In a world dominated by screens, social media isn’t just a part of life for Gen Z and Gen Alpha – it’s life itself. These digital natives are more attached to their devices than ever before. According to Mavericks Insights’ Media Identity Graph, “Generation Alpha” (those born roughly between 2013 and 2024) spends 78% of their screen time watching social media videos. Gen Z (born between 1997 and 2012) now dedicates 56% of their time to social videos, up from 46% just two years ago.
Understanding the usage patterns of this generation is not just desirable, it’s essential. It’s crucial to delve deeper into the needs of digital natives and acknowledge the potential impacts on their mental well-being. Excessive screen time can contribute to anxiety, depression, and body image issues.
Percentage of screen time devoted to social media videos
According to Mavericks Insights’ GENSense report, nearly 60% of 18-26 year olds and a third of 10-17 year olds believe social media negatively impacts their mental health. However, despite the risks of anxiety, depression, and sleep disturbances, they continue to use social media because it’s not just a platform; it’s their playground, their hangout spot, their stage.
“Social media isn’t going away. We must focus on how we can empower young people to navigate it in a healthy manner,” said Dr. Mitch Prinstein, chief science officer of the American Psychological Association.
Media companies that embrace this sentiment within the entertainment industry and strive to deeply understand the needs and concerns of social media users will have the strongest chance of success with this generation.
The same GENSense study revealed that a staggering 80% of parents worry regarding the influence of social media on their children. This concern is understandable. Influencers and celebrities flaunting perfect lives on Instagram and TikTok set unrealistic expectations, leading to body dissatisfaction and low self-esteem. Shows like Keeping Up with the Kardashians, Real Housewives, and Emily in Paris don’t help, portraying a lifestyle most people can’t achieve.
The solution lies in embracing authenticity and honesty. Brands need to connect with digital natives through genuine marketing and content. According to GENSense, young people prioritize authenticity over perfection. They can spot insincerity from a mile away. It’s time to stop simply checking boxes and start making real changes.
On a positive note, some celebrities and brands are doing things right. Selena Gomez, Simone Biles, and Dwayne “The Rock” Johnson have openly shared their struggles with mental health and encouraged their fans to seek help. Brands like Nike, Dove, and Target are leading the way with campaigns celebrating body positivity and authenticity. By taking these genuine, honest steps, brands can build deeper, more meaningful connections with the more aware Gen Z and Gen Alpha demographic, fostering loyal audiences.
For Gen Z and Gen Alpha, gaming is a significant part of their lives. Major players like Netflix and startups have a golden opportunity to counteract the negative effects of screen time. Games can create communities where individuals support each other, reducing feelings of isolation and anxiety. Platforms like Discord, Twitch, and YouTube are playing a crucial role in establishing these positive spaces.
This is particularly important for young women, as gaming culture is notorious for sexism and misogyny. Fostering an inclusive and supportive gaming environment is essential to building trust with these young players.
The impact of social media on mental health isn’t black and white. It’s regarding seizing the opportunity to spread positivity, create healthy spaces, and model authentic roles. Consumers often make product choices based on brand values and trust. Recognizing that media and entertainment companies are working to create an environment where mental health is at the forefront of decision-making can help drive continued loyalty among this younger demographic. Media and entertainment companies can leverage this knowledge to connect authentically with Gen Alpha and Gen Z, supporting each other and building a mentally healthy digital world together.
※ Mavericks Insights is a new research company co-founded by former Warner Bros. Discovery Research experts Liz Huszarik and Alexia Raven. The above is what Liz and Alexia announced through Hub Entertainment Research.
© MADTimes. Unauthorized reproduction and redistribution prohibited.
The Rise of Social Media and its Impact on Gen Z and Gen Alpha
In today’s digital world, social media is more than just a part of life – it’s a way of life, especially for Gen Z and Gen Alpha. These digital natives are deeply connected to their devices, spending a significant portion of their time consuming online content. According to Mavericks Insights’ Media Identity Graph, “Generation Alpha” (born between 2013 and 2024) spends a staggering 78% of their screen time watching social media videos, while Gen Z (born between 1997 and 2012) dedicates 56% of their screen time to social videos.
Understanding the Impact on Mental Health
The implications of this extensive social media consumption are profound and necessitate a deeper understanding of the needs and challenges facing these generations. While social media offers connectivity and entertainment, it also raises concerns regarding its potential impact on mental health. Prolonged screen time, particularly on social media platforms, can contribute to anxiety, depression, and issues related to body image.
Percentage of screen time devoted to social media videos
Mavericks Insights’ GENSense report reveals a concerning trend: nearly 60% of 18-26 year olds and one-third of 10-17 year olds believe social media negatively impacts their mental health. Despite these risks, they remain heavily engaged with social media, highlighting its importance as a social space, a source of entertainment, and a platform for self-expression.
Navigating the Digital Landscape
“Social media is not going away. We need to focus on how we can help young people navigate it in a healthy way.” – Dr. Mitch Prinstein, chief science officer of the American Psychological Association
The sentiment expressed by Dr. Prinstein underscores the critical need for media companies to proactively address the mental health concerns of Gen Z and Gen Alpha. By understanding the needs, desires, and anxieties of this demographic, media companies can cultivate a more positive and supportive digital environment.
The Influence of Perfection and Authenticity
The GENSense study further highlights parental concerns regarding the impact of social media on their children, and for good reason. Influencers and celebrities often present a curated and seemingly perfect image on platforms like Instagram and TikTok, which can lead to feelings of inadequacy and body dissatisfaction among young users. Reality shows, such as “Keeping Up with the Kardashians,” “Real Housewives,” and “Emily in Paris,” further contribute to this unattainable ideal by showcasing extravagant lifestyles that are far removed from reality.
The antidote to these unrealistic portrayals lies in embracing authenticity and honesty. Brands and media companies have a responsibility to connect with digital natives through genuine marketing and content. GENSense emphasizes that young people highly value authenticity and can easily detect insincerity. This calls for a shift away from superficial marketing tactics toward meaningful connections built on genuine values.
Positive Examples and Case Studies
Fortunately, there are positive examples of celebrities and brands who understand the importance of authenticity and mental health. Selena Gomez, Simone Biles, and Dwayne “The Rock” Johnson have publicly shared their struggles with mental health, inspiring their fans to prioritize well-being. Brands like Nike, Dove, and Target have embraced campaigns that promote body positivity and celebrate diversity, resonating with younger audiences who value inclusivity.
Leveraging Gaming for Positive Impact
Gaming plays a significant role in the lives of Gen Z and Gen Alpha, offering a platform for social interaction and entertainment. Media companies, including streaming services like Netflix and emerging startups, have an opportunity to leverage gaming to counter the negative effects of screen time. Games can foster a sense of community, reduce feelings of isolation and anxiety, and promote positive social interaction. Platforms like Discord, Twitch, and YouTube have become hubs for gaming communities, providing spaces for shared experiences and support.
Building a Mentally Healthy Digital World
The impact of social media on mental health is a complex issue with both positive and negative aspects. Media companies have a crucial role to play in promoting positive social interaction, creating spaces where mental well-being is prioritized, and offering authentic and relatable content. By recognizing the needs and concerns of Gen Z and Gen Alpha, media companies can build trust, cultivate loyalty, and contribute to a healthier digital world.
※ Mavericks Insights is a new research company co-founded by former Warner Bros. Discovery Research experts Liz Huszarik and Alexia Raven. The above information is based on their insights shared through Hub Entertainment Research.
© MADTimes. Unauthorized reproduction and redistribution prohibited.
