The inspiration for this post was a college student who became my intern. I asked her to find the ticker symbol for a company we were researching. She had no idea what I meant, and was too embarrassed to ask. With Google giving her the world at her fingertips, I didn’t understand why she didn’t just go find out, save herself the embarrassment. I was curious about the psychology of the problem, so I let it stew for a while. I definitely thought she was right to be embarrassed. She’s 20 years old. She’s heard the term by accident on TV a million times.
I finally confronted her and she said: “You can’t just Google something financial, can you?”
She’s a bright girl. It may not seem like it, but she is. Hey, at least she knew it was something financial. So, then I understood. The stock market, which, let’s face it, is a group hallucination in many respects, is intimidating to most young people. Once I demystified it for her, and then sent her to this great Virtual Stock Exchange web site to play, she transformed. Now she’s a day trader gamer—which was so not the point of my lesson. But we’ll get her there. She’s comfortable with it now, and is starting to really learn how to invest.
The following tutorial for your teens about what stocks are, how to buy them, and when not to buy them, is taken from my intern’s journey. It’s simple, 5 steps. There is a more advanced lesson I will write in another blog post, but this is specifically a primer for teens, or 20-year old newbies, with three goals: Teaching them what stock is, how to buy it, and who they are as budding investors.
The reason I emphasize teaching teens, and not waiting until they’re college students, is my intern said she would have understood her political science class so much more if she had understood the stock market beforehand. I think I’d like that quote etched in my tombstone! My raison d’etre, achieved.
But it is with a huge warning label that I write this post. I do not believe that every human being is designed to invest in the stock market. This primer is designed to ferret that out. My husband, for example, is not. I tend to make long-term investments, and think of stocks in seven-year cycles, sort of like real estate. He says he understands this concept, but if he’s aware of an equity that’s been purchased, he watches its ticker price every day, and is not emotionally stable about it. He sits, yelling from the sofa, as he obsessively watches Bloomberg TV. It’s not pretty, never mind healthy. The cat always darts out of the room if she hears Bloomberg come on.
Getting a feel for their investment nervous system, and what sorts of investments kids are comfortable making is such a gift of a lesson. If they have self-awareness about their investment disposition early, it will make them proactive about investing, wise about their tolerance for risk, and curious enough to educate themselves along the way.
1. First the definition: What is a stock? Take your time here, and don’t go too broad or detailed in explanation. A stock is a percentage of ownership in a public company. Each share of stock is a share in the company, like a citizen is a voter in a population. Every company with shareholders has an obligation to maximize the stock share’s worth. Shares of stock are traded every minute of every day, and people decide how much they want to pay for the shares based on good or bad news about the company. So the value of a share is never the same, even for a second.
They love this concept—why do they always love the idea of fast-moving, merit-based worth unless they’re arguing with me about the grade I gave them? Well, they love it until they realize how many shares there are to be divvied up, and that a precious few folks always own the majority. Their hearts sink when they realize that the majority shareholders are the only ones who influence the price of the stock, when they buy and sell in large chunks. (Don’t go into common versus preferred stock unless you’ve got a little economist on your hands. Save it for the more advanced lesson.)
Take the background of the stock definition just one step further: Big brokerage firms pool money together from big time stockholders, so when they buy a stock, they’re buying significant shares, and they affect the price of a stock tremendously. Suddenly they’ll know, on a base level, what ETrade and Smith Barney do.
There is so much more to explain, but just let that sink in for a while. It’s enormous on its own. Funny thing with stock lessons: Every little thing mushrooms into a macroeconomic view. So my whole approach to the stock primer for teens is to teach them a little at a time. Otherwise they get overwhelmed.
When you explain just the above, teens often resent stocks because they see the monolithic reason that corporations are “heartless.” They are indeed driven by a profit motive. But they also have a chance to see it’s not as evil as they think because corporate logic isn’t immoral, it’s amoral. If they grasp this, they’ll understand the world a little better. This was the key point that prompted my intern student to say it made her understand her political science class better.
2. Quickly segue to socially conscious companies and have them track three. Have them Google socially responsible investing. Individual company lists and mutual funds will pop up. I know this sounds tangential, but for teens and college students this is an essential second step in a stock primer. Otherwise, they’re going to go off on self-righteous diatribes about evil corporate America. You’ll lose them.
So, here’s my little trick. I tell them that socially conscious companies are ones that are green and humanitarian. For their lesson, they can invest in those. Green tech companies are a big favorite among teens. And they’re smart to like them. You may find yourself interested in buying in.
Teens love tracking the performance of the companies they believe in. But then comes the anthropological observation, which fascinates me in every class I’ve ever taught: I watch which kids stay devoted to socially conscious companies, and which kids stray, comparing dividends and return on investment to other conglomerates, and then go with the most profitable.
There are so many personality traits that shine through the stock lesson. Tell your kids that and let them see their true economic colors come out.
Regardless of which personality type they are, socially responsible investing will get their attention. (I will do a separate blog on just socially responsible investing, and how to really scrutinize the companies for true conscientiousness and profitability.)
3. Once you have their attention, tell them how people buy stocks. You can either call your financial institution and speak to an investment advisor there, or open a brokerage account at a place like ETrade or Smith Barney. Explain to the kids that the reason some people like brokerages is there are instances where brokerage houses get better prices because they’re trading such large chunks of shares, so when they’re buying you a stock, they’re probably buying thousands of other shares, affecting the price. They also can be first in to buy at the best price.
Now, if you’re a long term investor, the fractional difference in purchase price might not make a difference, and most brokerage houses charge a quarterly or annual fee for buying stocks. Most financial institutions have experts in house who can sit down with your teen and give advice, based on their questions.
4. Take them to your financial institution or brokerage, and have them talk to someone about buying stocks. If you don’t have a broker, call your credit union, because most of them have an investment office on staff. This appointment will be so interesting. Tell your teen to come in with questions about the three companies they’ve learned something about. Have the financial advisor explain purchasing a stock, why you need signatures and permission, fees associated, how performance is tracked, dividends paid out.
Have the goal of the meeting preset with the financial advisor. You want your teen to come out of there with three stocks to buy. Will they be the same ones the teen has tracked, or not? (You’ll see if they’re emotionally loyal, or reactive to compelling data. The advisor will recommend stocks they think are based in the area your teen has chosen). But don’t buy them yet.
5. Have them go to Virtual Stock Exchange and play the market, starting with those three stocks. See if they end up really wanting to buy them. Ask them to write down questions about the stock market each week for a month. If they stay with this game, buy them a share of stock at the end, based on their evaluation. If they don’t want you to buy stock, offer them a risk-free investment reward, like a CD, if you can. Don’t push buying the stocks.
Please share stock buying stories here. What sorts of companies are your kids interested in? Which kids ended up wanting nothing to do with the stock market and what did they have to say?
To keep updated on new posts, you can also subscribe to our RSS feed, on Facebook and on your Twitter page. Just add us.