New Global Report Reveals That The Spirit Of Childhood Is At Risk

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.

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