Neknominating: why it's here and how to end it

Their shorter attention spans and, for some, a relative inability to think about unintended consequences, are product of wanting to experience as much of life as they can with the minimum expenditure of time. Their attitude is, "I want to tell a better story about myself. To do that I have to invest in as many experiences as I can, while I can."

My point is that under-30s have a fundamentally different worldview when it comes to the purpose of technology than their parents - or even those who are just 10 years older.

They're not more selfish - in many ways they're arguably more altruistic, given their early awareness of global challenges. (Reports suggest that a growing number of young adults, when nominated for a drinking challenge, are responding by giving their time to charity instead!)

However Millennials are, generally speaking, very focused on the "now". This is part of the potential danger involved with neknominating; there's little forethought as to consequences.

What can be done?

So, what can be done about neknomination? Some will argue that governments hold the key to the problem.

I would argue that governments, national, regional and local can indeed do more to help educate young people, about the risks of alcohol abuse - and the dangers of assuming that everything digital is desirable.

Sometimes, people need a gentle (or even in-your-face) reminder that while something may seem familiar it is not necessarily safe. The mobile internet is ubiquitous, but it is also a wild west, filled with as many dangers as thrills.

Schools, health authorities and other civic bodies can play a role in providing this outlook. They can also provide assistance for young people who've become dependent on the internet in unhealthy ways.

However, governments and local authorities can't be seen as the entire solution.

Sometimes we expect too much of government; we look to politicos and administrators to solve every social problem. As a result, we effectively give politicos or bureaucrats too large a role in shaping our communities and our families.

Much of the answer to neknomination lies in the home. Even in today's very fast-paced, interconnected world, parents often have more power or influence than they think. The answer to neknomination lies largely in changing youthful attitudes to alcohol. That can begin at home.

Studies worldwide have shown that the first experience many young teenagers have with alcohol is in the home, with the approval or encouragement of their parents. Some parents seem to see the fact that their kids have started partaking of alcohol as a rite of passage.