Most of us would agree that kids are growing up too quick these days. But when I say kids I’m not talking about teenagers binge drinking in our Park or Bebo gangs terrorising each other for nonconformity in chic street-wear. No, I’m talking about our ‘tweens’. Yes, I spelt it right. Tweens are the new group (children aged between 8 and 12) which marketers (the new estate agents in my view) have targeted with the very latest ‘make parents poor’ schemes.
You must have noticed that in between the latest episode of Peppa Pig or Lazytown there is an advert for make up or hair curlers. Unfortunately, Tweens are becoming more like teens, leaning more toward teen styles, attitudes and behaviour.
Already we have young kids describing themselves as ‘flirtatious, sexy, trendy, and cool.’ Among the products targeted at this age group are body paints, scented body oils and tween-sized bikini panties.
Tweens are also demonstrating many of the deviant ‘risk behaviours’ we usually associate with adolescence. Crimes committed by this group have increased in the last decade, tweens are becoming more sexually active whilst drugs and alcohol are also seeping into their culture.
Think about the glossy women’s magazines read by young girls in their thousands these days, or the ridiculous ‘school prom’ culture seeping into less aware primary schools. There is a growth in eating disorders — anorexia and obsessive dieting, especially amongst girls, as a result of a premature fashion-consciousness.
What causes this and how can we stop it? Well, I’d lay some blame with absentee parents and the rest with a sexualised and glitzy, media-driven marketplace.
The loss of family life invariably expands the power of the peer group. Boys understand that their popularity depends on ‘toughness, troublemaking, domination, coolness, and interpersonal bragging and sparring skills.’ Girls derive status from ‘success at grooming, clothes, and other appearance-related variables.’ Popularity is gained through romantic success and material possessions.
With less life experience and less self-awareness, pre-adolescents have fewer internal resources to fall back on. Kids are having much less time to develop into individuals.
A recent survey suggests most British parents think childhood is over by 11. Personally, I believe that childhood is a precious time which is being overrun by adult notions, ranging from what extra-curricular activities kids should do in their spare time to the crazy Health and Safety inspired ideas of what’s just too risky nowadays, like climbing trees, playing conkers or throwing snowballs.
Think about the effect of an hour of ‘soaps’ on your toddlers? And remember if you’re kids are watching 2 hours of telly they’ll get 15-20 minutes of commercials from most channels!
In contrast, Australian youngsters grow up much slower. Advertising on children’s TV channels is either banned or limited by government. Kids there, are kids longer, they have a more active, outdoor lifestyle, beach, bike and water activities to name but a few healthy distractions available to them.
Many studies also point to rising obesity and lack of muscle tone as being directly attributed to sedentary lifestyles and fast foods. So get outside with your kids, sit on the grass, ride a bike, walk to the shops. To not grow up too fast means not taking things so seriously. Not being driven by a strict time table. Not allowing yourself and your children to be consumed by schedules and stress.
Oh yes, and turn that telly off.
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