Editor’s note: Josie Johnson is analytics ace at research consultancy Smarty Pants, Los Angeles.
As part of our ongoing Navigating a New Normal study, Smarty Pants set out to understand the attitudes, feelings and behaviors of U.S. high schoolers ages 14-18. The results of our qualitative inquiry into the lives of 62, 9-12 graders reveal several truths of being a “quaran-teen” in 2020.
1. Despite being digital natives, teens are struggling without their IRL connections.
One would assume that high schoolers are the most well-poised to thrive during a pandemic, given the ubiquity of digital connections in their lives. It is true that teens are “hanging out” with their friends via screens more than ever. They are connecting via the usual methods of text, social media and video/ gaming chats, and adding new tools to their social kits like Netflix parties. Yet, teens unequivocally agree that not being able to see their friends in person is the most difficult part of being stuck at home. They desperately crave the hallways, car rides, hugs and high fives that tether them to their peers and give them the “feels.”
“The hardest part is I can't go and hang out with anyone. I'm a very social person, so being home just sucks.” – 10th grade girl, South Carolina
2. Boredom, melancholy and futility are the most intense of the wide range of emotions teens are feeling.
Unable to see friends or engage in organized activities, high schoolers are experiencing high levels of boredom and low levels of energy amidst the abundance of unstructured (but restricted) free time. Many also admit feeling a sense of uselessness – lacking clear goals, direction or purpose. Their usual highly structured, event-driven schedules have screeched to a halt, leaving them lost, confused and struggling to find new motivators.
“I feel stuck, unmotivated, bored, useless, cabin fever, stagnant, helpless, uncertain.” – 12th grade girl, Tennessee
3. High schoolers are mourning missed milestones and moments.
Feelings of disappointment and frustration are running rampant among high schoolers, who are watching important events and occasions they’ve awaited for years suddenly be canceled or postponed indefinitely. Beyond birthdays, holidays and trips, high schoolers are losing out on pivotal moments that often define their life stage: proms, athletic seasons, performances, sweet 16s, quinceañeras, high school graduations and more. Though some are finding alternative ways to commemorate missed events, many teens are flat out grieving these important coming-of-age moments.
“My 18th birthday trip to NYC was ruined, as well as all parties/gatherings with my friends; prom will almost definitely be canceled; graduation will be canceled or postponed; the Taylor Swift concert I was supposed to go to was postponed until 2021; senior internships have been canceled; all fun senior traditions such as senior pranks and college shirt day/tailgate; last ballet performance won’t happen. I have been dancing since I was two years old and now I don’t get to dance in my final show.” – 12th grade girl, Connecticut
4. High school teens are concerned about how their futures will be impacted.
What will this semester’s hiatus mean for athletic trajectories, GPAs and college admissions? Teens are worried. Many of their academic concerns stem from their suboptimal experience with remote learning. Despite enjoying setting their own schedules and working at their own pace, most teens despise online schooling. They miss the in-person interaction with teachers and classmates, often experience more stress and greater workloads, and generally feel less focused and able to learn at home. Perhaps most importantly, high schoolers fear that this semester’s experience leaves them inadequately prepared for next year. Concerns among upperclassmen are especially palpable: juniors are worried about college admissions and testing, while seniors are concerned about being prepared for their transition to college … and whether they’ll be experiencing campus life at all.
“I loathe online schooling to an extent that is unimaginable. We have to learn content ourselves and there’s no one to make sure we know it ... I don’t think I’ll be ready for 10th grade.” – Ninth grade boy, Florida
“Online schooling is absolutely awful in terms of learning. This last semester of high school was very important in terms of getting prepared for college. All my classes were teaching with a direct focus on preparing us for college-level courses. With those classes being cut short, all the students are losing that knowledge.” – 12th grade boy, Colorado
5. Teens are embracing the time to unplug, unwind and unearth new interests.
Amidst the craziness in the world, teens are thankful for the newfound time they have to devote to stress-free activities and reflect on what truly matters to them. Without jam-packed schedules filled with academic and extracurricular demands, high schoolers are being introspective, discovering new passions and pursuing hobbies that have been shelved. They are embracing new forms of expression and experimenting with what they enjoy and, ultimately, want to pursue.
“I get to focus on myself as a person and think of the choices I've been making. I can find more hobbies I think are interesting.” – 10th grade girl, South Carolina
6. Teens appreciate having more time to bond with their families.
A second silver lining in the era of social distancing is that high schoolers are turning to their families for comfort and companionship. Many of the typical triggers of teen-parent tension have been removed during this time, allowing teens to enjoy time with parents and siblings. Reflecting almost a wisdom beyond their years, teens express gratitude for this quality time with their families they would never have had were it not for stay-at-home recommendations.
“You get closer to your family! I went from not seeing my family a lot because I would come home late from school to seeing them, well, all the time. It means I get to play with my brothers way more and do things I didn’t have time to do because I wasn’t at home as much.” – 11th grade girl, New York
Looking to the future
There are many ways brands can help high school teens navigate their new normal, including:
- Empathize but don’t patronize. Teens don’t want to be talked down to, but they also need marketers to understand they are going through a tough time filled with missed milestones, strained relationships and confusion about the future.
- Be an empowering ally. Identify opportunities for your brand to inspire and mobilize teens to take action, contribute to a greater purpose and/or transform their sense of futility into utility.
- Provide real world product/service support. Not only are high schoolers in a life stage defined by transitions, they are experiencing it during an unprecedented, uncertain time. They need practical products and services to help solve problems of today and plan for their futures.
- Help bridge the physical distance. Look for ways to bring the IRL experiences that teens are missing out on to the digital world they’re living in. Likewise, offer ways for teens to safely interact with one another in person.
- Don’t forget the family. Products and messaging that are relevant for all members of the family may be more compelling than ever. Direct-to-teen marketing may require rethinking as families spend more time bonding.