The results of a new global report released today by the OREO
brand and Ipsos Public Affairs indicate that from China to Poland and
Portugal to Venezuela, the spirit of childhood – that is, the chance for
children and adults alike to enjoy simple, carefree moments – may be
destined for the endangered species list. The report reveals that the
vast majority of parents surveyed believe today's kids are growing up
quicker than previous generations. In fact, seven out of 10 parents
worldwide say their children should have more time to ‘just be kids.'
The idea that the spirit of childhood is on the decline is true not only
for kids, but also adults. Parents everywhere yearn for the type of
lighthearted enjoyment they had when they were kids. In fact, a majority
of parents worldwide (59%) say they don't have fun on a daily basis and
54 percent say they rarely experience the feelings of delight they did
when they were children.
The "Global Spirit of Childhood Report," conducted by Ipsos
Public Affairs on behalf of OREO, measured the spirit of
childhood around the world in an effort to understand if people, both
young and old, take the time to experience the simple joys of being a
kid.
"As we regularly talk with consumers worldwide, we consistently hear
about the importance of experiencing the carefree feelings of childhood
at any age," said Sheeba Philip, Global Brand Director for OREO.
"We believe this sentiment is more important now than ever before, so we
conducted this research to learn more about the spirit of childhood
worldwide."
Family Fun: Worth Its Weight in Gold
While the report suggests the spirit of childhood may be at risk,
parents' desire to have fun with their children isn't weakening. Three
out of five parents (63%) say spending time having fun with their kids
is more important to them than it was to their own parents when they
were growing up.
Carefree fun has become such a rare treat for parents and their children
that it's worth its weight in gold – literally. More than half of
parents surveyed in countries like Mexico (54%), Peru (58%) and India
(77%) say they would trade part of their salary in exchange for more
time with their kids. And, four out of five parents surveyed across all
20 countries even say having fun as a family is "more important than
anything else." Despite this overwhelming desire, 59 percent of adults
are not spending moments of carefree fun on a daily basis.
Technology: A Double-Edged Sword
In a fast-motion 4G world, technology and social media have an
increasingly dramatic impact on the dynamics of family life.