Parenting, Preschool and The New Normal: Kidscreen Summit 2025 Looks at How Raising Kids Has Changed

In this Kidscreen Summit recap, we examine how a shifting cultural landscape, AI-driven entertainment and the pandemic's lasting effects are reshaping how young children grow, learn and engage with media.

The way families raise young children is changing—a trend that was in focus at the 2025 Kidscreen Summit event. 

In a panel called “A New Preschool Paradigm: How Families Are Navigating Life with Young Kids,” industry experts Andrea Strauss (Senior Vice President of Nickelodeon Brand & Content Insights) and Jane Gould (co-founder and partner of wonderworks insights + strategy) explored how shifting cultural norms, technology and the pandemic have reshaped parenting, childhood experiences and preschool entertainment. Their discussion revealed how today’s parents have redefined traditional parenting, adapting to a rapidly changing media landscape and navigating the lasting effects of an unprecedented global event.

A major theme of the conversation was the transformation of parenting styles. Parents today prioritize emotional connection, self-expression and adaptability over traditional discipline. Rather than following strict, expert-led guidelines, many are crafting their own parenting approaches, often seeking advice from online communities rather than traditional sources. As Strauss explained, “Kids’ worlds have evolved from a more rigid, authority-based reality to a more flexible, individualized approach. Parenting styles have shifted from control to warmth, and today’s families operate more like teams, where kids’ opinions matter.”

The panel also addressed the lingering effects of the pandemic on young children and their families. Many preschoolers today experienced limited socialization during their formative years, and that has impacted their emotion regulation skills and adaptability. As Strauss emphasized, “The world kids are growing up in has moved from a shared popular culture to one of infinite personalization… This is truly the pandemic generation. Born from 2017 to 2022, their births bookend one of the most disruptive and consequential events in their parents’ lifetimes.” 

Another major focus was the evolving role of digital media. AI-driven algorithms now shape children’s entertainment experiences, creating a highly personalized viewing landscape. As a result, young viewers expect instant, customized content. While this shift has changed the way kids engage with media, it has also influenced parental priorities. Many parents now seek entertainment that fosters emotional intelligence and models positive behaviors, reinforcing the importance of social-emotional learning alongside traditional education.

The conversation also highlighted how parents’ trust in traditional authorities has waned. Unlike previous generations, which largely accepted expert recommendations, today’s parents are more likely to challenge conventional wisdom. Many are embracing alternative educational paths, such as hybrid learning and homeschooling, and turning to social media and peer networks for parenting advice. 

Gould underlined this, adding that “83% of parents told us that the world was becoming less safe for kids. Eighty-one percent say there’s too much pressure on parents today to be perfect, and 75% say it’s harder to be a parent today than it was for [their] parents.”

Strauss noted that “rather than conformity, the messages kids hear from parents celebrate self-discovery and support individual happiness and new definitions of success. The pendulum has swung from ‘children should be seen and not heard’ to ‘children should be seen, heard and understood.'”

Family bonding emerged as a central theme throughout the discussion. Parents and children today spend more time together than previous generations, prioritizing shared experiences and co-viewing entertainment. According to Gould, “Portraying positive family relationships is key. They are both looking for content that showcases family, parents and kids, because—guess what—they’re in a bubble. It’s all about us. What are we going to do? How will we feel about this? What are we going to watch?” She emphasized that content plays a vital role in strengthening family connections, noting that “91% of parents agree that content offers something the whole family can enjoy together, and 90% agree that watching content helps them bond with their children.”

Ultimately, the panel underscored how parenting and early childhood experiences are undergoing a fundamental transformation. Parents are redefining success, happiness and well-being, adapting to an unpredictable world with more flexible and personalized approaches to raising the next generation.

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All photos courtesy of Kidscreen.

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Big Heart World and Noggin Release New Research on How Black and White Families Discuss Race With Their Children

Do you tell your kid something is ‘racist’ or ‘mean’? The answer may depend on your race. New research shows white parents shy away from identifying racism with children

New research shows Black families are more likely to use the terms “racist” and “racism” when discussing racist situations, while white families are more likely to use words like “bad,” “mean,” and “rude.” Credit: Jackie Mader/The Hechinger Report

New research shows Black families are more likely to use the terms “racist” and “racism” when discussing racist situations, while white families are more likely to use words like “bad,” “mean,” and “rude.” Credit: Jackie Mader/The Hechinger Report

While many Black and Hispanic parents talk to their children about racial discrimination before they start school and explicitly teach the concept of racism, white families are far less likely to broach the topic and shy away from identifying racism. The absence of these conversations could make it difficult for white children to identify racism and intervene in situations where it exists, experts say.

This is one of the main findings of research released last month by several children’s media organizations, including Big Heart World, a social and emotional learning initiative created by the nonprofit Sparkler Learning, Content for Change, an initiative by Paramount meant to combat racism, bias and stereotypes and by Noggin, Nickelodeon’s platform for young children. Researchers surveyed more than 15,000 families in 2019 and 2020 to examine the experiences and perceptions around conversations on race. Those findings were followed up by observations of 24 children and parent pairs to examine the similarities and differences in the language families use to discuss racist scenarios.

The report found that the conversations families have — and when they occur — differ depending on a family’s race, findings that echo previous research. Nearly one in three Hispanic and Black parents reported discussing racial discrimination with their children before kindergarten, compared to 12 percent of white families. An analysis of parent-child conversations about racist situations pointed to another large discrepancy: Families vary greatly in the language they use during these conversations, depending on family race and ethnicity.

“We know there’s a problem,” Colleen Russo Johnson, a developmental psychologist and vice president of digital and cultural consumer insights at Nickelodeon told The Hechinger Report. “There’s a group of parents who are eager to have these conversations, who need the help and don’t know what to do,” Russo Johnson said. “But then there’s the group of parents who also don’t know that they need to have these conversations, and don’t realize why they need to have these conversations.”

Most notably, researchers observed:

• All parents reported feeling unprepared to talk about race and racism, and all families used words like “unfair” and “fair” or “right” and “wrong” when having these discussions.
• Black families were more likely to use the terms “racist” and “racism” when discussing racist situations, while white families were more likely to use words like “bad,” “mean,” and “rude.”
• Black families were more likely to use emotion-based words, like “angry,” “mad,” and “sad.” 
• White families were more likely to use “color-evasive statements,” such as, “We don’t see color” and “Color doesn’t matter.” This tendency to shy away from identifying racism “ignores the suffering of those who experience racism, and does not set children up to successfully identify racism and intervene,” researchers wrote.

Talking about race, ethnicity and racism with young children is important, experts say, as awareness of race starts early. Children start to show a preference for faces from their own ethnic group in infancy and begin to internalize racial bias by preschool.

“If we’re saying, ‘We don’t see color, we don’t see racism,’ [we’re] unintentionally denying that racism exists,” Russo Johnson said. “We can’t say everyone is treated equally or everyone is equal, because right now everyone is not treated equally,” she added. “Until we can face the reality that racism does exist, we can’t actually solve it and work against racism to be anti-racist.”

Black and Hispanic parents are also far more likely than white parents to state racial bias is commonplace, according to a forthcoming section of the report. Eighty percent of Black parents and 61 percent of Hispanic parents said Black people face “a lot” of discrimination, compared to 41 percent of white parents.

Black children have largely internalized the fact that racism exists, while many of their white peers lack such awareness. When children were asked what their lives would be like if they were a different race, 75 percent of Black children said their lives would be easier if they were white, while about one-third of white children thought their lives would be harder if they were black, suggesting that “most white children may not be aware of the discrimination Black people face or the heavy impact that it has on their lives,” researchers wrote.

The report’s findings were published in conjunction with two new interactive guides, including one for parents or caregivers and one for teachers. Many of these adults may feel constrained by their own lack of knowledge about these issues or are unsure how to handle these topics in a school setting, said Michael H. Levine, senior vice president of learning and impact for Noggin. Evolving state policies that are “less inclusive” of these conversations compounds this uncertainty, he added. Both interactive guides provide tips on how to have conversations about race with young children, with a focus on topics like identifying similarities and differences, building empathy and standing up for others.

Racial stereotypes portrayed in entertainment media may also play a role in children’s perceptions of race. More work should be done to combat “character tropes” in TV, film and other media, said Makeda Mays Green, senior vice president of digital and cultural consumer insights at Nickelodeon. Half of children surveyed saw or heard racial stereotypes in movies and on TV, and more than half of Black children said their race was not portrayed well in media. Black children were most likely to say it’s important to see their own race and ethnicity on screen.

“What kids see can impact their self-esteem,” said Mays Green. “When you think about that in the context of how much media kids are consuming, it underscores the importance of kids being able to see themselves represented accurately and positively.”

This story about talking about race with kids was produced by The Hechinger Report, a nonprofit, independent news organization focused on inequality and innovation in education. For more information, visit hechingerreport.org.

From Kidscreen:

How content can help parents have tough talks

A new report from Paramount and Noggin finds that children’s media can help spark family conversations about race, racism and other areas parents find hard to navigate.

Young children are aware of racism, and a new study from Paramount and Noggin finds that content creators can help parents have meaningful conversations about it with their kids by improving representation on screen and actively countering racial stereotypes.

The Let’s Talk About Racism report shares insights garnered from 15,000 interviews conducted in 2019 and 2020 with American families with kids ages three to 12 about the perceptions, experiences and conversations they have regarding race. 

Qualitative results were derived from verbal interviews with 12 Black families and 12 white families and found that three out of four Black kids believe their lives would be easier if they were white, while one in three white kids say their lives would be more difficult if they were Black.

The study also revealed that kids are eager to see racial differences represented on screen, and that the content they consume influences their views on race. In the research, one Asian boy noted that most of the princesses he had seen were light-skinned, while a Black girl told her mother that she thought robbers were Black because that was all she had seen on TV. 

But the representation of racial differences on screen and in books is just a first step, says study co-director Dr. Colleen Russo Johnson. “Content creators should consider ways they can go a step further by celebrating what makes us different, showing children delighting in learning about different cultures, and, when appropriate based on the show’s target age, portraying children standing up for one another when exclusion does take place.”

The report also found that Black and white parents believe it’s necessary to have conversations about racism with their kids by the age of 10. Black parents say they need to prepare their kids for the prejudices they faced as children, while Asian families talk with their kids about dealing with the bullying that comes from people’s misperceptions of COVID-19. Hispanic parents, meanwhile, talk about being careful when speaking Spanish and playing Spanish-language music outside the home.

But they struggle to have those conversations with their kids. In the research, they scored their feelings of preparedness around talking about racism at just 2.4 on a scale of one to five. “Helping their kids understand why discrimination and racism take place is often challenging,” says study co-director Makeda Mays Green. However, the report discovered that media and content can help. 

One of the activities conducted in the study—which asked three- and four-year-olds to identify similarities and differences in a picture of a group of kids with different skin colors—led to in-depth discussions on the topic between parents and kids. After the activity, parents said they felt more prepared to continue to have conversations about it (4.6 out of 5).

“The same discussion strategies we encourage parents to use in our photo activities in the guide can also be employed when watching TV shows or reading books,” says Johnson.

Black parents say they want their kids to see shows that empower Black people, not just those in which they were portrayed negatively or as victims. And for parents in general, it’s important to see authentic stories, created by people behind the scenes who can speak to the characters and stories being shared.

“TV programs can support inclusion and belonging through diverse characters, authentic storylines and positive cross-cultural interactions,” says Green. “I believe that it is possible to foster a more equitable society, but we all must be willing to do the work on screen and off screen.”

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Nickelodeon Elevates Two Senior Executives On Consumer Insights Team

Nickelodeon Elevates Two Senior Executives On Consumer Insights Team

Makeda Mays Green Named Senior Vice President, Cultural And Digital Consumer Insights

Andrea Strauss Named Senior Vice President, Content and Brand Insights

NEW YORK – Monday, October 17, 2022

Nickelodeon has named Makeda Mays Green Senior Vice President, Cultural and Consumer Insights. Andrea Strauss has been named Senior Vice President, Content and Brand Insights.  The announcement was made today by Ron Geraci, Executive Vice President, Research and Strategic Insights, Nickelodeon, to whom they will both continue to report.

“Andrea and Makeda are incredibly accomplished researchers, who have the remarkable ability to distill both quantitative and qualitative data into clear and concise insights, said Ron Geraci.  “The innovative research work they have both shepherded during their time at Nickelodeon has played a crucial role in informing strategic decisions made across the organization.  I personally look forward to our continued collaboration as their leadership and expertise continue to keep us in the forefront of research for kids and families.”

In her new role as Senior Vice President, Cultural and Consumer Insights, Mays Green will continue to lead large-scale thought leadership and landscape studies on relevant cultural topics for kids and families and conduct qualitative and quantitative research that informs Nickelodeon, Nick Jr., and Noggin’s digital strategies.

During Mays Green’s 11-year tenure with Nickelodeon, she has played a critical role in innovating methodologies for pivotal studies, including  the creation of the landmark “Shades of Us” study, which she followed up with the “How Content Creators Can Empower Families to Talk about Race” study, which was created through a partnership with Nickelodeon, Noggin and OK Play. By employing a unique methodology of having kids and parents discuss real life scenarios to facilitate a discussion on race and racism, rich insights were gathered to help creators accurately and authentically portray diverse stories and characters.  Makeda has also been a key member of the Noggin Leadership team, helping to inform the educational and development agenda for the learning platform through the research that she and her team have conducted.

Prior to joining Nickelodeon, Mays Green served as the Director of Education & Research, Digital Media at Sesame Workshop, where she examined the potential of current and emerging digital media platforms to provide quality educational material to children and families.  She currently sits on the Advisory Board of Raising Good Gamers, an initiative developed to create positive change in the culture and climate of online video gaming for youth.

As Senior Vice President, Content and Brand Insights, Strauss will continue to lead the Brand, Consumer Insights and Content Insights teams.  She will also be adding oversight of the West Coast Insights group to her remit.  Under Strauss’ leadership,  insights across all demos and content genres will be created and delivered by a single unified team.

A Nickelodeon veteran, Strauss has spent more than two decades as a vital linchpin, informing the work of the brand’s Production, Consumer Products, Public Affairs, Marketing and Location Based Experiences groups.  Her extraordinary body of work includes revelatory studies like “Family GPS,” “Story of Me,” “Story of Us,” and one of Nick’s most topical studies “Shades of Us,” a two-year exploration on how race and ethnicity are impacting the current generation of kids, which was produced in partnership with May Green.  Strauss’ content-focused research has also played a key role in the development of some of Nick’s biggest franchises, including SpongeBob SquarePants, iCarly, Dora the Explorer and Blue’s Clues.  Most recently, Strauss spearheaded “Bridging the Gap,” a deep examination of content that resonates with the four to seven-year-old audience.  Also, she served as the chief architect in the creation of several research trackers that provide crucial information, helping the organization understand and contextualize current events, insights about the kid and family audience, and viewing habits across the myriad of platforms available to consumers.

Prior to joining Nickelodeon, Strauss was a member of the Strategic Services group at Grey Advertising, where she worked on new business pitches and premium consumer packaged goods brands, including the Dannon Yogurt kids’ products.

Makeda Mays Green

Andrea Strauss

Nickelodeon, now in its 43rd year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The brand includes television programming and production in the United States and around the world, plus consumer products, digital, location-based experiences, publishing and feature films. For more information or artwork, visit http://www.nickpress.com. Nickelodeon is a part of Paramount’s (Nasdaq: PARA, PARAA) global portfolio of multimedia entertainment brands.

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More Nick: Nickelodeon Supercharges Its Franchise Strategy With Steady Stream of New Premium Content for 2022-23 Season | Nick Upfront!

Press release via WebWire.

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ViacomCBS Consumer Products Unveils ‘More The Dolls’ Study, Highlighting The Effects of Diversity and Inclusion Efforts in The Doll Category

ViacomCBS Consumer Products Unveils ‘More The Dolls’ Study, Highlighting The Effects of Diversity and Inclusion Efforts in The Doll Category

The Top Driver of Doll Choice Among Girls is that the Dolls Look Like Them; 51% of Moms Say They Have Become More Conscious of their Choices Around Doll Purchases in the Past Year; 77% of Moms Surveyed Feel that Having Dolls of Diverse Race/Ethnic Mix Can Help their Girls Learn about Racial and Cultural Diversity

New York, NY – ViacomCBS Consumer Products today unveiled the results of “More Than Dolls,” a brand-new study commissioned to examine diversity in the Dolls category and factors that fuel the purchasing decisions of Black, Hispanic, White and Asian moms.

Inspired by the pivotal doll test conducted by Drs. Mamie and Kenneth Clark in 1947, “More Than Dolls” delves into diversity in the doll category, showcasing the positive impact that the greater availability of diverse dolls has had on Black, Hispanic, Asian girls, while highlighting the strides that still need to be made to fuel ongoing changes to with dolls that offer authentic representation and aspirational role models.

Said Pam Kaufman, President, Consumer Products, ViacomCBS: “ViacomCBS Consumer Products is committed to creating products that speak to and depict the full spectrum of diversity in the world consumers live in. Through our “More Than Dolls” study we aim to inform and help guide our amazing partners across the Consumer Products industry, where we have the ability to make a significant impact and contribute to positive and long-lasting social change.”

Added Ameeta Held, Vice President of Insights & Business Strategy, ViacomCBS Consumer Products: “Dolls are more than just toys, they are reflections of our society, showcasing the cultural standards of beauty that so many young girls internalize. The relationship that dolls have to girls’ self-esteem and their perceptions of themselves is a powerful one. It plays an important role in the development of their own aspirations and dreams.”

Key findings from “More Than Dolls” study include:

• When surveyed to find out what girls owned in terms of the perceived race and ethnicity of their dolls the results were: Black girls were most likely to own dolls that reflect their own race.  Both Hispanic and Asian girls tended to own a diverse mix of dolls, followed by white dolls.  White girls owned predominantly white dolls by a wide margin (61% owned predominantly white dolls); and while a diverse mix of dolls ranked as their number two choice, they were the least likely to own diverse dolls.
• 51% of moms surveyed agree they have recently become more conscious of the choices they make around the dolls they purchased this past year.
• 66% of moms surveyed said they encourage their daughters to play with dolls of a different race/ethnicity than their own.
• 77% of moms surveyed feel that having dolls of diverse race/ethnic mix can help their girls learn about racial and cultural diversity.
• The number one driver of doll choice among girls surveyed was that the doll looked like them.  It was also the top driver of doll choice for moms.
• However, 52% of Black moms and 49% of Hispanic moms say there are not enough dolls of their race/ethnicity in general.
• Specific variables that were top of mind for moms of color as they considered dolls for their girls include:  matching skin tone (71% average), matching hair (56%), the same body type (31%) and matching eyes (26%).
• 53% of moms surveyed said there not enough dolls/toys that represent strong, positive, Black/Hispanic/Asian role models – but beyond that moms want authentic dolls that reflect possibilities for their daughters.
• Nearly 66% of Black and Hispanic moms go out of their way to buy brands that are making the effort to be more racially inclusive and diverse.
• It also extends beyond just appearance, as the doll’s identity was also important to the moms/daughters. Elements like clothing/accessories, the doll’s name, profession/hobbies and reflections of her culture all needed to be authentically relatable.

Conducted in 2021, in partnership with Horowitz Research and C Space, the “More Than Dolls” study included surveys with 900 moms and their daughters (aged 2-9), as well as interviews and video diaries to expand on the findings. The questions explored what kind of dolls the girls had and why, how they play with them, and unmet gaps in the marketplace. An additional deep dive was designed to probe how attitudes around racial awareness are shifting in today’s consumer landscape.

Shontae Savage, the head of Black Lives Matter Licensing in the US, praised the research paper, and said it shows exactly why representational licensing is so important to society as a whole, and particularly for children.

“As a child everything that happens at that developmental stage in life is a lesson and that includes play,” said Savage. “Doll-play is an important form of play for impressionable children because it teaches the child to care and nurture others. Because at its core doll-play is teaching a child how to love and nurture another, it is crucial to that child’s development and identity that they are represented.  Otherwise, they are learning the wrong message.”

Savage says that change is critical for children in minority families, who in the past were not represented in entertainment or in toys. “Representation or lack of representation in dolls speaks volumes to children,” she explained. “The message representation tells children is that you matter, you belong. When that representation is missing on toy shelves and reinforced through a lack of representation in figures of authority and again in their favorite TV shows, it sends a completely opposite message: you don’t matter.

Savage also says that’s something she was very aware of as a child.

“As a Black child growing up in the 80’s, my mom was very cognizant of buying dolls that looked like me,” she recalled. “At the time, dolls were either white with beautiful blond or brown locks of hair and various facial features, or dolls had a dark complexion with painted-on black plastic hair to convey the coils of black hair.  I had spirally curly hair and did not look anything like the typical black baby doll.  So, my mom sought out dolls, intended for Hispanic children, that looked more like me with a similar brown complexion, big brown eyes and spirally curly hair. In doing so, she imbued a sense of pride in me and reinforced that my baby, and I, were beautiful and deserved to be cared for.”

Conducted in 2021, in partnership with Horowitz Research and C Space, the “More Than Dolls” study included surveys with 900 moms and their daughters (aged 2-9), as well as interviews and video diaries to expand on the findings. The questions explored what kind of dolls the girls had and why, how they play with them, and unmet gaps in the marketplace. An additional deep dive was designed to probe how attitudes around racial awareness are shifting in today’s consumer landscape.

ViacomCBS Consumer Products (VCP) oversees all licensing and merchandising for ViacomCBS Inc. (Nasdaq: VIACA, VIAC), a leading global media and entertainment company that creates premium content and experiences for audiences worldwide. Driven by iconic consumer brands, VCP’s portfolio includes a diverse slate of brands and content from BET, CBS (including CBS Television Studios and CBS Television Distribution), Comedy Central, MTV, Nickelodeon, Paramount Pictures and Showtime. With properties spanning animation, live-action, preschool, youth and adult, VCP is committed to creating the highest quality product for some of the world’s most beloved, iconic franchises. Additionally, VCP oversees the online direct-to-consumer business for CBS and Showtime programming merchandise, as well as standalone branded ecommerce websites for Star Trek, SpongeBob, South Park, and MTV.

For more research detail from Reflecting Me: Global Representation On Screen, visit Insights.ViacomCBS.com.

More Nick: Nickelodeon Announces 2021-22 Content Slate | Nick Upfront 2021!

Sources: Licensing International, Licensing Source, The Licensing Letter.

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ViacomCBS Releases the Findings of Its Newest Global Insights project, 'Reflecting Me: Global Representation On Screen'

VIACOMCBS GLOBAL INSIGHTS:

ACCURATE, AUTHENTIC ON-SCREEN REPRESENTATION MATTERS TO GLOBAL AUDIENCES

Global Study of More than 15,000 People Worldwide Uncovers a Need for the Entertainment Industry to Commit to Increased Diversity On-Screen And Off-Screen

Nearly 9 in 10 People Globally Agree TV Shows and Movies Influence Perceptions, and More than Half Say they are Not Represented Accurately On-Screen

After Knowing Someone Personally, Media Representation is the #1 Way to Foster Empathy and Understanding of Differences

NEW YORK, NY — OCTOBER 28, 2021 –ViacomCBS, parent company of Paramount+, CBS, MTV, Nickelodeon and Comedy Central, today released the findings of its newest Global Insights project, Reflecting Me: Global Representation On Screen, which uncovers that global audiences feel entertainment companies have a responsibility to increase authentic, accurate on-screen representation.

Reflecting Me: Global Representation On Screen is an expansive in-depth exploration of how television and entertainment teach people about themselves and others, with more than 15,000 people surveyed from across 15 countries worldwide. The study was commissioned by ViacomCBS Networks International’s Race and Equity Taskforce, as part of Content for Change, a global ViacomCBS initiative that aims to counteract racism, bias, stereotypes and hate through the company’s culture, creative supply chain, and ultimately the content it creates. 

Representation matters to audiences all around the world, with more than 80 percent calling for more to be done to improve representation both on and off screen. It is also widely recognized that representation has an impact on the real world by influencing people’s perceptions, with 85 percent of respondents in agreement. Those that feel poorly represented suggest that this is not only due to not seeing enough people like them on screen but also due to seeing inaccurate portrayals, with more than half (52 percent) of people who feel poorly represented saying accuracy is lacking.

“Representation in media is a critical component to authentically connecting with diverse audiences and communities,” said Colleen Fahey Rush, EVP, Chief Research Officer, ViacomCBS. “Along with launching our expanded Content for Change initiative, this study reflects how ViacomCBS is proactively taking steps to transform our entire creative ecosystem to better serve our audiences and create meaningful change now and for the future.”

Reflecting Me: Global Representation On Screen
Reflecting Me: Global Representation On Screen is an exploration of how people around the world feel about on screen representation, shedding light on various aspects of diversity, including ethnicity, gender identity, sexuality, disability and more.

“Through this study, for the first time, we see evidence of the connection between representation on screen and mental health,” said Christian Kurz, Senior Vice President, Global Streaming and Corporate Insights. “We know representation done right can aid in improving the lives of people globally and have the responsibility not only to continue the changes within our industry but also serve as a catalyst for positive social change around the world.”

“From the early days after the formation of the VCNI Programming and Audience Task Force, we knew that in order to succeed, we had to understand the opinions behind the scenes -- those of our audience,” said one of ViacomCBS’ Race and Equity Task Force Leaders, Susan Nave. “Made up of an international team across all aspects of our business, we worked in close collaboration with the global insights team to identify key markets and individuals, giving us a truly international view around on-screen representation. We think it’s eye opening, thought provoking and an excellent road map for our business.” 

Additional key findings include:

The Importance of Representation

Representation matters to audiences all around the world. In fact, audiences are calling for more to be done to improve representation, both on and off screen.

-- More than 80 percent of people globally say it is important that TV shows and movies offer diverse representation of lots of different groups and identities

- This rises to 85 percent among people with mixed heritage, nearly 90 percent among marginalized ethnic groups, and more than 90 percent among Black people

 

The Complexity of Representation

Respondents agreed, effective representation is not just about seeing themselves reflected on screen, it’s also about how they’re represented.

-- Among those who feel poorly represented in TV shows and movies, nearly 6 in 10 feel that people like them are not represented enough

-- Among those who feel poorly represented in TV shows and movies, more than half feel that people like them are represented inaccurately

Around the world, the feeling of being poorly represented is due to a combination of factors, which vary somewhat country by country. Interestingly, in every country, the #1 issue with representation is either around race or ethnicity or economic status.

-- Top factors poorly represented in TV shows and movies:

- “Race and ethnicity” ranks #1 in Australia, Netherlands, Nigeria, Singapore, South Africa, UK and USA

- “Economic status” ranks #1 in Argentina, Brazil, Chile, Germany, Italy, Malaysia, Mexico, Poland

However, how well represented you feel depends on who you are and where you are in the world.

-- For example, some country differences between the factors poorly represented in TV and movies are:

- “Race and ethnicity” is not in the top 5 for Argentina, Chile, Germany, Italy and Poland

- “Age” ranks #2 in Australia, Germany, Poland and the UK

- “Religion or beliefs” ranks #2 in Brazil, Malaysia and Singapore

Although appearance is very important, representation is not just about how people look – often the sorts of lives people see reflected on screen don’t look like theirs.

-- Those who feel poorly represented, also say they do not see enough people that:

- “Behave like me” (33%)

- “Are the same economic level as me” (29%)

- “Speak with the same accent or dialect as me” (22%)

- “Have a family like mine” (21%)

- “Live in a home like mine” (21%)

Reasons for Feeling Poorly Represented

Many who feel poorly represented do not see enough people like them on screen, based on aspects of their appearance.

-- Nearly 70 percent of people who feel poorly represented globally say they do not see enough people like them on screen, based on aspects of their appearance, such as their body type, and how they look and dress.

-- Colorism is also an issue that globally more than half of women agree, the impact of colorism means that women with lighter skin tones are often seen as more appealing – and equally are often more present on screen.

-- Conventions of appearance also negatively impact gender non-conforming and disabled people, and among those who feel poorly represented, nearly 40 percent of those with a physical disability say they don’t see people with their body type on-screen.

The Impact of Poor Representation

Perpetuating stereotypes and lazy portrayals of different groups are hugely damaging to audiences. Harmful stereotypes are especially apparent among certain ethnic groups, who feel they are portrayed in particularly negative ways. For example:

-- Middle Eastern and Arabic people (20%) and Black people (18%) feel they are portrayed as criminal

-- Middle Eastern and Arabic people (19%) and Indigenous people (10%) feel they are portrayed as angry

-- Middle Eastern and Arabic people (17%) and Black people (16%) feel they are portrayed as dangerous 

Poor representation has a negative impact on the way people feel. 

Nearly 60 percent of those who feel poorly represented say it makes them feel unimportant, ignored, or disappointed

-- Among those that feel poorly represented, the top three areas that a lack of representation impacts are:

- “Self-esteem and confidence” (41%)

- “Sense of belonging” (40%)

- “Opportunities” (34%)

-- Globally, nearly 60 percent of those who feel their gender identity is poorly represented say their self-esteem and confidence is affected

-- Among those who feel their disability is poorly represented on screen, more than 40 percent say this lack of representation has affected their mental health (more than twice as likely as others who feel poorly represented)

-- Nearly 40 percent of those who feel their race or ethnicity is poorly represented say their connection to their cultural heritage is affected (more than twice as high as the average among all people who feel poorly represented)

The Need for Change…

Globally, most people agree that change is needed.

-- Nearly 80 percent agree more diversity is needed in TV shows and movies.

-- This rises to more than 80 percent among people who consider themselves part of an under-represented group, and nearly 90 percent among Black people.

-- Only half of people globally are satisfied with the current level of representation that they see in TV shows and movies

Audiences give equal weight to the importance of authenticity and diversity when it comes to on screen representation.

-- More than half of people globally feel there needs to be more accurate representation of certain groups and identities in TV shows and movies.

There is widespread optimism for the future of representation on screen, even among those who feel poorly represented.

-- In the next five years, nearly half of people globally think representation in TV shows and movies will get better  

For more research detail from Reflecting Me: Global Representation On Screen, visit Insights.ViacomCBS.com.

*Research details: Global survey of 15,387 people aged 13-49 across 15 countries (Argentina, Australia, Brazil, Chile, Germany, Italy, Malaysia, Mexico, Netherlands, Nigeria, Poland, Singapore, South Africa, UK, USA), together with remote video interviews in 7 countries with people from a diverse range of backgrounds and identities.

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More Nick: ViacomCBS Expands BET’s Content for Change Into Companywide Initiative!

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Parents of Young Children are Very Concerned about Keeping Kids Healthy from COVID, Social-Emotional Development, as New School Year Begins

Parents of Young Children are Very Concerned about Keeping Kids Healthy from COVID, Social-Emotional Development, as New School Year Begins

Families can text the word HEART to 274 448 for expert tips and activities by text message to support social-emotional learning, transition back to school

DENVER, Aug. 19, 2021 -- According to a new national survey of more than 400 parents with children ages 2-8, three-quarters of parents say they are concerned about their children's social and emotional learning, and the majority of parents are not comfortable with sending their children to school in person this fall. Only 26% of respondents said they were comfortable with in-person schooling, and 95% reported concern over their child catching COVID.

The survey, conducted this week by Bright by Text and Big Heart World, was shared via text message with parents across the country as school systems begin to open for the new school year.

Many parents said they are nervous about school protocols, including lack of mask mandates, large class sizes, and fewer options for remote learning. Parents remain concerned about community events as well, with only 10% of parents saying they are comfortable participating in indoor events with their children without masks; 48% being comfortable with indoor events if participants are masked; and 15% of families reporting not being comfortable with any group activities at this time.

Another top concern was children's social-emotional development. Parents reported more concern over social-emotional development than academic learning. Seventy-five percent of parents said they were concerned about their children's social and emotional learning, compared to 58% of parents who said they were very concerned or a little concerned with academics this school year. Only 31% of respondents indicated they were "very confident" in helping their child with social-emotional learning.

Earlier this summer, Bright by Text and Sparkler Learning launched a Big Heart World texting campaign to send parents and caregivers actionable tips to help them support their young children's social and emotional learning — a timely need right now.

Families with children ages 2-8 who want to receive the text messages can text HEART to 274 448. These messages — free and available in either English or Spanish — help parents guide their kids to grow big hearts, answer big questions, and support their children's healthy social and emotional development. The HEART campaign is fueled by Big Heart World, a social and emotional learning initiative presented by Sparkler in collaboration with Noggin, Nickelodeon’s interactive learning service for preschoolers.

The majority of survey respondents say that as a result of these text messages, they have talked to their children about a social-emotional topic (such as feelings, friends and diversity) and have tried an activity from the messages with their child.

Families who opt in to the service will also receive information from trusted organizations in their area, such as children's hospitals and health departments, with information about events, resources and keeping their children healthy.

"We know that text messages work: 95% of Bright by Text subscribers say our messages make them a more confident caregiver," said Jean McSpadden, President and CEO of Bright by Text. "We are proud to work with Big Heart World and other partners to address parents' biggest concerns as kids get back to school this year."

About Bright by Text

Bright by Text, a national non-profit, sends free text messages to parents and caregivers across the country to give every child the brightest possible start in life. Through tips, information, games and resources, Bright by Text is proven to build nurturing caregiver-child relationships, strengthen families, promote a child's healthy development, and improve school readiness. Messages are timed to a child's exact age, prenatally through age 8, and offered in both English and Spanish.

Facebook, Instagram, and Twitter: @BrightbyText (Español - Facebook and Instagram)

Website: www.brightbytext.org

About Big Heart World

Big Heart World is a social and emotional learning initiative produced by Sparkler Learning in collaboration with Noggin, Nickelodeon's interactive learning services for preschoolers, that enables parents and educators to help children explore what it means to have a "big heart" and how to grow one. Big Heart World brings together partners, including Bright by Text, Too Small to Fail, the National Head Start Association, First Book, School Library Journal, and many others to help parents, caregivers, and educators support children's social and emotional growth.

Facebook, Instagram, and Twitter: @BigHeartWorld

Website: www.BigHeartWorld.org

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More Nick: Noggin Launches ‘Big Heart World’ Social Initiative for Preschoolers!

Press release via PR Newswire.

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Kidfluence 2.0: South African Children Lead Influence on Household Purchase Decisions

Official ViacomCBS Networks Africa press release:

Kidfluence 2.0: SA children lead influence on household purchase decisions

A ViacomCBS Networks Africa insights study shows advertisers need to pivot

Among the online population in SA, children have an allowance of about R65 a week to spend, according to ViacomCBS Networks Africa insights study, Kidfluence Global 2021. Picture: SUPPLIED

Children are proving to be a consumer group that cannot be ignored in SA households as their influence continues to rise, stretching beyond the purchase of just toys and sweets. Today’s children are front and centre as key decisionmakers in the purchase of both low and high-ticket items across SA households. 

A ViacomCBS Networks Africa insights study dubbed Kidfluence Global 2021 — The SA Edition has uncovered the growing influence of children in SA household purchase decisions. After connecting with more than 500 children aged between six and 12 and parents online, ViacomCBS highlights the fascinating and rising influence of children across a range of consumer categories, from everyday items to more expensive purchases. The result is children have emerged as a significant consumer group that shows no sign of slowing down. 

Beyond pester power, more than half of six to 12 year olds surveyed in SA are using their powers of persuasion and are employing all the tools at their disposal to pitch their requests to their parents to ensure that their voice is heard when it comes to household purchase decisions. Moreover, it is no longer the responsibility of only the parents to keep family households running smoothly: children have taken up part of the responsibility by helping around the household and doing tasks. Their contribution does not stop there, children want to be included on purchase decisions on small or even big items. 

This emerging consumer group also goes as far as researching brands to determine the best fit for the household. Using technology and mobile devices, ViacomCBS found that SA children look to a variety of sources for guidance before spending money. At least 48% of children in SA look at online sources, such as YouTube for information on brands before a purchase, citing the internet’s important role when it comes to children and their choices. This is aided by children having access to lots of devices.

Kidfluence Global 2021: The SA Edition. Picture: SUPPLIED/VIACOMCBS

Our research highlights that the percentage of children that own or use most of these devices increases with age. By age 12, all SA children (that form part of the online population) have access to a smartphone, and they are able to research products and brands accordingly to make informed decisions.

Interestingly, 89% of children in SA look to their parents for approval or opinion on brands. Parents in SA remain the trusted figures and the best source of guidance for children. Once more, we are seeing this ongoing collaborative approach to household purchases between children and parents highlighted further as the keystone of modern-day families. 

ViacomCBS also researched the levels of influence children have across 26 broad categories ranging from vacations & day trips to food & grocery shopping, electronics, restaurants, telecommunications, and entertainment. We found that SA children have an overwhelming influence on the decision-making process in about all 26 categories. However, their biggest influence is on the household’s choice of entertainment (99%), followed by food & grocery shopping (97%) then the choice of restaurants at 93%.

This presents an opportunity for brands to be more inclusive of children’ perspectives and opinions and pay attention to the dynamic of today’s families — collaborative and support of each other. Children are valued within today’s families and should not be underestimated. They can be experts and masters of persuasion when it comes to household purchases. 

SA children are also eagerly using their own money to purchase big and small ticket items. With money received for doing chores, doing well at school, birthdays, allowances, or selling toys, children are emerging with a lot of spending power. 

On average, and among the online population in SA, children have an allowance of about R65 a week to spend. Globally, children are receiving a total of $894m on average each week — which is a significant amount of spending money to purchase items. 

Whether children see products online, in-store or somewhere else, they understand and value specific brands. A staggering 85% of SA children told us that they only choose certain brands and 67% said it is worth paying more for a brand or product they prefer. 

This indicates that children are aware and up to date on brands in SA and beyond. In fact, in their formative years, they already form opinions about which brands they prefer, and they understand the value of premium brands. This emphasises just how important children are to brands and businesses, both as consumers in their own right but also as influencers of those around them.

Additionally, today’s children are very engaged and open to brand messaging. Most SA children say they enjoy watching adverts for products that they like, and they follow certain brands, especially on social media. Interestingly, SA children are more loyal to brands than their global counterparts.

What does this mean for SA brands? They need to be more inclusive of children’s perspectives and opinions. Children have a significant amount of influence in decisions around both small and big purchases in the household. Brands can leverage this path to purchase, in various categories. Our Nickelodeon content and marketing strategies have been inspired by the research we conduct to ensure as a channel we become more accurate in depicting the current family dynamics and the research indicates there is an opportunity for more brands to do the same. 

From the ViacomCBS Networks Africa perspective, co-viewership between children and parents for content is at its pinnacle, which is an open opportunity for advertisers. This is more evident on children’ channels where we see as much as 50% of the viewership on these channels driven by parents ages 25+. This is an ideal environment for advertisers to communicate with families as a unit (rather than children and parents separately) and leverage the collaborative process that we see in families in an uncluttered advertising environment.

There’s significant value to engaging both children and adults in the household. Times and culture have evolved. A new generation of children and parents has emerged, and these collaborative households are taking more than the household decision-making process. There is a definite opportunity to communicate with families collectively, rather than as separate individuals. 

About the author: Giuliana Dias is senior director: research & insights at ViacomCBS Networks Africa.

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To read more about Nickelodeon and ViacomCBS' research projects, visit https://insights.viacomcbs.com.

More Nick: Nickelodeon Africa Names Changemaker Lerai Rakoditsoe as Host of New 'NickMusic' Series!

Original source: BusinessLIVE.

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How Would Kids Cast Themselves? | Nickelodeon Shades of Us

New research from Nickelodeon and OK Play shows that kids often default to racial stereotypes when it comes to who should play lead roles, and producers can help change this.

By: Makeda Mays Green, Andrea Strauss & Colleen Russo Johnson. Article courtesy of Kidscreen.

Media content has the power to shape children’s perceptions of themselves and others. But if it acts as both a mirror and a window, then what exactly are kids seeing reflected in the shows they watch?

One way to find out what they’re internalizing is to ask them. In Nickelodeon’s “Shades of Us” study that was conducted between 2019 and 2020, kids ages nine to 12 were asked to reflect on the shows they watch and identify the roles they think characters of various gender and racial/ethnic groups are most likely to play.

In other words, if you hired a kid to cast your next show based on what they’re used to seeing, what would you get? The results are a reality check on the pervasiveness of character tropes based on race, ethnicity, and gender that children have been indirectly taught over the years.

When it comes to casting the “hero,” the clear choice is the white boy (selected by 52% of all kids), compared to just 19% who cast a Black boy in the role. Hispanic and Asian boys fared worse, with just 12% of kids picking them as the hero. Girls are likely to land roles as the dancer, the crush or the cheerleader, but very clearly not the hero. Just 34% of kids cast girls in that role.

Black children are more than twice as likely to be cast as poor compared to white kids. Meanwhile, white children are significantly more likely to be viewed as smart (59%, compared to 38% of Black kids) and nearly twice as likely to be cast as a crush/love interest (64%, compared to 33% of Black children).

Asian youth are strongly typecast as the smart kid or the nerd, with those roles coming in as the top two archetypes for both Asian girls and boys. Overall, Asian children are least likely to be cast as the crush/love interest (23% of Asian children, compared to 64% of white kids), and Asian boys are almost never cast as the jock (6%, compared to 59% of white boys).

The only group that received an “I don’t know” as one of the top four responses for how they would be cast is Hispanic kids, indicating a severe underrepresentation of Hispanic/Latinx characters on screen. Hispanic kids are also the least likely to be cast as the smart character.

When it came to casting their own race, ethnicity and gender, the same tropes appeared. For instance, just 16% of Black kids cast Black boys as the hero, and 8% of Black kids cast Black girls as the hero.

In Nickelodeon/OK Play’s qualitative racial justice project (an extension of the “Shades of Us” study), a five-year-old Black girl explained that she thought—based on what she had seen on TV—all robbers were Black, and white people never committed robberies. Her perspective represents the detrimental impact of stereotypes perpetuated by media.

But kids want and need to see themselves represented in media content. According to “Shades of Us,” about half of Hispanic and Asian kids and nearly three-quarters of Black kids think it’s important to see their own race/ethnicity on screen. (Just one-third of white children feel it is important.) Additionally, kids of color do not feel they are well portrayed—40% of Asian kids, 45% of Hispanic kids and 55% of Black kids disagree with how they’re shown on screen (compared to 30% of white kids).

So, let’s evaluate what it truly means to be “seen.” Within each race/ethnicity group, there are nuances in treatment and discrimination based on physical appearance. The color of your skin, your hairstyle and your “look” all have a unique place in race discrimination and privilege. Light-skin privilege is particularly evident in media—where even culturally diverse shows and movies tend to cast light-skinned actors.

To truly reflect underserved audiences, it is imperative to authentically depict diverse characters. Representation is not simply defined by casting a specific race/ethnicity and “checking the box.” True representation comes from a diverse range of skin tones, hair textures, body types, interests, family structures and genders across and within racial and ethnic groups. Additionally, the integration of those characters must be accompanied by culturally fluent storylines.

The most common place other than school where kids learn about stereotypes is in movies and on TV, indicating the responsibility the media bears. But the current portrayals that do exist of children of color too often reinforce stereotypes that kids then internalize about themselves and others.

So, what’s next? Media companies have launched a wide range of initiatives and programming to drive positive change in racial and gender representation, including Nickelodeon’s Town Hall—Kids, Race and Unity: A Nick News Special. This type of programming underscores the importance of conversations that involve kids from diverse backgrounds.

To accelerate this progress, however, we recommend the following additional steps:

First, every media company should establish a DEI strategy to focus on three areas— content, talent and audience. If the creators do not represent the children they aim to serve, the content will not promote healthy social identity—especially among girls and people of color. Every media creator must embrace the imperative to expand their audiences to reach the growing minority of kids who will, in actuality, soon be the majority audience in the near future.

Second, truly placing kids in the casting chair begins with dialogue with the kids themselves! At Nick and OK Play, we are re- doubling our efforts to do formative research and mentoring programs that engage the real voices of the next generation of leaders. We need their voices in the room.

Third, our team will meet with academics and others to turn research into programming that fosters broader racial and gender representation. We hope to catalyze current actions into a sustainable movement towards broader racial and gender representation work within media firms—large and small. We encourage other media companies to do the same.

It is time to look with fresh eyes outside our windows. There is a beautiful tapestry of diverse young people who deserve a simple promise—tell all of their stories, their truth, with authenticity and care so that they know they can be the hero of their own stories, too.

At Nickelodeon, Makeda Mays Green is VP of digital consumer insights, and Andrea Strauss is VP of brand and consumer insights. Colleen Russo Johnson, PhD, is chief scientist and co-founder at interactive storytelling app maker OK Play. Insights were supported by Michael Levine, PhD, SVP of learning and impact at Noggin, and Ron Geraci, EVP, Nickelodeon Research.

To read more about Nickelodeon and ViacomCBS' research projects, visit https://insights.viacomcbs.com.

This article originally appeared on Kidscreen.

More Nick: Nickelodeon Announces 2021-22 Content Slate | Nick Upfront 2021!

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ViacomCBS Africa to Discuss 'Are We There Yet?: Today’s Parents, Tomorrow’s Kids' Study in Online Event on February 2

Africa - Financial Mail Redzone will be hosting a panel discussion with ViacomCBS Networks Africa to discus the results of ViacomCBS' recent global research study, Are We There Yet?: Today’s Parents, Tomorrow’s Kids. Dubbed The Redzone in Discussion with..... ViacomCBS - Today’s Parents, Tomorrow’s Kids – Road to the Future Work, the panel will take place on Tuesday, February 2, 2021 between 09h00 – 10h00. To register to attend the online event, visit https://arenaevents.africa/webinar-registrations/todays-parents-tomorrows-kids-road-to-the-future-work/. Below is more information about the panel as well as a article about the study:

Today’s Parents, Tomorrow’s Kids – road to the future work

2 February 2021 | 09h00 – 10h00

The study dubbed ViacomCBS’s “Are We There Yet: Today’s Parents, Tomorrow’s Kids” reflects that while parenting styles have changed over the years, the core of parenting has not. Kids’ lives today are still dominated by authority figures and parents still place high expectations on them. What has changed significantly over the years is the nature of the relationship between parents and their kids.

Join the Financial Mail Redzone, Arye Kellman and Giuliana Dias (Senior Director: Insights and Research at ViacomCBS Networks Africa) to hear in-depth insights into the latest developments in new age parenting styles and the evolving dynamics between parents and kids.

From BusinessLIVE:

What ViacomCBS’s parenting study means for brands and content creators

‘Are We There Yet?’ highlights changing parenting styles and their impact on the next generation

Helicopter, lawnmower, tiger and free-range parenting are all new terms and emerging parenting styles suggesting that today’s children have more protective and interfering parents than ever before. Over the past decades, the world has witnessed the evolution of parenting philosophies across the globe as new generations navigate myriad tensions and attempt to parent their children differently from previous generations.  

After connecting with more than 1.8-million children, teens, young adults and adults through consumer insights, covering 79 countries globally, from Sweden to SA and Argentina to Australia, ViacomCBS has gleaned insights into the latest developments in New-Age parenting styles and the evolving dynamics between parents and children.

The study dubbed ViacomCBS’s Are We There Yet: Today’s Parents, Tomorrow’s Children reflects that while parenting styles have changed over the years, the core of parenting has not. Children’s lives today are still dominated by authority figures and parents still place high expectations on them. What has changed significantly over the years is the nature of the relationship between parents and their children.  

“In the past decades, the word parent has shifted from being a noun to a verb. Previously, when one had children, they were defined by the simple act of being a parent. Nowadays, ‘parent’ has become a verb: rather than focusing on what one is, it has become about what one does. Parenting is now viewed as a role that needs consistent work with a hands-on approach,” said Tasania Parsadh, director for Nickelodeon channel brands at ViacomCBS Networks Africa (VCNA) and co-parent to a four and six year old.

Parents are becoming more involved and conscious in their style, often choosing to instil flexibility and independence in their children. Though parents still think it’s incredibly important to set rules and boundaries, there’s a more open, flexible approach to rules. More than half of parents in the study globally said they were more likely than their own parents to take the time to explain the reasons behind their rules to their children.

Parents themselves also recognise that sometimes it’s OK to bend or break the rules to get things done. Parents in the study say they are happier being more fluid with their approach than in the past.

Our insightful research shows that 97% of parents surveyed in SA believe that their children are the most important things in their lives. This is universally recognised, with more than nine in 10 parents in all of the countries surveyed agreeing with this sentiment.  

Giulana Dias, senior director for research & insights at VCNA, whose household comprises two teenagers and whose team led the SA research, says: “I believe what we are seeing right now is that children have become central in their parents’ lives. Family life revolves around children and they are the ones taking priority in their parents’ lives. The study aimed to explore what this means for brands and content makers.” 

These insights present an opportunity to tap into the bond that children and parents have and target both groups at the same time. Similarly, in the content space, there are opportunities for brands to create content that can be enjoyed by both children and parents together. More broadly, this is a space that allows for families to spend more time together. So why not be the brand known for creating experiences that help parents and their children spend more time together? 

To make an impact on the next generation effectively, brands need to start looking at ways of meeting their needs. The ViacomCBS-led study shows that the next generation is different, powerful and influential, therefore brands need to apply a new and disruptive way of thinking.  

Through showcasing an in-depth understanding of parents and their children’s needs, aspirations and values, brands can appeal to them effectively. Over the years, some brands have achieved this successfully, while others completely missed the mark.  

The reality is that today’s children are growing up in a world where parents are worried about a range of factors including their children’s futures, mental health, bullying, physical health and the growing impact of social media. These worries lead to a series of tensions, which all have an effect on families and children’s upbringing.    

For example, parents want their children to be independent without compromising their safety, which often leads to a proliferation of different schools of thinking around how to achieve this balancing act. The question becomes whether to expose children to the real world and prepare them for adult life, or shelter them so they can enjoy their childhood. In SA, most parents in the study believe children should understand the real world they’re growing up in, as they cannot be shielded from everything — another great example of the balancing act parents are faced with daily.  

For parents faced with these constant tensions, it is essential that the brands they support understand their plight and reflect it in their offerings. Brands and content makers should reflect the ups and downs of today’s families — it doesn’t have to be perfect all the time.  

The VCNA study also reveals that brands get it wrong in children’s content by portraying parents incorrectly or by completely excluding them — which fails to reflect the reality between children and their parents that we are seeing in the home.

VCNA’s intent is for brands to reflect the role of parents in content in a more real and accurate way by tapping into the challenges and tensions they experience in today’s world, as well as celebrate them and give reassurance that they’re doing a great job. After all, being a parent is one of the most difficult jobs in the world. A significant portion of parents in the study (88%) of parents from both low- and high-income groups agree that being a parent is one of the most challenging things one can do.  

At the heart of ViacomCBS is the constant dynamic of innovation, reimagining and reinventing, through world-class and insightful research that supports a better understanding of audiences at each stage of their lives. To understand the next generation of children, it’s important to explore the influences shaping their development.  

Join the FM Redzone, Arye Kellman and Giuliana Dias on February 2 for more insights into the changing role of parents.

Register here >>>

This article was paid for by ViacomCBS.

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For more research detail from Are We There Yet?: Today’s Parents, Tomorrow’s Kids, visit https://insights.viacomcbs.com.

 

More Nick: 2021 on Nickelodeon | New Shows, Specials, Podcasts, Events, Movies, Episodes, and More!

Originally published: Thursday, January 21, 2021.

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