Expertise

How brands can interact with “gen angzt”

Our upcoming white paper explores the complex interplay between technology—particularly personal devices—and the developmental outcomes of adolescents. We dive into the state of the situation, shine light on solutions and highlight opportunities for marketers to be an active part of the solution.

Two teenage girls smiling and looking at a phone together, sitting in front of a colorful bookshelf.

Navigating the digital generation

Smartphones have become a ubiquitous presence in the lives of teenagers, bringing them unprecedented access to information, social networks and entertainment (for good or bad). And the impact of these devices on adolescent development is a fast-growing concern across business, politics and society as a whole.

Take a dive deep with us as we explore the complex relationship between teens and smartphones, and examine the effects on their mental health, social skills and academic performance.
Ponder the potential for achieving a “balanced approach” by integrating more in-person interactions and outdoor activities into your daily life and your campaigns.
Discover solutions for how to navigate your business in this era of increased digitization—especially where adolescents are engaging with brands and celebrities in more personal and unregulated ways.

The future of healthcare professionals

Widespread usage: Nearly 95% of teens own a smartphone and the amount of time adolescents spend online has more than doubled from an average of 8 hrs. per week in 2005 to 18.9 hrs. per week today.

Mental health concerns: Mental health began to worsen in adolescents and young adults as social media gained popularity in the mid-2000s, according to research published in the American Economic Review. The number of major depressive episodes increased 83% between 2008 and 2018. Suicides also increased and are now the second leading cause of death for individuals 15–24 years old.

Digital addiction is not rare in this country. 45% of Americans feel addicted to their phones, with 56% of Gen Zers feeling addicted. The share of teens who say they are online “almost constantly” has roughly doubled since 2014–2015 (Pew Research Center).

But all is not entirely lost: a 2018 study in the Journal of Social and Clinical Psychology, found that moderate screen time (1 to 2 hours per day) is associated with higher well-being, whereas both insufficient and excessive screen time were linked to poorer outcomes.

It’s important to note that there are benefits to be found from digital time, albeit limited digital time. Balance is the need here—balance in the way Gen Alpha and Gen Z use their devices with offline play and unstructured time, as well as, balance for brands looking to engage with Gen Alpha and Gen Z.

Discover more in our upcoming piece and if you don't already subscribe to Multiplicity, sign up below to guarantee your copy!