To celebrate Safer Internet Day 2025 members of the SuperAwesome team have created a series of blogs to spotlight some of the ways we’re building a safer internet for the next generation. We’ll be covering personal perspectives as well as actionable insights and learnings from trusted data privacy and online safety experts. In this blog, our Senior Customer Strategy Manager EMEA, Halina Joy-Hutt, shares some personal reflections on growing up in the “in-between” generation that is digitally savvy but remembers a time when we weren’t all online and connected.

During my early childhood, the internet played a relatively minor role in everyday life. The vivid memories of the sound of dial-up internet and the precious 15 minutes of internet access I had to share with my brother on our family computer shaped my exposure for the first few years of engagement online.

Reflecting on that makes me feel grateful to be part of a generation that knows what life was like both before and after the internet became a dominant force. Growing up in a world without the internet, but being young and adaptable enough to fully embrace it as it emerged into everyday life has brought a unique perspective that continues to shape and guide my personal and professional life.

Growing up in a world less saturated by screens has instilled a sense of appreciation for the slower, more deliberate ways in which previous generations used to operate – yet my appreciation for the digital tools and resources now available at our fingertips can’t be underestimated. Similarly, having grown up as digital educators for our parents – guiding older generations through the digital transition – I likewise believe the “in-between” generation can inspire Gen Alpha and Gen Z to be both curious and cautious. We offer a balanced perspective that combines curiosity for the new, with a mindfulness for safety.

This balanced perspective, therefore, helps to bridge the generational divide. Recognising the struggles faced by older generations today to adapt to a digital-first life, while understanding youth audiences’ frustration when faced with the prospect of living without constant connectivity, ensures technology can be developed and integrated more thoughtfully for all.

Having been part of the team at SuperAwesome for more than 5 years, I’ve gained another privileged perspective thanks to belonging to a community of like-minded, driven individuals, united in our mission to make the internet safer for the next generation.

Witnessing youth audience’s rapid adoption of digital channels and its growing prevalence within their lives – with 89% of 3-5 year olds being able to navigate a smartphone, but only 14% being able to tie their shoelaces – I understand the fundamental need for us to be at the forefront of developments, guiding the way for the generation of today and empowering their digital engagements.

So What Are Some of the Key Things We Can Remember This Year as We Celebrate Safer Internet Day?

1. We know that the internet wasn’t built with kids in mind: We’re here to ensure that kids can still have safe digital experiences. At SuperAwesome, we’re committed to ensuring that the digital interactions youth audiences have across our platforms are always safe and compliant. Check out our KidAware programme to ensure you and your teams are fully equipped to navigate the compliance, regulation and industry standards of the U18 digital marketing landscape.

2. Youth audiences are increasingly using online gaming environments as their virtual playgrounds: We’re here to support brands in safely connecting with these audiences. By creating unique, engaging experiences in these social hangouts, we help youth audiences feel heard while ensuring brands are making meaningful, responsible connections in the spaces where young people naturally gather.

3. Access to the digiverse has never been easier and device & platform fragmentation continues to grow: We’re here to ensure you can be the experts in the kids’ space too. Our Insights & Research team are at the forefront of trends, ready to give you the latest deep dive into the online hobbies & patterns of Gen Alpha & Gen Z.

I feel incredibly fortunate to learn and grow alongside those who are equally passionate about building a safer, more positive digital future.