Our research highlights just how front and center pro-environmental attitudes and behaviors are among today’s 12-15 year olds. Caring for the planet is one of the most important things to them and is higher up the list than priorities typically associated with teenagers like caring about their peers’ opinions. It’s clear teens will expect a lot more from brands when it comes to environmen-tally friendly practices and CSR policies more broadly.

Parental policing isn’t the answer to kids’ online wellbeing. Our data indi-cates that the longer kids spend online the more autonomy they have over what, or how much, content they’re exposed to. Rather than policing their time online and the content they con-sume, teens should be taught and encouraged to think critically about their viewing habits. Software com-panies and game developers should prioritize the design of interactive and educational experiences with today’s youth in mind.

Gaming is part and parcel of kids’ daily lives; just over 70% of gamers aged 8-15 say they play video games most days or every day. What was perhaps once seen as a time-wasting distrac-tion is now a space to learn, create, and build connections. With creation games like Minecraft and Roblox, kids get to flex their creative muscles and build new worlds. Gaming not only lets them escape from the chaos of everyday life, aiding mental health, but also helps  to bridge the social gap for many kids and families. 

Unlike gaming, which is mostly played alone or with friends, most kids watch TV with their parents. Even as kids get older, TV time is family time. Consumers spent $35 billion on video streaming last year, and this is only set to grow. We also see signs that kids have significant influence over what shows and movies they watch, and in turn, what subscriptions parents sign up for (and stay with). In a crowded streaming space, unique IP and content that caters for kids and families keeps them coming back for more. 

Few teens make regular digital pur-chases; yet, around 1 in 3 mainly use social media to engage with their favorite brands. The focus therefore should be on establishing bonds with this audience that can endure into adulthood and recognizing that teens have certain content preferences. Funny posts are the most common reason they log onto platforms, followed by memes – a sign that humor resonates strongly with young age groups.