By LYNETTE DICEY
A recent Financial Mail Redzone digitised event, moderated by chief creative officer at TILT, Arye Kellman, revealed the results of a ViacomCBS study dubbed “Are we there yet: Today’s Parents, Tomorrow’s Kids”. The study found that while parenting styles have changed over the years, children’s lives continue to be dominated by authority figures and parents still place high expectations on their children. What has changed significantly is the nature of the relationship between parents and their children.
Senior director of research and insights at ViacomCBS Networks Africa, Giuliana Dias, explained that the study, which was based on more than 8,000 interviews with parents in 16 countries – including SA – aimed to establish how children are being raised today and how this affects the brands wanting to connect with them. READ MORE.