The FT reported this week that the shortage of engineers in Germany has become so acute that its leading companies are “turning to the kindergarten to guarantee future supplies”.

Firms like Siemens and Bosch are giving toys and hard cash to playgroups to hook kids as young as three! This got me thinking …

We’ve got a big problem here. Kids, teenagers and young adults are almost universally obsessed with digital toys, music and communications. They are first class consumers of anything shiny and sophisticated that Sony, Apple or Nokia produces. But they aren’t at all interested how it all works inside the shiny box.

Of all the kids in the 1930’s, 40’s and 50’s who grew up fascinated by steam engines, radios and space rockets - enough of them were clearly motivated to learn physics and engineering. They in turn went on to invent the core technologies we enjoy today - the computer, the CD and the mobile phone.

But who’s going to invent the technology of tomorrow?

Sure, we’ll have plenty of content. Every kid wants to be the next Myspace wonder or failing they might consider being a presenter on MTV. But will the chances of paradigm busting technological leaps now start to diminish? Or at least might the capacity to take advantage of these leaps start to dry up?

Narrowcast interaction with kids in kindergarten is clever. But wouldn’t it be interesting if a brand spoke in broadcast communications to teenagers at the age when they choose their subjects at senior school. Imagine Sony going on TV to tell kids that science is cool. Wouldn’t that be refreshing? Instead of just selling us stuff, maybe it is time that technology brands started educating us. Stop holding up a mirror and showing us funky people lounging about using their products. Start making heroes out of the scientists and engineers which defy the laws of physics to make all our gear work. Our innate lust and passion for gadgets needs to be transformed into a respect and an appreciation for technology. I wonder which brand will be brave enough to try this?

Tags: Bosch, engineers, Germany, kids, MTV, school, Siemens