To advertisers and marketers it’s important to realize that kids and young teens are extremely media/computer savvy and the best way to engage them is to be authentic and to always converse with them on their terms. What may be surprising for parents and teachers is what were once thought to be effective and efficient methods for teaching and providing guidance may now no longer be as relevant or meaningful for todays kids. 
Just a few years ago the folks at Common Sense Media wrote, “we may think of our kids’ online, mobile, and technological activities as “digital life,†but to them, it’s just life. Their world is as much about creating media as it is about consuming it.†And that in essence is what matters most – much of how kids view their world is through technology.
Generation Z
For kids born after 1998, “known as “Generation Z”, Â they know of no life without Internet, ubiquitous cell phones, iPods, iPads, social media or 24/7 entertainment.” They’re also much more brand and fashion conscious at these younger ages.
This axiom holds true when considering how kids are learning and how they are choosing to get involved in activities both online and off.
The Power of Agency
What shouldn’t be surprising are the things kids can do – and are doing – when empowered to do so. As Melissa Clark-Reynolds, CEO of Minimonos, stated at the Sustainable Brands ’11 conference, “kids need to be given agencyâ€, that is “they need to be given the capacity to make powerful choices and affect the world.â€
Minimonos (Spanish for little monkeys) is an online game that challenges kids to think in sustainable terms by rewarding them for doing the right thing. The purpose of Minimonos is “to have a place that embodies core values like sustainability and generosity, without turning those values into a boring lecture.â€Â What’s more, these kids are looking for authenticity and something that will inspire them – but it has to be on their terms and level of interest.
More than most parents may be willing to admit, a large percentage of today’s kids are extremely media savvy (they totally get it!) and they can detect the insincerity of a website, a social media platform, or any game or program that may be purportedly “designed for kids†but clearly doesn’t understand what motivates and engages them. If any of the content feels like it’s being imposed or is just irrelevant, then it’s summarily rejected. However, if the content has real value where the kids feel empowered to make decisions, are able to connect with other like-minded kids and can realize social status through rewards (gamification) – and it’s fun – then there is a good chance the website/game or social media platform may be a success.
What’s also important is when kids are given this “agency” it is not to diminish or negate the need for providing safety, structure and supervision while they’re spending time online. “The very nature of their constantly connected culture means kids must understand the concept of privacy so that what they post and create won’t hurt them or embarrass them at some point down the line.” However, as Emily Bazelon writes the The New York Times, “parents and lawmakers are [at times] so worried about protecting our children that they can fail to distinguish between real threats and phantom ones.â€Â The point is to strike a balance between protecting and monitoring kids while also allowing them to find their space online where they can flourish.
