Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

A study has found that despite Gen Z spending more time on TikTok and YouTube, Snapchat is the platform that sees the most meaningful interaction. Seen as a way to stay connected to friends, Snapchat offers young people an alternative to the constant doomscrolling they perform on other apps.

TikTok is imposing a 60-minute time limit for under-18 users, addressing concerns about the impact of its addictive nature on teens. With growing concerns about screen-time management, parents are increasingly expecting social platforms themselves to shoulder responsibility.

As Gen Alphas spend more time than ever before in front of screens, parents and educators are finding new ways to use entertainment as education. With kids watching content across various digital platforms, PBS Kids is adapting with bite-sized episodes and lesson plans to solidify learning.

Gen Y parenting underwent a drastic evolution during the pandemic, with kids’ digital engagement hitting an all-time high and parents increasingly concerned about screen time and apps they don’t understand. How can brands help them feel better supported when it comes to child safety controls?