Kids of Today and Tomorrow

If you tell your kid that ‘A is for Apple’…your kid will inform you about how Steve Jobs created Apple and how Newton saw the apple falling to the earth…

Kids, today, are not the same as kids 10 years back! They are tech savvy, have a strong point of view about what they consume and are extremely perceptive about the cultures they absorb. To understand the psyche of kids and to keep pace with them, Viacom and Nickelodeon conducts numerous studies internationally and regionally. Through the research study “Kids of Today and Tomorrow" (2012) and years of experience in entertaining kids, Nickelodeon dives deep into the kids’ minds.

Following are some of the key insights, the network has found out over the years.

Key driver of success is happiness

The key indicator of success for today’s kid is being happy. They are an optimistic bunch with a very positive outlook towards life. Humor plays an important role and it brings fun and relaxation which kids use to navigate their lives. Being funny is considered a great badge of honor. As entertainers, we should bear in mind that humor is important but should be smart and not cynical, a playful approach would be in line with the fun and happiness they seek in life. The brand philosophy of Nickelodeon is “Funny Rules” and this is kept at the core of all that is created and conceptualised on the brand.

Keep it Simple Silly!

This generation can separate the make-believe from what’s real. They can see through fakery and hate it when you try too hard. Kids respond best to authentic brand messages: be honest – they recognise when someone is trying to spin them a line! They’re more interested in real value than superficial trends. They respond best to direct and simple communication and connect immediately with stories told simply with characters that are honest and straightforward.

Outward looking and connected

Being connected is as much a part of everyday life as eating and sleeping. The advances in digital media have played a large part in broadening horizons and helping kids to be more outward looking. They interact with various screens from a very young age and as a consequence of this, broadcasters are bringing entertainment to them on multiple screens and in many different formats. The flip side to this, however, is that they have limitless cyber connections some of whom they have never even met but few close friends in real life. When it comes to the people who inspire them or the people they trust most, it’s all about close family and friends.

Proud to be Indian

The kids of today are increasingly expressing a great sense of love for their country. Their sense of national pride is growing stronger and they believe it’s important to maintain their country’s traditions. However, this doesn’t mean they want to close themselves off from the world or take a narrow view. Hence, it’s important for brands to localize in order to keep the Indian sensibilities intact at the same time be globally appealing to them.  

More We than Me

Today’s kids believe it’s important to help people in the community, protect the earth and the spirit is truly ‘We’ more than ‘Me’. They have the desire and sensitivity to be a bigger and more responsible part of the world they belong to. As a responsible brand, Nickelodeon internationally has created ‘The Big Help’, an ongoing grassroots pro-socio campaign that empowers kids to give back to their communities and planet in many interesting ways.

We have only touched the tip of the iceberg when it comes to cracking their code and our journey will have to keep pace with their constant evolution.

Kids are the real change agents of today. They are wired and versatile, resilient and life ready. They have the potential to change the world for the better and they firmly believe they can make a difference. We believe that too!

(These are purely personal views of Viacom18 Media EVP and business head kids cluster Nina Elavia Jaipuria and does not subscribe to these views.)

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