Parents of the millennial generation were the first to (mostly) be able to decide by themselves if they wanted to start a family or not. This has had a big impact on the way millennials and younger generations are brought up. Project parents, helicopter parenting and even tiger moms seem to have the upper hand – parents are always looking for ways to protect their kids.
An interesting article on the subject of (over)protecting kids can be found at The Atlantic, stating that children are now so used to being watched they don’t even consider wandering off and exploring. ‘(S)tripping childhood of independence, risk taking and discovery.’ It makes for an interesting read on the possible consequences of (over)protecting parenting.
But, needless to say, losing your child on a beach will continue to be every parent’s nightmare. Luckily Nivea is here to help us. The cosmetic brand has released an integrated print ad (with app!) to help Brazilian parents monitor their kids on the beach. The wearable print ad contains a trackable bracelet that can be worn by the kids – the complimentary app shows parents the distance between them and the child.