“Disney Adults” have been mocked and analyzed for years. Why are people so obsessed with Disney? Who would willingly spend thousands of dollars just to go to a theme park? Why do people cry when they look at a castle? Fair questions, maybe. But these questions often come from the same people who spend thousands on NFL tickets and steadfastly root for a football team of men they’ve never met. Point is, we all have our own passions. Can’t we leave each other alone?
The winds are changing. The general public doesn’t seem to look at Disney as favorably as they did before. In fact, Disney’s ranking on Fortune’s 2024 list of the World’s Most Admired companies fell to the 12th spot (down from the #6 spot in 2023). With legal battles, political attacks, and a restless fanbase to contend with, Disney has a lot on its plate. Are Disney Adults a dying breed?
There are a couple of things at play here. First of all, it’s not too late for Disney to right the ship. As we all well know, the discourse around a person (or even mega media conglomerate) can change on a dime. Disney can still bring people back on its side, but it won’t be easy.
The TikTok Effect
At the risk of sounding like a bitter, crotchety old person, we will try to choose our words carefully here. Some may say that it seems like kids don’t go outside as much as they used to. Is the internet to blame? We’re not here to open that can of worms, but we will say that social media is a whole lot more prevalent now than it was even ten years ago, and surely that has implications for the youth, right?
People love to blame TikTok for a lot of today’s problems. The social media platform has become a useful scapegoat for many of society’s shortcomings. And yes, in general, most people could probably read a few more books and use a little less screen time, but we need to give the disclaimer here that we’re not JUST blaming TikTok for the decline of Disney fans.
That said, with so many things to see and do on the internet — TikTok included — kids have endless entertainment options right at their fingertips. Think back to 2005. Kids did NOT have YouTube “celebrity” idols, TikTok series, or internet trends. They had a few kids’ channels on TV, lots of Disney movies, and maybe some video games. Of course Disney used to be wildly popular — who was it competing with?
Today’s Disney Adults grew up with Disney. It’s a lot harder to “grow up” with Disney when there’s so much other noise in pop culture.
When Does the Nostalgia End?
Here’s another problem. Disney seems to be playing favorites. Let’s face it. Events like “Disney Channel Nite” and reboots of late ’90s and early 2000s films like Kim Possible, High School Musical, and even (potentially) Freaky Friday are not being made for kids. They’re targeting Millennials and Gen-Z Disney Adults who live for the nostalgia of early childhood.
There’s nothing wrong with making things just for Disney’s most dedicated fanbase. In fact, it makes perfect sense. But where’s the NEW version of the wildly popular Hannah Montana, Suite Life of Zack & Cody, Wizards of Waverly Place Disney Channel era? Yes, the Disney Channel still exists. But we don’t seem to see the same kind of fan reaction to current shows like Bunk’d and Liv and Maddie as we did with That’s So Raven and Good Luck Charlie. In fact, Disney is canceling Bunk’d.
If Disney wants to create new Disney Adults, it needs to start making movies and shows that kids will fall in love with the way kids in the ’90s and early-mid 2000s did.
Marketing
Honestly, it might all come down to marketing. The idea of marketing for kids is a controversial subject. There’s the question of ethics to consider. Should kids be targeted for Disney advertisements before they really understand what “marketing” even is? Then again, everything we see and do has some marketing involved, so there’s really no escaping it. If that’s the case, Disney needs to work on its advertising.
We’re going back to the mid-2000s for this example. When kids used to watch a Disney DVD, there was always a string of Disney commercials before the movie. When you tuned into ABC, you could catch The Wonderful World of Disney. Disney was EVERYWHERE, and kids felt encouraged to watch more Disney shows and see new Disney movies. Today, Disney can barely put together a coherent announcement about a new Moana sequel debuting later this year. Where’s the inspiration? Where’s the call to action?
Maybe we’re looking at the past through rose-colored lenses. But it seems like kids today don’t have the same Disney “brand” to grab onto as older generations. In 20 years, will those young adults look back at Disney as fondly as Gen-Z and Millennials do now? It’s hard to say.
Who knows! Maybe the Disney Adults of today are training their own little ones to become junior Disney fans. Perhaps the cycle comes down to families. Either way, the decided group of Disney Adults the internet loves to hate isn’t going anywhere. But will the bloodline endure?
What do you think? We’d love to hear your thoughts!
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Do you think Disney Adults are a dying breed? Let us know in the comments!
I had never been to Disney as kid, and really never wanted go there as an adult. We took my daughter when she was 6. It was honestly the most carefree vacation I had ever had. Zero worries, zero driving, just enjoy the time. I loved it. After the first trip were weren’t home more than ten minutes and I was planning the next trip for over twice as long. We went every other year for ten years for at least 10 days. Each trip we noticed some “thing” was removed here and there. In current terms we saw shrinkflation. At the same time I heard similar complaints from DVC members and even here on All Ears. I used to love to read this news letter every week. Now it is more likely to depress me. I haven’t been back since 2006 and not sure I ever will. All the new rules and need to be plugged in to do anything take all the care free out of it.
My wife and I were Disney adults until last year. since 2000 we came almost every year and sometimes twice a year, I am 80 years old and my wife is 76 years old both of us still in good shape. the most disappointing is there isn’t any discounts for seniors,
for rooms and park admission. Room prices are so outrageous for rooms that are not that clean and unmade beds. we realize there is a staff shortage but it sure doesn’t reduce the room price when you have to take care of it yourself (its vacation time we came to be spoiled a little bit) there are a lot of seniors that are there and can’t go on some of the rides anymore, it’s for the grand kids.
it’s really nice to stay on property we loved it, but 500 to 600 dollars day is a bit much without food!
Sadly, current management is alienating Disney lovers with and without kids. I still love Dapper Days each year but some of the magic has been siphoned away by corporate incompetence.