Digital kids and their families hold the key to a bright future according to a new study released by Ogilvy & Mather and consumer insights company Communispace. The study: 'Tech Fast Forward: Plug in to see the brighter side of life,' reveals that tech-savvy kids and families have a more positive mindset and express less anxiety about the future.
The Tech Fast Forward (TFF) offers marketers insights into what lies ahead for consumers and brands. Following the TFF helps brands and marketers alike understand the mindset and experiences that companies need to stay engaged and relevant in today's rapidly changing world.
Among the study's key findings,
• TFF Families have a more positive mindset overall and express less anxiety about the future.
• Parents believe technology is helping their children develop critical skills that will empower them to navigate—and even save—the world in the years and decades to come.
• The TFF segment is twice as likely to say their children's generation is better off than prior generations and three times more likely than the rest of the population to strongly agree that when their kids' generation comes into power, they will "save the planet," "the world will be better off because of how they will lead the way" and "there will be global peace."