Showing posts with label Viacom Research. Show all posts
Showing posts with label Viacom Research. Show all posts

Monday, April 17, 2023

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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Thursday, February 10, 2022

ViacomCBS and EU40 Present Joint Event on the Topic of 'Reflecting Me: How Can the AV Sector Support the EU’s Diversity and Inclusion Agenda?'

The Feb. 10, 4 p.m. event will draw on findings from the ViacomCBS research project "Reflecting Me: Global Representation On Screen"


New York/London/Berlin, February 9, 2022 – ViacomCBS Government Affairs and EU40, the network of young Members of the European Parliament (MEPs), are co-hosting the event "REFLECTING ME: HOW CAN THE AV SECTOR SUPPORT THE EU'S DIVERSITY AND INCLUSION AGENDA?" on February 10th. As part of this virtual event, the ViacomCBS Global Insights study "Reflecting Me: Global Representation On Screen" will provide the framework for a debate between four high-level panelists on ways to improve diversity and representation in media. To register for the event, visit https://cbs.zoom.us/webinar/register/WN_TNyy9YZNT7GTY9BTp-6K-g.

The participants are:

  • Evin Incir MEP, Co-Chair of the Anti-Racism and Diversity Intergroup in the European Parliament and member of the LGBTI Intergroup
  • Michaela Moua, EU Anti-Racism Coordinator, European Commission
  • Nataly Kudiabor, Executive Producer, UFA
  • Susanne Schildknecht, Senior Vice President, MTV Entertainment Brands, ViacomCBS Networks International

Dan Sobovitz, digital storyteller and founder of spreadable.io, will moderate.

"We know that representation, at its best, can help improve the lives of people around the world," said Christian Kurz, senior vice president, global streaming and corporate insights at ViacomCBS and leader of the team responsible for the Reflecting Me study. "Not only do we have a responsibility to drive change within our industry, but we can also be a catalyst for positive change in society around the world."


Alessandro Da Rold, Executive Director of EU40, explains: “Our work focuses on making European voices heard and connecting communities and stakeholders. We know that making sure people are seen and heard leads to inspiration and change. The report shows that diversity and representation on screen and television matter and should be part of the discussion.”

More information on Reflecting Me: Global Representation On Screen*

The study examines in depth how media and entertainment teaches people about themselves and others. Representation is an important issue for viewers around the world. More than 80 percent of respondents say more needs to be done to improve representation both on and off screen. Also, there is a broad consensus that representation affects the real world by influencing how people perceive it. 85 percent of respondents agreed. Respondents who feel poorly represented say it's not only because there isn't enough people like them on screen, but also because of the way their communities are represented: more than half (52%) of those who feel poorly represented say there is a lack of due diligence.

Further results of the study:

Representation matters to viewers around the world. In fact, viewers are demanding that more be done to improve representation, both on screen and behind the scenes.

  • More than 80 percent of people around the world think it is important for television shows and films to represent many different groups and identities
  • The figure is as high as 85 percent for people of mixed heritage, and nearly 90 percent or more for marginalized ethnic groups.

Around the world, most people agree that change is needed.

  • Almost 80 percent think there is a need for more diversity in TV shows and films.
  • For people who see themselves as part of an underrepresented group, it is even more than 80 percent.
  • Only half of the world's people are satisfied with the current level of representation in TV shows and films.

Viewers value authenticity and diversity equally when it comes to on-screen representation.

  • More than half of the world's people believe that certain groups and identities should be portrayed more authentically in TV shows and films.

The study was commissioned by ViacomCBS Networks International's Race and Equity Taskforce as part of ViacomCBS' global Content for Change initiative, which aims to counter racism, bias, stereotypes and hate through corporate culture, production partners and ultimately the content ViacomCBS creates.  For more information about the Reflecting Me: Global Representation On Screen study, visit insights.ViacomCBS.com

*About the study: Global survey of a total of 15,387 people aged 13-49 in 15 countries (Argentina, Australia, Brazil, Chile, Germany, Italy, Malaysia, Mexico, Netherlands, Nigeria, Poland, Singapore, South Africa, United Kingdom, USA) as well as remote video interviews in 7 countries with people with different personal backgrounds and identities.

Dan Sobovitz

Evin Incir

Michaela Moua

Nataly Kudiabor

Susanne Schildknecht

Official ViacomCBS Networks GSA (Germany, Switzerland and Austria) press release:

ViacomCBS und EU40 präsentieren gemeinsame Veranstaltung zum Thema “Reflecting Me: How can the AV sector support the EU’s Diversity and Inclusion Agenda?”

Die Veranstaltung am 10. Februar, 16 Uhr, greift Ergebnisse des ViacomCBS-Forschungsprojekts "Reflecting Me: Global Representation On Screen" auf


New York/London/Berlin, 9. Februar 2022 – ViacomCBS Government Affairs und EU40, das Netzwerk junger Abgeordneter des Europäischen Parlaments, sind gemeinsam Gastgeber der Veranstaltung "REFLECTING ME: HOW CAN THE AV SECTOR SUPPORT THE EU'S DIVERSITY AND INCLUSION AGENDA?" am 10. Februar. Im Rahmen dieser virtuellen Veranstaltung wird die ViacomCBS Global Insights Studie "Reflecting Me: Global Representation On Screen" den Rahmen für eine Debatte zwischen vier hochrangigen Diskussionsteilnehmer*innen über Möglichkeiten zur Verbesserung von Vielfalt und Repräsentation in den Medien bilden.

Die Teilnehmer*innen sind:

  • Evin Incir, MdEP, Ko-Vorsitzende der interfraktionellen Arbeitsgruppe für Antirassismus und Vielfalt im Europäischen Parlament und Mitglied der interfraktionellen Arbeitsgruppe für LGBTI
  • Michaela Moua, EU-Koordinatorin für Antirassismus, Europäische Kommission
  • Nataly Kudiabor, Executive Producer, UFA
  • Susanne Schildknecht, Senior Vice President, MTV Entertainment Brands, ViacomCBS Networks International

Moderieren wird Dan Sobovitz, Digital Storyteller und Gründer von spreadable.io.

„Wir wissen, dass Repräsentation im besten Sinne einen Beitrag dazu leisten kann, das Leben von Menschen weltweit zu verbessern“, so Christian Kurz, Senior Vice President, Global Streaming and Corporate Insights bei ViacomCBS und Leiter des Teams, das für das Projekt Reflecting Me verantwortlich ist. „Wir tragen nicht nur Verantwortung dafür, den Wandel innerhalb unserer Branche voranzutreiben, sondern können auch Impulsgeber für positiven Wandel in der Gesellschaft weltweit sein.“

Alessandro Da Rold, Geschäftsführer von EU40, erklärt: „Unsere Arbeit konzentriert sich darauf, jungen Stimmen in Europa Gehör zu verschaffen und Gemeinschaften und Interessengruppen zu verbinden. Wir wissen, dass es zu Inspiration und Veränderung führt, wenn wir sicherstellen, dass Menschen gesehen und gehört werden. Der Bericht zeigt, dass Vielfalt und Repräsentation auf der Leinwand und im Fernsehen eine wichtige Rolle spielen und Teil der Diskussion sein sollten.“

Mehr Informationen zu Reflecting Me: Global Representation On Screen*

Die Studie untersucht eingehend, wie Medien und Unterhaltung den Menschen etwas über sich selbst und andere vermitteln. Repräsentation ist für Zuschauer auf der ganzen Welt ein wichtiges Thema. Mehr als 80 Prozent der Befragten fordern, dass mehr getan werden muss, um Repräsentation sowohl auf dem Bildschirm als auch außerhalb zu verbessern. Außerdem herrscht weitgehend Einigkeit darüber, dass Repräsentation einen Einfluss auf die reale Welt hat, indem sie die Wahrnehmung der Menschen beeinflusst. 85 Prozent der Befragten stimmten dem zu. Befragte, die sich schlecht repräsentiert fühlen, geben an, dass dies nicht nur darauf zurückzuführen ist, dass nicht genügend Menschen wie sie auf dem Bildschirm zu sehen sind, sondern auch auf die Art und Weise, wie ihre Communities dargestellt werden: Mehr als die Hälfte (52 %) der Befragten, die sich schlecht repräsentiert fühlen, geben an, dass es hier an Sorgfalt mangelt.

Weitere Ergebnisse der Studie:

Repräsentation ist Zuschauern auf der ganzen Welt wichtig. Tatsächlich fordern die Zuschauer, dass mehr getan wird, um Repräsentation zu verbessern, sowohl auf dem Bildschirm als auch hinter den Kulissen.

  • Mehr als 80 Prozent der Menschen weltweit halten es für wichtig, dass in Fernsehsendungen und Filmen viele verschiedene Gruppen und Identitäten repräsentiert werden
  • Bei Menschen mit gemischter Herkunft sind es sogar 85 Prozent, bei ethnischen Randgruppen fast 90 Prozent oder mehr.

Weltweit sind sich die meisten Menschen einig, dass ein Wandel notwendig ist.

Fast 80 Prozent sind der Meinung, dass mehr Vielfalt in Fernsehsendungen und Filmen notwendig ist.
Bei Menschen, die sich selbst als Teil einer unterrepräsentierten Gruppe betrachten, sind es sogar mehr als 80 Prozent.
Nur die Hälfte der Menschen weltweit ist mit dem derzeitigen Grad der Repräsentation in Fernsehsendungen und Filmen zufrieden.

Die Zuschauer legen gleichermaßen Wert auf Authentizität und Vielfalt, wenn es um Repräsentation auf dem Bildschirm geht.

  • Mehr als die Hälfte der Menschen weltweit ist der Meinung, dass bestimmte Gruppen und Identitäten in Fernsehsendungen und Filmen authentischer dargestellt werden sollen.

Die Studie wurde von ViacomCBS Networks Internationals Race and Equity Taskforce als Teil der globalen ViacomCBS-Initiative Content for Change in Auftrag gegeben, die darauf abzielt, Rassismus, Bias, Stereotypen und Hass durch die Unternehmenskultur, die Produktionspartner und letztlich die von ViacomCBS geschaffenen Inhalte entgegenzuwirken.  Weitere Informationen über die Studie Reflecting Me: Global Representation On Screen finden Sie unter insights.ViacomCBS.com

*Informationen zur Studie: Weltweite Befragung von insgesamt 15387 Personen im Alter von 13 bis 49 Jahren in 15 Ländern (Argentinien, Australien, Brasilien, Chile, Deutschland, Italien, Malaysia, Mexiko, Niederlande, Nigeria, Polen, Singapur, Südafrika, Vereinigtes Königreich, USA) sowie Video-Ferninterviews in 7 Ländern mit Personen mit unterschiedlichen persönlichen Hintergründen und Identitäten.

Über ViacomCBS Networks International:

ViacomCBS Networks International (VCNI) ist Teil des globalen Medienunternehmens ViacomCBS. Zum Portfolio gehören MTV, Comedy Central, Nickelodeon, ViacomCBS International Studios, Paramount+ und Pluto TV, sowie andere weltbekannte Entertainment-Marken. Mit innovativen Streaming-Angeboten und digitalen Bewegtbild-Produkten, sowie den linearen TV-Angeboten, erreicht VCNI in Deutschland, Österreich und der Schweiz mehr als 40 Millionen Haushalte und weltweit mehr als 4,3 Milliarden Zuschauer in mehr als 180 Ländern auf fünf Kontinenten. Durch starke Partnerschaften in den Bereichen Consumer Products und Recreation sind die Marken von VCNI außerdem erlebbar auf Events, als Lizenzprodukte und in Freizeitparks. Für mehr aktuelle Informationen zu ViacomCBS Networks International und unseren Marken besuchen Sie unsere Webseite unter viacom.de.

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Originally published: February 10, 2022.

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Wednesday, December 15, 2021

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.



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Thursday, October 28, 2021

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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Saturday, June 26, 2021

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.


Original source: BusinessLIVE.

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Wednesday, June 16, 2021

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.


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Friday, January 29, 2021

ViacomCBS Int'l and EU40 Join Forces to Seek Long Term Systemic Action to Support Today's Youth with the Event "Beyond 2020: Global Youth - Voices and Futures"

VIACOMCBS NETWORKS INTERNATIONAL AND EU40 JOIN FORCES TO SEEK LONG TERM SYSTEMIC ACTION TO SUPPORT TODAY’S YOUTH WITH THE EVENT “BEYOND 2020: GLOBAL YOUTH - VOICES AND FUTURES”

In partnership with Euractiv, the event tackles the findings of ViacomCBS Research Study Beyond 2020: Global Youth - Voices & Futures

Moderated by MTV VJ Aminata Belli, and featuring several speakers including young activist Anna Masiello, the virtual event is set to be held on February 2nd at 3PM CET

To watch the event live, register here


January 28, 2021: ViacomCBS Networks International, parent company of MTV, Nickelodeon, Paramount and Comedy Central, and EU40, the Network of young Members of the European Parliament, in partnership with Euractiv, launch digital event BEYOND 2020: GLOBAL YOUTH - VOICES AND FUTURES, a virtual event set to present the findings of the ViacomCBS Global Insights Research Study “Beyond 2020: Global Youth - Voices & Futures”, tackling them by bringing together a variety of high-level speakers.

Moderated by MTV VJ Aminata Belli, the 1-hour event will feature Christian Kurz, Senior Vice President Global Insights, who will present ViacomCBS Global Research Study and its results. Kurz will be joined by Virginijus Sinkevicius, European Commissioner for the Environment, Eva KAILI, Greek Member of the European Parliament, and young activist Anna Masiello, who will represent the voice of youth, providing insights into the impact of 2020 events on young people, and how are they responding to these dramatic events.

Christian Kurz, Senior Vice President, Global Insights, ViacomCBS, commented: “I am really glad that our global research study Beyond 2020: Global Youth - Voices & Futures is now the starting point for an open discussion with young leaders, activists, policy makers and active citizens. This event is a valuable moment not only to explore our key findings, but also to exchange experiences and understand concrete next steps, with the aim to inspire and drive collective action.”  

“One out of three citizens in the European Union is 30 years of age or less, it is pivotal to include their perspective for the future.’’ said Alessandro Da Rold, Managing Director at EU40. “By bridging the gap between the civil society, different organizations and the young politicians of our network, we hope not only to inspire young people to speak up and change their realities, but also gain insights and learn about the numerous virtuous success stories that the youth put together, in times of need”.

Beyond 2020: Global Youth - Voices & Futures is the first global study to explore how the events of 2020 are shaping young people’s plans, beliefs and attitudes for the future. In a global survey of more than 8,000 young people aged 16-24 across 15 countries (Argentina, Australia, Brazil, China, France, Germany, Italy, Mexico, Netherlands, Portugal, Singapore, South Africa, Spain, UK, USA), young adults were asked about many different topics from health, climate change, politics and social issues, to travel, finance and relationships.

The study discovered an active generation who felt deeply impacted by the events of 2020, compelling them to value stability and security more than ever before, while it unearthed some fascinating insights on their resilience, and their strong will to change the future for the better, which will be the focus of the event’s discussions.

Some of the key results of the study, which will inspire conversation during the event, are:

  • Youth are ready to take action towards a promising future

- Young people feel a strong sense of responsibility to contribute to the solution and society’s recovery. 55% of global youth saying that they are hopeful about seeing positive changes in the way we live over the next 10 years.

- They also demonstrated a strong sense of realism and consciousness that positive change does not come easy: 70% of respondents felt uncertain about their future, but 76% felt positive about it and 72% believe they “feel prepared to deal with whatever life throws at me”.

- 84% agreed their generation has the potential to change the world for the better.

  • Climate change should be high on the world agenda

- A key priority for young people was unsurprisingly the environment and the impact of climate change: the environment was top of the list of the most important priorities for society to work on in the next 10 years for our global 16-24s.

72% agree “people will be more likely to choose environmentally friendly vacations”, while 39% agree, “I won't fly due to the impact on the environment”

  • Society needs to increase support for mental health

- Young people believe health in general will experience the most long-lasting impact, with 75% of 16-24s globally agreeing that in particular “Mental health will be a major problem for society”.

- 83% agree, there will be more openness and acceptance of mental health issues. Our youth acknowledge the significant and highly serious impact of mental health on individual and collective wellbeing.

Aware of the significant work to be and increasing vulnerability of today’s youth without concrete support systems, ViacomCBS and EU40 remain dedicated to taking forward the important work carried out and, through multi-stakeholder collaboration, to driving positive long term action for the next generations.


For more details on the ‘Beyond 2020: Global Youth - Voices & Futures’ study, please visit insights.ViacomCBS.com.  

To register for the event “Beyond 2020. Global Youth – Voices and Future”, please go to https://events.euractiv.com/event/info/media-partnership-beyond-2020-global-youth-voices-futures

Research details: Global survey of 8,160 young people aged 16-24 across 15 countries (Argentina, Australia, Brazil, China, France, Germany, Italy, Mexico, Netherlands, Portugal, Singapore, South Africa, Spain, UK, USA), together with video interviews in 6 of these countries.

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From EURACTIV:

Beyond 2020: Global Youth – Voices & Futures

TODAY’S YOUTH HAVE BEEN DEEPLY IMPACTED BY 2020 BUT REMAIN RESILIENT, POSITIVE AND COMMITTED TO WORKING TOWARDS A BETTER FUTURE

As the world continues on its path of unparalleled social, political and financial uncertainty, we wonder, what will the future offer the youth of today? Deprived of previous years’ opportunity and seemingly infinite prospects of travel, study and work, what do the young adults of 2020 now dream of? At the same time, as a society we ask ourselves, how can we empower young people to take control of their lives in the face of such disruption? Where do we begin in creating the right support structures to enable the next generations to flourish?

These are the questions that inspired ViacomCBS, parent company of MTV, Nickelodeon, Paramount and Comedy Central, and EU40, the Network of young Members of the European Parliament, to partner and seek long term systemic action, with only one goal:  empower today’s youth.

‘One out of three citizens in the European Union is 30 years of age or less, it is pivotal to include their perspective for the future.’’ said Alessandro Da Rold, Managing Director at EU40. ‘By bridging the gap between the civil society, different organizations and the young politicians of our network, we hope not only to inspire young people to speak up and change their realities, but also gain insights and learn about the numerous virtuous success stories that the youth put together, in times of need’. 

This process began with insights. ViacomCBS launched a global study to discover how the events of 2020 have shaped young people’s plans, beliefs and attitudes for the future: Beyond 2020: Global Youth – Voices & Futures.  Surveying more than 8,000 young people aged 16-24 across 15 countries (Argentina, Australia, Brazil, China, France, Germany, Italy, Mexico, Netherlands, Portugal, Singapore, South Africa, Spain, UK, USA), young adults were asked for input on many different topics from health, climate change, politics and social issues, to travel, finance and relationships. 

Whilst the study discovered a civilly active generation who felt deeply impacted by the events of 2020, compelling them to value stability and security more than ever before, the findings unearthed some fascinating insights on their resilience, and their strong will to change the future for the better. 

Taking action towards a promising future

Young people feel a strong sense of responsibility to contribute to the solution and society’s recovery. Many confirmed to have begun to pivot and take action towards a more promising future, and just over half (55%) of the global youth saying that they are hopeful about seeing positive changes in the way we live over the next 10 years. 

However, young people are not idealistic dreamers. They demonstrated a strong sense of realism and consciousness that positive change does not come easy: 70% of respondents agreed “I feel uncertain about my future”, but more young people feel positive about their future, with 76% replying “I feel positive about my future” and 72% believe they “feel prepared to deal with whatever life throws at me”. Overall, young people are driven and know that they have the potential to make the world a better place, as 84% agreed, “My generation has the potential to change the world for the better”.

Climate change should be high on the world agenda 

Despite all the very important issues and challenges the year 2020 has seen, a key priority for young people remains the environment and the impact of climate change. In fact, when asked what the most important priorities for society to work on in the next 10 years are, the environment was top of the list for our global 16-24s.

But young people are also the strongest Foice fighting globally for a real change in society. From demonstrations to inspiring acts of civism, their individual commitment to contribute to the fight against climate change goes from recycling to being prepared to change travel habits. Three quarters of young people believe that “People will be more likely to choose environmentally friendly vacations” and an astonishing 39% agree, “I won’t fly due to the impact on the environment”. Overall, young people demonstrate once more to be responsible and motivated to positively impact the environment, but feel the need for high-level support from their communities to be able to drive real change.  

Society needs to increase support for mental health

One of the most relevant areas according to the young respondents was mental health. Indeed, this issue no doubt continues to worsen with consecutive lockdowns, especially for young people who long for more freedom and socializing. Young people believe health in general will experience the most long-lasting impact, with 75% of 16-24s globally agreeing that in particular “Mental health will be a major problem for society”. There is also widespread recognition that mental health will increasingly become a priority, as 83% agreed, “There will be more openness and acceptance of mental health issues”. Our youth acknowledge the significant and highly serious impact of mental health on individual and collective wellbeing. 

The study sheds light on the responsible global citizens our youth are today, and highlights that whilst they are driven and hopeful, they need commitment from institutions, industry and general society to feel they can create lasting positive impact. Despite their concern for stability and disrupted plans, the study found a strong sense of conscious optimism and an excited generation to make the most of what comes next.

“Beyond 2020 uncovered key insights into how global youth perspectives and attitudes are shifting as a result of the uncertainty and change we all experienced in 2020,” said Christian Kurz, Senior Vice President, Global Insights. “This is the first step in understanding the topics that mean the most to our youth, which is where we must begin to work together to build a positive society that nurtures their ambitions and priorities.” 

All this is incredibly relevant…Therefore, we couldn’t sit on it! This is why we are tackling these important findings by bringing together a variety of players, during the digital event ‘BEYOND 2020 – Global Youth: voices and futures’ organized by ViacomCBS and EU40 in partnership with Euractiv on 2nd February (register here).  We will be discussing youth’s core issues with politicians and public figures, young activists and changemakers, to explore these key findings, exchange experiences and understand concrete next steps. The virtual event will bring together EU politicians and officials from the European Parliament, European Commission and Council, industry stakeholders, trade associations, NGOs, youth associations, environmental associations, policy think-tanks and consultancies, with the aim to inspire and drive collective action. 

Aware of the significant work to be and increasing vulnerability of today’s youth without concrete support systems, ViacomCBS and EU40 remain dedicated to taking forward the important work carried out and, through multi-stakeholder collaboration, to driving positive long term action for the next generations.

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