NEWS COPY
Peer pressure, academic responsibility and social media are putting unnecessary strain on Britain’s kids, a new study has revealed.
In a survey of 2,000 parents, 62 per cent agreed that their children are affected by peer pressure, while half said that social media is having an adverse effect on their wellbeing.
Six in ten kids are feeling the pressure to perform well at school, while 80 per cent of parents admitted to feeling the need to push their children into scheduled activities.
The study, which was conducted by Fruit Shoot to launch the ‘It’s My Thing’ campaign, found that 68 per cent of parents believe that it is important for their kids to find their ‘thing’ – a talent, skill or interest that they love, to help boost confidence, happiness and self-esteem.
NHS Doctor and child health specialist, Dr Ranj Singh, comments: “Kids today are under increasing pressure which not only limits their individuality and sense of self, but can also result in them feeling inadequate.”
“The younger we can start empowering and instilling confidence in kids the better. Having a special ‘thing’ whether a hobby, interest or special skill that they discover themselves can not only help build confidence and self-esteem but will also help set them up for future challenges.“
Eight in ten parents said there is too much pressure for kids to live up to society’s expectations and 79 per cent said that the pressure means children are not able to be themselves.
60 per cent of parents also said that between the ages of 7 and 12 is when kids begin to be affected by the opinions around them, making this the age when children are most at risk of becoming influenced by societal pressures.
Following the research, Fruit Shoot is encouraging parents across the country to get kids doing their ‘thing’. The aim is to inspire parents to recognise the importance of kids having a ‘thing’, whatever that is and provide a forum to share ideas for nurturing child creativity and individuality via Facebook.
Kirsty Hunter, brand director at Fruit Shoot commented: “Both the research and our experts’ advice revealed the importance of kids discovering their passion and we managed to find some amazing children who really bring to life the positive benefits of having a thing they love.
“We hope by highlighting children like Freddie and Ellie, who appear in the ‘It’s My Thing’ campaign, providing advice from our experts and offering a forum to provide inspiration we can help parents to encourage their children to ‘find their thing’.”
ENDS
View It’s My Thing campaign video here: https://vimeo.com/206371588
Password to view: Fruit Shoot
