Deciphering the consumption practices of adolescents is an important issue for education players but also for brands that seek to identify tomorrow’s trends through weak signals. However, for this generation, called Z, consumer practices and digital practices are strongly intertwined. Born with the Internet, 99% of adolescents frequent social networks with an average presence on 3.9 networks including Facebook, YouTube, Instagram, Snapchat and TikTok (IFOP 2021 study).

These social networks punctuate the daily lives of these young consumers who devote 5 hours a day to have fun, discuss and comment on content with their friends. They have become the crucible of digital sociability, giving rise to a consumer culture that is built between peers. Thus, young people take the stage to obtain the validation of their friends and this visibility is assessed in the light of the “likes” , comments or shares obtained.

These forms of recognition participate in the structuring of a group identity which can be seen in the adoption of similar brands, products and practices. Some adolescents are also elevated to the status of influencers and become models shaping, depending on the content they publish, the attitudes of their peers. These new authority figures who play on a strong social proximity with their counterparts are thus at the origin of standards, to which adolescents are invited to conform in order to be part of the group.

These mechanisms are reminiscent of Bandura’s work on social learning , highlighting in particular how the observation of repeated practices within a community promotes the acquisition and internalization of habits allowing an individual to learn from them. become a member and thus eliminate any risk of marginalization.

New culinary choices

Among the posts published and shared on social networks, food is one of the themes favored by adolescents. During the first confinement caused by the health crisis, consultations of publications on “eating well” had increased by 30% (Médiamétrie 2020 study).

Sensitized from an early age to the benefit of a healthy lifestyle, adolescents now use digital resources to increase their knowledge, compare their personal experiences, find recipes and culinary tips and more generally become actors of their food choices .

These forms of recognition participate in the structuring of a group identity which can be seen in the adoption of similar brands, products and practices. Some adolescents are also elevated to the status of influencers and become models shaping, depending on the content they publish, the attitudes of their peers. These new authority figures who play on a strong social proximity with their counterparts are thus at the origin of standards, to which adolescents are invited to conform in order to be part of the group.

These mechanisms are reminiscent of Bandura’s work on social learning , highlighting in particular how the observation of repeated practices within a community promotes the acquisition and internalization of habits allowing an individual to learn from them. become a member and thus eliminate any risk of marginalization.

New culinary choices

Among the posts published and shared on social networks, food is one of the themes favored by adolescents. During the first confinement caused by the health crisis, consultations of publications on “eating well” had increased by 30% (Médiamétrie 2020 study).

Sensitized from an early age to the benefit of a healthy lifestyle, adolescents now use digital resources to increase their knowledge, compare their personal experiences, find recipes and culinary tips and more generally become actors of their food choices .

The desire for change can also be seen in the promotion of new products: chia seeds, konjac, food supplements, etc. to the detriment of more conventional foods. Finally, it continues in the adoption of a lifestyle based on self-control and one’s appearance as a vector of social success. For this generation, food is seen as a way to improve one’s life, to show that we have the codes at the origin of a serene, fulfilled existence, which therefore deserves to be exhibited online. .

Societal awareness

For some adolescents, the content broadcast is a source of motivation to adopt new behaviors conducive to their well-being. By browsing day after day on the accounts to which they are subscribed, they develop a feeling of personal efficiency which is all the more reinforced when they put these tips into practice.

For others, this content is perceived as real injunctions to comply and therefore induces strong pressure. This can go so far as to affect self-esteem. Dietary standards and sports performance perceived as too difficult to achieve to obtain an “ideal” body, in fact, promote social comparison mechanisms liable to endanger their health.

Whether the impacts of social networks are positive or negative for adolescents, they appear to be vectors of transformation. They invite adolescents to think about their consumption, to revisit their way of life if it is not consistent with their values.

Beyond the individual choices modeled in this virtual camera, the content disseminated around food contributes to conveying a strong societal awareness among them, of interest not only to their own generation but to future generations. This is seen in activist publications targeting the causes to which most adolescents are sensitive: promotion of animal welfare, fight against waste, protection of the planet …

Whether the impacts of social networks are positive or negative for adolescents, they appear to be vectors of transformation. They invite adolescents to think about their consumption, to revisit their way of life if it is not consistent with their values.

Beyond the individual choices modeled in this virtual camera, the content disseminated around food contributes to conveying a strong societal awareness among them, of interest not only to their own generation but to future generations. This is seen in activist publications targeting the causes to which most adolescents are sensitive: promotion of animal welfare, fight against waste, protection of the planet …

Author Bio: Pascale Ezan is a University Professor – Consumer Behavior – food – social networks at the University of Le Havre Normandie