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Zawya
13-06-2025
- Business
- Zawya
African Gen Z on the rise in the global influence economy
Across the African continent compelling economic and demographic forces are converging to position Gen Z, along with Gen Alpha, as the major force to shape the future of work, culture and consumerism. Africa is by far the most youthful region of the world. According to the International Labour Organisation, around 375 million young Africans will have entered the job market by 2030. At an estimated 42% of the world's youth population, their aspirations and concerns for the world, as well as their life preferences and choices will have a global impact. This demographic power isn't just about numbers, however. These young Africans are also digital natives and their prowess at navigating digital landscapes is giving them the edge. According to Emma Odendaal, head of Influence for dentsu EMEA, the digital transformation of our world is setting the stage for African youth to rise as drivers, players and leaders in the future global economy. She notes: 'Sub-Saharan Africa has one of the fastest-growing rates of mobile phone penetration globally with more than 495 million mobile subscribers in the region. As connectivity spreads wide and deep, and device affordability improves, the digital natives of Africa are not just participating online as consumers but as dynamic content creators and shapers of the future of the world.' As the world's first true digital native generation, Gen Z are proving to be far more open to influencer marketing than their millennial counterparts. Odendaal explains: 'While older generations typically use social media to stay connected to friends, Gen Z has grown up in a world where social media platforms have evolved to deliver a far greater volume and variety of content. They use social media to follow their favourite artists, celebrities and influencers, and to find community when it comes to the entertainment, passions and brands that are important to them. This means that they are an exceptionally marketing-aware generation, adept at scanning and scrolling through reams of social media posts and homing in on what is relevant to them.' In a mobile-first world, brands in Africa are increasingly redirecting traditional advertising spend into creator-led digital channels that meet young consumers exactly where they are – in their chosen digital communities. According to a Google/IFC e-Conomy Africa report, Africa's internet economy may contribute $180bn to the continent's GDP by 2025 and has the potential to grow to $712bn by 2050. Meanwhile, Statista anticipates a 10.1% annual growth in influencer ad spending over the next five years, and forecasts that in 2025, it will exceed $30m in South Africa. This momentum toward trust-based digital creator ecosystems is real and happening now. In South Africa, multinational giants such as Beiersdorf, with leading brands such as Nivea, Nivea Men and Eucerin, are actively amplifying their influencer marketing strategies. Sne Njapha, precision influence and PR manager at Beiersdorf says: 'Influencer marketing is more than just about a means to reach consumers. It's about ensuring we meet our consumers where they are, at their point of need. Today, it's a key strategic pillar of how we do business. We have increased our investment in the acquisition of new models and tools, the upskilling of our employees and key partners and diversifying our pool of creators. Our focus is also on building long-term influencer relationships to maintain credibility and authenticity so that we create and maintain meaningful connections with our consumers.' Beiersdorf's head of integrated media, Teniel Nelson adds: 'Leading the influencer acceleration with my team puts us at the forefront of this exciting influencer movement. Influencer marketing in South Africa is growing fast with over 60% of brands increasing their investments in 2025.' With the boom of the influencer economy comes the need for accountability and standards. The South African Content Creator Charter, launched in 2024, is a foundational effort to professionalise the influencer industry. Developed by the Interactive Advertising Bureau South Africa (IAB SA) in collaboration with industry stakeholders, the charter provides guidelines and ethical practices for both marketers and creators. This is an issue that is top of mind at Dentsu, and Odendaal says: 'Dentsu was a pioneering signatory to the South African Content Creator Charter because we see it as a landmark in defining creators not just as freelancers with a side hustle, but as professionals in a growing digital economy. We believe that regulation helps ensure Africa's influencer industry evolves with transparency and trust, safeguarding the integrity of brands and promoting sustainable careers for the continent's content entrepreneurs.' All rights reserved. © 2022. Provided by SyndiGate Media Inc. (
Zawya
13-06-2025
- Business
- Zawya
Gen Zs are shaping the future of retail
Youth Day invites us to pause and consider the role young people are already playing in shaping South Africa's economy – including the evolving retail landscape. South Africa's Gen Z – those aged roughly 15 to 27 – are a generation shaped by disruption. Born into democracy but coming of age in economic uncertainty, digital acceleration and social reinvention, they are navigating adulthood on their own terms. Slowly but surely, they're leaving their mark on retail, too. While fewer than half of Gen Zs currently identify as a 'household' grocery shopper, their influence is already being felt – from what is being bought to where and how it's being bought. Their behaviour offers a glimpse into the retail landscape of tomorrow, shaped by digital influence, values-driven choices and evolving expectations. Under-resourced but upwardly mobile Gen Z is the least urbanised and most under-resourced generation in the shopper landscape today. Many are young singles or single parents, and over half live in households earning under R5,000 a month. While this limits their purchasing power, it doesn't limit their aspirations or their resourcefulness. Despite being less likely than older generations to receive social grants, a third of Gen Z still do. They are navigating tough conditions with ambition, agility, and a mobile phone in hand. Gen Z isn't a monolith. Higher-income Gen Zs are more educated, more urban, more digitally immersed, and more brand-aware – shopping online, engaging with social media influencers, and prioritising values like quality and sustainability. Lower-income Gen Zs, meanwhile, are just as aspirational but face more structural barriers to choice and access. Retailers and brands need to plan for both ends of this spectrum – thanks to their education and comfort with technology, Gen Z represents significant purchasing potential. From TikTok to till points: The digital path to purchase This is a generation raised online. Nearly three-quarters engage with the internet daily – far more than older generations – and their path to purchase reflects this. They're not relying on radio or newspaper specials. Instead, they're scrolling retailer pages, checking websites and price-comparison tools, and tuning into creators on TikTok for grocery tips and product hauls. They're also more likely to trust retailers – a silver lining for brands that get it right. While most of their grocery shopping still happens in-store, online retail is part of the picture, particularly for higher-income Gen Zs. Digital engagement increases with household income, and so does online shopping: 19% of Gen Zs in the highest income bracket reported shopping online in the past month, compared to just 5% in the lowest bracket. Not just bargain hunters While price matters, Gen Z is willing to pay more for the things they value. Compared to the average South African shopper, Gen Z is more likely to pay a premium for freshness, quality, health, sustainability, and even a brand they love. That said, loyalty cards don't win them over as easily. They're the generation least likely to engage with rewards programmes – but the most likely to prioritise great service. For Gen Z, value goes beyond rands and cents. Youth Day reflection As we reflect on the legacy of 16 June, it's clear that today's youth are still finding new ways to shape their futures – and the nation's – through the roles they play in households, communities and the economy. Gen Z may be the youngest generation in the grocery aisle, but they are shaping the retail landscape of tomorrow. For businesses across the FMCG sector, understanding how and where they shop and why is essential to relevant channel strategies, customer plans and shopper engagement that keep pace with change.
Hospitality Net
12-06-2025
- Business
- Hospitality Net
How Values and Tech are Reshaping Travel in 2025 and Beyond
Gen Z and Millennials spearhead a significant shift in the travel industry. They demonstrate how values and tech are reshaping travel in 2025 and beyond. Understanding the evolving travel trends of Gen Z, which are driving this change, is therefore crucial for the industry. These digital natives seek identity-forming, authentic experiences. Traditional holidays are not enough. Instead, technology, particularly social media, fuels their travel intent. Central to this evolution are Gen Z's unique values. A focus on purpose and spontaneity, for instance, consistently drives their decisions. Their inherent digital fluency, combined with these essential factors, is poised to transform global travel in remarkable ways. This upcoming shift will likely shape 2025 and beyond, setting a new course for the years to come. Takeaways Values First: Gen Z seeks authentic experiences, growth, sustainability, and connection over material travel perks. Tech's Influence: Social media (especially TikTok) inspires Gen Z, while AI personalizes their travel experiences. Key Gen Z Trends: Set jetting, gig tripping, short breaks, food travel, and off-grid exploration are rising. Smart Spending: Gen Z travellers are budget-conscious, prioritizing funds for unique activities over lavish stays. Essential Adaptation: Industry must balance tech with human touch, maintain trust, and embrace responsible practices. The ascent of a new traveller cohort The travel industry is witnessing a seismic shift. Gen Z, those aged between 18 and 27 in 2025, and Millennials, aged 28 to 43, are now the most influential travel demographics globally. Their approach to travel diverges sharply from traditional tourism models. They are not passive tourists. Instead, they are active participants in their journeys. For them, travel is an extension of their identity. Consequently, it is deeply intertwined with self-discovery and global connection. Technology is not just a tool for this cohort; it is an integral part of their travel DNA. Social media, in particular, acts as a primary catalyst, shaping desires and decisions. This dynamic demands a fresh perspective from hospitality providers. Adapting to their unique values and tech-savviness is paramount. Experiences over possessions For Gen Z, the value of travel lies in experiences, not souvenirs. Travel is far more than a mere break from routine. It is an essential component of their personal growth. Furthermore, it helps them connect with the world and understand their place in it. They actively prioritize experiences over material goods. This quest for meaning translates into a desire for travel that is both enriching and transformative. Hotels, therefore, need to focus on curating unique and memorable experiences. These experiences should resonate with Gen Z's search for personal development and social connection. Authenticity and novelty Predictability is the enemy of the Gen Z traveller. They actively seek spontaneity and adventure. This generation yearns for personal growth through their journeys. As a result, they are drawn to unique, authentic, and culturally rich experiences. Lesser-known destinations often hold more appeal than crowded tourist hotspots. Indeed, a significant 68% of Gen Z travellers prioritize destinations where they can 'discover something new.' This preference often leads them to explore 'dupe destinations' or off-beat locations. They are not just visiting; they are exploring and engaging. Thus, hotels and travel companies should highlight the unique cultural fabric of their locations. Purposeful and conscious travel Today's younger travellers are increasingly conscious of their impact. They are evolving from passive consumers into active participants in sustainable tourism. This includes engaging in conservation projects. It might also involve participating in community programs or seeking genuine cultural exchanges. Consequently, the younger population will likely avoid destinations perceived as harmful to the climate. They also shun places lacking a regenerative or responsible tourism component. Travel in 2025 is becoming more deliberate and introspective. It has a strong focus on safety, sustainability, and profound experiences. Therefore, demonstrating a genuine commitment to sustainability is vital for attracting this demographic. Affordability and savvy budgeting strategies Affordability is a key factor for Gen Z travellers, who prioritize exploration despite rising travel costs. They often make sacrifices in other areas to fund their adventures and practice responsible consumption. Many pool resources with friends, utilize group discounts, and choose shared accommodations to stretch their budgets. A significant 72% of Gen Z and Millennial travellers prefer affordable hotels, allowing them to spend more on experiences. Hotels that provide value without sacrificing quality will succeed. The desire for connection and community 'Tribe Travel' Paradoxically, despite being hyper-connected online, Gen Z and Millennials report rising levels of loneliness. This fuels a fundamental human desire for genuine communion and community during their travels. 'Tribe Travel' is a significant motivating factor for 2025. This trend emphasizes forming strong bonds and creating lasting memories. They travel with family and loved ones. Consequently, accommodations and experiences that facilitate group interaction and shared moments will resonate deeply. This could include communal spaces, group-friendly activities, and tailored family packages. The new travel currency: Gen Z and Millennials prioritize creating and sharing memorable experiences, from scenic road trips to unique dining, all fueled by social media. The new search engine and inspiration hub The way Gen Z discovers and plans travel has been revolutionized by social media. Platforms like TikTok are no longer just for entertainment. TikTok's dominance: TikTok has emerged as a primary tool for product discovery and travel inspiration. An estimated 40% of Gen Z consumers prefer TikTok over established search engines, such as Google. They use it for finding hotels, tours, or travel hacks. Astonishingly, 72% of Gen Z consider 'Googling' to be synonymous with searching on TikTok. TikTok has emerged as a primary tool for product discovery and travel inspiration. An estimated 40% of Gen Z consumers prefer TikTok over established search engines, such as Google. They use it for finding hotels, tours, or travel hacks. Astonishingly, 72% of Gen Z consider 'Googling' to be synonymous with searching on TikTok. Authenticity and real-time glimpses: Unlike the often carefully curated feeds on Instagram, TikTok offers unfiltered, real-time glimpses into destinations. This content frequently comes from locals or fellow travellers. This raw authenticity strongly appeals to Gen Z's desire for genuine experiences. Unlike the often carefully curated feeds on Instagram, TikTok offers unfiltered, real-time glimpses into destinations. This content frequently comes from locals or fellow travellers. This raw authenticity strongly appeals to Gen Z's desire for genuine experiences. Influencer marketing and social shopping: Social media platforms are now integral to travel inspiration. About 17% of travellers cite TikTok as their primary source of inspiration. Instagram influences 27% of people when choosing destinations. Furthermore, half of all consumers have felt compelled to book a trip they saw on social media. Travel brands are adapting rapidly. For example, Expedia's 'Travel Shops' allow direct booking of creator-curated trips. Social media platforms are now integral to travel inspiration. About 17% of travellers cite TikTok as their primary source of inspiration. Instagram influences 27% of people when choosing destinations. Furthermore, half of all consumers have felt compelled to book a trip they saw on social media. Travel brands are adapting rapidly. For example, Expedia's 'Travel Shops' allow direct booking of creator-curated trips. Content creation and engagement: Social media platforms shape the culture and preferences of this generation. Brands are increasingly collaborating with micro and nano creators. These creators share authentic, on-the-ground content on platforms like TikTok. This inspires the 'I want to go there' travel intent. Gen Z uses social media significantly more for product research (+22 percentage points compared to the overall average). AI, the planning and experience enhancer Artificial Intelligence is rapidly transforming the travel landscape. It impacts how travellers plan, book, and experience their journeys. Transforming operations and customer experience: AI is set to reshape business operations within the travel industry. It promises to significantly improve the customer experience. Moreover, it can drive sustainable growth. AI is set to reshape business operations within the travel industry. It promises to significantly improve the customer experience. Moreover, it can drive sustainable growth. Personalization and efficiency: AI-powered assistants and personalized itineraries will mark a significant leap into a high-tech travel future in 2025. Leading companies like Marriott Bonvoy and Alaska Airlines are already using AI for sophisticated trip planners. AI voice assistants are also expected to become a core part of travel and dining booking processes. This level of personalization directly appeals to Gen Z's desire for tailored experiences. AI-powered assistants and personalized itineraries will mark a significant leap into a high-tech travel future in 2025. Leading companies like Marriott Bonvoy and Alaska Airlines are already using AI for sophisticated trip planners. AI voice assistants are also expected to become a core part of travel and dining booking processes. This level of personalization directly appeals to Gen Z's desire for tailored experiences. Operational streamlining: Businesses are leveraging AI to dramatically slash product development times. They are also using it to streamline production capabilities and cut operational costs. However, this rapid market entry facilitated by AI also comes with increased business risks that need careful management. Businesses are leveraging AI to dramatically slash product development times. They are also using it to streamline production capabilities and cut operational costs. However, this rapid market entry facilitated by AI also comes with increased business risks that need careful management. Future adaptability: It is crucial for travel companies to ensure they are well-positioned. They must adapt to increasingly smart personal assistant technology. This technology will likely become central to how Gen Z manages their travel. Bridging the digital divide thoughtfully While Gen Z and Millennials are deeply immersed in the digital world, a digital divide still exists. There is a significant opportunity for travel companies to tailor experiences. They can close this gap for older generations. Simultaneously, they can super-serve the younger, tech-savvy early adopters. This means offering intuitive digital tools for Gen Z. It also means providing alternative, more traditional service options for those less comfortable with technology. Maintaining trust in a digital age of scrutiny Online trust is increasingly under scrutiny. This directly affects consumer behaviour towards businesses, including travel providers. Brands must proactively address data privacy concerns. This is especially critical with the increased adoption of AI and personalized services. Transparency in data usage and robust security measures are essential for building and maintaining Gen Z's trust. Adapting continuously to evolving demands and expectations The preferences of Gen Z and Millennials are not static. They demand active, spontaneous, and transformative travel experiences. Therefore, the travel industry must commit to continuous innovation and adaptation. This means staying agile, embracing new technologies thoughtfully, and constantly seeking feedback from these younger cohorts to refine offerings. The dawn of a new travel era Gen Z and Millennials are transforming the travel industry with their demand for authentic and purposeful experiences, driven by technology. To succeed, the travel sector must focus on intentional, responsible, and sustainable travel while leveraging smart, human-centric technology. Understanding Gen Z travel trends is essential for adapting to this dynamic landscape and ensuring long-term growth. About Shiji Group Shiji is a global technology company dedicated to providing innovative solutions for the hospitality industry, ensuring seamless operations for hoteliers day and night. Built on the Shiji Platform—the only truly global hotel technology platform—Shiji's cloud-based solutions include property management system, point-of-sale, guest engagement, distribution, payments, and data intelligence for over 91,000 hotels worldwide, including the largest hotel chains. With more than 5,000 employees across the world, Shiji is a trusted partner for the world's leading hoteliers, delivering technology that works as continuously as the industry itself. That's why the best hotels run on Shiji—day and night. While its primary focus is on hospitality, Shiji also serves select customers in food service, retail, and entertainment in certain regions. For more information, visit View source
Forbes
30-05-2025
- Business
- Forbes
Gen Z Vs Millennials The Shocking Truth Behind the Divide
Low angle view of three young people using mobile phones outdoors. Addicted gen z friends holding ... More smartphone outside. Blue sky. Picture this: you're at a family gathering, and suddenly the room splits into two camps. On one side, you've got your younger cousins glued to TikTok, speaking in what sounds like a foreign language peppered with "no cap" and "periodt." On the other side, there are the slightly older relatives scrolling through Instagram Stories while complaining about how expensive avocado toast has become. Welcome to the most misunderstood generational divide in modern history – the classic Gen Z vs Millennials split – and the shocking truth might surprise you. Here's what nobody tells you: this isn't just about age or technology preferences. We're talking about two generations with completely opposite approaches to everything – money, work, relationships, and even reality itself. The differences are so dramatic that they're literally reshaping society, and most people have no idea how deep this divide actually goes. Generation Z, born roughly between 1997 and 2012, are the true digital natives. These group don't remember a time before smartphones, and they've never known a world without social media. They were practically born with devices in their hands. They're currently between 13 to 28 years old, making them the newest players in the workforce and consumer market. What makes Gen Z tick? They're not just digital natives – they're digital revolutionaries who've completely rejected traditional paths to success. Having grown up during the Great Recession and now entering adulthood during a global pandemic, they've learned something shocking: the system that worked for previous generations is completely broken. They're not just consuming content – they're monetizing their hobbies, building empires from their bedrooms, and making more money than their college-educated siblings. I do mean lots of money! Millennials, born between 1981 and 1996, are currently aged 29 to 44. They're the generation that bridged the analog and digital worlds, remembering both dial-up internet and the birth of social media. They witnessed 9/11, lived through the 2008 financial crisis as young adults, and have been dealing with economic uncertainty for most of their adult lives. Millennials are often characterized as idealistic, experience-focused, and tech-savvy (though not quite to Gen Z's level). But here's the shocking reality: they're the generation that's been financially crippled by circumstances beyond their control. They're the first generation in American history expected to be worse off than their parents, yet they're often credited with transforming entire industries – from chain restaurants to department stores to the housing market – though this transformation is largely driven by their different economic reality rather than their preferences alone. Here's where things get absolutely mind-blowing. While both generations are digitally connected, they're essentially living in parallel universes online. It's not just different platforms – it's different realities. Millennials built their online presence on platforms like Facebook, Instagram, and Twitter. They curated their lives through carefully filtered photos and status updates that doubled as personal branding exercises. For them, social media was about staying connected with friends and building professional networks. Gen Z? They've completely abandoned Facebook (some literally don't even know how to use it). Facebook to them is referred to as the 'old people's social media' and they use Instagram in ways that would horrify image-conscious Millennials. They're all about brutal authenticity over curated perfection, which is why platforms like TikTok and BeReal have exploded while traditional social media seem to die a slow death. The platform preferences tell a story about each generation's values. Facebook represents the Millennial approach: connect with people you actually know, share life updates, and maintain professional connections. It's organized, searchable, and permanent. TikTok embodies the Gen Z philosophy: authentic, ephemeral, and algorithm-driven. They don't care if the video is perfectly produced; they want it to be real, funny, or informative. The "For You" page has replaced the chronological feed, and viral content matters more than follower count. The way these generations communicate is like watching two different species interact. Millennials pioneered text messaging but still remember when phone calls were the norm. They write complete sentences, use proper punctuation, and might even end texts with "Thanks!" Gen Z has taken digital communication to another level entirely. They've created their own shorthand that would make a linguist weep: "fr fr," "periodt," "otw." But here's what's fascinating – they're actually more likely to jump on a video call than Millennials, thanks to platforms like FaceTime and Snapchat. No worries, all friends share locations so they even know where one another are a all times. Millennials, meanwhile, treat phone calls like formal appointments. They'll text first to ask if it's okay to call. Gen Z just hits that video button without warning, and somehow, all is as just as if they are in person. It simply works for them. The workplace is where generational differences become absolutely explosive, and honestly, it's causing complete chaos in companies worldwide. Millennials entered the job market during a recession, which shaped their career strategies significantly. They learned to be strategic about job changes, often staying at companies for 2-3 years to build experience and avoid looking like job hoppers. They value career progression, professional development, and work-life balance and still show appreciation for employers. Gen Z approaches careers like they approach TikTok – they're willing to pivot instantly if something isn't working, and they have zero patience for "paying dues." They've watched Millennials get trapped in corporate systems that led nowhere and decided to completely rewrite the rules. Side hustles aren't just supplemental income; they're often more profitable than their "real" jobs. They often note that employers are lucky they are there. The pandemic accelerated remote work adoption, but these two generations had different reactions to it. Millennials, many of whom were established in their careers, adapted to working from home and discovered they actually preferred it. They'd already been advocating for flexible work arrangements for years. Gen Z entered the workforce during the pandemic, so remote work isn't a perk for them – it's the baseline expectation. They've never known a world where you had to choose between career opportunities and geographic location. Freelance work and side hustles affect both generations, but in different ways. Millennials often use freelance opportunities to supplement traditional employment or as a stepping stone between jobs. Think Uber driving between marketing jobs or freelance writing on weekends. Gen Z sees freelancing and side hustles as legitimate career paths. They're building personal brands, creating content, and monetizing their skills in ways that would have been impossible just a decade ago. They're not just participating in the freelance economy; they're revolutionizing it. Money talks, but these generations speak completely different financial languages – and the differences are staggering. Millennials came of age during the Great Recession, which created a traumatic relationship with money that still haunts them today. They're simultaneously cautious savers and stress spenders, popularizing "treat yourself" culture while drowning in student loan debt that will follow them to their graves. Gen Z watched this financial disaster unfold and learned the most shocking lesson of all: traditional financial advice is completely useless. While Millennials spent their twenties discovering that homeownership was impossible, Gen Z accepted this reality before they could even vote and focused on building wealth in ways their parents can't even comprehend. The retail apocalypse? These two generations didn't just contribute to it – they orchestrated it completely, but for totally different reasons. Millennials accidentally destroyed traditional retail through their preference for online shopping and experiences over possessions. They research obsessively before making purchases, read reviews like their lives depend on it, and will boycott brands that don't align with their values. Gen Z shops with their thumbs and buys things they discovered thirty seconds ago. They make purchase decisions based on fifteen-second TikTok videos, and they're completely comfortable buying from brands they've never heard of if the product looks good and ships fast. Brand loyalty? What's that? Millennials can be loyal to brands, but that loyalty must be earned through consistent quality and values alignment. They'll stick with brands that treat them well and share their worldview. Gen Z's brand loyalty is practically non-existent. They'll switch brands faster than they swipe through TikTok videos if they find something better, cheaper, or more interesting. They're not emotionally attached to brands the way previous generations were – and this is giving marketing executives nightmares. Perhaps no topic reveals the shocking generational divide more than mental health. Both generations have revolutionized mental health conversations, but their approaches are so different they might as well be from different planets. Millennials courageously started talking openly about therapy, anxiety, and depression, breaking decades of stigma. They normalized seeking professional help and forced workplaces to acknowledge mental health as a real issue. They approach mental health like they approach everything else – methodically, with research, and professional guidance. Gen Z has made mental health talk so casual it's practically become small talk. They share depression memes at breakfast, discuss their therapy sessions on TikTok, and treat anxiety like a weather update. They've integrated mental health awareness so completely into their daily vocabulary that older generations are genuinely shocked by their openness. So here we are – the shocking truth about Gen Z vs Millennials isn't what most people think. This isn't a simple generation gap; it's two completely different species trying to coexist in the same world. The Gen Z vs Millennials divide reveals something unprecedented: for the first time in history, we have two consecutive generations with totally opposite survival strategies. The real shocker? Neither generation is wrong. When you dig into the Gen Z versus Millennials comparison, what emerges is that each generation adapted perfectly to their circumstances – they just had wildly different circumstances to adapt to. And that's either going to create the most innovative society in human history, or complete chaos. Only the future knows. Charell G. Coleman is Teen & Adult Wellness Writer, Children's Book Author and mother of two. She is a Trauma Survivor turned Healing Advocate writing new beginnings and endings.
The Guardian
25-05-2025
- Entertainment
- The Guardian
‘My parents didn't have a clue': why many digital natives would not give their kids smartphones
In 2019, when Sophie* was 12, her classmates sent her 'extreme and traumatising' videos that included an al-Qaida beheading, pornography and bestiality. She recalls an adult player in an online game persuading her to meet in person. Although her dad worked in IT, looking back she thinks: 'My parents' generation simply didn't have a clue.' Now aged 18 and a student at the University of Edinburgh, she wouldn't allow her children to have a smartphone until they're adults. 'As a teen I would have been the biggest advocate on everyone having a phone, but I've 100% changed my opinion,' she said. 'Until you're an adult and able to recognise the many ways in which people act deviantly to advance their own interests, you should not be online. The minute there is instant messaging I think it gets dangerous.' Social media fuelled bullying at Sophie's school, including competing for likes and using anonymous confession apps to share cruel comments. She also wonders what else she might have done with the time wasted. Sophie is one of many so-called digital natives who are growing sceptical of the largely unfettered access to technology that they grew up with. A poll this week suggested that almost half of young people would rather live in a world where the internet does not exist, and a similar number would support a digital curfew, while more than three-quarters felt worse about themselves after using social media. Meanwhile, Netflix's hit four-part series Adolescence has sparked a wide-ranging conversation about the harms to children of social media and the online misogyny that has taken root on some platforms. Izzy Bouric, 24, an artist from Brighton living in Paris, thinks part of the problem is the way the boundaries between child and adult spaces have blurred on platforms such as Instagram, TikTok and Roblox in recent years. 'I was on [online children's game] Club Penguin at their age – what you could actually say and type was limited and you got banned for using bad words because it was a child-friendly space, and now you have 12-year-olds on Instagram reading Nazi comments,' she said. Despite this, Bouric says, 'I was definitely exposed to things I shouldn't have been, growing up', adding that 'everyone from my generation has an experience of being on chatrooms and getting solicited by someone who is much, much older'. She would only allow her children to have a smartphone from age 17. 'It's not for children, it's not for people who don't have developed brains,' she said, adding: 'Your parents not knowing what you're doing is not the safest thing in the world.' She feels that in recent years social media has become oppressive and 'cannibalised by advertisements and corporations' as well as spreading misinformation around sensitive topics such as mental health and neurodivergence. 'Suddenly, instead of my friends, my phone was filled with tiny people shouting at me, saying I was doing everything wrong, and then begging me to buy something from them.' The shift left her feeling anxious and unwell and prompted her to opt for a flip phone, which she feels is a breath of fresh air that has allowed her to reclaim time and mental space. Tobias, 20, from Austria, received his first smartphone aged 11 or 12, and noticed a change in his classmates. 'You just sat down and started scrolling and you didn't really talk to the person one row behind you, you texted them.' Although his school had a policy to keep phones turned off, teachers soon gave up on enforcing it. 'They were just buzzing and there were notification sounds all the time,' he said. In his late teens, he began watching videos on YouTube and Instagram. 'I found myself in moments of despair after watching short video content for two to three hours straight and wondering, 'Wow, that went fast and I have no time left for things I actually want to do.'' Tobias was particularly unnerved to see his interest in first-person shooter games resulted in his algorithm showing content from creators showcasing real guns and violent acts. He now concludes: 'The longer children and teens have restricted contact with smartphones, the better.' Lethe, 20, a student paramedic from near Birmingham, England, wouldn't allow her child to have a smartphone until they were 16 and would only allow restricted media access. She didn't get her first smartphone until she was nearly 18, but she noticed how her friends who had them were bullied, had reduced attention spans and spent their time scrolling through social media rather than chatting or being creative. Two years on from her first phone, she says: 'It definitely has changed me. I'm less good at being bored, and my attention span has decreased. I struggle to live in the moment. Algorithms on social media have led to me seeing things I wouldn't really wish to see.' Nora, 23, a project manager from Spain, wouldn't allow social media access until age 13 and would restrict use and install content filters, although she would want to open a dialogue with her child, explaining the risks. 'I would hope to have built enough trust and understanding for them to feel comfortable coming to me if they ever encountered something scary or unsettling,' she says. She remembers this growing up. Aged 13, she and other girls in her school started receiving messages from a stranger on Google Messages. He convinced some to send inappropriate images and was eventually imprisoned for paedophilia. She also recalls classmates bullying people on messaging services. 'I struggled with some nasty messages,' she said. Later, she found that social media exacerbated her eating disorder through comparing herself to other girls and watching weight-loss transformation videos, which can promote unhealthy habits. She also chased likes on Instagram, which she has since deleted. 'It was not very healthy for me.' Now, she fears for her 16-year-old brother. 'His TikTok is filled with super misogynistic ideas and toxic masculinity – his friends say very nasty things about women's bodies. That wasn't a thing for me and my friends.' * Name has been changed
