle. At some private schools—and even some public ones—parents can expect to see that all or some characters can’t appear on backpacks or t-shirts. And, of course, technology that might be deemed permissible at home is often forbidden on school grounds.
This might suggest that the back-to-school shopping trip is more rule-driven than ever. It certainly suggests that it’s a little less fun trip for many kids.
But will parents also miss a bit of the magic of selecting the perfect backpack or the peer-approved outfit? Based on what we know at YouthBeat about today’s moms and dads, and on what our C+R Shopper Insights expert, Terrie Wendricks, has seen in stores and online, they might.
Unlike parents of the past, today’s parents are perfectly fine with kid “asks.” They value their kids’, tweens’ and teens’ opinions like no cohort that came before, and see their children’s requests as keys to understanding their culture, in general, and their personal passions specifically. Having grown up with popular culture more prevalent in their lives, Millennial Moms and Dads, in particular, are more likely to share their kids’ interests in properties and characters. And with an increasing convergence around the content they consume, parents are more likely to side with their kids’, tweens’ and teens’ desire to express themselves through their affinities.
Nowhere is this dynamic more evident than in the retail environment where parents and kids seem to find more to agree over than to argue about! Terrie told us, “Today’s parents seek to ensure their children have their own ‘moments,’ especially in social situations like school, but today’s kids also recognize the reasons for parental restrictions across a wide variety of categories.”
So what happens when schools shun the very items that parents are happy to provide? Parents find other reasons to buy. So this back-to-school season, and for more to come, we predict that the out-of-school shopping list will be as important as the in-school one. Of course, with many families continuing to stick to the kinds of tightened budgets that they adopted during the down economy of the past few years (despite some evidence that families are returning to their traditional retail options over “band-aids” like dollar stores), the necessities are a priority. But if your product or brand is no longer on that list, we think there’s still hope for you…
- Position your product or offering as essential to “after school.”
- Forego messages about success and readiness, the domain of those in-school products, and instead speak to parents’ belief in the importance of play.
- Leverage parents’ nostalgia for characters that they grew up with, and that might provide their offspring with the kind of out-of-school enjoyment that parents can recall—Ninja Turtles, anyone?
- Remind parents that the fall “reset” doesn’t just involve the re-establishment of serious routines—it can also be a time to plan for fun!
- Remember that out-of-school offerings have permission to be packaged differently—think family size and shareable versus lunchbox friendly.
“Childhood isn’t what it used to be.”
This statement is often followed by an observation or perhaps a few statistics related to the way kids don’t roam their neighborhoods the way they used to. While this fact is hard to dispute, the reasons why are highly debatable. Some suggest that technology and television have made nearby nature seem boring to today’s kids. Others blame it on parents who hover, the helicopter moms and dads who prefer to keep their progeny in close proximity.
But giving kids the freedom to roam, or permission to spend time alone, is hardly a universally welcomed solution. In fact, what constitutes healthy supervision for today’s kids has become the subject of some of the most intense societal debates today.
Over the past few weeks, two mothers were arrested from Florida and South Carolina for child neglect has brought to a boil a debate that’s been bubbling up for some time. The first mother was arrested for allowing her 7-year-old son to walk to a park a half mile from his house, and the second mother was arrested when another parent called the police after seeing her 9-year-old daughter playing alone in a park near her place of employment (McDonald’s). The coverage of these stories have positioned these women as symbols of the hardships faced by the working poor (particularly single mothers), the shift from personal involvement to policing, and the change in neighborhoods from ones that are safe and “local” to ones that feel unfit for kids to play in without adult supervision.
Childcare website “care.com” asserts with authority, “Never let your child cross the street by themselves before age 10.” On the other hand, advocates of the “Free Range Kids” movement remind concerned parents that statistics do not support their fears of random abductions. While advocates of both positions will likely continue to disagree, a broader conversation worth happening might be “what constitutes supervision for today’s parents”?
For previous generations, supervision may have seemed more black and white – you were either with your parent or not, supervised or not so much. Today, parents – even helicopter parents – often keep in intimate contact with their children via text. Today’s latchkey kids can Skype mom and dad in the office when they arrive home. While it’s true that many kids are better equipped to enable and disable “parent” controls on their iPad, Kindle or laptop than their moms and dads, these virtual limits can be set without a parent actually being there. And while even a decade ago, parents had to pre-view a TV show or browse a website to know if their child was accessing age-appropriate content, now they can consult CommonSense Media for a full review – along with the age listed for appropriate use/viewing.
“Are these controls enough or too much?” seems to be the crux of the question on the minds of cultural critics. But we think it’s just as important to view this heated debate as a sign of its importance to parenting culture, and thus, to kids’ lives.
But what does this mean for anyone operating in the kid and parent space?
- Don’t assume you know what “everyone” thinks about safety. Assume ambiguity, and don’t expect that you can predict what your audience thinks. Even the most research-reliant parents can admit that they still worry about kidnappings (despite “knowing” that their child is more likely to be abducted or abused by someone they know). Despite the risks associated with putting kids’ personal info online, many parents continue to post pics of their little ones online. Beliefs and practices don’t always match.
- Do treat parents with respect. Parenting is hard and while many staunch defenders of the “free range” or the child supervision camp will suggest that the other side is damaging children, remember that most parents live somewhere in the middle. And sometimes for good reason. Remember that many parents don’t have the choice to supervise “ideally.” As the stories of these single mothers suggest, childcare is complicated and expensive. Age doesn’t always tell the story of a child’s level of responsibility. And keep in mind that compromising on a child’s safety isn’t something that most parents would ever do if they had another choice.
- Reconsider the “permissive/restrictive” continuum. Most parents have complex relationships to the rules they establish for their kids, and what they permit them to do, when, and why. Labeling parents “restrictive” or “permissive” in any category is likely to mask a much more complex reality. Parents often consider context (e.g., sometimes parents who are strict about sugar are even stricter about making sure their children doesn’t insult another parent who has just offered them a treat. Respecting parents’ choices and realities related to their child’s safety, health and well-being starts with understanding their lives.