Millennials were tough enough, but what about their kids?

Between media fragmentation and the explosion of YouTube, how do we reach them?


With Coco Pops at the ready, we hosted a breakfast briefing yesterday on the subject of kids and how they are influenced in today’s media landscape.


Our focus was primary school children whose parents (certainly for the infant end of the demographic) are the dreaded, overused, overhyped Millennials. As the first digital generation, Millennials threw themselves into social media and selfies, but we were interested in finding out what the impact that has had on how their raise their kids in the online world.



Alongside our experience on kids brands like LEGO, Nintendo and Disney, our findings came from a brand new qualitative study using our in-house methodology, Grapevine. Grapevine incorporates a hybrid of techniques, including roundtable chats with friendship groups, in-home observations, depth interviews, video diaries and other more creative and collaborative ways of looking into the lives of target audiences.


For this particular research, we worked with 50 children across the UK, who were demographically and culturally broad, included city and rural postcodes, were culturally diverse and spanned 4-11 years old. We interviewed them at length, we hung out in their bedrooms, we chatted to their friends, we observed them at play and we interrogated their parents.


Our conclusions were backed up and crossed checked with wider industry surveys, from the likes of Ofcom and Mumsnet, as well as incorporating social listening to give a full picture of what it is like to be a child in the UK today.


Our findings looked at:-

  1. Passion points
  2. The shifts from BBC to UGC
  3. The role of influencers
  4. Fake News
  5. Who children’s ultimate heroes were
  6. The place for real-world experiences,
  7. The concept of ‘digital natives’ and did it exist
  8. Children’s relationships with technology
  9. Opportunities for marketing to parents
  10. The need to market responsibly


To hear more about the findings please get in touch: