We’re living in a period with so many advantages over previous advantages: greater access to effective healthcare, vaccinations against disease, more accessible education and broader transport and trade networks. There is no question that technology, the Internet and social media have improved our lives but they come with significant risks.
In an era that is full of hazards, how do we protect our youth from cyber harm? This was the focus of a recent Sunday Times GenNext digitised conversation, in partnership with Yellowwood and Gautrain, and moderated by Rianette Leibowitz, a digital parenting author and speaker who has long been focused on raising awareness of cyber safety, cyber wellness and cyber bulling.
Photo Credit: Pexels/cottonbro
With screen time at an all-time high the youth are more vulnerable to cyber threats and social media perceptions than ever before. In this environment how do brands and marketers carve out a safe space to reach to reach younger generations in a digital world without compromising their safety and security?
There are numerous cyber threats facing the youth today, said Paul Esterhuizen, CEO of Safer Internet SA. Arguably the biggest threat is to their self-esteem. Advertising to children can be harmful unless marketers and brands realise the extent to which they can negatively influence this market. The Protection of Personal Information Act (POPIA) – due to come into effect in July this year – will help to protect the privacy of younger audiences, but its efficacy will rely on sufficient policing.
Mayke, Huijbregts, chief of child protection at UNICEF, said factors such as age, social environment and even their self-esteem play into whether a child is potentially a victim or a perpetrator. Manipulation and grooming typically happens to younger children. Older youth tend to be somewhat more digitally savvy but can still be subject to cyber bulling – or be perpetrators of cyber bullying. Younger children, in particular, need to be carefully guided in the digital world.
Sphelele, Mjadu, senior public relations manager at Unilever, said marketers have more of a responsibility than ever before in terms of how they communicate to the youth. Self-esteem is critically important if the youth are to realise their life goals. Societal issues around beauty standards have a huge impact on young audiences, which is something that Unilever is very cognisant of. Mjadu said brands need to help the youth to realise their full potential by growing their self-esteem and helping them to have a positive body image. Social media doesn’t portray people’s real lives – most people use filters when they’re taking selfies, for example. Brands need to portray real people and focus on consistent and very deliberate communications.
The Sunday Times GenNext, now in its 17th year, is the leading annual brand preference and consumer behaviour research on the youth. The GenNext youth survey provides meaningful insights into the minds of South African youth. From this year, all youth capabilities including the annually anticipated 2021 Sunday Times GenNext youth survey will be enhanced by the strategic might of Yellowwood.
The big take-out: Now, more than ever before, brands need to be cognisant of marketing responsible messages to the youth.
Read more:
https://www.businesslive.co.za/redzone/news-insights/2021-02-17-sunday-times-gennext-2021-launches/