To what extent can the rise of 'Kidfluencers' be seen as a reflection of changing family structures and parental aspirations in Indian society?

The 'Kidfluencers' are the new and emerging section of digital influencers who target children and 'kids' of the society. To some extent, they are a reflection of changing 'kinship ties' in Indian society: (1) Rise of nuclear households with both parents working; This leads to isolation of children (2) Children lack any significant connect with grandparents [Fig: Inter-generational differences of Gen-Z] (3) Parental aspiration of giving all comfort to their children [Fig: access to smartphone at a young infant stage] (4) Breaking 'social ties' due to individualism and instant gratification [Fig: Dependence on ChatGPT more than peer and family] (5) Rise of globalisation → kids are inspired by global culture, thus making 'kidfluencer' popular.

However, the rise of 'Kidfluencer' is also due to multiple other factors than family structure and parental aspirations in the Indian society: (1) Western influence on Indian Society [Fig: Fast fashion culture] (2) Rising aspiration of children [Fig: Access to online gaming culture] (3) Digital access due to cheaper data has made 'influencer' universal to each household. (4) Changing societal needs from being dependent on close kins to different stakeholders of society. Thus, it is required for parents to ensure 'parental control' over the content access by kids to ensure ethical and inclusive Society.

— UJJWAL PRIYANK · AIR 10