How marketers can make social media safer for children

Social media isn’t just part of the digital landscape—it’s woven into the fabric of our daily lives. As a parent of two pre-teens, I see the effects up close. It’s in the beauty tutorials my daughter watches, the trends she follows and even the way she talks to the camera. At the same time, as a leader of a social agency, I’m part of the machine. I create content that competes for attention in this crowded, relentless space. This dual perspective as a parent and content creator puts me face-to-face with the paradox of social media. On the one hand, it’s a platform for connection and creativity. Social media is where people live their lives—where they find news, connect with others and express themselves. For brands, the challenge is showing up in these spaces in ways that feel as authentic and engaging as the most captivating user-generated content. Social is also a force that can fuel insecurities and shape behaviors in ways I’d rather my kids didn’t experience. Rising rates of anxiety and depression, particularly among teens, have been linked to social media. A 2023 Pew Research study found that 59% of teens feel overwhelmed by the pressure to appear perfect online, and 42% associate their social media use to feelings of anxiety. In “The Anxious Generation,” author Jonathan Haidt notes that Gen Z is the first to experience puberty under the constant influence of smartphones, intensifying social comparisons and emotional vulnerability. Gen Z Career Forum Get practical advice on launching your career and excelling in the industry Register today These aren’t just abstract statistics—it’s something I see in my own home. A 15-minute scroll can alter my kids’ moods and attention spans, and it’s sobering to watch. Even scarier, much of this isn’t in our control. Algorithms designed to maximize engagement deliver increasingly risky content to hold our attention and that of our kids. As advertisers, we cannot ignore the unintended consequences of relentlessly pursuing engagement, especially for children. While no single campaign or piece of content can fix this, we can collectively make a difference in shaping a healthier digital ecosystem by creating work that uplifts rather than exploits. As content creators, we shape the narratives, trends and even the emotional climate of the digital spaces where people spend so much of their lives. Social media has the potential to be a force for good—but realizing that potential requires brands and creatives to rethink their approach. It starts with small, deliberate choices that ripple outward. Here are some actionable ways we can collectively make a difference: Adopt guidelines for content creation Brands should already have a code that defines their identity and values—and that code should extend seamlessly to social media. Before hitting publish, ask yourself: Does this content truly add value to someone's life? Will it leave a positive impression? Can you proudly imagine your own kids engaging with this content? Include metrics for positive impact, not just engagement, in your campaign briefs and KPIs. These can include creating a smile, inspiring someone, providing a helpful tool for education or celebrating something positive. Brands such as REI and Patagonia lead by example, using their platforms to advocate for the environment or educate on sustainability. Calm extends its core mission of promoting mental wellness across all media, offering free mindfulness prompts, calming videos and resources. During pivotal cultural moments, its spots remind us to “Take a deep breath.” Be selective with media spend Your ad dollars hold immense power; use them to influence change. Prioritize spending on platforms that foster positive and constructive content and exclude those that thrive on harmful engagement tactics. Imagine if brands collectively demanded algorithmic reforms, pushing for metrics that prioritize positive interactions, real-life connections and shared knowledge over endless scrolling. By aligning your media spend with these values, you can help create a digital ecosystem that benefits everyone. Ad Age Tech Power List 2025 We’re looking for top digital innovators from agencies, brands, platforms, ad tech companies and tech startups Enter here Ben & Jerry’s exemplifies this approach by channeling much of its budget into purpose-driven initiatives, such as social justice campaigns and grassroots partnerships, rather than traditional media buys. In 2023, the brand ended paid advertising on X due to its concern about the proliferation of hate speech and reduced content moderation. Don’t target kids The best content empowers rather than exploits, and that starts with drawing a firm line: Don’t target underage audiences. Children should be playing and learning, not drawn into content designed to exploit their vulnerabilities. With underdeveloped decision-making skills, they can’t fully understand or resist the algorithms feeding their fears and insecurities to keep them engaged. Brands such as IKEA set a strong example by creating family-oriented campaigns that promote creativity, sustainability and togetherness—highlighting how its products bring families closer without targeting children. Similarly, Crayola focuses on fostering creativity through art, celebrating young creators in ways that allow parents to connect with their kids, emphasizing self-expression and fun without veering into exploitative commercialization. Kids deserve to grow up free from the pressures and pitfalls of overly curated social feeds—so, let them be kids. A shared responsibility The marketing industry must prioritize the quality and intent of the content it creates. Like the physical environment, the digital ecosystem needs to be protected for future generations. The question isn’t whether we can create meaningful, ethical content—it’s whether we choose to. Every day presents an opportunity to make decisions that impact the digital space in which our kids grow up. Let’s commit to choosing wisely. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today

How marketers can make social media safer for children

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