The “GRWM” Era Is Dooming the Next Generation

Social media’s youngest users are growing up as influencers, not kids, and it’s changing what childhood means.

By Ariel Sira-Rango

When I think about social media, the first topic that comes to mind is how future generations will be shaped as it continues to grow. Occasionally, I come across “Get Ready With Me” videos on my TikTok or Instagram feed. My first thought is often how sad it is that seven-year-olds are already shifting into a mass consumerism era, feeding into trends rather than imagination.

Recently, I watched one of these videos of a young girl confidently applying her Drunk Elephant moisturizer, Rare Beauty blush, and Rhode lip gloss from a neatly organized skincare fridge. The comments were full of praise, calling her “adorable” and “so mature.” But beneath the short clips and cute aesthetics, these videos reflect something deeper about how social media is transforming childhood.

Platforms like TikTok, YouTube, and Instagram are accelerating a cultural shift where children are no longer just consuming content; they’re producing it. Social media has turned childhood into a space for branding and self-presentation, replacing creativity with consumerism. What’s even worse is that many kids behind the camera aren’t fully aware of the environmental impacts of their content or the fast-paced consumption they’re promoting.

The Rise of the Mini Influencer

The rise of the “mini influencer” shows how deeply consumer culture has taken over spaces that were once about fun and creativity. Children are mimicking adult influencer trends, like “Get Ready With Me” videos, daily vlogs, and unboxing hauls. These habits may seem harmless, but they introduce ideas about beauty, identity, and consumption at incredibly young ages.

Brands are pushing out content at lightning speed, constantly reshaping trends. While this might be great for their revenue, it’s also fueling overconsumption and creating massive environmental harm. Encouraging kids to participate in and promote these cycles at such a young age sets future generations up for even more waste and social pressure.

Family participation in this trend has also normalized the idea of children as public figures. Parents often manage their child’s accounts, helping them secure partnerships and sponsorships. This means brands are now targeting children through peer-to-peer influence. A seven-year-old recommending skincare products isn’t unusual anymore; it’s strategic marketing.

@nishanoelleandfam

Some of Britain’s favorite products! #momanddaughter #britainandbaylaa #grwm #grwmmakeup #fypbeauty

♬ original sound – Nishanoelleandfam

Growing Up Too Fast Online

When I think about my own childhood, I remember being outside with friends, mixing random plants into “potions” or dressing up Barbies for imaginary adventures. Those moments were pure creativity, unstructured and imaginative. Today, that kind of play looks completely different. The same energy that once fueled creativity is now being redirected toward performing adulthood.

“Get Ready With Me” videos encourage children to mimic adult routines while promoting consumer products. This shift shows how social media is reshaping how young people view self-worth and identity. Instead of being based on imagination or personal connection, identity is becoming tied to aesthetics, visibility, and ownership.

@jaymemassey

Hi guys! GRWM Toddler edition👧🏼💄She’s been watching cute makeup YouTube videos and loves them🥹 grwm grwmtoddlerstyle toddlermakeuptutorial toddlermakeupartist toddlermakeup makeuptutorial makeupartist aspen aspenrayne fyp foryoupage toddlersoftiktok elfcosmetics toddlertok grwmtoddler @e.l.f. Cosmetics

♬ original sound – Jayme&Aspen Massey

The Consumerism Loop

Behind all of this is a powerful cycle of marketing and monetization. Brands no longer need to advertise to children directly when children themselves act as the advertisers. Influencer marketing allows companies to bypass restrictions around advertising to minors by framing consumerism as self-expression.

The result is a generation growing up normalizing and amplifying consumption. Childhood becomes commercialized, and play turns into unpaid labor for digital platforms and brands. To me, it’s honestly scary to think about how much further this could go and how easily we’re normalizing a culture where attention and possessions define personal value.

Reclaiming Imagination

Social media can absolutely inspire creativity and connection, but it also risks narrowing what creativity looks like. Encouraging kids to engage in offline, imaginative play can help balance the effects of constant digital exposure. Teaching children how to critically understand and interpret online content might also bring back some of the creativity that’s being lost and help them see beyond the material side of social media.

The “mini influencer” trend is more than just another online fad; it’s redefining what childhood means. We’re at risk of raising a generation that sees self-worth through the lens of marketability.

Social media can be a great space for creative expression, but there should be limitations on age and exposure. The next generation doesn’t need more skincare fridges or ring lights; they need space to imagine, create, and simply be kids.

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