Chain TeenagerFrom Netflix, it once again revealed a fact that many insist on ignoring: the increasing risks that young people face on social networks. While parents are often blindly tries to keep up with a digital world in a continuous boom, initiatives such as PSP, which recently published a “dictionary” of their social networks from their social networks Expressive symbols With double senses It is used by adolescents. A gesture revealed and anxious to the distance that separates generations in understanding this universe.
Parents are clearly playing a fundamental role in their children’s digital education. But continuing to put all responsibility on the shoulders of families at least comfortable for those who benefit from the same reality. And brands? Where is your role in this scenario?
Trademarks that live from the digital ecosystem know young people better than their parents themselves. They know what they consume, what he shares, and those who talk to them, and what makes them laugh and what makes them feel insecure. Based on these data, they build increasingly, seductive and ocean strategies. Investment intensively in the directed advertisement, in Influencers They talk directly about the language of adolescents, and in campaigns designed to stimulate emotional identity. But behind the aesthetics of “inspiring” and language amazingWhat is truly a simple risk: more screen time, more clicks, and more profit.
You have to stop surprising: the attention of young people is a valuable product and it is for sale. The algorithms are set on non -protection, but to arrest. You Influencers They are not chosen with the positive effect that may be for them, but because of the scope and the ability to generate correlationRegardless of the surface or even the toxicity of the content. There is a talk about “digital well -being” in communications and advertising campaigns, but in practice, what is promoted is a constant and profitable dependence.
There are brands, from time to time, which launch campaigns about digital balance, and encourage young people to hang and “live now”, such as Vodafone’s Christmas campaign. But these gestures, no matter how beautiful they seem, are often high in public relations, not real obligations. As if it was possible to recover the damage caused by years of addiction strategies with an emotional advertisement at the end of the year.
It is not enough to say “turn off the phone” when it is a complete structure marketing It is designed so that it is never landed.
The responsibility of the brands cannot be just aesthetic or symbolic, and it must be structural, moral and courageous. It involves reviewing algorithms, partner who chooses standards, palace fragmentation boundaries, and adhering to the content that he already adds instead of exploring it. It also means accepting that youth protection means less acquisition.
At a time when parents are pressure to accompany him, schools try to educate, and even authorities are already aware of the risks, brands continue, in most cases, comfortably in the logic of profit above all.
It is time for us to accept the beautiful speeches where harmful practices are perpetuated. Young protection is urgency. It is, above all, a matter of responsibility and commercial courage.
