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We admit it: the Miley Cyrus story that has dominated headlines this week begs for commentary from us. But with so much being said about the performance of this young star and youth favorite at the 2013 VMA Awards this past weekend, we’re not sure there’s much for us to add to a story that has easily entered media-frenzy mode. Instead, during a week when many commentators have questioned the values of youth, the moral of Millennials and the salaciousness of youth celebrities, we thought we’d focus on a story that’s more authentically affecting kids, tweens and teens around the country: back to school.

If you have kids in your home, you know that back to school is often filled with simple reminders of the timeless joys and fears of childhood. A letter from a new teacher can cause a kindergartner delight usually reserved for a new toy – and it can also cause anxiety about a new challenge ahead. Parents get giddy about the return to a routine – but they also watch, heart breaking, as their little ones take another step away from babyhood. And kids and parents everywhere lose sleep wondering what this year’s workload, teacher, mix of classmates or tryouts for varying activities will mean for how they spend the year ahead.

And this year, across the country, parents at new schools will ask questions about security. They’ll find out about no-tolerance bullying policies. And they’ll wonder if decreasing school budgets will mean the sports they love, or the classes they thrive in, or even the recess time they desperately need will remain available.

Above all, kids, tweens, teens, moms and dads will take a fresh look at how they’re all doing. They’ll resolve to make mornings easier, and they might even institute a new system to organize their households and their lives. They’ll prep new snack options, hoping that this is the year that carrots don’t come home from lunch! And they’ll set goals for who and how they want to be.

During this time, brands can serve as problem-solvers, but they can also take the higher ground: they can inspire and invoke parents’ and their children’s desire to be their best. It can also be a fresh start for brands and content creators, pushing them to take a look at what grade they hope to receive at the end of the year – and how they’ll get there. For youth marketers, back-to-school doesn’t have to mean back to normal – but it should be a call to go back to basics.