World Social Marketing Conference 2025

This presentation explores the complex realities of screen time for young children in a post-pandemic world. Drawing on a systematic review and the Contested Value Cocreation Practice (VCP) framework, it highlights how current approaches place an overemphasis on parental behaviour, overlooking the broader structural and systemic barriers that shape screen use. Findings point to the need for more realistic, inclusive strategies that reflect the lived realities of families—particularly those from culturally and linguistically diverse backgrounds—and inform more effective, equity-focused policy.