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ShareRajiv Sabnis
The generation obsessed with interactive screens is growing in influence
Whatever happened to traditional, childhood activities like gilli-danda, pitthu, kanchas, saanp seedi, lattoo, cowrie shells and tamarind seeds? We spent most of our childhood immersed in these engrossing activities. Kids' activities in cities are not the same any more. Ask me, I have two sons in the age band of 8-11 years. Diminishing play spaces, fewer schools with playgrounds and public gardens being monopolised by privacy-starved couples have ensured that homes have become kids' playgrounds today.
Add to that the pressures on parent's time that does not allow them to personally supervise their children's outdoor activities.
Today's kids seem to have a fixation for "screens". From gameboys to Xbox, Nintendo Wii and PS3, from PC Screens to TV Screens, from video gaming consoles to mobile phones and iPod videos. It may be interesting to understand the psyche of this homogenous set called the "Screenagers" -- a generation obsessed with interactive screens.
Screenagers are increasingly becoming individualistic with a large degree of autonomy on what they consume. They are also great stepping stones for teen personal care brands. Confectionery brands would normally claim that kids eat with their eyes. Today's Screenagers seem to be playing with their eyes!
The "screen" is a great companion for the "lonely child". It is the playmate, friend, competitor and soul mate all at the same time. A virtual, screen-to-screen relationship is as comfortable as a face-to-face one for this child.
With parental absenteeism on the rise, Screens seem to be filling this void. To overcome guilt, parents are indulging the Screenagers more. More pocket money perhaps! More demands being fulfilled! "Screens" are also about mental agility, hand-eye co-ordination and concentration. Physical strength, height and weight don't seem to matter much for this generation. Screenagers compete with the mind and they test the limits of their mental endurance.
Do brands in the future need to offer stimulation to the mind rather than pure physical strength? When we talk about these "Screenagers", how can we not talk about individualism? Most of these screens cater to the individual. It is his private battle with a make-believe person from another world (Digimon, Pokemon, Dragonball Z, Megaman, Sonic the Hedgehog).
The language is individual and the challenges are one-on-one. The focus on individualism and customisation is perhaps a critical one. How brands measure up to this challenge remains to be seen.
