They want instant gratification. They dictate to their parents and they don’t want a job. Sound familiar? Welcome to the new generation of spoiled tweens
- Study finds 7 to 14 year olds more empowered than previous generations
- They have access to technology and they want their opinions to be heard
There was once a time when children would be seen and not heard, parents were the masters of the house and youngsters did as they were told.
But it seems those days are long gone. The power balance has shifted and it is the children who are now ruling the roost, according to a new study that shows today’s seven to 14 year olds have more control over their parents than ever before.
The findings, laid out in an infographic published in the Cassandra Report, unveil the modern-day priorities of today’s so-called ‘tweens’ – and they make for interesting reading.
With the obsession for celebrity, fame culture and ostentatious spending more prevalent than ever, it is unsurprising that today’s youth are not keen on joining the payroll in the way their parents and grandparents are likely to have done.
The graphic reveals that 74 per cent of youngsters would rather not work for an employer, saying instead they’d prefer to work for themselves.
More than half – 56 per cent – confessed they were impatient and preferred instant gratification.
And proof that the make do and mend culture has had a shot in the arm over the past few years, the same study found that 41 per cent of girls would rather make something themselves than buy it.
But the data that will no doubt prove most useful to marketers is that showing the power younger members of the household have over their parents.
It was revealed that 29 per cent of parents admitted their children’s opinions ‘mattered a lot’ when it came to shopping for groceries, 27 per cent when choosing family holidays, 26 per cent when buying personal care products, 23 per cent for techology purchases such as phones and laptops.
And highest of all, 55 per cent said their children wielded a lot of power when it came to choosing where to go on the family holiday.