By Lead Adventurer, Paul Wilcox.
Social media is finally facing the kind of scrutiny once reserved for the tobacco industry. As platforms like Meta and YouTube continue to dominate young people’s attention, parents – myself included – are increasingly worried about the sheer number of hours our children spend online and the impact this is having on their wellbeing and development.
Many families are now embracing the growing claim that these platforms have been engineered with harmful intent. With Australia moving to ban social media for under‑16s, pressure is mounting on the UK to consider similar action. The tide is turning, and parents are beginning to question whether these companies should continue to have such unfettered access to children’s brains.
As someone who works closely with young people, I see the benefits that technology can bring. But I also see the cost when children become reliant on the fast, artificial dopamine hits that social media delivers. The real issue isn’t technology itself – it’s imbalance. Children need alternative ways to stimulate their brains, build resilience and experience joy that isn’t tied to a screen.
At We Are Adventures, we use the outdoors as a living classroom where children can explore, create and reconnect with the natural world. Time in the woods offers something social media never can: a healthier, more sustainable dopamine fix.
Neuroscientist TJ Power, creator of The DOSE Effect, explains that our brains evolved to thrive in nature over hundreds of thousands of years. The chemicals that drive our happiness – dopamine, oxytocin, serotonin and endorphins – were designed for a life spent outdoors, in tribes, moving, exploring and connecting. Modern technology disrupts this balance, creating chemical imbalances that contribute to stress, anxiety and low mood. His work shows that to thrive, we must rediscover the actions that naturally rebalance these systems.
Outdoor play does exactly that. Research shows it can reduce the negative impacts of screen time by almost 20%, helping children develop a healthier mindset. I’ve seen firsthand how time in nature boosts confidence, creativity and calm – and how it gives families a much‑needed break from the constant pull of notifications.
With one in five children now spending more than seven hours a day online, it’s no surprise that parents are pushing back against the tech giants. Many are searching for a new approach – one that doesn’t rely on bans alone, but instead offers children something better.
The outdoors provides that alternative. It’s a natural support system, a reset button, and a gateway to healthier habits. If social media is having its tobacco moment, then time in the woods might just be the antidote our children need.
References
https://www.bbc.co.uk/news/articles/c747x7gz249o
https://www.sciencedaily.com/releases/2023/01/230123123247.htm
