Snapchat speed

The universal yearning of girls to outgrow childhood faster transcends generations. At some point in our own childhoods, we all harbored the wish to swiftly leap into adulthood, each driven by unique motivations. Yet, the gravity of this desire has never been more pronounced than it is now.

Marketers coined the term “Kids Getting Older Younger” (KGOY) to characterize the market of children who want to grow up fast in the early 2000s. Despite its unsettling nature, this dilemma remains unsolved and continues to develop into increasingly malevolent and perplexing manifestations.

In 2006, theologian Richard Albert Mohler Jr. published an article about the role of Bratz and Barbie dolls in the growing discourse of KGOY in the 2000s. He asserts that the toys made available at the time were significant indicators of the moral and cultural characteristics of the era. In turn, children internalize and imitate these subtle signals of adulthood, which are shaped by adults' views and perceptions of childhood.

Whether these dolls indeed instill a sense of promiscuity, inspired children to grow up faster and encourage disrespectful behavior among teenagers as parents were making it seem to be, at its heart, marketing these supposedly "inappropriate" forms of entertainment to younger children was clearly by no means an effort done in good faith; rather, it was merely another capitalist venture by corporations seeking to maximize profits by any means necessary, including enticing these impressionable children without regard of accountability for potential consequences.

Our society has long let capitalism supersede values and morals which is why we find ourselves producing children who inherit our tendencies towards superficiality. At present, KGOY manifests in the age of social media not through marketing controversial dolls or toys but through influencers.

An article from Study Breaks Magazine attributes its persistence to social media which reinforces the phenomenon through the process of modeling, which may be defined as the act of learning by imitation. An individual observes a person they hold in high regard engaging in a particular action, and subsequently imitates it. Granted that we are at the peak of fandom culture, what people, especially kids see from their idols, they do. Monkey say, monkey do.

Last year, a video shared on TikTok addressed the concerning trend of girls, as young as six years old, visiting Sephora and Ulta stores to buy cosmetics. This video sparked controversy and initiated a much-needed discussion. Upon researching the subject further, it revealed that Julie Zeillinger, editor of the feminist blog WMC FBomb, had a similar experience in 2009.

“It's pretty depressing how I'm used to waiting in the line for H&M or Forever 21's dressing room with middle schoolers. I look over, see a 9 year old with a tube top and low-riding jeans, and shrug,” Zeillinger wrote.

It dawned on me that I shared her sentiments; eventually, I stopped being bothered by the notion that these little girls are dressing more like adults than I am. On my way to school one day, I noticed an elementary school student who was standing just in front of me. She had her hair styled, her nails pressed, and her makeup applied to perfection; without a single pore in view and I was in awe.

I was deeply impressed by the exceptional skill and unwavering resolve required to appear so impeccable, especially at such a tender age. And while my insecurities were not directly triggered, I couldn't shake the uneasiness caused by the realization that these children are constantly under pressure to present themselves in the most favorable light, whether consciously or unconsciously.

A 2015 study conducted by GSMA unveiled that 67% of children in Bahrain, Japan, and the Philippines use a mobile phone, with the most prevalent age for children to acquire their initial mobile phone being 10 years old. By being exposed to social media and adult-oriented content at a young age, educational psychologist Jo Rowe, states children are being compelled to develop emotional maturity prematurely. On top of it all, one cannot stop marketers from capitalizing on this distorted aspiration to promote their products.

According to marketing guru Philip Kotler, marketing is the driving force behind capitalism. And capitalism does more than just bring people together; it corrodes humanity. The moral implications of capitalism can be observed by examining the situation in Congo. In order to plunder a country of its riches, American tech giants, Apple and Google have been abusing its people to the brink of destruction.

If capitalism's capacity for harm extends beyond causing the death of peoples, why would the manipulation of a susceptible group like children deter it? The concept of adulthood may center on enjoying the liberty to pursue our desires but it comes with an unsavory catch. Being aware and understanding the underlying causes of our shared internal struggles yet being unable to do anything about it.