In the new survey, it is the so-called Generation Alpha, i.e. children born in 2010 and onwards, who are in focus.
The result shows that Swedish children are active consumers from elementary school. More than 90 percent in the age group have their own money to spend and one in four elementary school students say they have a great interest in shopping. One in three believes it will be very important for them to earn a lot as adults.
It's a phase of life to start developing one's independence and getting one's own money to spend. But at the same time, we have a generation that grows up in a fully digital environment where they are exposed to various consumer trends, says Jessica Åkerström, analysis manager at Ungdomsbarometern.
Leaving Play Behind
It's clear that it's a connected generation. "Gamer" is the most common identity among participants. Especially among boys, where 36 percent identify themselves as such.
The survey also shows that 65 percent of 14-year-olds use social media daily after school. 94 percent of 10-year-olds have their own phone – and it's at the age of 10 that children start leaving play behind as their interest in social media increases.
In a way, it's a typical phase of life, to move into something that feels a bit bigger and more youthful. But I also think that social media contributes to this phase coming a bit earlier. I guess it will continue to go down in age, says Jessica Åkerström.
Few Feminists
Ungdomsbarometern also notes that 14 percent of young girls in the survey identify themselves as "soft girls", while only three percent say they are feminists.
It doesn't have to mean that they want to achieve a homemaker ideal and don't stand for feminist values, we don't know that. What we can say is that it's easy to pick up on this type of trend in social media.
Among the professions that children dream of having in the future, veterinarian, YouTuber, police officer, and gardener top the list.
The gardener could be explained by children's interest in creativity and that they meet many influencers related to aesthetics and interior design. But we also see that it's close at hand with professions that deal with caring, taking care, and helping, which are also values that come high up when we talk to the age group.
Ungdomsbarometern is an analysis company with the goal of mapping young people's values, attitudes, and behaviors. Since 1991, they have annually conducted surveys among young people aged 15-24. This is the first time they are doing a study on younger children.
The current study is based on a digital questionnaire survey with a total of 1,571 children aged 7-14, together with in-depth interviews in focus groups.
"Gamer": Someone who plays TV and computer games, often more advanced and time-consuming than simple mobile games, often together with others online.
"Soft girl": A trend that emphasizes well-being, nurturing, and home life over work and career, as well as a traditionally feminine aesthetic.
